MARKAYA DUYULAN GÜVEN ÜZERİNDE DENEYİMSEL PAZARLAMANIN ROLÜ: ULUSAL DÜZEYDE FAALİYET GÖSTEREN LOJİSTİK ŞİRKETİ MÜŞTERİLERİ ÜZERİNDE BİR ÇALIŞMA

Amaç - Araştırmanın amacı deneyimsel pazarlama uygulamalarının markaya duyulan güven üzerindeki rolünün tespitidir. Yöntem – Lojistik sektöründe ulusal bazda faaliyet gösteren Yurtiçi Kargo’nun deneyimsel pazarlama uygulamalarına yönelik tüketici algılarının, bu markaya duyulan güven üzerindeki rolünü belirlemek maksadıyla üç bölümden oluşan bir anket formu oluşturulmuştur. Anket formunun birinci bölümü katılımcıların demografik yapılarını belirlemeye yönelik sorulardan oluşmaktadır. İkinci bölümde algılanan deneyimsel pazarlama ana boyutunun soruları yer almaktadır. Algılanan deneyimsel pazarlama ana boyutu 25 madde ve beş alt boyuttan (duyusal deneyim, duygusal deneyim, davranışsal deneyim, düşünsel deneyim ve ilişkisel deneyim) oluşmaktadır. Üçüncü bölümde ise üç madde ve tek boyuttan oluşan markaya duyulan güven algısına yönelik sorular bulunmaktadır. Araştırmada ilk olarak frekans analizi gerçekleştirilmiştir. Ardından araştırmada kullanılan ölçeklerle ilgili boyutlar ve maddelere ilişkin betimleyici istatistiklere yer verilmiştir. Araştırmanın son kısmında ise korelasyon ve regresyon analizleri yapılarak çalışma tamamlanmıştır. Bulgular – Korelasyon analizi sonuçlarına göre deneyimsel pazarlama ile markaya duyulan güven arasında pozitif yönde anlamlı ve yüksek düzeyli bir ilişki tespit edilmiştir (r=0,769). Korelasyon analizinden sonra algılanan deneyimsel pazarlama uygulamalarının markaya duyulan güven üzerindeki rolünü belirlemek amacıyla regresyon analizi yapılmıştır. Yurtiçi Kargo markası için kurulan çoklu regresyon modelinin genel olarak anlamlı olduğu görülmüştür. Fakat modeldeki bağımsız değişkenlerden algılanan duyusal deneyim değişkeninin markaya duyulan güven üzerinde anlamlı bir etkiye sahip olmadığı belirlenmiştir. Diğer yandan deneyimsel pazarlama uygulamaları kapsamında gerçekleştirilen duygusal deneyim ile markaya duyulan güven arasında ters yönlü bir ilişkinin bulunduğu görülmüştür. Tartışma – Etkin deneyimsel pazarlama uygulamaları sunabilen markalar kendilerini diğer markalardan ayrıştırabilmekte, müşteri memnuniyeti oluşturabilmekte ve tüketicilerin tercihlerini önemli ölçüde etkileyebilmektedir. Dolayısıyla tüketicilerin Yurtiçi Kargo markasına güven duymalarının sağlanması için, deneyimsel pazarlamanın beş boyutu için de ayrı deneyimler tasarlanmalı ve uygulamaya konulmalıdır. Bu yapılırken özgün bir yaklaşım benimsenmeli ve müşterilerin tüm süreçlere müdahil olmaları sağlanmalıdır.

THE ROLE OF EXPERIENTIAL MARKETING ON BRAND TRUST: A STUDY ON THE CUSTOMERS OF LOGISTICS COMPANIES OPERATING AT NATIONAL LEVEL

Objective - The aim of the research is to determine the role of experiential marketing practices on brand trust. Method - In order to determine the role of consumer perceptions of Yurtiçi Kargo, which operates on a national basis in the logistics sector, on brand trust, a questionnaire consisting of three sections was created. The first part of the questionnaire consists of questions to determine the demographic structure of the participants. In the second part, questions of the main dimension of perceived experiential marketing are presented. The main dimension of perceived experiential marketing consists of 25 items and five sub-dimensions. In the third part, there are questions about the perception of brand trust consisting of three items and one dimension. Firstly, frequency analysis was performed. Afterwards, descriptive statistics were given with dimensions and items related to the scales used in the research. Finally, correlation and regression analyzes were performed and the study was completed. Findings- Results - According to the correlation analysis results, a positive and significant relationship was found between experiential marketing and brand confidence (r = 0.769). After correlation analysis, regression analysis was conducted to determine the role of perceived experiential marketing practices on brand trust. The multiple regression model established for the Yurtiçi Kargo brand was generally significant. However, it was determined that sensory experience variable, which is one of the independent variables in the model, does not have a significant effect on the brand trust. On the other hand, there was an inverse relationship between affective experience, one of the independent variables, and brand trust. Discussion - Brands that can offer effective experiential marketing practices can differentiate themselves from other brands, create customer satisfaction and significantly affect the preferences of consumers. Therefore, in order to ensure that consumers trust the Yurtiçi Kargo brand, separate experiences should be designed and put into practice for all five dimensions of experiential marketing. While doing this, a unique approach should be adopted and customers should be involved in all processes.

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Turkish Studies - Economics, Finance, Politics-Cover

ISSN: 2667-5625
Yayın Aralığı: Yılda 4 Sayı
Başlangıç: 2006
Yayıncı: ASOS Eğitim Bilişim Danışmanlık Otomasyon Yayıncılık Reklam Sanayi ve Ticaret LTD ŞTİ