The Relationship between Customer Experience, Customer Satisfaction and Customer Loyalty: A Research on Clothing Sector

Öz

This study was conducted to determine the impact of the consumer experience, who visit clothing stores, on customer satisfaction and loyalty. The population of the study consists of consumers who consume clothing and frequently visit similar clothing stores. Smart PLS 3 (Partial Least Squares) statistical program was used to test the hypotheses. Bootstrapping technique was used to test the hypotheses intended to be measured in the study. According to the results of the analysis, the sensory, emotional, intellectual and relational dimensions of the customer experience have a statistically significant relationship with customer satisfaction. In addition, it was determined that the sensory, emotional, intellectual and behavioral dimensions of the customer experience have a statistically significant relationship similar to customer loyalty. As a result of the analysis, behavioral dimension did not affect customer satisfaction and relational dimension did not affect customer loyalty.

Anahtar Kelimeler

• Customer experience
• Experience economy
• Experiential modules
• Customer satisfaction
• Customer loyalty

Müşteri Deneyimi, Müşteri Tatmini ve Müşteri Sadakati Arasındaki İlişkinin İncelenmesi: Hazır Giyim Sektöründe Bir Araştırma

Öz

Araştırma giyim mağazalarını ziyaret eden tüketicilerin edinmiş oldukları deneyimin; müşteri tatmini ve sadakati üzerindeki etkisinin belirlenmesi amacıyla gerçekleştirilmiştir. Araştırmanın evrenini giyim üzerine tüketim yapan ve sıklıkla benzer giyim mağazalarını ziyaret eden tüketiciler oluşturmaktadır. Araştırmada hipotezlerin test edilmesi için Smart PLS 3 (Partial Least Squares) istatistik programı kullanılmıştır. Araştırmada ölçülmesi amaçlanan hipotezlerin testi için bootstrapping tekniği uygulanmıştır. Analiz sonuçlarına göre müşteri deneyiminin duyusal, duygusal, düşünsel ve ilişkisel boyutlarının müşteri tatmini ile istatistiksel olarak anlamlı bir ilişkiye sahip olduğu belirlenmiştir. Ayrıca müşteri deneyiminin duyusal, duygusal, düşünsel ve davranışsal boyutlarının müşteri sadakati ile benzer şekilde istatistiksel olarak anlamlı bir ilişkiye sahip olduğu tespit edilmiştir. Yapılan analizler neticesinde davranışsal boyutun müşteri tatminini; ilişkisel boyutun ise müşteri sadakatini etkilemediği sonucuna ulaşılmıştır.

Anahtar Kelimeler

• Müşteri deneyimi
• Deneyim ekonomisi
• Deneyimsel modüller
• Müşteri tatmini
• Müşteri sadakati

Kaynakça

1. AJZEN, I. & FISHBEIN, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice-Hall.
2. ALI, F., RASOOLIMANESH, S. M., SARSTEDT, M., RINGLE, C. M. & RYU, K. (2018). An assessment of the use of partial least squares structural equation modeling (PLS-SEM) in hospitality research. International Journal of Contemporary Hospitality Management, 30(1), 514-538.
3. ALİ, F., HUSSAIN, K. & RAGAVAN, N. A. (2014). Memorable customer experience: examining the effects of customers experience on memories and loyalty in Malaysian resort hotels. 5thAsia EuroConference 2014, Procedia - Social and Behavioral Sciences 144(2014), 273-279.
4. AL-MSALLAM, S. (2015). The relationship between customer satisfaction and customer loyalty in the banking sector in Syria. Journal of Marketing and Consumer Research, 7, 27-35.
5. ANDERSON, W. E., FORNELL, C. & LEHMANN, D. R. (1994). Customer Satisfaction, market share and profitability: finding from Sweeden. Journal of Marketing, 58(3), 53-66.
6. AROKIASAMY, A. R. (2013). The Impact of Customer Satisfaction on Customer Loyalty and Intentions to Switch in the Banking Sector In Malaysia. The Journal of Commerce, 5(1). 14-21.
7. BACKMAN, S. J. & CROMPTON, J. L. (1991). The usefulness of selected variables for predicting activity loyalty. Leisure Sciences, 13(3), 205-220.
8. BARARI, M., ROSS, M. & SURACHARTKUMTONKUN, J. (2019). Negative and positive customer shopping experience in an online context. Journal of Retailing and Consumer Services, 53.

9. BORISHADE, T., KEHINDE, O., IYIOLA, O., OLOKUNDUN, M. IBIDUNNI, A., DIRISU, J. & OMOTOYINBO, C. (2018). Dataset on customer experience and satisfaction in healthcare sector of Nigeria. Data in Brief, 20, 1850-1853.
10. BROWN, G. H. (1952). Brand loyalty – fact or fiction?. Advertising Age, 23 (June 9), 53–55.
11. BROWN, S. A. (1992). Total quality service: How organizations use it to create a competitive advantage. Prentice Hall Canada Inc. Scarborough, Ontario, Canada.
12. CHANG, R. C., KIVELA, J. & MAK, A. H. (2011). Attributes that Influence the Evaluation of Travel Dining Experience: When East Meets West. Tourism Management, 32(2), 307-316.
13. CHEN, M. F. & WANG, L. H. (2009). The moderating role of switching barriers on customer loyalty in the life insurance industry. The Service Industries Journal, 29, 1105–1123.
14. CUNNINGHAM, R. M. (1961). Customer loyalty to store and brand. Harvard Business Review, 39(6), 127-137.
15. ÇAVUŞOĞLU, S. & DURMAZ, Y. (2020). Deneyimsel Pazarlama ve Yeşil Davranış. İstanbul: Hiper Yayın.
16. DAY, G. S. (1969). A two-dimensional concept of brand loyalty. Journal of Advertising Research, 9(3), 29-35.
17. DE KLERK, H. & TSELEPIS, T. (2007). The early adolescent female clothing consumer: Expectations, evaluation and satisfaction with fit as part of the appreciation of clothing quality. Journal of Fashion Marketing and Management, 11(3), 413-428.
18. DEMİRAĞ, B. & DURMAZ, Y. (2020). Marka Yönetimi. İstanbul: Hiper Yayın.
19. DICK, A. S. & BASU, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of Academy of Marketing Science, 22(2), 99-113.
20. DOVALIENĖ, A., GADEIKJENE, A. & PILIGRIMIENE, Z. (2007). Customer satisfaction and its ımportance for long-term relationships with service provider: the case of odontology services. Engineering Economics, 55(5), 59-67.
21. DRAKE, C., GWYNNE, A. & WAITE, N. (1998). Barclays Life customer satisfaction and loyalty tracking survey: a demonstration of customer loyalty research in practice. International Journal of Bank Marketing, 16(7), 287-292.
22. EGAN, T. (1998). The Swoon of the Swoosh. The New York Times, 13 September, 66.
23. EVANSCHITZKY, H. & WUNDERLICH, M. (2006). An examination of moderator effects in the four-stage loyalty model. Journal of Service Research, 8(4), 330-345.
24. FERNANDO, H. S. M., KUMARA, H. H. S. N., MENDIS, H. I. A. & WETTAWA, W. M. B. S. (2018). Effects of Brand Experience on Consumer Brand Loyalty in Fashion Retail Industry: Moderating the Role of Gender. Global Journal of Management and Business Research: E Marketing, 18(7), 47-56.
25. FORNELL, C. (1992). A national customer satisfaction barometer: The Swedish experience. Journal of Marketing, 55, 6-21.
26. FORNELL, C. & LARCKER, D. F. (1981), Structural Equation Models With Unobservable Variables and Measurement Error: Algebra and Statistics, Journal of Marketing Research, May, 382-388.
27. FRAERING, M. & S. MINOR, M. (2013). Beyond loyalty: customer satisfaction, loyalty, and fortitude. Journal of Services Marketing, 27(4), 334-344.
28. GENTILE, C., SPILLER N. & NOCI G. (2007). How to sustain customer experience: An overview of experience components that co-create value with the customer. European Management Journal, 25(5), 395-410.
29. GILBERT, A., CHURCHILL J. R. & SURPRENANT, C. (1982). An Investigation into the determinants of customer satisfaction. Journal of Marketing Research (JMR), 19, 491-504.
30. GÜLTEKİN, B. & KEMENT, Ü. (2018). Müşteri İlişkileri Yönetimi Temel Kavramlar ve Uygulamalar. Ankara: Nobel Yayıncılık.
31. HAIR, J. F., RINGLE, C. M. & SARSTEDT, M. (2011). PLS-SEM: indeed a silver bullet. Journal of Marketing Theory and Practice, 19(2), 139-152.
32. HAIR, J. F., RISHER, J. J., SARSTEDT, M. & RINGLE, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24.
33. HAIR, J. F., SARSTEDT, M., RINGLE, C. M. & MENA, J. A. (2012). An Assessment of the Use of Partial Least Squares Structural Equation Modeling in Marketing Research. Journal of the Academy of Marketing Science, 40(3), 414-433.
34. HAIR, J., F., BLACK, W., BABIN, B. & ANDERSON, R. E. (2010). Multivariate Data Analysis (7th ed.). Upper Saddle River, NJ, USA: Prentice-Hall.
35. HAN, X., KWORTNIK, R. J. & WANG, C. (2008). Service loyalty: An integrative model and examination across service contexts. Journal of Service Research, 11, 22-42.
36. HARARY, F. & LIPSTEIN, B. (1962). The dynamics of brand loyalty: a Markovian approach. Operations Research, 10(1), 19-40.
37. HENSELER, J., RINGLE, C. M. & SINKOVICS, R. R. (2009). The use of partial least squares path modeling in international marketing. In New challenges to international marketing. Emerald Group Publishing Limited.
38. HOWARD, J. A. & SHETH, J. N. (1969). The theory of buyer behavior. In Journal of the American Statistical Association, 467-487.
39. HU, L. T. & BENTLER, P. M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural equation modeling: A multidisciplinary journal, 6(1), 1-55.
40. HUH, J. (2002). Tourist satisfaction with cultural/heritage sites: the virginia historic triangle. (Master Thesis). Faculty of Virginia Polytechnic. Institute and State University. US.
41. HUONG, P. T. L., HONG, N. T. & KHAI, T. T. (2016). Effects of Brand Experience on Brand Loyalty in Fashion Retail Business. Journal of Economic Development, 23(3), 73-88.
42. IHALAINEN, M. (2011). Competitive advantage through customer satisfaction. Markus Ihalainen Degree Programme in Business Management Bachelor‘s Thesis. Laurea University of Applied Sciences.
43. ILIESKA, K. (2013). Customer satisfaction ındex-as a base for strategic marketing management. TEM Journal, 2(4), 327-331.
44. IMBUG, N., AMBAD, S. N. A. & BUJANG, I. (2018). The Influence of Customer Experience on Customer Loyalty in Telecommunication Industry. International Journal of Academic Research in Business and Social Sciences, 8(3), 103–116.
45. JACOBY, J & KYNER, D. B. (1973). Brand loyalty versus repeat purchasing behaviour. Journal of Marketing Research, 10, 1-9.
46. JOHNSTON, R. & KONG, X. (2011). The customer experience: a road-map for improvement. Managing Service Quality, 21(1), 1-24.
47. KAISER, H. F. (1974). An index of factorial simplicity. Psychometrika, 39(1), 31-36.
48. KANDAMPULLY, J. & SUHARTANTO, D. (2000). Customer loyalty in the hotel industry: the role of customer satisfaction and image. International Journal of Contemporary Hospitality Management, 12(6), 346-351
49. KEMENT, Ü. & ÇAVUŞOĞLU, S. (2017). Hafızaya Yönelik Müşteri Deneyimlerinin Müşteri Sadakatine Etkisi: Yeşil Oteller Örneği. Uluslararası Sosyal ve Eğitim Bilimleri Dergisi, 4(8), 172-194.
50. LEE, M., LEE, S. & KOH, Y. (2019). Multisensory experience for enhancing hotel guest experience: Empirical evidence from big data analytics. International Journal of Contemporary Hospitality Management, 31(11), 4313-4337.
51. LEE, S. H., CHANG, S. C., HOU, J. S. & LIN, C. H. (2008). Night Market Experience and Image f Temporary Residents and Foreign Visitors. International Journal of Culture, Tourism and Hospitality Research, 2(3), 217-233.
52. LEMON, K. N. & VERHOEF, P. C. (2016). Understanding Customer Experience Throughout the Customer Journey. Journal of Marketing, 80(6), 69-96.
53. LENINKUMAR, V. (2017). The Relationship between Customer Satisfaction and Customer Trust on Customer Loyalty. International Journal of Academic Research in Business and Social Sciences, 7(4), 450-465.
54. MARTÍN-CONSUEGRA, D., MOLINA, A. & ESTEBAN, A. (2007). An integrated model of price, satisfaction and loyalty: an empirical analysis in the service sector. Journal of Product & Brand Management, 16(7), 459-468.
55. MATTILA, A. S. (2001). Emotional Bonding and Restaurant Loyalty. Cornell Hotel and Restaurant Administration Quarterly, 42(6), 73-79.
56. MBAMA, C. & EZEPUE, P. (2018). Digital banking, customer experience and bank financial performance: UK customers’ perceptions. International Journal of Bank Marketing, 36(2), 230-255.
57. 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.
58. NAGASAWA, S. (2008). Customer Experience Management Influencing on Human Kansei to Management of Technology. The TQM Journal, 20(4), 312-323.
59. NEWMAN, J. W. & WERBEL, R. A. (1973). Multivariate analysis of brand loyalty for major household appliances. Journal of Marketing Research, 10, 404-409.
60. NGUYEN, H. T., NGUYEN, H., NGUYEN, N. D. & PHAN, A. C. (2018). Determinants of Customer Satisfaction and Loyalty in Vietnamese Life-Insurance Setting. Sustainability, 10, 1151.
61. NOBAR, H. B. K. & ROSTAMZADEH, R. (2018). The Impact of Customer Satısfactıon, Customer Experıence And Customer Loyalty on Brand Power: Empirical Evidence from Hotel Industry. Journal of Business Economics and Management, 19(2), 417-430.
62. OLIVER, R. L. (1999). Whence consumer loyalty?. Journal of Marketing, Fundamental Issues and Directions for Marketing, 63(4), 33-44.
63. OLIVER, R. L. (1997). Loyalty and profit: long-term effects of satisfaction. Satisfaction: A behavioural perspective on the consumer, McGraw-Hill Companies, Inc., New York, NY.
64. PINE, B. J. & GILMORE, J. H. (1999). The Experience Economy: Work is Theatre and Every Business a Stage. Harvard Business School Press Boston, Massachusetts.
65. RADDER, L. & HAN, X. (2013). Perceived quality, visitor satisfaction and conative loyalty ın south african heritage museums. International Business & Economics Research Journal, 12(10), 1261-1271.
66. SCHMITT, B. (1999). Experiential Marketing. Journal of Marketing Management, 15(1-3), 53-67.
67. SHAW, C. & IVENS, J. (2005). Building great customer experiences. New York: Palgrave Macmillan.
68. SHENG, T. & LIU, C. (2010). An empirical study on the effect of e-service quality on online customer satisfaction and loyalty. Nankai Business Review International, 1(3), 273-283.
69. SHIM, I. S., FORSYTHE, S. & KWON, W-S. (2015). Impact Of Online Flow On Brand Experience And Loyalty. Journal of Electronic Commerce Research, 16(1), 56-71.
70. TRINI, D. & SALIM, M. N. (2018). Customer Experience Marketing (CEM), Customer Satisfaction and Customer Trust Affects Customer Loyalty: A Study on Star Hotels in Jakarta Province. Business Management and Strategy, 9(2), 100-116.
71. TUCKER, W. T. (1964). The development of brand loyalty. Journal of Marketing Research, 1 (August), 32-35.
72. VENKAT, R. (2007). Impact of Customer Experience on Satisfaction, Brand Image and Loyalty: A Study in a Business-to-Business Context. Journal of Marketing, 3.
73. VERHOEF, P. C., LEMON, K.N., PARASURAMAN, A., ROGGEVEEN, A., TSIROS, M. & SCHLESINGER, L. A. (2009). Customer Experience Creation: Determinants, Dynamics and Management Strategies. Journal of Retailing 85 (1), 31–41.
74. VOORHEES, C. M., BRADY, M. K., CALANTONE, R. & RAMIREZ, E. (2016). Discriminant validity testing in marketing: An analysis, causes for concern, and proposed remedies. Journal of the Academy of Marketing Science, 44(1), 119-134.
75. 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,14(2/3), 169-182.
76. WESTBROOK, R. & REILLY, M. D. (1983). Value-percept disparity: an alternative to the disconfirmation of expectations theory of consumer satisfaction, in Bagozzi, R.P, Tybout, A.M (Eds), Advances in Consumer Research, Association for Consumer Research, Ann Arbor, MI, 256-261.
77. WIJAITHAMMARIT, S. & TAECHAMANEESTIT, T. (2012). Customer Experience Management Influences Customer Loyalty: Case Study of Supercenters in Thailand. International Proceedings of Economics Development & Research, 50(11), 47 - 52.
78. 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.
79. YAŞLIOĞLU, M. M. (2017). Sosyal bilimlerde faktör analizi ve geçerlilik: Keşfedici ve doğrulayıcı faktör analizlerinin kullanılması. İstanbul Üniversitesi İşletme Fakültesi Dergisi, 46, 74-85.
80. YAZICI, T. (2013). Proposing a Model to Examine the Effect of Experiential Marketing and Perceived Values on Satisfaction and Behavioral Intentions of Turkish Dragon Fest Participants. Unpublished doctoral dissertation, Middle East Technical University.
81. YU, Y., LI, X. & JAI, T. (2017). The impact of green experience on customer satisfaction: evidence from TripAdvisor. International Journal of Contemporary Hospitality Management, 29(5), 1340-1361.
82. YUAN, Y–H. & WU, C. (2008). Relationship among Experiential Marketing, Experiential Value, and Customer Satisfaction. Journal of Hospitality and Tourism Research, 32(3), 387-410.