Deneyimsel Pazarlamanın Tüketicilerin Deneyimsel Memnuniyeti ve Tavsiye Etme Niyetine Etkisi: Samsun Golf Kulübü Örneği

Geleneksel pazarlamaya kıyasla daha yenilikçi ve yaratıcı bir yaklaşım olan deneyimsel pazarlama, sadece tüketici istek ve ihtiyaçlarını göz önünde bulundurmaz, aynı zamanda tüketim sürecini eşsiz bir deneyim haline getirmeyi de amaçlar. Ekonomik değer dizisinin en üst çıktısı olan deneyim, artık kişiselleştirmenin daha ötesine geçerek ve tüketici ile daha çok iş birliğine dayanarak, tüketicinin hem tasarım hem üretim süreci içerisinde bulunmasını öngörmektedir. Bu çalışma, deneyimsel pazarlama faaliyetleri sonucu tüketicilerin yaşadıkları deneyimlerin, deneyim memnuniyeti ve başkalarına tavsiye etme niyetine yönelik etkilerini incelemek amacıyla yapılmıştır. Araştırmada kullanılan veriler, Samsun Golf Kulübünde golf oynayan oyunculara anket uygulanarak elde edilmiştir. Anket yöntemi ile elde edilen veriler, IBM SPSS 22 ve Smart PLS 3.0 istatistik paket programları kullanılarak analiz edilmiştir. Araştırma sonucunda, deneyimsel pazarlama boyutlarından duygusal ve davranışsal deneyimlerin deneyimsel memnuniyeti olumlu yönde etkilediği; ancak duyusal, düşünsel ve ilişkisel deneyimlerin deneyimsel memnuniyeti etkilemediği ortaya çıkmıştır. Araştırmada elde edilen diğer bir bulgu ise, deneyimsel pazarlama boyutlarından duygusal ve ilişkisel deneyimlerin tavsiye etme niyetini olumlu yönde etkilediğini; duyusal, davranışsal ve düşünsel deneyimlerin ise, tavsiye etme niyetini etkilemediğini ortaya koymuştur. Son olarak deneyimsel memnuniyetin tavsiye etme niyetini olumlu yönde etkilediği sonucuna ulaşılmıştır.

The Effect of Experiential Marketing on Consumers’ Experiential Satisfaction and Intention to Recommend: Samsun Golf Club Example

Compared to traditional marketing, experiential marketing which is a more innovative and creative approach, not only considers the consumer’s wishes and needs but also aims to make the consumption process a unique experience. The experience, which is the highest output of the economic value sequence, now goes beyond personalization, it envisages the consumer to be involved in both the design and production process by being based on more corporation with the consumer. This study was conducted to examine the effects of consumers’ experiences on the experiential satisfaction and intention of recommending and them to others as a result of experiential marketing activities. The data used in the research were obtained by applying a survey to the players playing golf at Samsun Golf Club. The data obtained by the survey were analyzed using IBM SPSS 22 and Smart PLS 3.0 statistical package programs. As a result of the research, it was seen that emotional and behavioral experiences included in the experiential marketing dimensions had a positive effect on experiential satisfaction; however, it was revealed that sensory, thoughtful and relational experiences did not affect the experiential satisfaction. Another finding obtained from the research indicates that positively have while affecting the intention to recommend emotional and relational experiences from experiential marketing dimensions; sensory, behavioral and ideational experiences have been found not to affect the intention to recommend. Finally, it was concluded that experiential satisfaction positively affects the intention to recommend.

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