THE RELATION AMONG EXPERIENTIAL MARKETING, CUSTOMER SATISFACTION, AND BEHAVIORAL INTENTION: A STUDY ON FOOD AND BEVERAGE BUSINESSES

Araci U. E., BULUT Z. A., KOÇAK N.

23rd International Scientific Conference on Economic and Social Development (ESD), Madrid, İspanya, 15 - 16 Eylül 2017, ss.361-371, (Tam Metin Bildiri) identifier

  • Yayın Türü: Bildiri / Tam Metin Bildiri
  • Cilt numarası:
  • Basıldığı Şehir: Madrid
  • Basıldığı Ülke: İspanya
  • Sayfa Sayıları: ss.361-371
  • Anahtar Kelimeler: Experiential marketing, behavioral intention, customer satisfaction, food and beverage businesses, structural equation modeling, SERVICE, ECONOMY
  • Dokuz Eylül Üniversitesi Adresli: Evet

Özet

The purpose of this study is to analyze the relationships among the basic dimensions which constitute the experiential marketing, customer satisfaction and behavioral intention. In the context of this field research, a one-on-one questionnaire has been applied on 1st class restaurant customers in Izmir province based on the judgement sampling method. The data obtained from the customers have been analyzed by structural equation modeling. When the results are evaluated in general sense on the relevant sample, it has been determined that within the dimensions constituting the experiential marketing; feel experience and relate experience are the dimensions affecting customer satisfaction. It has been revealed that the customer satisfaction is influential on repurchase intention, word of mouth intention and willingness to pay more; however it has also been revealed that the effect on the complaint intention is of no significance. Moreover, customer satisfaction acts as mediating variable between some experiential marketing and behavioral intention dimensions.