The Effect of Experiential Marketing On Customer Satisfaction Index: A Research On IKEA

Yıl 2022, Cilt: 1 Sayı: 2, 77 - 91, 31.12.2022

Yusuf Ozan Yıldırım Nurettin Ozan Bakır

Öz

The increasing development in last years has brought consumer diversity and has changed the marketing from traditional to “Marketing 4.0”. Because of the diversity of consumers caused to evolve diversity of perceptions, firms have begun to prefer to be customer oriented. Thus, the importance of customer experience and experiential marketing has increased tremendously. The main purpose of this research is; determining the effect of experiential marketing on customer satisfaction index and which of the experiential modules is more effective on the elements of customer satisfaction index. Accordingly, the developed research model was tested on the IKEA which was determined to be compatible with experiential marketing modules. In the survey conducted with IKEA customers, a total of 348 data were obtained and structural equation modeling was applied to the data. As a result, according to the regression findings obtained after structural modeling, it has been determined that experiential marketing is generally effective on customer satisfaction index. When the effects of the experiential modules on the customer satisfaction index elements are examined, it is seen that the effect of the sense module is dominant on customer expectations and perceived value and the effect of think module is dominant on the perceived quality.

Anahtar Kelimeler

Experiential Marketing, Customer Satisfaction, IKEA

Deneyimsel Pazarlamanın Müşteri Memnuniyeti Endeksine Etkisi: IKEA Üzerine Bir Araştırma

Öz

Son yıllardaki hızlı gelişmeler beraberinde tüketici çeşitliliğinin artmasını ve pazarlamanın geleneksel boyutlardan uzaklaşarak “Pazarlama 4.0” a dönüşmesini sağlamıştır. Günümüzde firmalar tüketici çeşitliliği ve tüketici algısındaki farklılık sayesinde müşteri odaklılığı benimsemiştir. Bu sayede müşteri deneyiminin ve deneyimsel pazarlamanın önemi hızla artmıştır. Araştırmanın temel amacı; deneyimsel pazarlamanın müşteri memnuniyeti endeksi üzerinde etkisini ve deneyimsel modüllerden hangisinin müşteri memnuniyeti endeks bileşenleri üzerinde etkili olduğunu belirlemektir. Buna göre, geliştirilen araştırma modeli deneyimsel pazarlama modüllerine uyumlu olduğu belirlenen IKEA örneği üzerinden test edilmiştir. IKEA müşterileri ile gerçekleştirilen anket çalışmasında toplamda 348 veri elde edilmiş olup verilere yapısal eşitlik modellemesi uygulanmıştır. Sonuç olarak yapısal modelleme sonrasında elde edilen regresyon bulgularına göre deneyimsel pazarlamanın müşteri memnuniyeti endeksi üzerinde genel olarak etkili olduğu tespit edilmiştir. Deneyimsel modüllerin müşteri memnuniyeti endeks bileşenlerine etkileri incelendiğinde ise müşteri beklentileri ve algılanan değer üzerinde duyusal modülün etkisinin baskın olduğu, algılanan kalite bileşeni üzerinde ise düşünsel modülün baskın olduğu görülmektedir.

Anahtar Kelimeler

Deneyimsel Pazarlama, Müşteri Memnuniyeti Endeksi, IKEA

Kaynakça

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