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
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.
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.
Method & Evidence
Variables
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?
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.
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.
Add to My Project
Quick Cite
(2023). How Does Consumer Experience with Cosmetics Products Create EWOM, Satisfaction, and Loyalty?. Jurnal Manajemen Bisnis. https://doi.org/10.18196/mb.v14i1.14525 Retrieved from https://designdex.org/study/3adc57fe-0757-407f-bf31-9bae4fadfeaa/experiential-marketing-drives-loyalty-through-satisfaction-and-electronic-word-of-mouth
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.
Source
Jurnal Manajemen Bisnis
How Does Consumer Experience with Cosmetics Products Create EWOM, Satisfaction, and Loyalty?
journal · 2023
View sourceQuestions 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.
- Is there evidence that satisfaction affects design outcomes?
- Positive customer experiences lead to greater satisfaction and more online recommendations, which in turn build customer loyalty. Both satisfaction and online recommendations act as pathways through which positive experiences translate into loyalty. In competitive markets, brands must move beyond product features to cu Source: Jurnal Manajemen Bisnis (2023).
- Where does this loyalty research apply?
- Local, mid-to-low-end beauty product market in Indonesia. It sits within innovation & markets research on designdex.org.
Related research topics
satisfaction design research · evidence on satisfaction · does satisfaction improve design outcomes · loyalty studies for designers · satisfaction and loyalty findings · innovation & markets research evidence