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DENEYİMSEL PAZARLAMA VE SERVİS KALİTESİNİN ALIŞVERİŞ MERKEZLERİNDEKİ MÜŞTERİ MEMNUNİYETİ VE MÜŞTERİ SADAKATİ ÜZERİNE ETKİLERİ

THE EFFECTS OF EXPERIENTIAL MARKETING AND SERVICE QUALITY ON CUSTOMER SATISFACTION AND COSTOMER LOYALTY AT SHOPPING CENTERS

Journal Name:

  • Journal of Naval Sciences And Engineering

Publication Year:

  • 2013

Key Words:

Keywords (Original Language):

Author NameUniversity of Author
Abstract (2. Language): 
The competition in marketing at the Shopping Centers is getting hotter and besides this rivalry the purchasing power of customers are rising. So what is important for the consumers is altering from perfect product to perfect consumer experience offered by companies. This paper makes use of service quality as the disturbance variable and makes research on the impacts of experiential marketing on customers’ satisfaction and customer loyalty. The study object is customers of Shopping Centers in Istanbul and the data collection method used here is questionnaire. (Questionnaires are recovered then SPSS 11.5 used to factor analysis, reliability & validity analysis, hierarchical regression analysis respectively). It is hoped that, the results and findings of the research will be helpful to Shopping Centers in the application of experiential marketing.
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Abstract (Original Language): 
Alışveriş merkezlerinde pazarlama rekabeti her geçen gün kızışmakta ve rekabetin yanı sıra müşterilerin satın alma güçleri de artmaktadır. Bu nedenle, tüketiciler için önem önceliği mükemmel üründen şirketler tarafından sunulacak mükemmel tüketici deneyimine doğru değişmektedir. Bu çalışma ile; hizmet kalitesi bozulma değişkeni olarak alınarak, müşteri memnuniyeti ve müşteri sadakati üzerindeki deneyimsel pazarlamanın etkileri üzerine bir araştırma yapılmıştır. İnceleme konusu İstanbul'da bulunan alışveriş merkezlerinin müşterileridir. Veri toplama yöntemi olarak anket kullanılmıştır. (Anketler toplandıktan sonra, SPSS 11.5 ile sırasıyla faktör analizi, güvenilirlik ve geçerlilik analizi, hiyerarşik regresyon analizleri yapılmıştır ) Bu araştırmanın sonuç ve bulgularının, alışveriş merkezlerine deneyimsel pazarlama uygulamalarında faydalı olması umulmaktadır.
FULL TEXT (PDF): 
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  • Turkish

REFERENCES

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The Effects Of Experımental Marketıng And Servıce Qualıty On Customer
Satısfactıon And Costomer Loyalty At Shoppıng Centers
66
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