Modeling Relationship between Experiential Marketing, Experiential Value and Purchase Intension in Organized Quick Service Chain Restaurants Using Structural Equation Modeling Approach
Journal Title: International Journal of Computer Science and Management Studies (IJCSMS) www.ijcsms.com - Year 2012, Vol 12, Issue 0
Abstract
This paper proposes the framework to examine interrelationship among experiential marketing, experiential value and purchase intensions in the quick service chain restaurants. Structural equation modeling (SEM) is used to validate and test the proposed model. Experiential marketing focuses on how customer senses, feel, think, act and relate their experiences. Experiential value incorporate the benefits derived from perceptions of playfulness, aesthetics, customer return on investment and service excellence is incorporated in the proposed model. Structural validity of the model is finally processed by using Statistical Package for the Social Science (SPSS) 18.0 and AMOS 4 software based on the sample of 300 customers. The paper suggests that marketers should consider experiential marketing in quick services chain restaurants will lead to materialization of the sales.
Authors and Affiliations
Dr Ashutosh Nigam
Keywords
Related Articles
- EP ID EP135390
- DOI -
- Views 130
- Downloads 0
ENHANCING ORGANIZATIONAL EFFECTIVENESS THROUGH CUSTOMER ENGAGEMENT
Customer satisfaction is “merely the entry point for achieving a deeper foundation that rests on total customer engagement,” by Benson Smith and Tony Rutigliano. Everyone aims to satisfy the customers: in fact, you and y...
FUZZY NEURAL NETWORKS
This paper comparator networks - a well-known model of parallel computation. This model is used extensively for keys arrangement tasks such as sorting and selection. This work investigates several aspects of comparator n...
SWOT Analysis of Foreign Direct Investment on Indian Retail Industry
The requirement of space is one of the biggest demands, so the real estate has also grown over the last years. In the years to come Indian economy will also see the real estate sector climbing the steps of organized reta...
Measuring of channel cofficient using “KALMAN filter”
In this paper, the channel is estimated by using kalman filter. The channel is time varying modeled as a low-Pass tapped delay line filter that is work as the FIR filter with time varying Coefficients. Here Kalman filter...
Comparison of Software Quality Metrics for Object-Oriented System
According to the IEEE standard glossary of software engineering, Object-Oriented design is becoming more important in software development environment and software Metrics are essential in software engineering for measur...