Short answer

Invest in designing customer experiences that evoke positive emotions and are easily shareable online, as these are key drivers of satisfaction and lasting loyalty.

Field
Innovation & Markets
Source
Jurnal Manajemen Bisnis (2023)
Method
Quantitative survey with explanatory design.
Sample
160 participants
Evidence
Strong effect

Creating positive customer experiences is crucial for fostering satisfaction and encouraging electronic word-of-mouth (EWOM), both of which significantly contribute to long-term customer loyalty. This innovation & markets research insight is drawn from a 2023 study published in Jurnal Manajemen Bisnis. Using Quantitative survey with explanatory design. with 160 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Invest in designing customer experiences that evoke positive emotions and are easily shareable online, as these are key drivers of satisfaction and lasting loyalty.

Study
Innovation & MarketsRecentStrong effect

Experiential Marketing Drives Loyalty Through Satisfaction and Electronic Word-of-Mouth

Creating positive customer experiences is crucial for fostering satisfaction and encouraging electronic word-of-mouth (EWOM), both of which significantly contribute to long-term customer loyalty.

Jurnal Manajemen Bisnis · 2023

01

Key Findings

  • 01Experiential marketing positively impacts customer satisfaction, EWOM, and customer loyalty.
  • 02Customer satisfaction and EWOM also positively impact customer loyalty.
  • 03Customer satisfaction mediates the effect of experiential marketing on customer loyalty.
  • 04EWOM mediates the effect of experiential marketing on customer loyalty.
02

Application

Design takeaway

Invest in designing customer experiences that evoke positive emotions and are easily shareable online, as these are key drivers of satisfaction and lasting loyalty.

How to apply

When developing new products or services, map out the entire customer journey and identify opportunities to inject memorable, positive experiences. Implement mechanisms to encourage customers to share their positive experiences online.

Project actions

  • 01When researching a product, consider how the user's interaction with the product and its surrounding services contributes to their overall feeling.
  • 02Think about how you can encourage users to share their positive experiences online through reviews or social media.
03

Method & Evidence

AimTo investigate how consumer experience with local beauty products influences Electronic Word of Mouth (EWOM), satisfaction, and loyalty.
MethodQuantitative survey with explanatory design.
ProcedureAn online questionnaire was distributed via Google Forms to 160 women who had recently purchased and used a specific local beauty brand and had engaged in EWOM. The data was analyzed using Structural Equation Modeling (SEM) with AMOS version 22.0.
Sample160 participants
ContextLocal, mid-to-low-end beauty product market in Indonesia.

Variables

IVExperiential marketing
DVCustomer satisfaction, EWOM, Customer loyalty
04

Strengths & Limitations

Strengths

  • +Employs a robust statistical method (SEM) to analyze complex relationships.
  • +Investigates the mediating roles of satisfaction and EWOM, providing deeper insights.

Limitations

The findings might be specific to the beauty industry and the cultural context studied. Generalizing to all product types or markets may not be accurate.

Reliability & validity

The use of SEM suggests an attempt to establish construct validity and model fit. Reliability would depend on the psychometric properties of the scales used in the questionnaire.

Think critically

How might the influence of experiential marketing on loyalty differ for high-involvement versus low-involvement products?

05

Design Principles

"Customer experience design should aim to create memorable, satisfying interactions that naturally lead to advocacy and loyalty."

In competitive markets, brands must move beyond product features to cultivate memorable customer journeys. Understanding how these experiences translate into satisfaction and advocacy can guide marketing strategies and product development to build a loyal customer base.

06

What This Means for Your Design

Making customers happy with their experience and encouraging them to talk about it online makes them more likely to stick with your product.

How to use in your project

  • 1.Use this research to justify the importance of user experience and EWOM in your design process, especially when aiming for long-term product success.
07

Add to My Project

08

Quick Cite

Paragraph starter

This research highlights the critical role of experiential marketing in fostering customer loyalty. By focusing on creating positive customer experiences that lead to satisfaction and encourage electronic word-of-mouth (EWOM), designers can significantly enhance customer retention and brand advocacy.

09

Source

Jurnal Manajemen Bisnis

How Does Consumer Experience with Cosmetics Products Create EWOM, Satisfaction, and Loyalty?

journal · 2023

View source

Questions About This Research

What does the research say about experiential marketing drives loyalty through satisfaction and electronic word-of-mouth?
Invest in designing customer experiences that evoke positive emotions and are easily shareable online, as these are key drivers of satisfaction and lasting loyalty. Evidence: Jurnal Manajemen Bisnis (2023).
Why does "Experiential Marketing Drives Loyalty Through Satisfaction and Electronic Word-of-Mouth" matter for design?
In competitive markets, brands must move beyond product features to cultivate memorable customer journeys. Understanding how these experiences translate into satisfaction and advocacy can guide marketing strategies and product development to build a loyal customer base.
How can designers apply this research?
Invest in designing customer experiences that evoke positive emotions and are easily shareable online, as these are key drivers of satisfaction and lasting loyalty.
What were the main findings?
Experiential marketing positively impacts customer satisfaction, EWOM, and customer loyalty.. Customer satisfaction and EWOM also positively impact customer loyalty.. Customer satisfaction mediates the effect of experiential marketing on customer loyalty.. EWOM mediates the effect of experiential marketing on customer loyalty.
What research method was used?
Quantitative survey with explanatory design. with 160 participants.
How strong is the evidence?
Evidence strength is rated Strong effect, based on a 2023 journal from Jurnal Manajemen Bisnis.
What should I do differently in my next project?
When developing new products or services, map out the entire customer journey and identify opportunities to inject memorable, positive experiences. Implement mechanisms to encourage customers to share their positive experiences online.
What are the limitations?
The study focused on a specific product category (beauty products) and market segment (Indonesia), potentially limiting generalizability to other industries or cultural contexts. The reliance on self-reported data through questionnaires may introduce biases.