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:	Ercan KESER, T. Şükrü YAPRAKLI
Formato:	article
Lenguaje:	DE EN FR TR
Publicado:	Fırat University 2019
Materias:	experiential marketing experiential value customer experience customer satisfaction customer loy Social Sciences H Social sciences (General) H1-99
Acceso en línea:	https://doaj.org/article/0c761c7db4ec44638c4c44fa4e86afd7
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spelling	oai:doaj.org-article:0c761c7db4ec44638c4c44fa4e86afd72021-11-24T09:20:50ZINFLUENCE OF EXPERIENTIAL MARKETING AND EXPERIENTIAL VALUE ON CUSTOMER SATISFACTION AND CUSTOMER LOYALTY: AN APPLICATION ON NOSTALGIC AND FAST FOOD RESTAURANTS2148-416310.9761/JASSS3423https://doaj.org/article/0c761c7db4ec44638c4c44fa4e86afd72019-08-01T00:00:00Zhttps://jasstudies.com/index.jsp?mod=tammetin&makaleadi=1629643493_2-Prof.%20Dr.%20%C5%9E%C3%BCkr%C3%BC%20YAPRAKLI%20ve%20Yrd.%20Do%C3%A7.%20Dr.%20Ercan%20KESER.pdf&key=27862https://doaj.org/toc/2148-4163As 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.Ercan KESERT. Şükrü YAPRAKLIFırat Universityarticleexperiential marketingexperiential valuecustomer experiencecustomer satisfactioncustomer loySocial SciencesHSocial sciences (General)H1-99DEENFRTRJournal of Academic Social Science Studies , Vol 9, Iss 47, Pp 19-35 (2019)
institution	DOAJ
collection	DOAJ
language	DE EN FR TR
topic	experiential marketing experiential value customer experience customer satisfaction customer loy Social Sciences H Social sciences (General) H1-99
spellingShingle	experiential marketing experiential value customer experience customer satisfaction customer loy Social Sciences H Social sciences (General) H1-99 Ercan KESER T. Şükrü YAPRAKLI INFLUENCE OF EXPERIENTIAL MARKETING AND EXPERIENTIAL VALUE ON CUSTOMER SATISFACTION AND CUSTOMER LOYALTY: AN APPLICATION ON NOSTALGIC AND FAST FOOD RESTAURANTS
description	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.
format	article
author	Ercan KESER T. Şükrü YAPRAKLI
author_facet	Ercan KESER T. Şükrü YAPRAKLI
author_sort	Ercan KESER
title	INFLUENCE OF EXPERIENTIAL MARKETING AND EXPERIENTIAL VALUE ON CUSTOMER SATISFACTION AND CUSTOMER LOYALTY: AN APPLICATION ON NOSTALGIC AND FAST FOOD RESTAURANTS
title_short	INFLUENCE OF EXPERIENTIAL MARKETING AND EXPERIENTIAL VALUE ON CUSTOMER SATISFACTION AND CUSTOMER LOYALTY: AN APPLICATION ON NOSTALGIC AND FAST FOOD RESTAURANTS
title_full	INFLUENCE OF EXPERIENTIAL MARKETING AND EXPERIENTIAL VALUE ON CUSTOMER SATISFACTION AND CUSTOMER LOYALTY: AN APPLICATION ON NOSTALGIC AND FAST FOOD RESTAURANTS
title_fullStr	INFLUENCE OF EXPERIENTIAL MARKETING AND EXPERIENTIAL VALUE ON CUSTOMER SATISFACTION AND CUSTOMER LOYALTY: AN APPLICATION ON NOSTALGIC AND FAST FOOD RESTAURANTS
title_full_unstemmed	INFLUENCE OF EXPERIENTIAL MARKETING AND EXPERIENTIAL VALUE ON CUSTOMER SATISFACTION AND CUSTOMER LOYALTY: AN APPLICATION ON NOSTALGIC AND FAST FOOD RESTAURANTS
title_sort	influence of experiential marketing and experiential value on customer satisfaction and customer loyalty: an application on nostalgic and fast food restaurants
publisher	Fırat University
publishDate	2019
url	https://doaj.org/article/0c761c7db4ec44638c4c44fa4e86afd7
work_keys_str_mv	AT ercankeser influenceofexperientialmarketingandexperientialvalueoncustomersatisfactionandcustomerloyaltyanapplicationonnostalgicandfastfoodrestaurants AT tsukruyaprakli influenceofexperientialmarketingandexperientialvalueoncustomersatisfactionandcustomerloyaltyanapplicationonnostalgicandfastfoodrestaurants
_version_	1718415461866012672

INFLUENCE OF EXPERIENTIAL MARKETING AND EXPERIENTIAL VALUE ON CUSTOMER SATISFACTION AND CUSTOMER LOYALTY: AN APPLICATION ON NOSTALGIC AND FAST FOOD RESTAURANTS

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