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This study examines the relationship between the dimensions of fertility care quality and the dimensions of experiential relationship marketing in fertility tourism.

The data used in this study were based on a sample of 532 Mainland Chinese fertility tourists who received fertility care services in eight private fertility clinics in four Malaysian states, indicating that the proposed model fitted the data.

Findings show that the dimensions of fertility care quality (professional skills, patient orientation and physical comfort) and experiential value positively influence experiential satisfaction. Additionally, experiential trust is positively influenced by both experiential satisfaction and experiential value. Also, experiential commitment is positively influenced by experiential satisfaction, experiential trust and experiential value.

Fertility tourism service providers could focus on refining the dimensions of fertility care quality to improve experiential relationship marketing.

This paper provides the data that result in a better understanding of the relationship between the dimensions of fertility care quality and the dimensions of experiential relationship marketing in fertility tourism.

Many industries have witnessed a shift from traditional features and benefits marketing towards creating experiences for their customers (Pathak, 2014), but perhaps none more so than the service industry. The concept of experiences and experiential marketing has garnered much attention in recent years and has evolved to where it now has become more strategic and encompasses

the process of identifying and satisfying customer needs and aspirations profitably, engaging them through authentic two-way communications that bring brand personalities to life and add value to the target audience. (Smilansky, 2018, p. 12)

Despite its popular usage however, experiential marketing has had to contend with a lack of acceptance that was – at least in part – justifiable given its emergent nature and poor measurability properties. Its theoretical underpinnings have been explored but are less codified than many other areas of marketing. Nonetheless, it is an established part of a marketer’s armoury, is innovative in its use of technology such as virtual reality (VR) and augmented reality (AR) and, interestingly, has paved the way for a move to a focus on overall business experience. Where customer experience was limited to the marketing domain, business experience is a priority of the CEO, where customer-centricity becomes the driving force throughout the entire company. In this way, the role of experience is central to the ways that companies will grow and achieve better performance in a fast-changing global market. This is of particular relevance to the service industry, which perhaps has experienced the most upheaval of all, throughout the global Covid pandemic. To succeed in a post-Covid world, this chapter will establish how service companies must examine every aspect of their business to create meaningful experiences for customers, that will in turn translate into brand differentiation, ongoing customer satisfaction and business growth.

This study aims to determine the effect of Islamic branding, experiential marketing and word of mouth on college decisions and to find marketing strategies through strengthening Islamic branding based on experiential marketing to increase the number of students at Muhammadiyah-Aisyiyah Higher Education.

This study used a quantitative method, with data collection carried out using a survey method by giving questionnaires to respondents. The respondents' criteria are active students, at least in semester three, who have studied at Muhammadiyah-Aisyiyah Higher Education in Indonesia, using a sampling technique with accidental sampling. Data analysis used Partial Least Square - Structural Equation Modeling to determine the estimated results or model predictions.

The results showed a significant direct effect of experiential marketing, Islamic branding and word of mouth on college decisions. There is an indirect effect between experiential marketing and Islamic branding on college decisions through word of mouth, but the word-of-mouth variable could not mediate the relationship between experiential marketing and Islamic branding on college decisions perfectly.

The limitation of the results of the study is that it uses respondents who are and have participated in learning activities on the Muhammadiyah-Aisyiyah Higher Education, where the Muhammadiyah-Aisyiyah Higher Education has added value compared to other private campuses. The added value on the Muhammadiyah-Aisyiyah Higher Education is the overall learning activity based on Kemuhammadiyahan Islam in Indonesia. Islam Kemuhammadiyahan is the identity of the Islamic branding strategy on the Muhammadiyah-Aisyiyah Higher Education, which is only owned by the Muhammadiyah-Aisyiyah Higher Education.

This study recommends marketing strategies through strengthening Islamic branding based on experiential marketing to increase the number of students at Muhammadiyah-Aisyiyah Higher Education.

The novelty of this research is the addition of experiential marketing and Islamic branding variable measurements on word of mouth and college decisions, especially prospective students to study at Islamic Higher Education in Indonesia.

The purpose of this paper is to investigate the contingent relationship between government marketing assistance for export and the performance of early internationalizing firms in a developing country’s low-tech industry.

The authors employ hierarchical multiple regression based on the data obtained from Bangladesh, a south Asian developing country and a leading exporter of apparel products worldwide. The authors used a sample of 224 early internationalizing apparel firms to test the hypotheses.

Research describes the relationship between export assistance and performance as direct. Recently, some researchers have suggested moderators between them. The authors argue that the relationship between the two is contingent on the level of export commitment. The authors find that neither informational nor experiential marketing assistance is directly related to export performance. The relationship between informational assistance and export performance is significantly, but (unexpectedly) negatively, moderated by export commitment. The effect of experiential assistance is positively, but only marginally, moderated by export commitment.

Contrary to researchers’ overarching focus on a direct relationship, the authors investigate the moderation on the relationship between export informational and experiential marketing assistance, and early internationalizing firms’ performance in a developing country’s low-tech industry setting. The authors use export commitment as the moderator; it is one of the most important internal determinants of export performance and extremely relevant in early internationalizing firms. The differential impact of informational and experiential assistance provides additional insights.

The purpose of this paper is to examine the influence of experiential marketing modules, service quality and social judgement on experiential values of young customers. The paper also investigates the effects of experiential values on customer satisfaction (CS) and post-purchasing behaviour. In addition, the paper intends to strengthen the shift in marketing paradigm and to provide insightful enhancements to the literature.

An instrument was developed to measure how strategic experiential module (Schmitt, 1999), social judgement module (Rosenberg et al., 1968) and service quality perceptions of customers influence functional and emotional values. Primary data were gathered through surveying 402 respondents in order to diagnose young customers’ experiences in popular coffee stores in Phnom Penh, Cambodia. The constructs and their interrelationships were examined based on partial least square-structural equation modelling (PLS-SEM).

The results of PLS-SEM were found to be adequate in terms of validity and reliability. The results revealed that some of experiential modules and service quality have positive stimuli on experiential values. These contributions postulate an impetus for potential exploration in numerous service settings.

The study assesses the effect of shopping experiences of young customers on experiential values, social judgement, CS and post-purchase shopping attitudes. It is anticipated that by filling this gap, this study will assist in strengthening marketing strategies, which requires an alteration in the existing business atmosphere. The suggestions and results for future research are discussed in detail accordingly.

Experiential marketing is a technique through which companies enhance their promotional marketing with extensive sensory and imagery appeal in order to intensify consumers' experience. The purpose of this current empirical study is to address this strategy and suggests a conceptual framework to explain consumer attitude and behavior toward the promoted brand and the retailer store. Consumers' psychographic characteristics were added to enhance the novelty of the study.

An experiential stimulating environment was created in a real retail store location. The study employs data collected during the experiential demonstration.

The path model suggests that the intensity of the experience evokes an affective response toward the promoted brand and an indirect response toward the hosting retailer. Psychographic characteristics, such as the tendency to socialize and extrinsic cues, were found to moderate the effect of experiential marketing.

Product manufacturers and suppliers can use experiential marketing techniques to improve affective and cognitive responses toward their products and brands. Experiential promotion should also be strategically encouraged by retailers because it creates a recreational shopping experience that enhances the retailer's image.

The study is among the few empirical works that examine real-life settings and the double impact of experiential marketing on brand image and the retailer's store image. The study contributes to the existing literature by suggesting a path analysis model toward brand and store images, which combines the effect of experiential marketing with psychographic characteristics.

Cultural consumption is the study of the motivation for the consumption of, and experiences related to factors such as lifestyle, soft skills, landscapes, traditions, professions, history and nature etc. Innovative approaches in experiential marketing such as customization, service diversification and cultural assimilation for strengthening customer relationships are recommended strategic approaches for supporting business growth and development. In recent times the pandemic situation in Japan resulted in a 93% decline in inbound tourism (JNTO, 2020). To support customer trust and relationship Japanese resorts such as Onsens and Ryokans embarked on innovative experiential marketing strategies to continue customer relationship while also dealing with the official prescribed restrictions for preventing the spread of infection. This chapter explores the innovative experiential marketing adopted by Japanese resorts and contributes to the identified need for more knowledge in the area. A multiple case approach was adopted and information from 12 resorts was obtained through secondary data. Results identify five innovative marketing approaches that were used by the Japanese resorts studied in this research. The chapter contributes theoretically in relating cultural consumption to experiential marketing in COVID-19 times, opens discussion for policy implications and aims to provide some inspiration to other firms in the business of tourism related to cultural consumption.

This case study demonstrates how a start-up professional sport league, the Women's United Soccer Association (WUSA), successfully incorporated an interactive fan festival into its inaugural Championship Weekend. Prior to revealing the details of the WUSA event, the history and rationale of interactive fan festivals is outlined. Also highlighted are the key marketing concepts applied (relationship marketing, brand management, experiential branding) in order to assist sport properties interested in using the interactive fan festival as a marketing tool in the future.

Travellers who love to try different foods and who frequently follow up on food-related news and topics consider themselves to be “foodies”. The main aim of this research was to identify the relationships among food consumption motivations, experiential values and well-being of foodies.

A questionnaire survey was distributed to foodies from the Chinese mainland, Hong Kong and Macao in March–May 2019 who were aged 18 and above and who had visited Taiwan within the prior two years. Some 480 valid responses were received based on intercepts at airports and the data, based on a conceptual model, were analysed through structural equation modelling (SEM).

Three paths among the key variables showed significant and positive relationships. Additionally, the mediating effect of food experiential values on emotions and well-being was identified.

The findings provide insights for food and hospitality scholars and the related literature since “foodie” is a rather new concept that is lacking in sufficient empirical and conceptual research. The research examines the relationships among experiential values, motivations and emotions and their influences on the well-being of foodies. In past studies on food consumption motivations and emotions, food experiential values were not included as a variable of potential influence. The research subjects were confined to foodies from the Chinese mainland (including Hong Kong and Macao) who were in Taiwan. Hence, the generalisation based on the sample may be limited.

This research produces useful information on the behaviour of Chinese foodies when they are travelling. Preparers of food and beverages and tourism retailers should supply food that represents local cultural characteristics and design relevant local food souvenirs with the appropriate packaging.

Communities need to realise that not all visitors are alike and that some have a deeper interest in local foods and their historical and cultural roots.

Although numerous studies on the behaviours of Chinese tourists have been conducted, the research on their food consumption characteristics is limited. To date, no empirical studies have examined the relationships among foodies, food consumption motivations, food experiential values, emotions and well-being of mainland Chinese tourists, which is a knowledge gap in understanding this important market segment.

The purpose of this paper is to examine the influence of experiential modules and service quality on perceived values of young customers and, respectively, on satisfaction and word of mouth, as well as intention to pay more and revisit. In this endeavour, the study illustrates unique the context of experiential modules and attempts to highlight several improvements in the literature.

An instrument was developed to measure how strategic experiential module, social judgment module and service quality perceptions of customers influence their functional and emotional experiential value. Primary data, which were gathered by surveying 660 respondents, diagnosed young customers’ experiences in well-known coffee shops in Phnom Penh, Cambodia. Measurement of constructs and its interrelationships were examined based on partial least square–structural equation modelling (PLS–SEM).

The results of SEM through PLS method were acceptable in terms of reliability and validity. The empirical results revealed that some of strategic experiential modules and service quality perceptions of young customers have positive influences on experiential value. These contributions postulate an impetus for future research in various service settings.

Regarding the role, the study assesses the role of shopping experiences of young consumers on experiential value, customer satisfaction and post-purchase attitudes. It is anticipated that by filling this knowledge gap, the research will assist in strengthening marketing strategies, which require an adjustment in the current business environment. The detailed results and suggestions for future research are discussed further.