อิทธิพลของการตลาดเชิงประสบการณ์และความพึงพอใจของผู้ชม ที่ส่งผลต่อความภักดีของแฟนฟุตบอลไทยลีก

Pornchai Sakdanuwatwong

doi:10.14456/tisr.2023.6

Authors

พรชัย ศักดานุวัฒน์วงศ์ คณะบริหารธุรกิจ สถาบันเทคโนโลยีพระจอมเกล้าเจ้าคุณทหารลาดกระบัง

DOI:

https://doi.org/10.14456/tisr.2023.6

Keywords:

Experiential Marketing, Customer Satisfaction and Loyalty, Thai Football League

Abstract

The purposes of this research were to study the relationship and influence of experiential marketing on spectator satisfaction and loyalty. Sample was spectator in professional Thai football league. Multistage sampling technique was applied, and the complete sample size was 400 from 16 football clubs. Using techniques of descriptive statistics, the data collected were analyzed in terms of mean and standard deviation. In addition, Pearson’s product moment correlation coefficient and structural equation modeling technique were also employed. The results found that experiential marketing, spectator satisfaction and spectator loyalty had a positive correlation with all pairs of variables. Experiential marketing had a direct effect on spectator satisfaction and loyalty. Spectator satisfaction had a direct effect on spectator loyalty. Moreover, experiential marketing had an indirect effect on spectator loyalty as mediated by spectator satisfaction.

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