INFLUENCE OF EXPERIENTIAL MARKETING AND EXPERIENTIAL VALUE ON CUSTOMER SATISFACTION AND CUSTOMER LOYALTY: AN APPLICATION ON NOSTALGIC AND FAST FOOD RESTAURANTS
As a result of the globalization and concentration of competition, businesses struggle to provide their customers a unique experience as well as supplying them goods and services. The experiential marketing that has emerged within this framework basicly, deals with customer experiences which is diff...
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| Autores principales: | , |
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| Formato: | article |
| Lenguaje: | DE EN FR TR |
| Publicado: |
Fırat University
2019
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| Materias: | |
| Acceso en línea: | https://doaj.org/article/0c761c7db4ec44638c4c44fa4e86afd7 |
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| Sumario: | As a result of the globalization and concentration of competition, businesses struggle to provide their customers a unique experience as well as supplying them goods and services. The experiential marketing that has emerged within this framework basicly, deals with customer experiences which is different from traditional forms of marketing, where main focus is on functional features and benefits of products. Whereas the experiential value determines perceptions are based upon interactions involving either direct usage or distanced appreciation of goods and services. In this study, generally, the effect of experiential marketing and experiential value on customer satisfaction and loyalty was tackled. In the research whereas experiential marketing was analyzed within five dimensions as sense, feel, think, act and relate, the experiential value was analyzed within four dimensions like customer return on investment, service excellence, aesthetics and playfulness. The research was conducted on 400 consumers from Ağrı city getting service from nostalgic and fast food restaurants. In the analysis of data arithmetic mean, standard deviation, frequency distribution, regression analysis and analysis of variance were used. The analyses were conducted by using SPSS 17.0 packet statistics program. As the results of conducted analyses it was determined that experiential marketing on experiential value and, in addition to this, both experiential marketing and experiential value on customer satisfaction and customer loyalty indicate a siginificant and positive effect. Research has also been found to be significant differences between the nostalgic and fast food restaurants in terms of experiential marketing and experiential value levels of consumers. |
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