DUYUSAL PAZARLAMANIN TÜKETİCİ ÜZERİNDEKİ ETKİSİ FAS'TAKİ GIDA MAĞAZALARINDA SATIN ALMA ALIŞKANLIĞI

Öz

Bu çalışma, duyusal pazarlamanın müşteri satın alma kararları, müşteri himayesi, müşteri memnuniyeti ve müşteri sadakati üzerindeki etkisini Fas'taki Yiyecek Satış Noktaları bağlamında incelemeyi amaçlamaktadır. Fas'taki 2 ünlü gıda satış noktasının KFC ve Mcdonalds 588 düzenli müşterisi yanıtlayıcı olarak kullanıldı ve yanıtlayanlardan yanıt almak için iyi yapılandırılmış bir anket kullanıldı. Çalışma tarafından önerilen beş hipotez, çoklu regresyon kullanılarak anlamlılık açısından test edildi. Sonuçlar, duyusal pazarlamanın tüketici satın alma modellerini önemli ölçüde etkilediğini ve müşteri himayesi, tüketicinin olumlu karar vermesi, tüketici memnuniyeti ve müşteri sadakati üzerinde olumlu bir etkiye sahip olduğunu göstermektedir. Bu sonuçlara dayanarak, gıda satış noktalarının pazarlama çabalarının ve kampanyalarının, marka imajını, karlarını ve müşteri sadakatini en üst düzeye çıkarmak için müşterilerinin tüm duyularına hitap etmeye odaklanması önerilir.

Anahtar Kelimeler

• Duyusal Pazarlamanın, Tüketici Patronajı, Müşteri Sadakati, Müşteri Memnuniyeti

THE IMPACT OF SENSORY MARKETING ON CONSUMER PURCHASING PATTERNS IN FOOD OUTLETS IN MOROCCO

Öz

This study aims to examine the effect of sensory marketing on customer buying decisions, customer patronage, customer satisfaction and customer loyalty in the context of Food Outlets in Morocco. 588 regular customers of 2 famous food outlets in Morocco KFC and Mcdonalds were used as respondent, and a well-structured questionnaire was used to get the answers from the respondents. The five study-proposed hypotheses were tested for significance using multiple regression. The results show that sensory marketing influences the consumer purchasing patterns significantly, and has a positive effect on customer patronage, consumer positive decision making, consumer satisfaction and customer loyalty. Based on these results, it is recommended that marketing efforts and campaigns by food outlets should focus on appealing to all of their customers’ senses to maximize the brand image, profits and customer loyalty.

Anahtar Kelimeler

• Sensory Marketing, Consumer Patronage, Customer Loyalty, Customer Satisfaction

Kaynakça

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