Experiential Marketing in B2B (Industrial) marketing:Prioritizing Effective Factors using Fuzzy AHP method

Since the introduction of the idea that consumption involves a steady flow of fantasies, feelings, and fun that construct the fundamentals of experiential view in 1982, the concept of customer experience has played a crucial role for both marketing practitioners and academics, more specifically in B2C context. Recently, the idea is catching attention of marketers to benefit from this strategy in order to attract and create value for business customers. In this paper, relying on the peer investigations and subject literature, first, we have extracted dimensions of experiential marketing, namely sense, feel, think, act and relate. Referring to experts of marketing studies as well as industries managers, we have gathered 24 experts evaluations on which dimensions are applicable and more influential in B2B marketing. Selected experts were chosen from Islamic Azad University faculty list as academic expert’s society. In addition, our sample of managers consists of CEO and top level marketing managers from companies active in oil and gas industries in Iran. Then using Fuzzy Analytical Hierarchy Process technique (AHP). Hiring fuzzy AHP techniques, we used an online software, imported data online to extract the results and figures to recognize the priority of each dimension in B2B. According to analysis of collected data, among the 5 dimensions of experiential marketing, relate and act are most applicable, sense is the least applicable. Think and feel placed in the middle and can be applicable occasionally

کلیدواژه ها:

Experiential marketing ، B2B ، Industrial Marketing ، consumer experience