The effect of experiential marketing and experiential value on customer satisfaction: An application in shopping malls in İzmir

In today's rapidly changing competitive environment, the most important way to ensure a sustainable competitive advantage is through customer-oriented. Customers expect the consumption to be pleasant as well as their demands and needs are met. For this reason, businesses are trying to create competitive strategies by providing unique experiences to customers by going beyond providing services together with the products. At this point, experiential marketing and experiential value concepts have emerged. Shopping malls, which offer experience in our country and become socializing spaces, have started to gain an important place in the lives of consumers. Shopping malls are the places that produce experiences, become sources of positive memories and are sources of entertainment. The main purpose of this study is to examine the effect of experiential marketing and experiential value on customer satisfaction in the context of shopping mall. However, the dimensions of experiential marketing are the dimensions of sensory, emotional, intellectual, behavioral and relational experience and experiential value; The effects of aesthetics, entertainment, escape and service excellence values on customer satisfaction are examined. In the study, a quantitative research method was adopted, questionnaire technique was used as data collection technique and questionnaire form was used as data collection tool. The research population consists of persons over 18 years old who have gone to shopping centers in İzmir at least once. The questionnaires were first applied to a pilot group of 210 people in order to determine the reliability and validity of the questionnaire. The results obtained from pilot application were statistically evaluated by SPSS and AMOS statistical data analysis program. In accordance with the results obtained, the questions used in the survey were rearranged and the actual application was started. As a result of the actual application, the missing or filled-in questionnaires were removed and the analyzes were made according to the answers of the remaining 458 people. Research shows that experiential marketing and experiential value positively affect customer satisfaction. On the other hand, the sub-dimensions of experiential marketing, sensory, emotional, intellectual and behavioral experience, and the sub-dimensions of experiential value, aesthetic, entertainment, escape and service excellence value of customer satisfaction in a positive way, while the relational experience dimension does not have an effect on customer satisfaction.