Duyusal Pazarlama Uygulamalarının Müşteri Tatmini ve Elektronik Ağızdan Ağıza İletişim Üzerine Etkisi

Günümüzde birçok otel işletmesi yeni müşterilere sahip olmak ya da var olan müşterilerinin devamlılığını sağlamak adına farklı pazarlama uygulamaları gerçekleştirmektedirler. Bunların en önemlilerinden bir tanesi insanların beş duyusuna hitap eden duyusal pazarlama uygulamalarıdır. Oteller duyusal pazarlama yoluyla müşterilerinin tatminlerini sağlamaya çalışmaktadırlar. Tatmin olan bir müşterinin otelin tanıtımını farklı yollarla gerçekleştirmesi olası bir durumdur. Bunların en önemlilerinden bir tanesi de elektronik ağızdan ağıza iletişim yoludur. Bu doğrultuda çalışmanın temel amacı duyusal pazarlama uygulamalarının müşteri tatmini ve elektronik ağızdan ağıza iletişim üzerine etkisini ortaya koymaktır. Araştırma nicel bir araştırma olup ilişkisel tarama modeli ile gerçekleştirilmiştir. Çalışma Kuşadası’ndaki 5 yıldızlı otel işletmelerinde konaklayan müşterilerin katılımıyla gerçekleştirilmiştir. Toplam 362 katılımcıya anket uygulanmıştır. Çalışmada betimleyici istatistik, faktör analizi, korelasyon analizi ve regresyon analizi kullanılmıştır. Analizler sonucunda duyusal pazarlama uygulamalarına ait görsel, tat-koku ile dokunsal boyutların bağımlı değişken olan müşteri tatmini üzerinde, görsel ve tat-koku boyutlarının bağımlı değişken olan elektronik ağızdan ağıza iletişim üzerinde anlamlı bir etkisi olduğu tespit edilmiştir.

The Effect of Sensory Marketing Applications on Customer Satisfaction and Electronic Word-of-Mouth

Today, many hotel enterprises perform different marketing applications in order that they can have new customers or retain their current customers. One of the most important of these is sensory marketing applications that appeal to the five senses of people. Hotels try to satisfy their customers through sensory marketing. It is possible for a satisfied customer to promote the hotel in various ways. One of the most important of these is the way of electronic word-of-mouth communication. Accordingly, the main purpose of this study was to reveal the effect of sensory marketing applications on customer satisfaction and electronic word-of-mouth communication. The research was designed as a quantitative research and performed with relational screening model. The research was carried out with the participation of the customers staying in the 5-star hotel enterprises in Kuşadası. The survey was conducted on a total of 362 participants. In the study; descriptive statistics, factor analysis, correlation analysis and regression analysis were used. It was determined as a result of the analyses that the visual, taste-smell, and tactual dimensions of sensory marketing applications had a significant effect on customer satisfaction, which was the dependent variable, and the visual and taste-smell dimensions of sensory marketing applications had a significant effect on electronic word-of-mouth communication, which was the dependent variable.

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