Experience marketing and it's impact on customer loyalty
DOI:
https://doi.org/10.34630/tth.v6i1.7279Keywords:
Experiential Marketing, Customer Loyalty, Personalization, Emotions, Customer Experience, Perceived ValueAbstract
This article examines how experiential marketing impacts consumer loyalty in a context marked by increasing market saturation and competitiveness. Based on a critical review of the literature, it explores topics such as the evolution of traditional marketing toward more consumer-focused approaches, and the importance of experiences, emotions, and personalization in creating perceived value and building lasting relationships between brands and consumers. The study highlights opportunities associated with experiential marketing, namely competitive differentiation, increased consumer satisfaction and engagement, and strengthened loyalty. It also discusses some challenges inherent to this topic, such as the need for consistency throughout the consumer journey, the complexity of experience management, and the effective use of data for personalization.
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