Christina Esti Susanti, Purnendu Mandal
In today's competitive environment in the travel industry, businesses must focus on how to create customer loyalty by adopting the overarching theory of experiential marketing. This study investigates the influence of experience dimensions (sense, feel, think, act and relate) on customer loyalty through experiential value in travel agencies in East Java. The customers who purchased travel tickets and hotel vouchers in East Java were studied for data collection. We use random probability sampling as a sample collection technique. Structural equation modelling is used to analyse the collected data. The research shows that sense, feel, think, act and relate factors have positive and significant impact on customer loyalty. This study provides policy directions to marketers who are engaged in tourism agency services and suggests that they pay attention to experience dimensions to garner customer loyalty. © 2017 Inderscience Enterprises Ltd.
Business Faculty, Widya Mandala Catholic University, Surabaya, Indonesia; College of Business, Lamar University, TX, United States