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Journal of Applied Sciences
  Year: 2012 | Volume: 12 | Issue: 22 | Page No.: 2295-2303
DOI: 10.3923/jas.2012.2295.2303
 
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Experience as a Marketing Tools: A Distinct Thinking under Developing Country’s Consumers’ Perspective

Muhammad Sabbir Rahman, Abdul Highe Khan, Masum Murtaza, Md. Mahmudul Haque and Bashir Hussain

Abstract:
Studies have revealed that a customer’s satisfaction is always the result of ultimate goal of Marketing. In response, this research goes beyond that and propose the mediating effects of information technology; customer’s satisfaction and physical context between interpersonal relationships, firm’s commitment and brand image with experience marketing as a tool to satisfy customers’. This research applied exploratory factor analysis, confirmatory factor analysis and structural equation modeling to investigate the experience marketing concept towards service providers within the context of Bangladeshi consumers. The findings revealed that there is a strong relationship between interpersonal relationships and experience marketing when implementation of information and technology (IT) plays as a mediating role. This research opens up opportunities for managers to identify significant factors which are linked towards building experience marketing as tool to satisfy customers’. The main contribution of this research lies in testing the mediating effect and fills a major gap in the marketing literature and research in stressing the need to rethink about experience marketing concept.
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How to cite this article:

Muhammad Sabbir Rahman, Abdul Highe Khan, Masum Murtaza, Md. Mahmudul Haque and Bashir Hussain, 2012. Experience as a Marketing Tools: A Distinct Thinking under Developing Country’s Consumers’ Perspective. Journal of Applied Sciences, 12: 2295-2303.

DOI: 10.3923/jas.2012.2295.2303

URL: https://scialert.net/abstract/?doi=jas.2012.2295.2303

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