The Effect of Experiential Marketing on Customer Satisfaction: A Case Study of Coca-Cola Nigeria in Kano State
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Background of the Study
Experiential marketing focuses on creating memorable and engaging experiences for customers to establish a deep emotional connection with a brand. Coca-Cola Nigeria has implemented experiential campaigns such as interactive events and sensory experiences to promote its products and enhance customer satisfaction in Kano State (Robbins & Judge, 2023).
In a competitive market, creating emotional connections is increasingly important for retaining customers and ensuring long-term satisfaction. This study investigates how Coca-Cola’s experiential marketing strategies influence customer satisfaction and provides actionable insights for improvement (Ahmed & Musa, 2024).
Statement of the Problem
Although Coca-Cola Nigeria invests heavily in experiential marketing, challenges such as limited audience reach, high campaign costs, and inconsistent customer satisfaction persist. These issues reduce the overall impact of experiential strategies on customer satisfaction in Kano State (Bello & Adamu, 2025).
This study examines the effectiveness of experiential marketing and proposes recommendations for enhanced customer engagement.
Objectives of the Study
- To evaluate the experiential marketing strategies used by Coca-Cola Nigeria in Kano State.
- To analyze the relationship between experiential marketing and customer satisfaction.
- To recommend strategies for improving experiential marketing effectiveness.
Research Questions
- What experiential marketing strategies are implemented by Coca-Cola Nigeria in Kano State?
- How do these strategies affect customer satisfaction?
- What strategies can improve the effectiveness of experiential marketing?
Research Hypotheses
- Experiential marketing does not significantly influence customer satisfaction.
- Emotional connection is not significantly impacted by experiential marketing strategies.
- Proposed strategies do not significantly enhance experiential marketing outcomes.
Scope and Limitations of the Study
This study focuses on the experiential marketing strategies of Coca-Cola Nigeria in Kano State and their impact on customer satisfaction. It excludes traditional marketing methods and other beverage companies. Limited access to campaign effectiveness data may limit the scope.
Definitions of Terms
- Experiential Marketing: Marketing efforts designed to create immersive and interactive experiences for customers.
- Customer Satisfaction: The level of contentment customers feel after engaging with a product or service.
- Coca-Cola Nigeria: A leading beverage company in Nigeria.
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