Experiential Marketing and Image Perception Affect Loyalty to “Realm Café” Hatyai District, Songkhla Province

Abstract

This research article aims to investigate (1) the impact of experiential marketing on customer loyalty at “Realm Café” and (2) the influence of perceived image on customer loyalty at “Realm Café” in Hat Yai District, Songkhla Province. This study employs a quantitative research approach, with a sample consisting of 400 customers who have visited Rim Cafe at least five times, selected through purposive sampling. The research instrument utilized is a questionnaire comprising multiple-choice questions and a 5-point Likert scale. Statistical analyses include percentage, mean, standard deviation, correlation analysis, and multiple regression analysis. The findings reveal that (1) experiential marketing, which encompasses customer experience, emotional experience, cognitive experience, behavioral experience, and relational experience, positively affects customer loyalty at Realm Café; and (2) perceived image, which includes brand perception, store perception, convenience image, and service quality, also positively influences customer loyalty at Realm Café at a statistically significant level.