Marka Deneyiminin Davranışsal Niyet Üzerindeki Etkisi

Yıl 2023, Cilt: 22 Sayı: 4, 1503 - 1518, 20.10.2023

Kazim Dağ

https://doi.org/10.21547/jss.1286737

Öz

Marka araştırmacıları, tüketicilerin markaları nasıl değerlendirdiklerini ve marka uygulamalarına nasıl tepki verdiklerini anlama arayışı içindedirler. Bu arayış, deneyimlerin tüketici davranışı üzerinde önemli bir etkiye sahip olmasından kaynaklanmaktadır. İşletmeler bir pazarlama stratejisi olarak müşteri kazanmak için markalarla ilgili deneyimlere odaklanma eğilimindedir. Çünkü bu deneyimler tüketicileri sosyal, duyusal ve davranışsal olarak etkilemektedir. Tüketicilerin markayla ilgili deneyimlerine ilişkin algısı olan marka deneyimi, davranışsal niyeti etkileyebilmektedir. Marka deneyimi, işletmelere müşterileri için keyifli bir deneyim için müşteri-marka etkileşimini kullanarak birçok fırsat sağlamaktadır. Bir marka ile deneyim, ürün özellikleri ve faydalarından daha fazla etkiye sahiptir ve marka deneyimi uzun vadeli tüketici-marka ilişkisi kurmada önemli bir stratejik faktör olarak değerlendirilmektedir. Bu nedenle marka deneyiminin yarattığı değerin davranışsal niyeti etkileyerek tekrar ziyaret, tavsiye ve daha fazla ödemeye yol açması olumlu ya da olumsuz etkilenebilmektedir. Dolayısıyla tüketici ihtiyaçlarını daha iyi anlayarak marka deneyimini yönetmek işletmelerin stratejik birtakım avantajlar elde etmesini sağlayacaktır. Bu çalışma, tüketicilerin marka deneyiminin, davranışsal niyet üzerindeki etkisini incelemeyi amaçlamaktadır. Araştırmada örnekleme yöntemi olarak “kolayda örneklem” yöntemi kullanılmıştır. Veriler, restoran müşterilerinden anket tekniği kullanılarak toplanmıştır. Araştırmada hipotezlerin test edilmesi için Smart PLS 4 istatistik programı kullanılmıştır. Yapılan testler sonucunda, marka deneyimi boyutları olan duyusal, duygusal, davranışsal ve entelektüel deneyimin davranışsal niyet boyutlarını (tekrar ziyaret, tavsiye, daha fazla ödeme) olumlu etkilediği görülmüştür. Ancak entelektüel deneyimin, tavsiye ve daha fazla ödeme niyetini olumlu etkiler hipotezlerinin desteklenmediği belirlenmiştir.

Anahtar Kelimeler

Marka deneyimi, davranışsal niyet, restoran sektörü

Impact of Brand Experience on Behavioral Intent

Öz

Brand researchers seek to understand how consumers evaluate brands and respond to brand practices. This quest stems from the fact that experiences have a significant impact on consumer behavior. As a marketing strategy, businesses tend to focus on experiences with brands to acquire customers. Because these experiences affect consumers socially, sensory and behaviorally. Brand experience, which is consumers' perception of their experiences with the brand, can influence behavioral intention. Brand experience provides businesses with many opportunities to use customer-brand interaction for an enjoyable experience for their customers. Experience with a brand has more impact than product features and benefits, and brand experience is considered an important strategic factor in establishing long-term consumer-brand relationships. For this reason, the value created by the brand experience can affect behavioral intention, leading to repeat visits, recommendations and more payments, either positively or negatively. Therefore, managing the brand experience by better understanding consumer needs will enable businesses to gain some strategic advantages. This study aims to examine the effect of consumers' brand experience on behavioral intention. "Convenience sampling" method was used as the sampling method in the research. Data was collected from restaurant customers using survey technique. Smart PLS 4 statistical program was used to test the hypotheses in the study. As a result of the tests, it was seen that the sensory, emotional, behavioral and intellectual experience, which are brand experience dimensions, positively affected the behavioral intention dimensions (revisit, recommendation, more payment). However, it was determined that the hypotheses that intellectual experience positively affects recommendation and intention to pay more were not supported.

Anahtar Kelimeler

Brand experience, behavioural intentions, restaurant industry

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