Examining the Interrelationship of Experiential Marketing with Experiential Value and Purchase Behaviour and Their Impact on Customer Loyalty – A Case Sage of BSNL India

Consumers are not just willing to buy products, but are ready to experience them and some will go so far that they will help companies build them. Therefore, experience is a central element of the life of today’s consumer (Schmitt, 2003). Positive experiences need to become institutionalized within the system so that all touch points deliver the brand essence (Shaw and Ivens, 2005). This ensures that there is no gap between the brand promise and the brand delivery and attempts to connect consumers with brands in personally relevant and memorable ways and also gives customers an opportunity to engage and interact with brands, products, and services in sensory ways (Ponsonby-Mccabe and Boyle, 2006). In this Endeavour an investigative study has been initiated to examine the relationship between experiential marketing, experiential value, purchase behaviour and customer loyalty in BSNL. The study undertook a cross sectional survey design with a population of 300 respondents from which a sample of 60 was drawn. Self-administered questionnaires were used to collect responses. Measurement of the relationships of the study (experiential marketing, experiential value, purchase behaviour and customer loyalty) was done and subjected to rigorous data processing and analysis using the relevant statistical tools. From the findings, the relationships between experiential marketing, experiential value, purchase behavior, and customer loyalty were found to be positive and significant. Results from correlation analysis showed experiential marketing, experiential value and purchase behaviour were significant predictors of customer loyalty.