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A Study of the Impact of Experiential Marketing on Customer Retention in the Restaurant Sector of the NCR

Journal: International Journal of Mechanical and Production Engineering Research and Development (IJMPERD ) (Vol.10, No. 3)

Publication Date:

Authors : ; ;

Page : 7587-7598

Keywords : Experiential Marketing; Customer Satisfaction; Customer Retention;

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The purpose of this study is to study the impact of experiential marketing as a tool of customer retention in the restaurant sector. The study tries to find out whether the customers of restaurant sector in NCR, will be retained with the increased customer satisfaction through experiential marketing. This is a quantitative research which aims to study the relationship between customer satisfaction through experiential marketing and customer retention, specifically in the restaurant sector of NCR.Data was collected through an online survey as face to face survey was not possible due to lockdown in response to the COVID-19 pandemic. A total of 120 respondents were selected through convenient sampling, including people who recently visited the popular restaurants, including Mc Donalds, Pizza Hut and Dominos in NCR. Data was collected with the help of a structured questionnaire. The results revealed that experiential marketing has a positive impact on customer satisfaction and further customer satisfaction has a positive impact on customer retention. This indicates that the restaurants must focus on using experiential marketing as a tool for increasing customer satisfaction, which in turn increases customer retention

Last modified: 2020-11-27 17:27:55