科研之友
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摘要
Studies have revealed that a customer＊s satisfaction is always the result of ultimate goal of Marketing. In response, this research goes beyond that and propose the mediating effects of information technology; customer＊s satisfaction and physical context between interpersonal relationships, firm＊s commitment and brand image with experience marketing as a tool to satisfy customers＊. This research applied exploratory factor analysis, confirmatory factor analysis and structural equation modeling to investigate the experience marketing concept towards service providers within the context of Bangladeshi consumers. The findings revealed that there is a strong relationship between interpersonal relationships and experience marketing when implementation of information and technology (IT) plays as a mediating role. This research opens up opportunities for managers to identify significant factors which are linked towards building experience marketing as tool to satisfy customers＊. The main contribution of this research lies in testing the mediating effect and fills a major gap in the marketing literature and research in stressing the need to rethink about experience marketing concept.
