Deneyimsel Pazarlamanın Müşteri Memnuniyeti ve Müşteri Sadakati ile İlişkisi: Akıllı Telefon Sektörüne Yönelik Bir Araştırma

Abstract

Experiential marketing stands out as a differentiation tool in the intense competitive environment. This study aims to investigate the relationship between experiential marketing, customer satisfaction and customer loyalty in the smartphone industry. In line with this purpose, hypotheses were developed to test the relationship between dimensions of experiential marketing in the smartphone industry, customer satisfaction and customer loyalty. Data were collected from smartphone users via questionnaires and analyzed with structural equation modelling. Results of the study show that all dimensions of experiential marketing are significantly and positively related to customer satisfaction and customer loyalty in the smartphone industry. In addition, customer satisfaction has a partial mediator role in the relationship between dimensions of experiential marketing and customer loyalty. This research states that sense experience is the strongest dimension for creating customer satisfaction and customer loyalty. The findings show the importance of experiential marketing in creating customer satisfaction and customer loyalty in the smartphone industry.