Survey The Effect of Service Innovation on Behavioural Intention of Customers with Mediating role of Experiential Marketing Case of: Five-Star Hotels in Mashhad City

Authors

1 EMBA, Faculty of Administrative Sciences and Economics, Ferdowsi University of Mashhad, Mashhad, Iran

2 Assistant Professor, Faculty of Administrative Sciences and Economics, Ferdowsi University of Mashhad, Mashhad, Iran

Abstract

Today, Service organizations must provide the opportunity in new basis of experiential marketing that with offering preferable services to new customers make the pleasant experience for them and convert them into loyal customers. Customers who experience positive results, not only will go back into the organization, but also recommend it to their friends. So, in this study, the impact of service innovation on customer behavioral intention with mediating role of experiential marketing is investigated. The study is survey – analytic research and the data on a sample of 276 people among the guests of 5 star hotels in Mashhad, collected using questionnaires and to test the hypotheses, Structural Equation Modelling Technique with Lisrel software is used. Findings show that service innovation has significant effect upon experiential marketing and behavioural intention of customers. Also, experiential marketing has significant effect upon behavioural intention of customers. However, experiential marketing has a mediating effect upon service innovation and behavioural intention of customers

Keywords

New Marketing Research Journal
Volume 6, Issue 2 - Serial Number 21
September 2016
Pages 36-19

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History

  • Receive Date: 21 November 2016
  • Revise Date: 09 January 2017
  • Accept Date: 21 November 2016

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