Experiential marketing, purchase behavior and customer loyalty in the telecoms industry.

Abstract

The study examined the relationship between experiential marketing, experiential value, purchase behavior and customer loyalty in the Telecoms Industry. The study undertook a cross sectional survey design with a population of 3,384 respondents from which a sample of 698 was drawn. Self-administered questionnaires were used to collect responses. Measurement of the relationships of the study (experiential marketing, experiential value, purchase behavior and customer loyalty) was done and subjected to rigorous data processing and analysis using the relevant statistical computer software packages.

From the findings, the relationships between experiential marketing, experiential value, purchase behavior, experiential value and customer loyalty were found to be positive and significant. Results from regression analysis showed experiential marketing, experiential value and purchase behavior were significant predictors of customer loyalty. The study recommends therefore, that since the model could only explain 45.6% in variance of the customer loyalty of telecom products and services, a study be carried out comprising of other factors which were not part of the model. Likewise, to study the true nature and quality of experiential marketing, experiential value and customer loyalty, a longitudinal study is more appropriate.