Creating Memorable Experiences: Experiential Marketing for Food Brands

This study aimed to determine the effect of experiential marketing on customer loyalty, knowing the impact of service quality on customer loyalty, and determine the influence of experiential marketing and service quality on customer loyalty. The methodology used is a descriptive quantitative method, the unit of analysis in this study is Konichiwa as well as the unit of observation is the customer Konichiwa. The population in this study were customers 

eating in Konichiwa in 2018 as many as 5894 subscribers. The sampling technique using techniques Slovin and gained as much as 98 customers. Data were analyzed using multiple linear regression analysis methods. The results showed that experiential marketing partially positive and significant impact on customer loyalty. Service quality and significant positive 

effect on customer loyalty. Simultaneously, experiential marketing and service quality simultaneously positive and significant impact on customer loyalty.In the face of increasingly fierce business competition, the company seeks to retain existing customers and potential new customers looking for enterprise customers is a source of income that affect the 

Sustainability of its business

Konichiwa are home eating food that was on Bandung. This restaurant has menu mainstay food like Capchai, Khau Bak, Tin Chicken and Shrimp taucho. According to the observations researchers applied Experiential Marketing approach known companies have not succeeded in creating a memorable experience for customers who eat at Rumah Makan Abeng 38. This is because customers are often not obtained satisfaction to be expected such as restaurants 

that rated customers are still narrow and often unable to accommodate the number of customers who want to eat there, the air circulation in the house eating is still not good so customers often feel the heat, and facilities such as the car park is often the biggest problem because Konichiwa does not have its parking lot. This leads to the formation of a positive and memorable experience in themselves the customers so that the company is not able to 

increase customer loyalty. Also, the quality of services rendered Konichiwa is not optimal. Problems that occur on Service Quality in the company is a frequent customer filing a complaint with the services provided such that the slow response of employees to customers, does not provide information on the recommendations veggie menu to guests, and the lack of employees in serving guests who eat so customers often less satisfied and become not loyal 

To the company Companies need

to increase loyalty clientele so that customers do not switch to another company in buying the product. Customer loyalty is loyalty to the company arising out without coercion but of consciousness itself. Companies that can increase customer loyalty will make the company grow and reduce the influence of competitors' attack similar companies. Customer loyalty is formed can be influenced by several factors such as Experiential Marketing and Quality 

Services. Experiential Marketing is a marketing concept that aims to create loyal customers by tapping customer emotions and gives a positive feeling towards the products and services offered by the company. In this approach, the company creates a product or service by touching the senses, hearts, and minds of customers. Products can touch the emotional value customers can positively make a memorable experienceAccording to Kotler and Keller (2013: 

Loyalty (loyalty) customers are deeply held commitment to purchase or support back preferred products and services in the future despite the influence of the situation and the potential marketing efforts cause customers to switch". According to Hurriyati (2013: 128), "Loyalty is a behavior indicated by routine purchases, based on a decision-making unit".According to Hasan (2014: 121) "Customer loyalty is a behavior associated with the 

Brand of a product including the possibility

renewing the contract brand in future and how many customers are likely to enhance the positive image of a product ". From this sense, it can be concluded that customer loyalty is customer behavior in commitment, confidence, and loyalty to brand products as well as an important management challenge because it can enhance the positive image of a product. Customers are loyal to certain brands tend to be tied to the brand and would buy the same 

product again though there are plenty of other alternatives. profit from their loyalty is decreasing influence of attacks from competitors of similar companies not only competition in terms of product but also the competition in terms of perception. Other than that, consumers who are loyal to encourage the development of the company because they usually give you an idea or suggestion to the company to improve the quality of its products and in the end, 

they will not be so concerned about the price because they believe in the product and the quality of the company. According to Hasan (2014: 123) forming the concept of customer loyalty include:It is a marketing technique to create customer experiences that relate to the physical body, patterns of behavior, and long-term lifestyle and experiences that occur from interactions with others. Where the lifestyle itself is an individual behavioral pattern in life 

Conclusion

which is reflected in the actions, interests, and opinions. Experience Act in the form of lifestyle can be applied by using the ongoing trend or encourage the creation of new cultural trends. Experience The purpose of the Act is to give the impression of patterns of behavior and lifestyle, as well as enriching social interaction through strategies undertaken. Thus, the experiential marketing approach applied by the company can be measured from the five 

senses, feelings, thoughts, actions, and relationships that can be used as indicators of research.The study was conducted in Abeng 38 restaurant located at , Bandung. When the quantitative descriptive research is a research method that is based on the philosophy of positivism, is used to examine the population or a particular sample, data collection using research instruments, data analysis quantitative or statistics to test the hypothesis that has 

been set.  The population in this study were customers eating in Konichiwa in 2018 as many san emerging marketing field, which allows companies to differentiate the brands by creating unique, pleasurable and memorable experiences, which appeal to all senses, the heart and the mind. Hospitality industry and specifically restaurants can be mentioned as having the advantage in the experiential marketing context, as this is the area where all the senses can

Comments

Post a Comment

Search This Blog

Popular posts from this blog

The Role of Technology in Business Conflict Resolution

Image
OMG, Figure 2. It's so lit! A conceptual model that links perceived uncertainty and motivation to entrepreneurial vibes. The business world is extremely unpredictable and can change dramatically. In the face of these insane dynamic changes, we must think and act in a way that is extremely responsive to those changes, you know? To flex on the situation and secure that future, fam, you must remain on top of the current conditions. Drucker responded: "Yo, if businesses wanna overcome the big social problems we got in society, they gotta figure out how to turn those problems into cool new money-making opportunities" (2007). The primary goal of business is to secure that bag, you know? To accomplish this, a company must be able to flex and learn from transforming challenges into opportunities, which used to be something exciting.  According to the above theory, uncertainty is inextricably linked to entrepreneurial action, you know? In response to uncertainty, entrepreneurs hav...
Read more

Best Practices for Referral Marketing in USA-Based Marketplaces

Image
in a few channels, devices, or applications. In addition to redesigning the discrete touchpoints that make up a customer journey, companies need to take a critical look at their most important customer journeys which could last from several days to several weeks— in order to manage customer perceptions throughout the entire journey. Redesigning the entire journey to incorporate the principles of behavioral psychology listed above has the potential  yield sustained improvements in customer satisfaction. For example, a leading home-mortgage company has embedded many of these principles in the process of approving mortgage applications. It consolidated all the information it requires from prospective  borrowers and asks for it up front. This serves to dispatch negative customer experiences early in the 90- to 120-day approval journey. Thereafter, the company schedules regular touchpoints where agents proactively provide positive news to customers as the process moves forward thro...
Read more

Business Research in a Global Context

Image
Multinational enterprises (MNEs) are businesses that internalize market transactions across national borders, according to the analysis of the international business (IB) literature. These companies have changed over the past few decades from being vertically integrated businesses to network orchestrators that arrange economically distributed operations across different geographic locations. Stated differently, they represent the fundamental players in global value chains (GVCs). Even though their fields of study are similar, GVC research has not yet fully been integrated into mainstream IB; instead, it is still in its infancy. The eclectic paradigm is used in this review to bring disparate threads of the GVC governance literature from several disciplines together into a logical framework. We evaluate the theory, techniques, and empirical evidence to support a more structured integration of GVC governance into future IB research, based on a systematic review of 143 theoretical and empi...
Read more