The Impact of Experiential Marketing on Revisit Intention with Special Reference to Franchised Fast-Food Restaurants in Western Province, Sri Lanka: Examining the Mediating Effect of Experiential Emotional Value

Abstract

Purpose: In the competitive fast-food industry of Sri Lanka, particularly in the Western Province, franchised fast-food restaurants adopt diverse techniques to enhance customer revisit intentions. This study investigates the influence of experiential marketing on revisit intentions, with experiential emotional value as a mediating factor.

Design/methodology/approach: A quantitative research strategy was employed, using an online survey to collect data from 379 respondents in the Western Province, selected through a convenience sampling method. The data were analyzed using SPSS version 26.

Findings: The results indicate that experiential emotional value positively and significantly impacts revisit intention. Additionally, experiential marketing positively influences both experiential emotional value and revisit intention. Furthermore, experiential emotional value mediates the relationship between experiential marketing and revisit intention.

Originality: This research contributes to understanding how experiential marketing and emotional value can drive revisit intentions in Sri Lanka's fast-food sector, addressing a gap in the existing literature.

Implications: The findings offer valuable insights for marketers, emphasizing the importance of creating enriching customer experiences to enhance revisit intentions. Experiential emotional value emerges as a critical mediator, guiding fast-food restaurants in crafting impactful marketing strategies.