| Autor: |
Zikienė Kristina, Gagiškytė Laura |
| Jazyk: |
angličtina |
| Rok vydání: |
2020 |
| Předmět: |
|
| Zdroj: |
Organizacijų Vadyba: Sisteminiai Tyrimai, Vol 84, Iss 1, Pp 113-126 (2020) |
| Druh dokumentu: |
article |
| ISSN: |
2335-8750 |
| DOI: |
10.1515/mosr-2020-0016 |
| Popis: |
The article aims to identify the importance of experience marketing dimensions for city residents’ and visitors’ loyalty. The theoretical part of this article analyses the concepts of experience and city marketing, city customers and their importance to the city, and distinguishes the main dimensions of experience marketing in the city. During the quantitative research, the impact of experience marketing dimensions on the loyalty of Kaunas city residents and visitors was determined. Also, using regression analysis the relation between the evaluation of experience marketing dimensions of Kaunas city residents and visitors and the behavioural and attitudinal loyalty was established. |
| Databáze: |
Directory of Open Access Journals |
| Externí odkaz: |
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