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Experiential marketing and its effects on customer e-satisfaction and customer happiness with online purchases in Mthatha

Author

Listed:
  • Lucas Vukethwele

    (Walter Sisulu University, South Africa)

  • Siphenathi Fihla

    (Walter Sisulu University, South Africa)

  • Richard Chinomona

    (Walter Sisulu University, South Africa)

Abstract

The late 1990s and early 2000s saw the rise of electronic commerce as Internet access became more widespread, leading to the emergence of new online business models. Today, customers can access a wide range of brands offering similar products or services at comparable prices and quality levels, making e-satisfaction a crucial factor in customer happiness. However, other factors also affect overall satisfaction, with e-satisfaction closely linked to these elements. This research aims to investigate the influence of experiential marketing on customer e-satisfaction and happiness with online purchases in Mthatha. Following a positivist research paradigm, the study employs a quantitative approach with a cross-sectional design, distributing a fully structured self-administered questionnaire to 314 fashion industry customers in Mthatha. The methodology allows for the systematic collection of numerical data to analyse the relationship between experiential marketing and online purchase behaviour, to provide measurable insights into the impact of experiential marketing on consumers' purchasing decisions and inform business strategies within the fashion sector.

Suggested Citation

  • Lucas Vukethwele & Siphenathi Fihla & Richard Chinomona, 2025. "Experiential marketing and its effects on customer e-satisfaction and customer happiness with online purchases in Mthatha," Insights into Regional Development, VsI Entrepreneurship and Sustainability Center, vol. 7(3), pages 69-82, September.
    • Handle: RePEc:ssi:jouird:v:7:y:2025:i:3:p:69-82
    DOI: 10.70132/d4894356469
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    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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