The Effect of Experiential Marketing and Perceived Quality on Behavioral Intentions Mediated by Customer Satisfaction

The present study aims to investigate the effect of experiential marketing and perceived quality on behavioral intentions (BIs) mediated by customer satisfaction. The statistical population consists of total ۳۵۶ customers of Tehran private banks. Using Smart PLS software (version ۲.۳.۶), the research hypotheses were analyzed at the significance level of ۵%. The findings show that experiential marketing has a direct positive effect on customers’ behavioral intentions; perceived quality has a direct positive effect on behavioral intentions; both experiential marketing and perceived quality have a direct positive effect on customer satisfaction; and finally, experiential marketing and perceived quality have a positive effect on behavioral intentions mediated by customer satisfaction.

کلیدواژه ها:

Experiential Marketing ، Perceived Quality ، Satisfaction ، Behavioral Intentions