Striking the Perfect Balance: The Moderated Mediation Effect of Consumer Perceived Service Quality on the Relationship Among Marketing Experience Satisfaction, Customer Satisfaction, and Customer Loyalty_Vol. 2 No. 2 (JMSD 2025)_Journal of Management and Social Development (ISSN: 3005-5741)

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Striking the Perfect Balance: The Moderated Mediation Effect of Consumer Perceived Service Quality on the Relationship Among Marketing Experience Satisfaction, Customer Satisfaction, and Customer Loyalty

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DOI: https://doi.org/10.62517/jmsd.202512213

Author(s)

Chiawei Chao1, Enhao Hsiung2,*

Affiliation(s)

1School of Management, Wenzhou Business College, Wenzhou, Zhejiang, China 2Digital Transformation Research Institute, Institute for Information Industry, Taipe, Taiwan, China *Corresponding Author

Abstract

With the rapid growth of the economy and advancements in technology, traditional cultures and crafts are increasingly at risk of disappearing. In response to this challenge, the concept of tourism factories has emerged, aiming to preserve cultural heritage while revitalizing industries. This study compares tourism factories across the mature and emerging markets to explore differences in service quality between mature and emerging markets. A total of 660 valid responses were collected in 2017 and analyzed using SPSS 22.0 and PROCESS 4.0 for descriptive statistics, confirmatory factor analysis, and mediation analysis. The findings indicate that in the mature market, experiential marketing had a significant impact on both customer satisfaction and loyalty; however, satisfaction did not directly predict loyalty, and the mediating effect of service quality was not significant. In contrast, in the emerging market, customer satisfaction partially mediated the relationship between experiential marketing and customer loyalty, with all three dimensions of service quality showing significant effects. These results underscore the importance of developing market-specific service strategies, particularly through optimizing experiential marketing approaches to enhance customer satisfaction and loyalty.

Keywords

Tourism Factory; Experiential Marketing; Satisfaction; Loyalty; Service Quality

References

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