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Experiential Marketing: Understanding the Nature of Experiences in Emerging Markets' Grocery Retailing

Experiential Marketing: Understanding the Nature of Experiences in Emerging Markets' Grocery Retailing
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Author(s): Ali Ihtiyar (Faculty of Management Sciences, Nile University of Nigeria, Nigeria)and Osman Nuri Aras (Faculty of Arts and Social Sciences, Nile University of Nigeria, Nigeria)
Copyright: 2020
Pages: 25
Source title: Emotional, Sensory, and Social Dimensions of Consumer Buying Behavior
Source Author(s)/Editor(s): Ana Maria Soares (School of Economics and Management, University of Minho, Portugal)and Maher Georges Elmashhara (School of Economics and Management, University of Minho, Portugal)
DOI: 10.4018/978-1-7998-2220-2.ch005

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Abstract

The purpose of this study is to examine the influence of experiential marketing on experiential values of young customers and respectively on their satisfaction and word of mouth, intention to pay more and revisit. Primary data were gathered through questionnaires conducted with 489 respondents to examine young customers' experiences in well-known grocery retails in Phnom Penh, Cambodia. Structural equation modelling using partial least square (PLS) method results were adequate in terms of reliability and validity. Empirical results revealed that some of strategic experiential modules and service quality perceptions of young customers have positive influences on customer experiences (functional and emotional). This research contributes to shed light on the role of shopping experiences of young retail consumers on experiential values, customer satisfaction, and post-purchase attitudes. It is anticipated that by filling this knowledge gap, strengthening retail-shopping strategies, which require an adjustment in the current business environment, can be developed.

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