Experiential Marketing: Analysis of Customer Attitude and Purchase Behaviour in Telecom Sector

Balakumar V¹, Swarnalatha C²

^1,2Anna University Regional Office Madurai

Abstract

In the present competitive market environment, each and every product has to have an extensive competitive advantage. To acquire new business and to retain the existing customers, lot of innovative approaches has to be carried out. In such conditions, marketing in-tangible products like telecom services attract furthermore stiff competitions. To differentiate a specific brand from the remaining available in the market, traditional marketing strategies which focus on price or quality of the service could not be sufficient. Hence modern management researches advocate focusing on the emotions of the customer. If the customer has experienced the quality of the service in real time even before availing the service, there are considerable chances that the attitude of the customer is lifted up towards the service and the purchase behavior is improved. This study explores the experiential marketing approach of the public sector telecommunication company, BSNL and examines whether the customer attitude and purchase behavior of the enterprise customers were improved subsequently. For the study, provision of Internet Leased Line services as a free trial to the enterprise customers and the availability of “3G Experience Centers” in BSNL premises are the services taken into account. A survey is conducted with respect to these two BSNL enterprise services and the detailed analysis is presented based on both quantitative and qualitative approaches. Quantitative techniques are performed by means of survey questionnaires given to the enterprise customers and qualitative techniques are carried out by direct interviews with the customer relationship managers from BSNL who are the in-charges of the experience delivery to the customers. Findings show that the effect of experiential marketing has positive impact towards the customer attitude and their purchase behavior. This study add values to the need of experience marketing in the telecommunication sector and provides pragmatic confirmation to the consequence of experience marketing on customer building and business promotions.

Keywords

• BSNL, Customer Attitude, Purchase Behaviour, Experiential Marketing, Relationship Marketing, Service Marketing, Telecom sector

Author's Profile

Author profile can be generated and linked through our partners World Book of Researchers. To include your profile online Click Here. After it is approved, please email to edlib @ asdf.res.in to create a link with all the papers.

• Balakumar V : Profile
• Swarnalatha C : Profile

e-AID

Cite this Article as Follows

Balakumar V, Swarnalatha C. Experiential Marketing: Analysis of Customer Attitude and Purchase Behaviour in Telecom Sector. International Conference on Inter Disciplinary Research in Engineering and Technology 2015. Vol. 1. Chennai: Association of Scientists, Developers and Faculties, 2015. 197-203. Print.