PAZARLAMADA DENEYİMSEL YAKLAŞIM: DÜNDEN BUGÜNE GELİŞİMİ VE GENİŞLEYEN ETKİ ALANI ÜZERİNE BİR İNCELEME

Son yıllarda tüketicilerin deneyimsel yönelimleri gitgide artmaya başlamış ve bu doğrultuda oluşturulan deneyimsel pazarlama uygulamaları da paralel şekilde artmıştır. Bu noktadan hareketle çalışmada öncelikle deneyimsel pazarlama ile ilgili temel kavramlar ele alınmış ve deneyim boyutlarında sunulan etkili uygulamalara yer verilmesi amaçlanmıştır. İkinci olarak, alan yazında yapılan çalışmaları derlemek, bu çalışmaların göze çarpan özelliklerini ve bulgularını sunmak, bütünsel anlamda bir değerlendirme yaparak deneyimlerin tüketici tutum ve davranışları üzerindeki güçlü etkilerinin yazındaki yansımalarını göstermek hedeflenmiştir. Üçüncü olarak, gelecekte farklı alanlarda yapılacak çalışmalar için, geçmiş uygulamaları karşılaştırma olanağı sağlayarak bir arada gösterebilecek geniş bir kaynak sunmak planlanmıştır. Bu çalışma deneyimsel pazarlamanın gelişmeye başladığı yıllardan günümüze 1982 ile 2021 yılları arasında yapılan çalışmaları inceleyen bir literatür sentezidir. Çalışmada, bir nitel araştırma yaklaşımı olarak, döküman incelemesi kullanılmıştır. Bulgular, deneyimsel pazarlama alanında yapılan çalışmalarda deneyim boyutlarının müşteri memnuniyeti, müşteri sadakati, marka bağlılığı, davranışsal niyetler değişkenleri üzerinde güçlü etkileri olduğunu göstermektedir. Ayrıca son birkaç yılda yapılan çalışmalar da deneyimsel pazarlamanın yeşil davranış, yeşil tüketim, sürdürülebilir tüketim, iklim değişikliği kavramları ile birlikte ele alındığını ve kendine yeni uygulama alanları açtığını göstermektedir.

Experiential Approach in Marketing: A Review on It’s Development and Expanding Impact from Past to Present

In recent years, the experiential orientation of consumers has started to increase. The experiential marketing practices created in this direction have increased in parallel. In this study, first, the main concepts of experiential marketing were discussed. The study aimed to include efficient applications presented in the dimensions of experience. Secondly, the studies in the literature were compiled to see the salient features and findings to have a holistic review. This part showed the reflections of the effects of experiences on consumer attitudes and behaviors in the literature. Thirdly, this review planned to provide a wide range of resources for future studies in different areas by providing the opportunity to compare past practices and show them together. This study is a literature synthesis examining the studies conducted between 1982 and 2021 in the literature of experiential marketing from the first years of its existence to the present. In the study, document review method as a qualitative research approach was used. The findings show that the experience dimensions have significant effects on the variables of customer satisfaction, customer loyalty, brand loyalty, and behavioral intentions in studies conducted in experiential marketing. In addition, studies conducted in the last few years show that experiential marketing is handled together with the concepts of green behavior, green consumption, sustainable consumption, and climate change, and it opens up new application areas for itself.

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