Title: Influences of experience dimensions on consumer loyalty: the case of travel agencies in East Java

Authors: Christina Esti Susanti; Purnendu Mandal

Addresses: Business Faculty, Widya Mandala Catholic University, Surabaya, Indonesia ' College of Business, Lamar University, Texas, USA

Abstract: In today's competitive environment in the travel industry, businesses must focus on how to create customer loyalty by adopting the overarching theory of experiential marketing. This study investigates the influence of experience dimensions (sense, feel, think, act and relate) on customer loyalty through experiential value in travel agencies in East Java. The customers who purchased travel tickets and hotel vouchers in East Java were studied for data collection. We use random probability sampling as a sample collection technique. Structural equation modelling is used to analyse the collected data. The research shows that sense, feel, think, act and relate factors have positive and significant impact on customer loyalty. This study provides policy directions to marketers who are engaged in tourism agency services and suggests that they pay attention to experience dimensions to garner customer loyalty.

Keywords: sense; feel; think; act; relate; experiential value; customer loyalty.

DOI: 10.1504/IJBEX.2017.087229

International Journal of Business Excellence, 2017 Vol.13 No.3, pp.340 - 354

Received: 07 Jun 2016
Accepted: 20 Jun 2016
Published online: 11 Oct 2017 *

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