Experiential marketing influence on Customer Loyalty Behavior (CLB) of the hotel industry in Iran: evaluating the mediating effects of relationship quality and customer delight / Bahareh Sadat Hosseini

This study aims to investigate the influence of experiential marketing on the notion of Customer Loyalty Behavior (CLB) of hotels in Iran. Customer Loyalty Behavior (CLB) is a priority for marketers especially in the hospitality industry as positive experiences that customers go through are likely t...

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Main Author:	Hosseini, Bahareh Sadat
Format:	Thesis
Language:	English
Published:	2017
Subjects:	Hospitality industry Hotels, clubs, restaurants, etc Food service
Online Access:	https://ir.uitm.edu.my/id/eprint/70195/1/70195.pdf
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id	my-uitm-ir.70195
record_format	uketd_dc
spelling	my-uitm-ir.701952023-01-27T03:32:31Z Experiential marketing influence on Customer Loyalty Behavior (CLB) of the hotel industry in Iran: evaluating the mediating effects of relationship quality and customer delight / Bahareh Sadat Hosseini 2017 Hosseini, Bahareh Sadat Hospitality industry. Hotels, clubs, restaurants, etc. Food service This study aims to investigate the influence of experiential marketing on the notion of Customer Loyalty Behavior (CLB) of hotels in Iran. Customer Loyalty Behavior (CLB) is a priority for marketers especially in the hospitality industry as positive experiences that customers go through are likely to lead to revisit intention. Numerous past studies on Customer Loyalty Behavior (CLB) are based on the enterprises' and businesses' viewpoints. In this study, the view point of the customers or hotel guests are taken into consideration using the dimensions of loyalty, revisit intention and word of mouth (WOM) communication as measures. This study addresses the influence of Experiential Marketing (EM) on Customer Loyalty Behavior (CLB) from the perspectives of hotel guests in the three main cities of Iran; Tehran, Isfahan and Mashhad. In addition, the mediating effects of Relationship Quality (RQ) and Customer Delight (CD) was also introduced in the study as both these variables are deemed important in the context of service provision in the hospitality industry. Customer Delight (CD) was considered more appropriate to describe the extent of satisfaction in the hospitality industry as the element of surprise is incorporated in satisfying customers. Relationship Quality (RQ) was also measured to determine the importance of establishing trustful and satisfying relationships. The integrative model proposed in this study investigates the role of Relationship Quality (RQ) and Customer Delight (CD) as moderating variables and Customer Loyalty Behavior (CLB) as the dependent variable and Experiential Marketing (EM) the independent variable. A quantitative research was conducted using the survey method to collect data from 400 travelers who stayed in 4 and 5 star hotels in the three major cities (Tehran, Mashhad, and Isfahan). Using Structural Equation Modelling (SEM) to test the hypothesized model, the analysis finds that Experiential Marketing (EM) has positive relationship on Customer Loyalty Behavior (CLB), Customer Delight (CD) and Relationship Quality (RQ) and the mediating effects on Customer Delight (CD) and Relationship (RQ) on the relationship between Experiential Marketing (EM) and Customer Loyalty Behavior (CLB). As all the hypotheses are supported in this study, the implications for the hospitality industry is established where the importance of building positive experiences for the customers is proven in order to retain long term customers. The contribution of this study is seen from the contextual setting of the hotel industry in Iran and the assessment of the mediating effects of Relationship Quality (RQ) and Customer Delight (CD). There is still a need to extend the study further to look at other sectors and to incorporate more comprehensive measurements of Customer Loyalty Behavior (CLB). 2017 Thesis https://ir.uitm.edu.my/id/eprint/70195/ https://ir.uitm.edu.my/id/eprint/70195/1/70195.pdf text en public phd doctoral Universiti Teknologi MARA (UiTM) Faculty of Business and Management Mohd Roslin, Rosmimah
institution	Universiti Teknologi MARA
collection	UiTM Institutional Repository
language	English
advisor	Mohd Roslin, Rosmimah
topic	Hospitality industry Hotels, clubs, restaurants, etc Food service
spellingShingle	Hospitality industry Hotels, clubs, restaurants, etc Food service Hosseini, Bahareh Sadat Experiential marketing influence on Customer Loyalty Behavior (CLB) of the hotel industry in Iran: evaluating the mediating effects of relationship quality and customer delight / Bahareh Sadat Hosseini
description	This study aims to investigate the influence of experiential marketing on the notion of Customer Loyalty Behavior (CLB) of hotels in Iran. Customer Loyalty Behavior (CLB) is a priority for marketers especially in the hospitality industry as positive experiences that customers go through are likely to lead to revisit intention. Numerous past studies on Customer Loyalty Behavior (CLB) are based on the enterprises' and businesses' viewpoints. In this study, the view point of the customers or hotel guests are taken into consideration using the dimensions of loyalty, revisit intention and word of mouth (WOM) communication as measures. This study addresses the influence of Experiential Marketing (EM) on Customer Loyalty Behavior (CLB) from the perspectives of hotel guests in the three main cities of Iran; Tehran, Isfahan and Mashhad. In addition, the mediating effects of Relationship Quality (RQ) and Customer Delight (CD) was also introduced in the study as both these variables are deemed important in the context of service provision in the hospitality industry. Customer Delight (CD) was considered more appropriate to describe the extent of satisfaction in the hospitality industry as the element of surprise is incorporated in satisfying customers. Relationship Quality (RQ) was also measured to determine the importance of establishing trustful and satisfying relationships. The integrative model proposed in this study investigates the role of Relationship Quality (RQ) and Customer Delight (CD) as moderating variables and Customer Loyalty Behavior (CLB) as the dependent variable and Experiential Marketing (EM) the independent variable. A quantitative research was conducted using the survey method to collect data from 400 travelers who stayed in 4 and 5 star hotels in the three major cities (Tehran, Mashhad, and Isfahan). Using Structural Equation Modelling (SEM) to test the hypothesized model, the analysis finds that Experiential Marketing (EM) has positive relationship on Customer Loyalty Behavior (CLB), Customer Delight (CD) and Relationship Quality (RQ) and the mediating effects on Customer Delight (CD) and Relationship (RQ) on the relationship between Experiential Marketing (EM) and Customer Loyalty Behavior (CLB). As all the hypotheses are supported in this study, the implications for the hospitality industry is established where the importance of building positive experiences for the customers is proven in order to retain long term customers. The contribution of this study is seen from the contextual setting of the hotel industry in Iran and the assessment of the mediating effects of Relationship Quality (RQ) and Customer Delight (CD). There is still a need to extend the study further to look at other sectors and to incorporate more comprehensive measurements of Customer Loyalty Behavior (CLB).
format	Thesis
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
author	Hosseini, Bahareh Sadat
author_facet	Hosseini, Bahareh Sadat
author_sort	Hosseini, Bahareh Sadat
title	Experiential marketing influence on Customer Loyalty Behavior (CLB) of the hotel industry in Iran: evaluating the mediating effects of relationship quality and customer delight / Bahareh Sadat Hosseini
title_short	Experiential marketing influence on Customer Loyalty Behavior (CLB) of the hotel industry in Iran: evaluating the mediating effects of relationship quality and customer delight / Bahareh Sadat Hosseini
title_full	Experiential marketing influence on Customer Loyalty Behavior (CLB) of the hotel industry in Iran: evaluating the mediating effects of relationship quality and customer delight / Bahareh Sadat Hosseini
title_fullStr	Experiential marketing influence on Customer Loyalty Behavior (CLB) of the hotel industry in Iran: evaluating the mediating effects of relationship quality and customer delight / Bahareh Sadat Hosseini
title_full_unstemmed	Experiential marketing influence on Customer Loyalty Behavior (CLB) of the hotel industry in Iran: evaluating the mediating effects of relationship quality and customer delight / Bahareh Sadat Hosseini
title_sort	experiential marketing influence on customer loyalty behavior (clb) of the hotel industry in iran: evaluating the mediating effects of relationship quality and customer delight / bahareh sadat hosseini
granting_institution	Universiti Teknologi MARA (UiTM)
granting_department	Faculty of Business and Management
publishDate	2017
url	https://ir.uitm.edu.my/id/eprint/70195/1/70195.pdf
_version_	1783735930572505088

Experiential marketing influence on Customer Loyalty Behavior (CLB) of the hotel industry in Iran: evaluating the mediating effects of relationship quality and customer delight / Bahareh Sadat Hosseini

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