Experiential Marketing and Creating Customer Experience: A Research on Iyaspark Shopping Mall Customers
Journal Title: Mehmet Akif Ersoy Üniversitesi Uygulamalı Bilimler Dergisi - Year 2019, Vol 3, Issue 2
Abstract
Current technological and economic developments have led to many changes in marketing industry. The difference between today’s customer’s needs and wants is gradually increasing. Functional benefits expected from products and services are replaced by emotional and symbolic values. Providing only service to the customer is insufficient in an intense competitive environment. Rather than buying products and services that provide benefits, the customer tends to provide emotion-oriented customer experience. With the individualization of services for customers, the concept of experience economy has developed. Thanks to the experience economy, experiential marketing has emerged. Today's most popular venues, shopping malls have become the socialization and entertainment centers that provide the consumer with experience, ensure that the consumer has a good time. As a result, Shopping Malls give importance to experiential marketing and customer experiences in a highly competitive environment. The subject of the research is to determine whether or not customers will recommend the mall experience by revealing the strategic experiential marketing dimensions that have an impact on the customer experience. The aim of the research is to determine the shopping habits of shopping mall customers and to examine the shopping experiences in terms of experiential marketing and to examine them in the context of strategic experiential marketing dimensions. In the research, online questionnaire was applied to 483 people who shop from Iyaşpark shopping center. Normality test, reliability analysis, frequency analysis, Kruskal Wallis test and Mann Whitney U test are performed in the research. According to results, the data set is not normally distributed. As a result of the analysis, a statistically significant difference was found between strategic experiential marketing dimensions and Iyaşpark Shopping Center experience recommendation or not. In addition, there is a statistically significant difference between the married and single participants in the dimension of emotional experience directed towards the emotions and feelings of the consumer.
Authors and Affiliations
Fikriye YEŞİLOT, Nil Esra DAL
Keywords
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- EP ID EP665652
- DOI 10.31200/makuubd.604936
- Views 121
- Downloads 0
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