Experiential Marketing and Customer's Brand Loyalty in Telecommunications Industry in Kenya

Abstract

In this competitive error, customer loyalty is an important concept organization need to adopt to gain competitive advantage over their competitors. In the resent past, there has been paradigm shift on the marketing strategies organizations used to win customer loyalty. The paradigm shift is necessitated by the following factors; technological changes, fragmented media and ever-changing consumer behaviour. Firms use experiential marketing approach in an attempt to keep customer loyalty, this approach does not only involve selling good products but also making customers impressed, feeling deep emotion towards the marketed products. The purpose of the study is to conceptualize and examine the conceptual literature, empirical literature theoretical gaps, methodological gaps and propose a conceptual model for understanding concepts of experiential marketing and customers' brand loyalty. The paper also discuss the techniques used to operationalize this concept and make it understandable for research participants and beneficiaries of the study. This study proposes positivism philosophy as the most suitable philosophy. Positivism shows the relationship in the construct applied for the research studies. Combination of several research design will be employed to enable triangulation. Semi structured questionnaires will be used to collect data. The proposed contextual aspect will be retail outlets of four main mobile communication providers in Nairobi. Structural equation modeling will be used for data analysis. Factor analysis will be employed for testing indicators of experiential marketing. The study was conducted on experiential marketing and customers brand loyalty but similar study would be conducted on other variables apart from the one discussed to show their relationship and also including the contextual aspect. Further studies should consider bringing other mediating and moderating variables apart from the one proposed for this study.