Experiential Marketing and Service Quality, And Customer Loyalty: Social Concept and Application

Abstract

Utilizing a descriptive quantitative approach, our study investigates the effects of experiential marketing and service quality on customer loyalty. The analysis centers on the consumption patterns of Eating Abeng 38 restaurant customers as the unit of observation and unit of analysis. Our population consists of 5894 patrons in 2018, yet through the application of the Slovin technique, we appropriately sampled 98 individuals. The research's pertinent data was collated and assessed through multiple linear regression analytic techniques. When analyzed, it was discovered that customer loyalty is to some extent positively influenced by experiential marketing, as well as by service quality, which has a positive impact. Additionally, when both experiential marketing and service quality are combined, they have a significant and positive effect on customer loyalty.