IIARD International Institute of Academic Research and Development

INTERNATIONAL JOURNAL OF MARKETING AND COMMUNICATION STUDIES (IJMCS )

E-ISSN 2545-5273
P-ISSN 2695-2173
VOL. 8 NO. 3 2024
DOI: 10.56201/ijmcs.v8.no3.2024.pg92.109

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Experiential Marketing (EXPMKT) and Brand Loyalty (BL) in the Telecommunication Industry in Nigeria

IWEGBUE, Chinwenwa Nelly

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Abstract

This study examined the relationship between experiential marketing(EXPMKT) and brand loyalty in the telecommunication industry in Nigeria: A study of selected telecommunication firms in Warri, Delta State, Nigeria. The sampling object used for this work comprises of the employees, supervisors and top managers of staff of MTN, GLO and Airtel offices in Warri, Delta State; this is done in respect of measures of experiential marketing, namely; Sense experiential marketing (SEM), Feel experiential marketing (FEM), Think experiential marketing (TEM), Act experiential marketing (AEM) and Relate experiential marketing (REM) (independent variables) on Brand Loyalty (BL) (dependent variable) and responses from the respondents were collected with the aid of five (5) likert scale questionnaire. A total of seventy-five (75) questionnaires were administered staff of staff of MTN, GLO and Airtel offices in Warri, Delta State. Out of the seventy-five (75) questionnaires, (73)97.33% where retrieved and properly filled while two (2)2.67% were not returned. Thus, the sample to be used for the study will be the total of seventy-three (73) respondents. The research questions were analyzed with the aid of descriptive statistics and correlation matrix. The hypotheses of the study were tested using the multiple regression statistical tools with the aid of SPSS version 23 as the basis of testing hypotheses. The findings revealed that there is significant relationship between SEM and BL (0.048<0.05), there is a significant positive relationship between FEM and BL (0.000<0.05); TEM has a significant relationship with BL which is evident with the p-value (0.0038>0.05); there is a significant positive relationship between AEM and BL (0.048<0.05), and finally, finding provides support for result H5 test which indicated that REM has significant relationship with BL (0.034<0.05). From the findings of the study, it can be concluded that, overall the EXPMKT

keywords:

Experiential Marketing, Sense, Feel, Think, Act, Relate andBrand Loyalty.

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