The Relationship of Experiential Marketing with Customer Satisfaction and Loyalty in Sport Complexes

The aim of this study was to investigate the relationship of experiential marketing with customer satisfaction and loyalty through mediating the experienced value. The present study was applied in terms of aims and descriptive-correlation method. The statistical population consisted of customers of sport complexes in Kohgiluyeh and Boyer-Ahmad province. 395 questionnaires were randomly collected from respondents and considered as the sample for statistical analysis. Cronbach’s alpha and confirmatory factor analysis were used to examine the reliability and validity of the test. To evaluate the model and hypotheses, structural equation modeling was used with Amos software. The results showed that the dimensions of experiential marketing had a significant effect on the experienced value. There was also a significant relationship between experiential marketing and satisfaction through experienced value, but the relationship between experiential marketing and loyalty with the mediation of experienced value alone was not possible, rather for a significant relationship, customer satisfaction was required in addition to experienced value. Experiential marketing is a new factor in marketing strategies, an interactive experience-based approach which seeks to create value along with other communication channels so that it can provide a dual engagement for consumer and brand.