Assessment of the Impact of Experience Marketing Dimensions on City Loyalty
Assessment of the Impact of Experience Marketing Dimensions on City Loyalty
Author(s): Kristina Zikienė, Laura GagiškytėSubject(s): Social Sciences, Marketing / Advertising
Published by: Vytauto Didžiojo Universitetas
Keywords: City loyalty; City marketing; Experience marketing;
Summary/Abstract: The article aims to identify the importance of experience marketing dimensions for city residents’ and visitors’ loyalty. The theoretical part of this article analyses the concepts of experience and city marketing, city customers and their importance to the city, and distinguishes the main dimensions of experience marketing in the city. During the quantitative research, the impact of experience marketing dimensions on the loyalty of Kaunas city residents and visitors was determined. Also, using regression analysis the relation between the evaluation of experience marketing dimensions of Kaunas city residents and visitors and the behavioural and attitudinal loyalty was established.
Journal: Organizacijų vadyba: sisteminiai tyrimai
- Issue Year: 2020
- Issue No: 84
- Page Range: 113-126
- Page Count: 14
- Language: English