The contribution of experiential marketing to higher education

Abstract

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.