The contribution of experiential marketing to higher education

Resumo

This study aims to analyze the perception of experiential marketing dimensions:
sensorial, affective, cognitive, behavioral and relational, and their impact on
satisfaction and recommendation (positive word-of-mouth) of students regarding
higher education services. A survey was developed with 243 students in Midwest
Brazil and data was analyzed and compiled through structural equation modeling
techniques (SEM/EQS and PLS/WARP). The results showed that experiential
marketing in all its five dimensions proposed by Schmitt (1999) influences students’
satisfaction and recommendation (word-of-mouth), with cognitive and affective
experiences having the strongest impact. From a management point of view, the
findings highlight the importance of memorable experiences in the learning process,
with positive consequences to the satisfaction of students who might become brand
disseminators and endorsers of higher education services.