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The Effects Of Experiential Marketing And Service Quality On Customer Satisfaction And Costomer Loyalty At Shopping Centers

Year 2013, Volume: 9 Issue: 1, 46 - 66, 01.04.2013

Abstract

The competition in marketing at the Shopping Centers is getting hotter and besides this rivalry the purchasing power of customers are rising. So what is important for the consumers is altering from perfect product to perfect consumer experience offered by companies. Özetçe Alışveriş merkezlerinde pazarlama rekabeti her geçen gün kızışmakta ve rekabetin yanı sıra müşterilerin satın alma güçleri de artmaktadır. Bu nedenle, tüketiciler için önem önceliği mükemmel üründen şirketler tarafından sunulacak mükemmel tüketici deneyimine doğru değişmektedir. Bu çalışma ile; hizmet kalitesi bozulma değişkeni olarak alınarak, müşteri memnuniyeti ve müşteri sadakati üzerindeki deneyimsel pazarlamanın etkileri üzerine bir araştırma yapılmıştır. İnceleme konusu İstanbul'da bulunan alışveriş merkezlerinin müşterileridir. Veri toplama yöntemi olarak anket kullanılmıştır. (Anketler toplandıktan sonra, SPSS 11.5 ile sırasıyla faktör analizi, güvenilirlik ve geçerlilik analizi, hiyerarşik regresyon analizleri yapılmıştır ) Bu araştırmanın sonuç ve bulgularının, alışveriş merkezlerine deneyimsel pazarlama uygulamalarında faydalı olması umulmaktadır

References

  • SCHMITT, Bernd, Experiential Marketing, Journal of Marketing Management (1999) Volume: 15, Issue: 1, pp. 53-67.
  • SCHMITT, Bernd, Baseline Research How Experiential Marketing Is Being Used, Special
  • experientialforum.com/survey/AWBWEMF.pdf , Accessed (20.03.2012), pp. 1-5. to Advertising Section Adweek and
  • Brandweek, [3] PINE, Joseph B. ve GILMORE, James H. (2008): “Keep It Real: Learn to Understand, Manage and Excel at Rendering Authenticity”, Marketing Management, January-February, pp.18-24.
  • PARASURAMAN, A., Zeithaml V. A., Berry L. L., Servqual: A multiple-item scale for measuring consumer perceptions of service quality, Journal of Retailing, Vol. 64, No. 1, pp.12-40, 1988.
  • LEE, Ming-Shing, Hsiao Huey-Der, YANG Ming-Fen, The Study of relationship among Experiential MARKETİNG, Service Quality, Customer Satisfaction and Customer Loyalty, The International Journal of Organizational Innovation Vol 3 Num 2 Fall 2010. pp.352-378.
  • SIRINIVASAN, R. Srini, Creating the futuristic retail experience through experiential marketing: Is it possible? An exploratory study, The International Journal of Retail&Leisure Property Vol 9 Num 3 May 2010. pp.193-199.
  • BATI, Ugur and ATICI, Bunyamin, Consumer Want to entertain, to be Stimulated and touched by heart: Cell Phone Consumption Preferences of Turkish Consumers as an Experiential Way of Consumption, Journal of Theoratical and Applied Information Technology /http://www.jatit.org/.
  • CHOU, You Ming, Study On The Impacts Of Experıentıal Marketıng And Customers’ Satısfactıon Based On Relatıonshıp Qualıty, The International Journal of Organizational Innovation Vol 3 Num 1 Summer 2010. pp.189-209. [9] KOTLER, Philip ve KELLER, Kevin Lane (2006): Marketing Management, 12th edition, Prentice Hall.
  • FORNELL, C. (1992). A National customer satisfaction barometer: The Swedish experience,Journal of Marketing, 56, Issue:1, pp.6-21.
  • Kellar, Gregory and M.Preis, Michael W., Customer satisfaction (Analysis), Academy of Marketing Studies Journal, July, 2003 Volume:7, Issiue:2, p.3
  • GRONHOLDT, L., Martensen, A., and Kristensen, K. (2000). The relationship between Customer Satisfaction and Loyalty: Cross-Industry differences. Total Quality Management , 11(4-6), 509-514.
  • http://www.customerloyalty.org/what-is-customer-loyalty/Accessed (20.03.2012).

The Effects Of Experiential Marketing And Service Quality On Customer Satisfaction And Costomer Loyalty At Shopping Centers

Year 2013, Volume: 9 Issue: 1, 46 - 66, 01.04.2013

Abstract

memnuniyeti ve müşteri sadakati üzerindeki deneyimsel pazarlamanın etkileri üzerine bir araştırma yapılmıştır. İnceleme konusu İstanbul'da bulunan alışveriş merkezlerinin müşterileridir. Veri toplama yöntemi olarak anket kullanılmıştır. (Anketler toplandıktan sonra, SPSS 11.5 ile sırasıyla faktör analizi, güvenilirlik ve geçerlilik analizi, hiyerarşik regresyon analizleri yapılmıştır )

References

  • SCHMITT, Bernd, Experiential Marketing, Journal of Marketing Management (1999) Volume: 15, Issue: 1, pp. 53-67.
  • SCHMITT, Bernd, Baseline Research How Experiential Marketing Is Being Used, Special
  • experientialforum.com/survey/AWBWEMF.pdf , Accessed (20.03.2012), pp. 1-5. to Advertising Section Adweek and
  • Brandweek, [3] PINE, Joseph B. ve GILMORE, James H. (2008): “Keep It Real: Learn to Understand, Manage and Excel at Rendering Authenticity”, Marketing Management, January-February, pp.18-24.
  • PARASURAMAN, A., Zeithaml V. A., Berry L. L., Servqual: A multiple-item scale for measuring consumer perceptions of service quality, Journal of Retailing, Vol. 64, No. 1, pp.12-40, 1988.
  • LEE, Ming-Shing, Hsiao Huey-Der, YANG Ming-Fen, The Study of relationship among Experiential MARKETİNG, Service Quality, Customer Satisfaction and Customer Loyalty, The International Journal of Organizational Innovation Vol 3 Num 2 Fall 2010. pp.352-378.
  • SIRINIVASAN, R. Srini, Creating the futuristic retail experience through experiential marketing: Is it possible? An exploratory study, The International Journal of Retail&Leisure Property Vol 9 Num 3 May 2010. pp.193-199.
  • BATI, Ugur and ATICI, Bunyamin, Consumer Want to entertain, to be Stimulated and touched by heart: Cell Phone Consumption Preferences of Turkish Consumers as an Experiential Way of Consumption, Journal of Theoratical and Applied Information Technology /http://www.jatit.org/.
  • CHOU, You Ming, Study On The Impacts Of Experıentıal Marketıng And Customers’ Satısfactıon Based On Relatıonshıp Qualıty, The International Journal of Organizational Innovation Vol 3 Num 1 Summer 2010. pp.189-209. [9] KOTLER, Philip ve KELLER, Kevin Lane (2006): Marketing Management, 12th edition, Prentice Hall.
  • FORNELL, C. (1992). A National customer satisfaction barometer: The Swedish experience,Journal of Marketing, 56, Issue:1, pp.6-21.
  • Kellar, Gregory and M.Preis, Michael W., Customer satisfaction (Analysis), Academy of Marketing Studies Journal, July, 2003 Volume:7, Issiue:2, p.3
  • GRONHOLDT, L., Martensen, A., and Kristensen, K. (2000). The relationship between Customer Satisfaction and Loyalty: Cross-Industry differences. Total Quality Management , 11(4-6), 509-514.
  • http://www.customerloyalty.org/what-is-customer-loyalty/Accessed (20.03.2012).
There are 13 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Mustafa Karadeniz This is me

Güzide Öncü EROĞLU Pektaş This is me

Yaþar Kemal Topal This is me

Publication Date April 1, 2013
Published in Issue Year 2013 Volume: 9 Issue: 1

Cite

APA Karadeniz, M. ., Pektaş, G. Ö. E. ., & Topal, Y. K. . (2013). The Effects Of Experiential Marketing And Service Quality On Customer Satisfaction And Costomer Loyalty At Shopping Centers. Journal of Naval Sciences and Engineering, 9(1), 46-66.