Gastronomik Deneyimin Marka Sadakatine Yansımaları

Yıl 2022, Sayı: 40, 17 - 39, 30.06.2022

Uğur Kaçan , Nurhan Zeynep Tosun

https://doi.org/10.17829/turcom.1050108

Cited By: 1

Öz

Gastronomik deneyim, salt bir yemek yeme aktivitesinin ötesinde, sosyal, duygusal, düşünsel, hayali ve teknik benzeri durumları bünyesinde barındıran, özellikle yüksek mutfakta ortaya çıkan tüm süreçlerin etkileşiminin sonucu olarak tanımlanabilir. İnsanlara bu tarz deneyimleri sunmayı misyon edinen işletmeler günümüzde giderek önem kazanmaktadır. Bu durumda, markalar arası rekabeti arttırması doğrultusunda işletmeler sadık müşterilerini kaybetmemek adına yeni arayışlara girmişlerdir. Ayrıca gastronomik deneyiminin sonucunda yemeği bilinçli bir şekilde yorumlayarak görüşlerini çevresi ile paylaşan diğer bir deyişle yüksek mutfağa yönelik bilinçli ve farkındalık sahibi insan sayısı artmaktadır. Bilgiye ulaşımın kolaylaşması doğrultusunda bireylerin bilgi yelpazesinin gelişim göstermesi günümüzün temel olgularındandır. Bu doğrultuda özellikle yüksek mutfağa hitap eden yiyecek-içecek işletmeleri, gastronomik deneyimi önemli bir pazarlama silahı olarak kullanmaktadır. Bu bağlamda çalışma, gastronomik deneyim sunmaya çalışan yiyecek-içecek işletmelerinin, insanların beklentileri göz önüne alındığında marka sadakati yaratma hususunda etkili olan deneyim unsurlarını nicel olarak sorgulamayı ve bu yönde bilimsel veriler üretmeyi amaçlamaktadır. Bu amaç doğrultusunda hazırlanan anket; yemek kültürü gelişkin, sosyal ekonomik statü olarak A ve B gruplarında yer alan 335 katılımcıya uygulanmıştır. Katılımcıların gittikleri lüks restoranlarda (fine dining) yaşadıkları gastronomik deneyimin marka sadakatine yansımasını irdeleyen araştırma neticesinde, gastronomik deneyimin tutumsal marka sadakati üzerinde pozitif etkileri olduğu fakat davranışsal marka sadakatiyle arasında anlamlı bir ilişki kurulamayacağı sonucuna varılmıştır.

Anahtar Kelimeler

Gastronomik Deneyim, Gıda İlginliği, Deneyimsel Pazarlama, Varoluşsal Özgünlük, Marka Sadakati

Teşekkür

Bu çalışma, Marmara Üniversitesi, Sosyal Bilimler Enstitüsü, Halkla İlişkiler ve Tanıtım Ana Bilim Dalı, Reklamcılık ve Tanıtın bölümü bünyesinde hazırlanan “Gastronomik Deneyimin Marka Sadakatine Yansımaları” isimli doktora tezinden türetilmiştir. Çalışmanın hazırlanmasında büyük katkıları ve emeği olan değerli danışmanım Prof. Dr. Nurhan BABÜR TOSUN’ a sonsuz teşekkür ederim

The Reflections of Gastronomic Experience on Brand Loyalty

Öz

Gastronomic experience can be defined as the result of the interaction of all processes, especially in the high cuisine, which includes social, emotional, intellectual, imaginary and technical situations beyond a mere eating activity. The number of establishments that have made it their mission to offer such experiences to people has also increased significantly compared to the past. In this case , in line with the increase with the competition between brands, businesses have entered into new searches in order not to lose their loyal customers In addition, the number of people who are conscious and aware of high cuisine continues to increase day by day. As a result of people’s gastronomic experience, the number of knowledgeable people who interpret/understand the food consciously and share it with the people around has increased significantly. In line with the facilitation of access to information, the development of the information spectrum of individuals is one of the basic phenomena of today. In this direction, especially the food and beverage businesses that appeal to high cuisine use gastronomic experience as an important marketing weapon. In this context, the study aims to quantitatively question the experience elements that are effective in creating brand loyalty and to produce scientific data in this direction, considering the expectations of the people of the food and beverage businesses that try to offer gastronomic experience. The questionnaire developed for this goal was applied to 335 foodie (moderate version of gourmet) participants in groups relatively high in social economic status, and the reflection of the gastronomic experience they had in the luxury restaurants (fine dining) on brand loyalty was analyzed quantitatively. As a result of the research, it has been determined that gastronomic experience has positive effects on attitudinal brand loyalty, but there is no consequential relationship between behavioral brand loyalty.

Anahtar Kelimeler

Gastronomic Experience, Food Involvement, Experiential Marketing, Existential Authenticity, Brand Loyalty

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