Proceedings of the International Conference on Applied Science and Technology on Social Science 2022 (iCAST-SS 2022)

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Experiential Marketing as a Driver of Customer Satisfaction

Authors
Yasmin Fatikah Nugroho1, Rodiana Listiawati2, Tetty Rimenda2, *, Jhonny Marbun2
1Graduate Finance and Banking Study Programe, Accounting Department, Politeknik Negeri Jakarta, Depok, Indonesia
2Accounting Department, Politeknik Negeri Jakarta, Depok, Indonesia
*Corresponding author. Email: tetty.rimenda@akuntansi.pnj.ac.id
Corresponding Author
Tetty Rimenda
Available Online 30 December 2022.
DOI
10.2991/978-2-494069-83-1_96How to use a DOI?
Keywords
digital banking; digital feature; experiential marketing; customer satisfaction
Abstract

The rapid growth of digital banks in Indonesia has led to high competition between digital banks. Banks need to implement appropriate and targeted marketing strategies in order to win market competition. Experiential marketing strategy has a focus on creating positive experiences in the minds of customers, through the creation of these experiences customer satisfaction can be achieved. Innovative and creative features can be created by implementing experiential marketing strategies. This study examines the effect of experiential marketing strategies through sense, feel, think, act, and relate factors that are implemented on the M features contained in XYZ digital banking on customer satisfaction. A total of 203 respondents have been obtained and meet the research criteria, which are XYZ digital bank customers that uses the M feature. The data analysis technique used in this study is PLS-SEM using SmartPLS version 3 as an analytical tool. The results of this study are experiential marketing as a whole has a positive and significant influence on customer satisfaction. Feel is the most dominant factor that reflects experiential marketing on customer satisfaction.

Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Applied Science and Technology on Social Science 2022 (iCAST-SS 2022)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
30 December 2022
ISBN
978-2-494069-83-1
ISSN
2352-5398
DOI
10.2991/978-2-494069-83-1_96How to use a DOI?
Copyright
© 2022 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yasmin Fatikah Nugroho
AU  - Rodiana Listiawati
AU  - Tetty Rimenda
AU  - Jhonny Marbun
PY  - 2022
DA  - 2022/12/30
TI  - Experiential Marketing as a Driver of Customer Satisfaction
BT  - Proceedings of the International Conference on Applied Science and Technology on Social Science 2022 (iCAST-SS 2022)
PB  - Atlantis Press
SP  - 541
EP  - 545
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-494069-83-1_96
DO  - 10.2991/978-2-494069-83-1_96
ID  - Nugroho2022
ER  -