SERVICE FIRM EXPERIEMENTAL MARKETING AND BRAND LOYALTY OF CUSTOMERS
DOI:
https://doi.org/10.64415/jams.v1i2.65Keywords:
Service Firms, Experiemental Marketing, Brand Loyalty, Customer Engagement, Brand Experience, Emotional Connection, Event MarketingAbstract
The study examined experiential marketing influence on brand loyalty of customer among service firms in Cross River State. It was motivated by the increasing challenges faced by service firms in maintaining customer loyalty amidst growing competition, changing customer preferences, and declining customer retention rates. The set objectives include determining the influence of customer engagement, brand experience, emotional connection, event marketing, and customer participation on customer loyalty among service firms in the study environment. In the study, survey research design was used. Descriptive statistics and multiple regression analysis were employed to present and analyze data, and test the hypotheses at 0.05 level of significance using the SPSS. Findings revealed that customer engagement, brand experience, emotional connection, event marketing, and customer participation all have significant positive influences on customer loyalty among service firms in Cross River State. Emotional connection has the greatest influence on customer loyalty. Based on these outcome, it was recommended that service firms should strengthen customer engagement strategies, improve brand experiences, develop emotional connection programmes, organize experiential marketing events, and encourage active customer participation in order to enhance customer loyalty and long-term organizational sustainability.
Keywords: Service Firms, Experiemental Marketing, Brand Loyalty, Customer Engagement, Brand Experience, Emotional Connection, Event Marketing.
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