Christian Johny Priyo Tirtakusuma, Audita Nuvriasari

Experiential Marketing, Value, and Service Quality: Impact on RedDoorz Customer Satisfaction

Introduction

Experiential marketing, value, and service quality: impact on reddoorz customer satisfaction. Discover how experiential marketing, customer value, and service quality influence RedDoorz customer satisfaction in the hospitality sector. Learn their significant effects.

Abstract

Customer satisfaction is a key indicator of business performance in the hospitality sector, often influenced by marketing strategies, perceived value, and the quality of service. This study aims to investigate the impact of experiential marketing, customer value, and service quality on customer satisfaction. The research employed a quantitative approach, utilizing a non-probability sampling technique, and involved 100 respondents who completed structured questionnaires. Data analysis was carried out through instrument testing, classical assumption testing, and multiple linear regression. The instrument test confirmed that the data used was both valid and reliable. Furthermore, the classical assumption test indicated that the data were normally distributed and met the assumptions of no multicollinearity and no heteroscedasticity, making the regression model appropriate for interpretation. The analysis revealed three key findings: first, experiential marketing has a positive and significant effect on customer satisfaction; second, customer value also has a positive and significant influence on customer satisfaction; and third, service quality has a negative and significant impact on customer satisfaction. In conclusion, the study demonstrates that both marketing experiences and perceived value strongly shape customer satisfaction, while poor service quality can reduce satisfaction levels.

Review

This study delves into crucial drivers of customer satisfaction within the hospitality sector, focusing on experiential marketing, customer value, and service quality as predictors. The research addresses a highly relevant topic, as understanding these dynamics is paramount for business success in a competitive market. Methodologically, the authors adopted a quantitative approach, utilizing structured questionnaires administered to 100 respondents. A significant strength highlighted in the abstract is the thoroughness of the preliminary statistical checks, including robust instrument testing for validity and reliability, and classical assumption testing, which collectively underscore the appropriateness of the data and the multiple linear regression model for analysis. The findings present both expected and notably surprising insights. Consistent with established marketing literature, the study confirms that both experiential marketing and perceived customer value exert a positive and significant influence on customer satisfaction. These results reinforce the importance of engaging customer experiences and delivering perceived benefits to foster positive sentiments. However, the most striking and counter-intuitive finding is the reported negative and significant impact of service quality on customer satisfaction. This particular outcome deviates sharply from conventional understanding, where higher service quality is almost universally considered a primary contributor to enhanced customer satisfaction. While the paper demonstrates a clear objective and a sound statistical approach for its analysis, the highly unusual finding regarding service quality necessitates considerable attention and critical examination. The abstract does not offer an explanation for this negative correlation, which could potentially arise from various factors such as the specific measurement of service quality, the unique context of RedDoorz customers, or an interpretation issue. The generalizability of the findings might also be constrained by the non-probability sampling method and the relatively modest sample size of 100 respondents. A comprehensive discussion in the full manuscript, thoroughly exploring the implications and potential explanations for the negative effect of service quality, would significantly enhance the study's contribution and address this intriguing anomaly.

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