BİR KARGO ŞİRKETİNİN HİZMET KALİTESİ İLE DENEYİMSEL PAZARLAMA UYGULAMALARINA YÖNELİK TÜKETİCİ ALGILARININ ÖLÇÜMÜ

Araştırmanın amacı deneyimsel pazarlama uygulamalarının hizmet kalitesi üzerinde bir etkisinin bulunup bulunmadığının tespitidir. Yurtiçi Kargo’nun deneyimsel pazarlama uygulamalarına yönelik tüketici algılarının, bu markanın hizmet kalitesine yönelik tüketici algıları üzerindeki etkisini belirlemek amacıyla üç ana boyuttan oluşan bir veri toplama aracı geliştirilmiştir. Birinci bölümde 6 adet demografik soru bulunmaktadır. İkinci bölümde 25 madde ve beş boyuttan oluşan “algılanan deneyimsel pazarlama” ya ait sorular yer almaktadır. Üçüncü bölümde 22 madde ve beş boyuttan oluşan hizmet kalitesi algısına yönelik sorular yer almaktadır. Araştırma kapsamında önce frekans analizi yapılmıştır. Daha sonra araştırmada kullanılan ölçeklerle ilgili boyutlar ve maddelere ilişkin betimleyici istatistiklere yer verilmiştir. Son olarak korelasyon ve regresyon analizleri gerçekleştirilerek çalışma tamamlanmıştır. Korelasyon analizi sonuçlarına göre deneyimsel pazarlama ile hizmet kalitesi arasında pozitif yönde anlamlı ve yüksek düzeyli bir ilişki tespit edilmiştir (r=0,873). Korelasyon analizinden sonra algılanan deneyimsel pazarlama uygulamalarının algılanan hizmet kalitesini ne düzeyde etkilediğini belirlemek amacıyla regresyon analizi yapılmıştır. Yurtiçi Kargo markası için kurulan çoklu regresyon modelinin genel olarak anlamlı olduğu görülmüştür. Fakat modeldeki bağımsız değişkenlerden algılanan duygusal ve ilişkisel deneyim değişkenlerinin hizmet kalitesi üzerinde anlamlı bir etkiye sahip olmadığı belirlenmiştir. Diğer yandan deneyimsel pazarlama uygulamaları kapsamında gerçekleştirilen duygusal deneyim ile hizmet kalitesi arasında ters yönlü bir ilişkinin bulunduğu görülmüştür. Etkin deneyimsel pazarlama uygulamaları sunabilen markalar kendilerini diğer markalardan ayrıştırabilmekte, müşteri memnuniyeti oluşturabilmekte ve tüketicilerin tercihlerini önemli ölçüde etkileyebilmektedir. Dolayısıyla tüketicilerin Yurtiçi Kargo markasına ait hizmet kalitesinden etkilenmeleri 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.

MEASUREMENT OF CONSUMER PERCEPTIONS OF SERVICE QUALITY AND EXPERIENTIAL MARKETING PRACTICES OF A CARGO COMPANY

The aim of the research is to determine whether experiential marketing practices have an impact on service quality. A data collection tool consisting of three main dimensions was developed to determine the effect of consumer perceptions of Yurtiçi Kargo on experiential marketing practices on consumer perceptions of this brand's service quality. In the first part, there are 6 demographic questions. In the second part, there are questions about perceived experiential marketing consisting of 25 items and five dimensions. In the third part, there are questions regarding the perception of service quality consisting of 22 items and five dimensions. Within the scope of the research, frequency analysis was performed first. Then, the dimensions related to the scales used in the research and descriptive statistics about the items were included. Finally, correlation and regression analyzes were performed and the study was completed. According to the results of the correlation analysis, a significant positive and high-level relationship was found between experiential marketing and service quality. (R = 0.873). After correlation analysis, regression analysis was conducted to determine the level of perceived experiential marketing practices affecting perceived service quality. The multiple regression model established for the Yurtiçi Kargo brand was generally significant. However, it was found that the perceived affective and social-identity experience variables, which were independent variables in the model, had no significant effect on the service quality. On the other hand, there is an inverse relationship between affective experience and service quality within the context of experiential marketing practices. Brands that can offer effective experiential marketing practices can differentiate themselves from other brands, create customer satisfaction and significantly affect consumers' preferences. Therefore, separate experiences should be designed and put into practice for five dimensions of experiential marketing in order for consumers to be affected by the service quality of Yurtiçi Kargo brand. In doing this, a unique approach should be adopted and customers should be involved in all processes.

PDF

___

Agapito, D., Pinto, P., & Mendes, J. (2012). “Sensory marketing and tourist experiences.”, Spatial and Organizational Dynamics Discussions Papers, 10, 7-19.
Altunışık, R. (2015). Hizmet pazarlaması ve stratejileri. Beta Basım, İstanbul.
Araci, U. E., Bulut, Z. A., & Kocak, N. (2017). “The relation among experiential marketing, customer satisfaction, and behavioral intention: A study on food and beverage businesses.”, Economic and Social Development: Book of Proceedings, 361-371.
Ardyan, E., Kurnianingsih, H., Rahmawan, G., Wibisono, U., & Winata, W. (2016). “Enhancing brand experience along with emotional attachment towards trust and brand loyalty.”, Jurnal Manajemen dan Kewirausahaan, 18(1), 33-44.
Baştuğ, Ö. G. M. (2018). “Deneyimsel pazarlama ile hizmet kalitesi arasındaki ilişki üzerine bir araştırma.” Nişantaşı Üniversitesi Sosyal Bilimler Dergisi 6(2), 20-49.
Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). “Brand experience: what is it? How is it measured? Does it affect loyalty?”, Journal of Marketing, 73(3), 52-68.
Carrizo-Moreira, A., Freitas-da Silva, P. M., & Ferreira-Moutinho, V. M. (2017). “The effects of brand experiences on quality, satisfaction and loyalty: An empirical study in the telecommunications multiple-play service market.”, Innovar, 27(64), 23-36.
Cronin Jr, J. J., & Taylor, S. A. (1992). “Measuring service quality: a reexamination and extension.” Journal of Marketing, 56(3), 55-68.
Dabholkar, P. A., Thorpe, D. I., & Rentz, J. O. (1996). “A measure of service quality for retail stores: scale development and validation.” Journal of the Academy of marketing Science, 24(1), 3.
Günay, G. N. (2008). “Hizmet pazarlamasından deneyimsel pazarlamaya: bir güzellik merkezinde uygulama.”, Ulusal Pazarlama Kongresi, Nevşehir, 64-72.
Huang, C. C. (2017). “The impacts of brand experiences on brand loyalty: Mediators of brand love and trust.” Management Decision, 55(5), 915-934.
Jin, N., Line, N. D., & Goh, B. (2013). “Experiential value, relationship quality, and customer loyalty in full-service restaurants: The moderating role of gender.”, Journal of Hospitality Marketing & Management, 22(7), 679-700.
Karadeniz, M., Pektaş, G. Ö. E., & Topal, Y. K. (2013). “The effects of experiential marketing and service quality on customer satisfaction and costomer loyalty at shopping centers.” Journal of Naval Sciences and Engineering, 9(1), 46-66.
Khan, I., & Rahman, Z. (2014). “Influence of experiential marketing on customer purchase intention: A study of passenger car market.”, Management and Labour Studies, 39(3), 319-328.
Lawler, E. (2013). “The rise of experiential marketing.”, Social Advertising Section of Adertising Age, C1-C2.
Lee, M.Ş., Hsiao, H.D. & Yang, M.F. (2010). “The Study of the Relationships among Experiential Marketing, Service Quality, Customer Satisfaction and Customer Loyalty.”, International Journal of Organizational Innovation, 3(2), 352–378.
Lemon, K. N., & Verhoef, P. C. (2016). “Understanding customer experience throughout the customer journey.”, Journal of Marketing, 80(6), 69-96.
Lin, M. T. Y. (2019). “Effects of experiential marketing on experience value and customer satisfaction in ecotourism.” Ekoloji Dergisi, 28(107), 3151-3156.
Liu, K. T. (2012). “Exploration convenience store service quality phenomenon in Taipei by experiential marketing with Kano Model.”, The Journal of Human Resource and Adult Learning, 8(1), 175- 182.
Nagasawa, S. Y. (2008). “Customer experience management: Influencing on human Kansei to management of technology.”, The TQM Journal, 20(4), 312-323.
Nigam, D. A. (2012). “Modeling relationship between experiential marketing, experiential value and purchase intensions in organized quick service chain restaurants shoppers using structural equation modeling approach.”, Paradigm, 16(1), 70-79.
Özdemir, O. (2018:59). Deneyimsel pazarlama yaklaşımı ve kurumsal itibar ile ilişkisi: Operatör şirketleri üzerine bir araştırma. yayınlanmamış doktora tezi, Marmara Üniversitesi Sosyal Bilimler Enstitüsü, İstanbul.
Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). “A conceptual model of service quality and its implications for future research.” Journal of Marketing, 49(4), 41-50.
Parasuraman, A., Zeithaml, A. V., & Berry, L. L. (1988). “SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality.”, Journal of Retailing, 64(1), 12-40.
Pratminingsih, S. A., Astuty, E., & Widyatami, K. (2018). “Increasing customer loyalty of ethnic restaurant through experiential marketing and service quality.”, Journal of Entrepreneurship Education, 21(3), 1-11.
Purnamadita, D. E., & Tauriana, D. (2012). “Customer intention toward theme park: The mediating role of customer attitude on the impact of service quality and experiential marketing. The Winners, 13(2), 115-126.
Royne Stafford, M., Stafford, T. F., & Wells, B. P. (1998). “Determinants of service quality and satisfaction in the auto casualty claims process.”, Journal of Services Marketing, 12(6), 426- 440.
Schmitt, B.H. (1999a). “Experiential marketing: A new framework for design and communications.”, Design Management Journal (Former Series), 10(2), 19-26.
Schmitt, B.H. (1999b). “Experiential marketing”, Joumal of Marketing Management, 15, 53-67.
Schmitt, B.H. (2011). “Experience marketing: Concepts, frameworks and consumer insights.”, Foundations and Trends in Marketing, 5(2), 55-112.
Shieh, H. S., & Lai, W. H. (2017). “The relationships among brand experience, brand resonance and brand loyalty in experiential marketing: Evidence from smart phone in Taiwan.”, Journal of Economics & Management, 28, 57-73.
Song, H. J., Ahn, Y. J., & Lee, C. K. (2015). “Structural relationships among strategic experiential modules, emotion and satisfaction at the Expo 2012 Yeosu Korea.” International Journal of Tourism Research, 17(3), 239-248.
Suhaily, L., & Soelasih, Y. (2018). “How e-service quality, experiential marketing, and price perception to make repurchase intention on online shopping.” The International Journal of Business Management and Technology, 2(3), 10-20.
Wu, H. C., Li, M. Y., & Li, T. (2018). “A study of experiential quality, experiential value, experiential satisfaction, theme park image, and revisit intention.”, Journal of Hospitality & Tourism Research, 42(1), 26-73.
Zeithaml, V. A., Berry, L. L., & Parasuraman, A. (1996). “The behavioral consequences of service quality.” Journal of Marketing, 60(2), 31-46.
Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2000). “A conceptual framework for understanding e-service quality: implications for future research and managerial practice.”, Marketing Science Institute.
Zena, P. A., & Hadisumarto, A. D. (2013). “The study of relationship among experiential marketing, service quality, customer satisfaction, and customer loyalty.”, Asean Marketing Journal, 4(1), 37-46.