Deneyimsel pazarlamanın kurum imajı ve müşteri sadakati üzerinde etkileri: Konaklama işletmelerinde uygulamalı bir araştırma
Küçük Resim Yok
Tarih
2020
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Bayburt Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Bu çalışmanın temel amacı deneyimsel pazarlama modüllerinin kurum imajı ve müşteri sadakati üzerindeki etkilerinin ölçülmesidir. Bu amaçla çalışmanın ilk bölümünde yerli ve yabancı literatür taranarak deneyimsel pazarlama modülleri, kurum imajı ve müşteri sadakati ile alakalı kavramsal çerçeve oluşturulmuş. Daha sonra ise deneyimsel pazarlama modüllerinin kurum imajı ve müşteri sadakati üzerinde ki etkilerinin belirlenmesi amacıyla örneklemini Antalya ili Belek turizm bölgesinde yaz turizmine yönelik hizmet veren bir otel işletmesinde konaklayan 428 otel müşterisinin oluşturduğu bir uygulama gerçekleştirilmiş ve analiz kısmında veriler açıklanmıştır. Elde edilen veriler SPSS programında analiz edilerek hipotezler test edilmiştir. Araştırma sonucunda duyusal, duygusal, düşünsel, ilişkisel ve davranışsal faktörlerin kurum imajı üzerinde istatiksel olarak pozitif etkiye sahip olduğu görülmüştür. Bunun yanında duyusal, duygusal, ilişkisel faktörlerin müşteri sadakati üzerinde olumlu etkileri olduğu tespit edilmiştir. Kurum imajı ile müşteri sadakati arasında pozitif yönlü bir ilişki olduğu ortaya konmuştur. Anahtar Kelimeler: Deneyimsel Pazarlama, Kurum İmajı, Müşteri Sadakati, Konaklama İşletmeciliği, Turizm
The main purpose of this study is to measure the effects of experimential marketing modules on corporate image and customer loyalty. For thıs purpose, in the first part of the study, domestic and foreign literatüre was scanned and a conceptual framework related to experiential marketing modules, corporate image and customer loyalty was created. Then, in order to determine the effects of experiential marketing modules on the corporate image and customer loyalty, an application was carried out on 428 hotel customers staying in a hotel businesses serving tourism in the Belek tourism region of Antalya province and the data in the analysis section were explained. Hypotheses were tested by analyzing the obtained data in SPSS program. As a result of the research, sensory, emotional, intellectual, relational and behavioral factors were found to have a statistically positive effect on the corporate image. In addition, sensory, emotional and relational factors have been found to have positive effects on customer loyalty. It has been revealed that there is a positive relationship between corporate image and customer loyalty. Key Words: Experiential Marketing, Corporate İmage, Customer Loyalty, Hospitality Management, Tourism
The main purpose of this study is to measure the effects of experimential marketing modules on corporate image and customer loyalty. For thıs purpose, in the first part of the study, domestic and foreign literatüre was scanned and a conceptual framework related to experiential marketing modules, corporate image and customer loyalty was created. Then, in order to determine the effects of experiential marketing modules on the corporate image and customer loyalty, an application was carried out on 428 hotel customers staying in a hotel businesses serving tourism in the Belek tourism region of Antalya province and the data in the analysis section were explained. Hypotheses were tested by analyzing the obtained data in SPSS program. As a result of the research, sensory, emotional, intellectual, relational and behavioral factors were found to have a statistically positive effect on the corporate image. In addition, sensory, emotional and relational factors have been found to have positive effects on customer loyalty. It has been revealed that there is a positive relationship between corporate image and customer loyalty. Key Words: Experiential Marketing, Corporate İmage, Customer Loyalty, Hospitality Management, Tourism
Açıklama
Lisansüstü Eğitim Enstitüsü, İşletme Ana Bilim Dalı, İşletme Bilim Dalı
Anahtar Kelimeler
Turizm, Tourism ; İşletme
