THE INFLUENCE OF EXPERIENTIAL MARKETING ON CUSTOMER LOYALTY MEDIATED WITH CUSTOMER SATISFACTION.

This article explores the impact of experiential marketing on customer loyalty in the fast fashion industry, specifically focusing on Uniqlo. The study found that sense and relate directly have a positive effect on customer loyalty, while feel, think, and act do not directly impact loyalty. Sense and relate partially affect loyalty, mediated by job satisfaction, while feel, think, and act have no effect on loyalty and are fully mediated by customer satisfaction. The research provides insights into factors that influence customer loyalty and can guide marketers and managers in designing strategies to increase loyalty through targeted experiential marketing efforts. The document presents discriminant validity results, reliability test results, and a structural model evaluation of the study. The results suggest that sense and relating have a positive effect on customer loyalty, while feelings, thinking, and acting do not directly affect loyalty. The influence of sense and feelings on loyalty is mediated by customer satisfaction. The research findings indicate that sense, feel, think, act, and relate all have varying effects on customer loyalty, with sense and relate having direct influences and the others having indirect effects through customer satisfaction. The implications of the research suggest that companies should focus on enhancing customer experiences, fostering emotional connections, and maintaining customer satisfaction to effectively increase loyalty. [Extracted from the article]