Exploring the role experiential marketing has on Customer Satisfaction and Customer Loyalty: A TakeALot Case Study.

Abstract

With the rise of mobile applications, it is important for brands to be more engaging. Hence, this research explored the influence experiential marketing has on customer satisfaction and customer loyalty. This research took place in Randburg, South Africa. Research was conducted using the interpretivism paradigm and used an exploratory research design. Standardised open-ended interviews were conducted, with three participants who are users of the TakeALot mobile application. Qualitative data was collected and analysed using thematic content analysis which enabled the exploration of the research to occur. The thematic analysis unpacked themes and findings that were interpreted and linked to the literature. Findings indicated that TakeALot mobile application experiential marketing enhances customer satisfaction and customer loyalty.