Why Experiential Marketing is Key for Food and Beverage Brands in the USA

The purpose of this literature research was to establish what kinds of antecedent circumstances produced consumer loyalty in the context of coffee shops. Our research also sought to determine the type of experience that customer had while dining or drinking in a coffee shop. This research drew on a variety of books as well as a number of reputable indexed publications. According to the findings of this literature analysis, three aspects shape 

customers’ involvement in coffee-shops: experiential marketing, brand image, and customer happiness. This literature analysis founds some implications for coffee-shop providers to apply the notion of experiential marketing in the instance of how to create distinct dining and atmospheric experiences that can bring added value to both parties.Loyal customers are 

those who buy routinely and repeatedly, coming to the same place to satisfy their desires by having a product or getting a service and paying for it. Companies can more easily promote their products to loyal customers because they are also promotional agents. Customers not only buy company products, but they also recommend company products if they have become loyal customers. There are still differences in the findings that experiential marketing and brand image has no effect on customer loyalty. Research on experiential marketing and 

Brand image on customer satisfaction

is still limited. Improve findings related to customer loyalty to the company that will be useful for practice in the real market. Based on the context described above, the researcher is interested in discussing experiential marketing and coffeeshop brand image, both of which effect consumer pleasure and their impact on customer loyalty. In relation to the above summary, the researcher wishes to discuss a literature review titled “Analysis of the Effect of 

Experiential Marketing and Brand Image on Customer Satisfaction and Customer Loyalty”.These five dimensions tries to touch the consumer’s emotions through experiences received through the five senses. The feel dimension seeks to connect with customers by beginning with their mood, whether happy, sad, joyful, or sorrowful. The think dimension is a 

sort of experience that tries to generate cognitive experiences that encourage consumers to think creatively. The act dimension tries to provide a consumer experience that is tied to behavior, lifestyle, and contact with others. The relate dimension integrates parts of sense, feel, think, and act to build a community within customers through communication so that 

Customers feel accepted in their surroundings

The practice of experiential marketing has an important meaning in explaining customer satisfaction and loyalty. A study notes that promoting the level of consciousness of experiential marketing and service innovation will increase customer satisfaction, whereas the increase in customer satisfaction will reinforce customers’ intentions and purchase products. Experiential marketing and brand image both significantly influence brand loyalty, whereas 

experiential marketing is not expected to impact brand loyaltyBefore embarking on a research project, academics and practitioners must conduct a literature review in order to apply diverse theories and information. The stages in compiling a literature review are as follows: identifying problems, then conducting a literature search and screening, then presenting theories relevant to the research topic, then presenting a framework of thought, and finally outlining 

implications and limitations of the research. Authors did literature research by gathering and filtering theories from 27 publications obtained from 21 credible International Journal Portals. Based on their review of the literature, the authors propose that in order to form loyal coffee-shop visitors, a value-added process is required through experiential marketing activities that use the five human senses to provide an assessment of expectations for coffee products and 

Services at the coffee shop Furthermore

the significance of brand image is crucial since a product’s name will reflect the service and quality that will be delivered to consumers. They play an important role in establishing favorable customer emotions through these two antecedent elements, which have an impact on consumer loyalty while remaining governed by the Stimulus-Organism-Response theory 

framework.Based on the literature study, the researchers make recommendations for future researchers to learn more about the role of stakeholders in order to get a comprehensive understanding and view of the collaboration processes in producing dining experiences at coffee-shop. The second suggestion is that future academics incorporate the authenticity variable into their research on experiential marketing, particularly in the setting of coffee 

shops. The authentic visitor experience is critical for the provider because it allows the provider to improve the quality of service through a collaborative process in creating a memorable dining experience.The various types of culinary businesses offered are so diverse such as restaurants, cafes, lounges, and bars. One local restaurant that is well known to the public is MM Juice and Restaurant. An indicator of the success of a company is determined 

Conclusion

by the intention to repurchase its consumers on an ongoing basis which is one of the factors that MM Juice and Restaurant want to improve. This study aims to explain the role of experiential value in mediating the effect of experiential marketing on repurchase intention. This research was conducted in Denpasar City involving 185 respondents who live in Denpasar with an age range of 18 years and over and have completed high school  

The method used is online purposive sampling via Google Form. The data analysis technique used is a descriptive statistical analysis technique, path analysis, and Sobel test. The results of this study indicate that experiential marketing has a positive and significant effect on experiential value. Experiential marketing has a positive effect on repurchase intention. Experiential value has a positive and significant effect on repurchase intention. Experiential 

value positively and significantly mediates the effect of experiential marketing on repurchase intention at MM Juice and Restaurant in Denpasar City. The results of this study have implications for MM Juice and Restaurant in Denpasar City regarding the relationship between experientiThe culinary industry has very strong potential to develop, therefore