The aim of this study is to investigate the relationship between experiential marketing and customer satisfaction. For this purpose, an application was made with the participation of 400 consumers who visited Gloria Jean’s Coffees stores on the European side in Istanbul. Research data were collected through a questionnaire that consists of personal information form, experiential marketing scale and customer satisfaction scale and analyzed by SPSS 24.0 statistical program. As a result of the research, it was determined that sensory, emotional, behavioral and relational experience had a positive effect on customer satisfaction. According to gender, marital status, age, education level, coffee drinking habit and frequency of coffee shop visits, there is a statistically significant difference between the participants' experiential marketing perception and customer satisfaction level. While the perception of experiential marketing varies according to the educational level, there is no significant difference between the levels of customer satisfaction. In the light of the results of the study, suggestions were put forward for the practitioners and researchers.
Experiential Marketing, Customer Satisfaction, Gloria Jean’s Coffees
|Author :||Ahmet SARUHANOĞLU - - Gülmira KERİM|
|Number of pages:||321-337|