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

Mustafa  Karadeniz; Güzide Öncü EROĞLU  Pektaş; YaÃ¾ar Kemal  Topal

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

Mustafa Karadeniz Güzide Öncü EROĞLU Pektaş YaÃ¾ar Kemal Topal

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

Keywords

Experiential marketing, service quality, customer satisfaction, customer loyalty, shopping center

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