Exploring the Relationship Among Experience Marketing, Customer Loyalty on Purchase Intention - A Case Study of Banking Sector

This study attempts to explore and interrogate a potential strategy by developing a relationship between experience marketing and customer loyalty on customer purchase intention for digital services in the banking sector. This study examines the significance of the experience marketing strategy for the Indian banking sector from the viewpoint of the customer. Here, a mixed-method study design has been chosen, a method that is becoming more popular in social science research. The exploratory analysis used in this research design is followed by quantitative analysis methods. Multiple regression analysis has been used to give the interpretive foundation for the evaluation. In the banking sector, where feel, think, and sense experiences have a significant impact on customer purchase intention, this study demonstrates how all structural experimental models are affecting customer buy intention. This study is crucial for figuring out how experience marketing affects customers' intentions to buy in the banking sector. The study's findings can help banks create more efficient marketing strategies in light of the present economic slowdown, which is affecting the Indian banking sector's sales.