Experiential marketing and service quality

Abstract

Objective. The objective of this article is to describe how experiential marketing and service quality are related. Methods. The study was descriptive, with a quantitative approach and a descriptive-correlational design. There was a population of 114,995 inhabitants of the province of Huánuco ranging from 20 to 60 years of age. The sample of 163 inhabitants was obtained from a simple random probability sampling. Data collection was obtained from a survey and a questionnaire was used as an instrument to determine the behavior of the variables and their dimensions. Results. Experiential marketing strategies are significantly related to service quality. This relationship is highly positive according to the range of Pearson's correlation scores (0.962). Thus, the level of expectations indicator of the interactive experience dimension has a positive impact on the surveyed customers, since almost all respondents consider that what they are offered always or sometimes meets their expectations, while only a small percentage (4.9%) consider that it never does. Conclusions. It is concluded that experiential marketing strategies are significantly related to service quality. This relationship is highly positive according to the range of Pearson's correlation scores (0.962); therefore, it can be said that experiential marketing improves the company's service quality.