AN INVESTIGATION INTO THE IMPACT OF EXPERIENTIAL MARKETING ON CUSTOMER SATISFACTION: THE CASE OF GLORIA JEAN'S COFFEES
DENEYİMSEL PAZARLAMANIN MÜŞTERİ MEMNUNİYETİ ÜZERİNDEKİ ETKİSİNE YÖNELİK BİR ARAŞTIRMA: GLORIA JEAN’S COFFEES ÖRNEĞİ

Author : Ahmet Saruhanoğlu - - Gülmira KERİM
Number of pages : 321-337

Abstract

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.

Keywords

Experiential Marketing, Customer Satisfaction, Gloria Jean’s Coffees

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