文章基本信息

标题：The Impact of Experiential Marketing and Customer Satisfaction on Customer Commitment in the World of Social Networks
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作者：Khaled Alkilani ; Kwek Choon Ling ; Anas Ahmad Abzakh 等
期刊名称：Asian Social Science
印刷版ISSN：1911-2017
电子版ISSN：1911-2025
出版年度：2012
卷号：9
期号：1
页码：262
DOI：10.5539/ass.v9n1p262
语种：English
出版社：Canadian Center of Science and Education
摘要：The objective of this research is to evaluate the inter-relationships among the experiential marketing, customer satisfaction and customer commitment in the context of the social networks users in Malaysia. A total of six hypotheses will be tested. A descriptive research will be carried out to address the research objective. Judgemental sampling technique and the distribution of a total 350 sets of questionnaire in the form of self-administered survey among the social networks users will be selected as part of the research methodology. The statistical data will be analyzed by SPSS software version 20. Both simple and multiple regression analyses will be used to verify the six proposed hypotheses. The findings concluded that only sense and feel experiences are positively related to the customer satisfaction as well as customer satisfaction is positively related to the customer commitment.