Sense Marketing, Experiential Marketing, Customer Satisfaction and Repurchase Intention

Abstract

Sense marketing is focus on five senses, offering customers with pleasures or excitement. If managed well, sense marketing is able to distinguish company and product, stimulating customers' sense experiences and delivering values to customers. Product and service marketing in the past usually adapted low-price strategy and eventually leaded to battles in prices. However, time is changing, those traditional marketing techniques could not represent the main stream in this competitive new age. Experience economy arrived after knowledge economy. In the new era of experience economy, the aim of marketing demand is “creating valuable experience”.  “Experience/ Experiential marketing” concept, proposed by Schmitt, has been a trend around the world.  Surveying comprehensively for the past studies, sense in experiential marketing is rarely explored with its relations versus consumers' repurchase intentions. This study explored consumers of Mos Burger in Kaohsiung City and probed into how sense marketing could raise consumer loyalty to Mos Burger, and furthermore affecting repurchase intention. The purpose of this study is to explore different constructs of “sense marketing” in experiential marketing, and discovering the correlations among the variables of “customer satisfaction” and “repurchase intention” using regression model. The result proved that sense of experiential marketing is an indispensable factor, and every construct of sense marketing also showed significant correlation between consumer satisfaction and repurchase intention.

Keywords: Experience Marketing, Sense Experience, Satisfaction, Repurchase Intention