The Impact of Experiential Marketing in the Catering Industry on Customer Loyalty-A Case Study of Haidilao

Xiuli Sun; Zhenhan Sun; Yongyuan Ye

doi:10.54097/4990hc39

Authors

Xiuli Sun
Zhenhan Sun
Yongyuan Ye

DOI:

https://doi.org/10.54097/4990hc39

Keywords:

Experiential Marketing, Customer Perceived Value, Customer Loyalty, Haidilao, Catering Industry

Abstract

With the advent of the experience economy, experiential marketing has emerged as a pivotal strategy. This study examines the impact of Haidilao's experiential marketing, specifically sense and feel experiences, on college student customer loyalty, with customer perceived value as a mediating variable. Data collected through a survey of 105 college students were analyzed using reliability tests, correlation analysis, and regression analysis. The results indicate that both sense and feel experiences directly enhance behavioral and attitudinal loyalty. Furthermore, customer perceived value partially mediates this relationship. The findings suggest that catering enterprises should focus on creating comprehensive sensory and emotional experiences while strategically managing perceived value to foster loyalty among college students.

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