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The Role of Experiential Marketing in Enhancing Customer Loyalty in the Digital Era: An Applied Study on Iraqi E-Commerce Platforms
American Journal of Economics and Business Management,
Vol. 7 No. 12 (2024): December
Abstract
This study seeks to: understand the nature of customer interaction with marketing experiences and the impact of these experiences on customer loyalty towards the platform. The study is on e-commerce platforms in Iraq, which are chosen based on their activity and importance. The sample was selected in the Tamata and Miswaq platforms, and the targeted sample included 200 active customers working on using e-managing platforms in Iraq. This study adopted the mixed method of both qualitative and quantitative. The data was collected using questionnaires that were administered to a sample of customers who used Iraqi e-commerce platforms. The data represented that customers identified positively with the dissimilarity in marketing experience and this shows marketing experientialism positively contributes to customer loyalty. The researcher suggested that Iraqi electronic commerce sites should start investing.
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- 2bonline. (2024). The importance of experiential marketing in the digital age. Retrieved from https://2bonline.net/experiential-marketing/
- Gupta, A., & Kim, H. (2020). The role of experiential marketing in consumer behavior: A review. Journal of Marketing Research, 57(1), 12-24.
- Kumar, V., et al. (2021). E-commerce strategies in a competitive landscape: Insights from A/B testing. International Journal of E-Commerce Studies, 12(3), 45-60.
- Al-Jaboury, M. (2022). Exploring e-commerce dynamics in Iraq: Opportunities and challenges. Iraqi Journal of Business Management, 5(2), 78-90.
- Waxen, A. (2023). Experiential Marketing: Effective Strategies and Tools to Enhance Customer Experiences. Arab Publishing House.
- Sinker, J. (2022). Learning Experiential Marketing: Effective Methods to Improve Digital Marketing Strategies. Arab Publishing House.
- Frank, M. (2018). Enhancing Marketing Effectiveness through A/B Testing. Journal of Digital Marketing Strategies, 15(3), 120-130.
- Jones, P. (2019). Understanding Consumer Behavior with A/B Testing. International Journal of Market Research, 62(2), 75-88.
- Samuels, J. (2020). Improving Customer Experience through A/B Testing. Digital Marketing Review, 28(4), 140-155.
- Marshall, C. (2021). Optimizing Website Performance with A/B Testing. Web Marketing Journal, 39(1), 88-100.
- Maria Santa Maria, M. (2021). Customer Loyalty in the Digital Age: Effective Strategies to Enhance Commitment and Satisfaction. European Publishing, pp. 54-56. Pierre Frankl, B. (2022). The Role of Customer Loyalty in Business Success: Case Studies in Digital Markets. European Publishing, p. 78.
- Bittner, M.J., Booms, B.C., & Tetreault , M.S. S. (2022). Service coding and service delivery: Enhancing organizational performance through customer service. European Journal of Management, 56(1), 40-55.
- Bolding, R. (2022). Customer trust and service quality: a research and evaluation framework. Journal of Service Management, 33(2), 110-125.
- Heskett , J. L. , Jones , T. O. , Loveman , G. B. , Sasser , W. E. , & Schlesinger , L. A. (2020). Why satisfaction leads to loyalty. European Business Review, 32(3), 180-195.
- Kotler, P., & Keller, K. L. (2021). Marketing management (16th ed.). Written by Pearson.
- Narver , J. C. , & Slater , S. F. (2021). The impact of a market perspective on performance. International Journal of Business Studies, 13(2), 25-36.
- Reichheld , F. F. , & Sasser , W. E. (2020). Make no mistake: Quality comes in business. Harvard Business Review, 98(5), 107-112.
- Zeithaml, V. A. (2019). Consumer perceptions of price, quality, and value: An integration of the strategic chain and the evidence. European Journal of Management, 53(2), 170-185.
- Sparn, A., & Rüdiger, F. (2018). Experiential Marketing: A Conceptual Framework and Review of the Literature. Journal of Business Research, 85, 70-84.
References
2bonline. (2024). The importance of experiential marketing in the digital age. Retrieved from https://2bonline.net/experiential-marketing/
Gupta, A., & Kim, H. (2020). The role of experiential marketing in consumer behavior: A review. Journal of Marketing Research, 57(1), 12-24.
Kumar, V., et al. (2021). E-commerce strategies in a competitive landscape: Insights from A/B testing. International Journal of E-Commerce Studies, 12(3), 45-60.
Al-Jaboury, M. (2022). Exploring e-commerce dynamics in Iraq: Opportunities and challenges. Iraqi Journal of Business Management, 5(2), 78-90.
Waxen, A. (2023). Experiential Marketing: Effective Strategies and Tools to Enhance Customer Experiences. Arab Publishing House.
Sinker, J. (2022). Learning Experiential Marketing: Effective Methods to Improve Digital Marketing Strategies. Arab Publishing House.
Frank, M. (2018). Enhancing Marketing Effectiveness through A/B Testing. Journal of Digital Marketing Strategies, 15(3), 120-130.
Jones, P. (2019). Understanding Consumer Behavior with A/B Testing. International Journal of Market Research, 62(2), 75-88.
Samuels, J. (2020). Improving Customer Experience through A/B Testing. Digital Marketing Review, 28(4), 140-155.
Marshall, C. (2021). Optimizing Website Performance with A/B Testing. Web Marketing Journal, 39(1), 88-100.
Maria Santa Maria, M. (2021). Customer Loyalty in the Digital Age: Effective Strategies to Enhance Commitment and Satisfaction. European Publishing, pp. 54-56. Pierre Frankl, B. (2022). The Role of Customer Loyalty in Business Success: Case Studies in Digital Markets. European Publishing, p. 78.
Bittner, M.J., Booms, B.C., & Tetreault , M.S. S. (2022). Service coding and service delivery: Enhancing organizational performance through customer service. European Journal of Management, 56(1), 40-55.
Bolding, R. (2022). Customer trust and service quality: a research and evaluation framework. Journal of Service Management, 33(2), 110-125.
Heskett , J. L. , Jones , T. O. , Loveman , G. B. , Sasser , W. E. , & Schlesinger , L. A. (2020). Why satisfaction leads to loyalty. European Business Review, 32(3), 180-195.
Kotler, P., & Keller, K. L. (2021). Marketing management (16th ed.). Written by Pearson.
Narver , J. C. , & Slater , S. F. (2021). The impact of a market perspective on performance. International Journal of Business Studies, 13(2), 25-36.
Reichheld , F. F. , & Sasser , W. E. (2020). Make no mistake: Quality comes in business. Harvard Business Review, 98(5), 107-112.
Zeithaml, V. A. (2019). Consumer perceptions of price, quality, and value: An integration of the strategic chain and the evidence. European Journal of Management, 53(2), 170-185.
Sparn, A., & Rüdiger, F. (2018). Experiential Marketing: A Conceptual Framework and Review of the Literature. Journal of Business Research, 85, 70-84.