A study of experiential marketing's influences on supermarket customer satisfaction in Thailand.

Abstract

Customers nowadays seek for products, communications, and marketing campaigns that deliver an experience they can relate to and that they can incorporate into their lifestyles. Experiential marketing is a new approach that was introduced as a tool for creating such affect to customers. This study is aimed to verify the influences and relationship of experiential marketing modules and Thai supermarket customer satisfaction. The research was conducted on 116 respondents using online survey and mall intercept approaches. The data was analyzed by SPSS software using frequency analysis and cross-tabulations to summarize that experiential marketing can lead to customer satisfaction in supermarket in Thailand. In addition, the result indicated that among the 5 strategic experiential modules, Sense, Think, Feel, Act and Relate, the modules that are positively lea to customer satisfaction are Sense, Feel and Think respectively.

KEY WORDS: Experiential Marketing / Food Retail/ Supermarket / Shopping Experience / Customer Satisfaction