MAKING CUSTOMERS HAPPY THROUGH EXPERIENTIAL MARKETING

Abstract
Happiness is an emotional state usually defined by positive emotions and leading to joy. Nowadays, marketers are keenly focused on making customers happy. But this can’t be done by persuasive marketing campaigns or tactics instead what leads to happiness is a positive experience forming an emotional connection. Therefore, the present study was conducted to study the impact of customer experiences on customer loyalty and satisfaction. For this, a sample of 300 customers at various adventure parks was taken. The data was collected through convenience sampling and analyzed using SPSS version 23. It was found that users had a positive experience. The study also found that the customer experience had a significant and positive impact on both customer loyalty and satisfaction. This study is important for experience providers as they can benefit by providing positive experiences to customers which eventually leads to loyal and satisfied customers.

Authors
Ruppa Rathee
Deenbandhu Chhotu Ram University of Science and Technology, India

Keywords
Experiential marketing, Customers, Happiness, Loyalty, Satisfaction
Published By :
ICTACT
Published In :
ICTACT Journal on Management Studies
( Volume: 6 , Issue: 3 )
Date of Publication :
August 2020
DOI :

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