The Effects of Experiential Marketing on Word of Mouth and Repurchase Intention: An Application for Tea Stores

Öz

One of the businesses that can be considered as crowded in a large extent is the food and beverage businesses. Marketing professionals should convey to such businesses that they strive to gain a competitive edge in the market, that they need to tap more into the emotional aspects of consumers and that they should invest in a product and/or communicate the product to other customers. Although the subject of experiential marketing has been extensively researched in past studies, it has been observed that there is a gap in the literature regarding the effects of sub-dimensions of experiential marketing in tea outlets on word of mouth communication and repurchase intention. For this reason, in this research, the effect of consumers who buy products or services from tea stores on the repurchase intention of consumers by communicating their store-related experiences to other consumers was examined. Data were collected from 415 consumers who had previously purchased products or services from tea shops in Rize. Structural equation modelling (SEM) and SPSS24 package program were used for data analysis. As a result of the analysis, it was determined that feel, think, act and relate experience had a positive and significant effect on word of mouth marketing, but sense experience did not have a significant effect on word of mouth. In addition, word of mouth marketing has been found to have a positive and significant effect on repurchase intention.

Anahtar Kelimeler

• Experiential Marketing
• Word of Mouth
• Repurchase Intention

Deneyimsel Pazarlamanın Kulaktan Kulağa Pazarlama ve Tekrar Satın Alma Niyeti Üzerindeki Etkileri: Çay Satış Mağazalarına Yönelik Bir Uygulama

Öz

Günümüzde oldukça kalabalık sayılabilecek işletmelerden biri de yiyecek ve içecek işletmeleridir. Pazarlama uzmanları, piyasada rekabette üstünlüğü elde etmek için çabalayan bu tür işletmelere, tüketicilerin duygusal yönlerine daha fazla dokunmaları gerektiğini ve bir ürüne yatırım yapılma ve/veya ürünün diğer müşterilere iletilmesi gerektiğini aktarmalıdır. Geçmiş çalışmalarda deneyimsel pazarlama konusu kapsamlı bir şekilde araştırılmış olsa da çay satış mağazalarında deneyimsel pazarlamanın alt boyutlarının kulaktan kulağa iletişim ve tekrar satın alma niyeti üzerindeki etkileriyle ilgili literatürde bir boşluk olduğu görülmüştür. Bu sebeple bu araştırmada, çay satış mağazalarından ürün veya hizmet alan tüketicilerin mağaza yönelik deneyimlerini diğer tüketicilere kulaktan kulağa ileterek tüketicilerin tekrar satın alma niyeti üzerindeki etkisi incelenmiştir. Rize ilinde daha önce çay satış mağazalarından ürün veya hizmet satın almış 415 tüketiciden veri toplanmıştır. Verilerin analizi için yapısal eşitlik modeli (YEM) ve SPSS24 paket programı kullanılmıştır. Yapılan analizler sonucunda duygusal, düşünsel, fiziksel ve sosyal deneyimin kulaktan kulağa pazarlama üzerinde pozitif ve anlamlı bir ektisinin bulunduğu fakat duyusal deneyimin kulaktan kulağa pazarlama üzerinde anlamlı bir etkiye sahip olmadığı tespit edilmiştir. Ayrıca kulaktan kulağa pazarlamanın tekrar satın alma niyeti üzerinde pozitif ve anlamlı bir ektiye sahip olduğu saptanmıştır.

Anahtar Kelimeler

• Deneyimsel Pazarlama
• Kulaktan Kulağa Pazarlama
• Tekrar Satın Alma Niyeti

Kaynakça

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