Events as a Strategic lever of Experiential Marketing: Exploring the role of cashless technology in shaping customer experience and consumer-brand relationships
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- The event industry has undergone significant digital transformation in recent years, with cashless payment systems becoming increasingly common in festivals, cultural events and other large-scale gatherings. While these technologies were initially introduced to improve transaction efficiency, their role has progressively expanded beyond payment processing. This dissertation investigates how cashless technologies shape customer experience during events and how the data generated through these systems can be leveraged to strengthen consumer–brand relationships and improve future event performance. Drawing on experiential marketing, technology acceptance and consumer–brand relationship literature, this research adopts a mixed-methods approach combining perceptual and behavioural data. The empirical study relies on two complementary datasets. First, a survey of 100 event participants was conducted to assess perceptions of usability, trust, customer experience, brand perceptions and data acceptance. Second, transactional data from 88,827 cashless wallets across multiple events were analysed to examine spending behaviours, top-up patterns and residual balances.