THE RELATIONSHIP OF VIRTUAL EXPERIENTIAL MARKETING WITH BRAND LOYALTY AND REPURCHASE INTENTION

Year 2023, Volume: 24 Issue: 4, 393 - 418, 27.12.2023

Onur Terzi

https://doi.org/10.53443/anadoluibfd.1284514

Abstract

It is not as easy as it used to be for businesses to gain competitive advantage and influence customers' purchasing decisions simply by creating a difference with products and services. Therefore, businesses are try to differentiate themselves from their competitors by providing consumers with creative and unique experiences. The fact that individuals start to spend more time in virtual environments and their purchases are made through these channels has caused virtual experiences to enter our lives. Virtual experiences that consumers had can have an affect on both their attitudes towards brands and their purchasing decisions. In this context, the main purpose of the study is to examine the relationships between virtual experiential marketing dimensions, brand loyalty and consumers' repurchase intentions. Consumers who have shopped from Trendyol in the last year were encluded in the scope of the research and the data collected by the survey method have been analyzed with structural equation modeling. As a result of the analyzes, it was determined that there were significant and positive relationships between sensory, emotional, behavioral, cognitive and relational experience dimensions and brand loyalty. It was also found that there are significant and positive relationships between the other four experience dimensions, except for the relational experience dimension, and consumers' repurchase intentions.

Keywords

Virtual Experiential Marketing, Brand Loyalty, Repurchase Intention.

SANAL DENEYİMSEL PAZARLAMANIN MARKA SADAKATİ VE TEKRAR SATIN ALMA NİYETİ İLE İLİŞKİSİ

Abstract

İşletmelerin sadece ürün ve hizmetlerle farklılık yaratarak rekabet avantajı elde etmesi ve müşterilerin satın alma kararlarını etkilemesi eskisi kadar kolay değildir. Bu nedenle işletmeler, tüketicilere yaratıcı ve özgün deneyimler yaşatarak kendilerini rakiplerinden farklılaştırmaya çalışmaktadırlar. Bireylerin sanal ortamlarda daha fazla zaman geçirmeye başlaması ve satın alma işlemlerinin bu mecralardan gerçekleşmesi, sanal deneyimlerin hayatımıza girmesine neden olmuştur. Tüketicilerin yaşadığı sanal deneyimler hem markalara karşı olan tutumlarına hem de satın alma kararlarına etki edebilmektedir. Bu bağlamda, çalışmanın temel amacı sanal deneyimsel pazarlama boyutları, marka sadakati ve tüketicilerin tekrar satın alma niyetleri arasındaki ilişkilerin incelenmesidir. Son bir yıl içerisinde Trendyol’dan alışveriş yapmış tüketiciler araştırma kapsamına dahil edilmiş ve anket yöntemiyle toplanan veriler yapısal eşitlik modellemesi ile analiz edilmiştir. Analizler sonucunda duyusal, duygusal, davranışsal, düşünsel ve ilişkisel deneyim boyutları ile marka sadakati arasında anlamlı ve pozitif yönde ilişkiler olduğu belirlenmiştir. İlişkisel deneyim boyutu hariç diğer dört deneyim boyutu ile tüketicilerin tekrar satın alma niyetleri arasında da anlamlı ve pozitif ilişkiler olduğu sonucuna ulaşılmıştır.

Keywords

Sanal Deneyimsel Pazarlama, Marka Sadakati, Tekrar Satın Alma Niyeti

References

• Aaker, D. A. (1991). Aaker. Managing brand equity: Capitalizing on the value of a brand name. New York: The Free Press.
• Aksoy, H., & Tan, M. F. (2021). Deneyimsel pazarlamanın marka tercihi, marka sadakati ve marka özgünlüğüne etkisi: Giyim ürünleri üzerine bir araştırma. Iğdır Üniversitesi Sosyal Bilimler Dergisi, 28, 144-163.
• Alkilani, K., Ling, K. C., & Abzakh, A. A. (2013). The impact of experiential marketing and customer satisfaction on customer commitment in the world of social networks. Asian Social Science, 9(1), 262-270. doi: 10.5539/ass.v9n1p262
• Altun, D. (2019). The effect of virtual reality experiential marketing on purchase intent: an experimental study. (Yayımlanmamış Doktora Tezi) İstanbul: İstanbul Okan Üniversitesi.
• Aydin, S., & Özer, G. (2005). The analysis of antecedents of customer loyalty in the Turkish mobile telecommunication market. European Journal of Marketing, 39(7/8), 910-925. doi: 10.1108/03090560510601833
• Başer, İ., Cintamür, İ., & Arslan, F. (2015). Examining the effect of brand experience on consumer satisfaction, brand trust and brand loyalty. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi, 37(2), 101-128. doi: 10.14780/iibd.51125
• Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52-68. doi: 10.1509/jmkg.73.3.052
• Cesur, Z., & Çam, F. B. (2021). Deneyimsel pazarlamanın davranışsal niyet üzerindeki etkilerinde müşteri memnuniyetinin mediatör ve mağaza türünün moderatör rolü. Balkan and Near Eastern Journal of Social Sciences, 7(Özel Sayı), 37-64.
• Chang, W.-J. (2020). Experiential marketing, brand image and brand loyalty: A case study of Starbucks. British Food Journal, 123(1), 209-223. doi: 10.1108/BFJ-01-2020-0014
• Chaudhuri, A. (1999). The relationship of brand attitudes and brand performance: The role of brand loyalty. Journal of Marketing Management, 9(3), 1-9.
• Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.
• Chen, J., Ching, R. K., Luo, M. M., & Liu, C.-C. (2008). Virtual experiential marketing on online customer intentions and loyalty. Proceedings of the 41st Annual Hawaii International Conference on System Sciences (HICSS 2008). (271-271).
• Chinomona, R., & Maziriri, E. T. (2017). The influence of brand awareness, brand association and product quality on brand loyalty and repurchase intention: A case of male consumers for cosmetic brands in South Africa. Journal of Business and Retail Management Research, 12(1), 144-154.
• Chung, I.-K., & Lee, M.-M. (2003). A study of influencing factors for repurchase intention in internet shopping malls. Proceedings International Parallel and Distributed Processing Symposium. (243a), Nice, Fransa.
• Cleff, T., Walter, N., & Xie, J. (2018). The effect of online brand experience on brand loyalty: A Web of emotions. IUP Journal of Brand Management, 15(1), 7-25.
• Çakırer, M. A. (2013). Marka yönetimi ve marka stratejileri. Ekin Basım Yayın Dağıtım.
• Çokluk, Ö., Şekercioğlu, G., & Büyüköztürk, Ş. (2018). Sosyal bilimler için çok değişkenli istatistik: SPSS ve LISREL uygulamaları. Ankara: Pegem Akademi.
• Dirsehan, T. (2010). Temel deneyimsel pazarlama. İstanbul: İkinci Adam Yayınları.
• Ebrahim, R., Ghoneim, A., Irani, Z., & Fan, Y. (2016). A brand preference and repurchase intention model: The role of consumer experience. Journal of Marketing Management, 32(13-14), 1230-1259. doi: 10.1080/0267257X.2016.1150322
• Erciş, A., Ünal, S., Candan, F. B., & Yıldırım, H. (2012). The effect of brand satisfaction, trust and brand commitment on loyalty and repurchase intentions. Procedia-Social and Behavioral Sciences, 58, 1395-1404. doi: 10.1016/j.sbspro.2012.09.1124
• Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
• Frank, B., Enkawa, T., & Schvaneveldt, S. J. (2015). The role of individualism vs. collectivism in the formation of repurchase intent: A cross-industry comparison of the effects of cultural and personal values. Journal of Economic Psychology, 51, 261-278. doi: 10.1016/j.joep.2015.08.008
• Gençtürk, B. (2020). Deneyimsel pazarlama ve algılanan hizmet kalitesinin marka sadakatine etkisi: kahve mağazaları örneği (Yayımlanmamış yüksek lisans tezi). Aydın Adnan Menderes Üniversitesi, Aydın.
• Gilmore, J. H., & Pine, B. J. (2002). Customer experience places: The new offering frontier. Strategy & Leadership, 30(4), 4-11.
• Gümüş, N., & Onurlubaş, E. (2020). Vestel marka cep telefonu kullanıcılarının marka deneyimlerinin tekrar satın alma kararlarına etkisi. Business & Management Studies: An International Journal, 8(1), 396-418. doi: 10.15295/bmij.v8i1.1200
• Güner, S. B. (2021). Ağızdan ağıza pazarlamanın marka sadakatine etkisinde marka imajı ve marka güveninin aracılık rolü (Yayımlanmamış doktora tezi). Beykent Üniversitesi, İstanbul.
• Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2017). Multivariate data analysis (7. Baskı). Pearson Prentice Hall.
• Hallberg, G. (2003). Is your loyalty programme really building loyalty? Why increasing emotional attachment, not just repeat buying, is key to maximising programme success. Journal of Targeting, Measurement and Analysis for Marketing, 12, 231-241.
• He, Y., & Song, H. (2009). A mediation model of tourists’ repurchase intentions for packaged tour services. Journal of Travel Research, 47(3), 317-331.
• Heeter, C. (2000). Interactivity in the context of designed experiences. Journal of Interactive Advertising, 1(1), 3-14.
• Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention: A general structural equation model. European Journal of Marketing, 37(11/12), 1762-1800.
• Herjanto, H., & Amin, M. (2020). Repurchase intention: The effect of similarity and client knowledge. International Journal of Bank Marketing, 38(6), 1351-1371. doi: 10.1108/IJBM-03-2020-0108
• Ishak, F., & Abd Ghani, N. H. (2013). A review of the literature on brand loyalty and customer loyalty. Conference on Business Management Research, (186-198), Universiti Utara Malaysia, Malezya.
• Ji, F., & Yanru, H. (2013). Study on the relationships among customer satisfaction, brand loyalty and repurchase intention. Journal of Theoretical and Applied Information Technology, 49(1), 180-186.
• Kara, G., & Kimzan, H. S. (2015). Marka deneyimi ve tekrar satın alma niyeti arasındaki ilişkide müşteri tatmininin rolü. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 17(4), 73-90.
• Karagöz, Y. (2019). SPSS-AMOS-META uygulamalı istatistiksel analizler (2. Baskı). Ankara: Nobel Yayıncılık.
• Köleoğlu, N., & Çolakoğlu, H. (2017). Sanal deneyimsel pazarlamanın davranışsal niyetler üzerine etkisi. Journal of Awareness, 2(Special 3), 197-220.
• Kuo, Y.-F., Hu, T.-L., & Yang, S.-C. (2013). Effects of inertia and satisfaction in female online shoppers on repeat-purchase intention: The moderating roles of word-of-mouth and alternative attraction. Managing Service Quality: An International Journal, 23(3), 168-187. doi: 10.1108/09604521311312219
• Lee, M.-S., Hsiao, H.-D., & Yang, M.-F. (2010). The study of the relationships among experiential marketing, service quality, customer satisfaction and customer loyalty. International Journal of Organizational Innovation, 3(2), 352-378.
• Li, H., Daugherty, T., & Biocca, F. (2001). Characteristics of virtual experience in electronic commerce: A protocol analysis. Journal of Interactive Marketing, 15(3), 13-30.
• Lin, K.-M., Chang, C.-M., Lin, Z.-P., Tseng, M.-L., & Lan, L. W. (2009). Application of experiential marketing strategy to identify factors affecting guests’ leisure behaviour in Taiwan hot-spring hotel. WSEAS Transactions on Business and Economics, 6(5), 229-240.
• Luo, M. M., Chen, J.-S., Ching, R. K., & Liu, C.-C. (2011). An examination of the effects of virtual experiential marketing on online customer intentions and loyalty. The Service Industries Journal, 31(13), 2163-2191. doi: 10.1080/02642069.2010.503885
• Nadiri, H., & Gunay, G. N. (2013). An empirical study to diagnose the outcomes of customers’ experiences in trendy coffee shops. Journal of Business Economics and Management, 14(1), 22-53. doi:10.3846/16111699.2011.631742
• Noudoostbeni, A., Kaur, K., & Jenatabadi, H. S. (2018). A comparison of structural equation modeling approaches with Delone & Mclean’s model: A case study of radio-frequency identification user satisfaction in Malaysian university libraries. Sustainability, 10(7), 8-16.
• Odabaşı, Y. (2014). Postmodern pazarlama: tüketim ve tüketici. İstanbul: MediCat Yayınları.
• Özoran, B. A. (2022). Deneyimsel pazarlama. A. M. Üzümlü (Ed.), Yeni nesil pazarlama yaklaşımları. Ankara: Nobel Yayıncılık.
• Preacher, K. J., & Hayes, A. F. (2008). Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models. Behavior Research Methods, 40(3), 879-891. doi: 10.3758/BRM.40.3.879
• Rai, A. K., & Srivastava, M. (2012). Customer loyalty attributes: A perspective. NMIMS Management Review, 22(2), 49-76.
• Schmitt, B. (1999a). Experiential marketing. Journal of Marketing Management, 15(1-3), 53-67.
• Schmitt, B. H. (1999). Experiential Marketing, How to Get Customers to Sense, Feel, Think, Act, Relate. The Free Press, New York.
• Schmitt, B., & Zarantonello, L. (2013). Consumer experience and experiential marketing: A critical review. Review of Marketing Research, 10, 25-61. doi: 10.1108/S1548- 435(2013)0000010006
• Sekmen, B., & Arslan, F. M. (2021). Marka deneyiminin marka imajı ve marka sadakatine etkisi: marka imajının aracılık rolü. Öneri Dergisi, 16(55), 221-249. doi: 10.1108/S1548-6435(2013)0000010006
• Setyorini, R., & Nugraha, R. P. (2017). The effect of trust towards online repurchase intention with perceived usefulness as an intervening variable: A study on KASKUS marketplace customers. Jurnal Internasional, 9(1), 1-7.
• Shieh, H.-S., & Lai, W.-H. (2017). The relationships among brand experience, brand resonance and brand loyalty in experiential marketing: Evidence from smart phone in Taiwan. Journal of Economics and Management, 2(28), 57-73. doi: 10.22367/jem.2017.28.04
• Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002). Customer loyalty in e-commerce: An exploration of its antecedents and consequences. Journal of Retailing, 78(1), 41-50.
• Sullivan, Y. W., & Kim, D. J. (2018). Assessing the effects of consumers’ product evaluations and trust on repurchase intention in e-commerce environments. International Journal of Information Management, 39, 199-219. doi: 10.1016/j.ijinfomgt.2017.12.008
• Şahin, A., Zehir, C., & Kitapçı, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty: An empirical research on global brands. Procedia-Social and Behavioral Sciences, 24, 1288-1301. doi:10.1016/j.sbspro.2011.09.143
• Şahin, S. (2018). Konaklama işletmelerinde ilişkisel pazarlama uygulamaları ile müşteri şikayet davranışı ve tekrar satın alma niyeti arasındaki ilişkinin belirlenmesi: Turizm akademisyenleri tarafından bir değerlendirme (Yayımlanmamış doktora tezi). Atatürk Üniversitesi, Erzurum.
• Tabachnick, B. G., Fidell, L. S., & Ullman, J. B. (2013). Using Multivariate Statistics (C. 6). Pearson Boston, MA.
• Tenekecioğlu, B. (2007). Pazarlama yönetimi. Anadolu Üniversitesi Açıköğretim Fakültesi.
• Toros, N. (2009). Alternatif pazarlama yöntemi olarak ağızdan ağıza pazarlamanın etkililiği üzerine bir sektör analizi (Yayımlanmamış Doktora Tezi). Marmara Üniversitesi, İstanbul.
• Uz, C. Y., & Mutlu, H. M. (2020). Marka deneyiminin yeniden satın alma niyeti üzerine etkisi. Erzurum Teknik Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 11, 1-27. doi: 10.29157/etusbe.2020.52
• Uzunkaya, T. (2016). Marka sadakatinin tekrar satın alma niyetine etkisi ve GSM sektöründe bir araştırma. Beykent Üniversitesi Sosyal Bilimler Dergisi, 9(2), 58-67. doi: 10.18221/bujss.32305
• Wang, Y., Lo, H. P., Chi, R., & Yang, Y. (2004). An integrated framework for customer value and customer-relationship-management performance: A customer-based perspective from China. Managing Service Quality: An International Journal, 14(2/3), 169-182.
• Yang, C.-Y. (2009). The study of repurchase intentions in experiential marketing-an empirical study of the franchise restaurant. International Journal of Organizational Innovation, 2(2), 241-258.
• Yang, Z.-Y., & He, L.-Y. (2011). Goal, customer experience and purchase intention in a retail context in China: An empirical study. African Journal of Business Management, 5(16), 6738-6746.
• Yemez, İ., & Karaca, Ş. (2022). Examining the impact of virtual experiential marketing on e-store image and e store loyalty. Interdisciplinary Description of Complex Systems: INDECS, 20(4), 413-428. doi: 10.7906/indecs.20.4.8
• www.rekabet.gov.tr (Erişim Tarihi: 11.01.2023).