{"title":"体验营销维度对城市忠诚度影响的评估","authors":"Kristina Zikienė, Laura Gagiškytė","doi":"10.1515/mosr-2020-0016","DOIUrl":null,"url":null,"abstract":"Abstract The article aims to identify the importance of experience marketing dimensions for city residents’ and visitors’ loyalty. The theoretical part of this article analyses the concepts of experience and city marketing, city customers and their importance to the city, and distinguishes the main dimensions of experience marketing in the city. During the quantitative research, the impact of experience marketing dimensions on the loyalty of Kaunas city residents and visitors was determined. Also, using regression analysis the relation between the evaluation of experience marketing dimensions of Kaunas city residents and visitors and the behavioural and attitudinal loyalty was established.","PeriodicalId":177702,"journal":{"name":"Management of Organizations: Systematic Research","volume":"9 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2020-12-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Assessment of the Impact of Experience Marketing Dimensions on City Loyalty\",\"authors\":\"Kristina Zikienė, Laura Gagiškytė\",\"doi\":\"10.1515/mosr-2020-0016\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Abstract The article aims to identify the importance of experience marketing dimensions for city residents’ and visitors’ loyalty. The theoretical part of this article analyses the concepts of experience and city marketing, city customers and their importance to the city, and distinguishes the main dimensions of experience marketing in the city. During the quantitative research, the impact of experience marketing dimensions on the loyalty of Kaunas city residents and visitors was determined. Also, using regression analysis the relation between the evaluation of experience marketing dimensions of Kaunas city residents and visitors and the behavioural and attitudinal loyalty was established.\",\"PeriodicalId\":177702,\"journal\":{\"name\":\"Management of Organizations: Systematic Research\",\"volume\":\"9 1\",\"pages\":\"0\"},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2020-12-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Management of Organizations: Systematic Research\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1515/mosr-2020-0016\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Management of Organizations: Systematic Research","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1515/mosr-2020-0016","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
Assessment of the Impact of Experience Marketing Dimensions on City Loyalty
Abstract The article aims to identify the importance of experience marketing dimensions for city residents’ and visitors’ loyalty. The theoretical part of this article analyses the concepts of experience and city marketing, city customers and their importance to the city, and distinguishes the main dimensions of experience marketing in the city. During the quantitative research, the impact of experience marketing dimensions on the loyalty of Kaunas city residents and visitors was determined. Also, using regression analysis the relation between the evaluation of experience marketing dimensions of Kaunas city residents and visitors and the behavioural and attitudinal loyalty was established.
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