The Effects of Experiential Marketing and Store Atmosphere on Customer Loyalty of MSMEs in West Java
Putu Nina Madiawati
Abstract:Experiential marketing and store atmosphere are two key factors that can greatly influence customer loyalty through customer satisfaction as a mediating factor. These factors can impact a customer’s perception of a brand and their likelihood of returning to make additional purchases. The research explored the relationship between experiential marketing, store atmosphere, customer satisfaction, and customer loyalty, as well as the strategies that businesses could use to enhance these factors and improve custome… Show more
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