Survey The Effect of Service Innovation on Behavioural Intention of Customers with Mediating role of Experiential Marketing Case of: Five-Star Hotels in Mashhad City

Today, Service organizations must provide the opportunity in new basis of experiential marketing that with offering preferable services to new customers make the pleasant experience for them and convert them into loyal customers. Customers who experience positive results, not only will go back into the organization, but also recommend it to their friends. So, in this study, the impact of service innovation on customer behavioral intention with mediating role of experiential marketing is investigated. The study is survey – analytic research and the data on a sample of 276 people among the guests of 5 star hotels in Mashhad, collected using questionnaires and to test the hypotheses, Structural Equation Modelling Technique with Lisrel software is used. Findings show that service innovation has significant effect upon experiential marketing and behavioural intention of customers. Also, experiential marketing has significant effect upon behavioural intention of customers. However, experiential marketing has a mediating effect upon service innovation and behavioural intention of customers.