THE EFFECT OF CUSTOMER EXPERIENCE-BASED MARKETING STRATEGIES ON BRAND LOYALTY: A STUDY ON THE HOSPITALITY INDUSTRY

Abstract

The research objective is related to the influence of experience-based marketing strategies on brand loyalty in the hospitality industry. The method used is Systematic Literature Review (SLR). A qualitative approach in the Systematic Literature Review approach is used to summarize the results of research that are descriptive qualitative in nature. The results of this study are: (1) An effective marketing strategy makes brands in the hospitality industry known more widely by potential customers. (2) Experiential marketing creates strong interactions, enabling brands to be recognized and involving customers in the creation of experiences. (3) Experience marketing strategies can also have a significant social impact. Customers who have experienced unique experiences will be more inclined to share their experiences through various social media. This is a free promotion and companies can save costs, time and create deeper awareness. (4) Hotel managers must be able to ensure that the brand remains consistent in order to increase brand loyalty. Making attractive labels or logos and introducing brand values is intended to convince customers that the products offered are the best and increase customer retention.