THE IMPACT OF EXPERIENTIAL MARKETING ON THE INTENTION TO REVISIT THE BRAND: COMPARING LARGE AND SMALL FAST-FOOD RESTAURANT CHAINS

Abstract

Objective: This study aims to investigate the impact of experiential marketing on the consumers' intention to revisit the brand, evaluating each stage of their perception process regarding the experiences of consuming hamburger in fast-food restaurants. Fifteen hypotheses were developed were developed to test whether experiential marketing practices and service quality lead to immediate customer satisfaction through experiential value and, consequently, whether immediate customer satisfaction induces positive post-purchase behaviour. Also, in this research the differences between the experiences in places belonging to a large or small restaurant chain were investigated. Methodology/approach: For data collection, a survey was conducted which resulted in 442 respondents in the Portuguese context, and Structural Equation Modelling was used for the analysis was applied. Main results: Empirical results revealed that some of the strategic experiential modules (namely sense, feel and relate experiences) and the service quality perception positively impact the experiential value on both its functional and emotional dimension. These impacts also depend on whether the experience occurred in a restaurant belonging to a large or a small restaurant chain. Additionally, results showed that immediate customer satisfaction induces positive post-purchase behaviour. Relevance/originality: This study may support managers by offering empirical support to implement experiential marketing strategies targeted directly to their type of establishment. Management or social implications: This study may serve as a basis for future studies on the possible differences in the strategic experiential modules and the service quality perception when the model is applied to a service belonging to different groups.