Experiential marketing: Application of Gaziantep Tahmis Coffee

Today, with the constantly changing and developing environment, customer demands and needs are changing at the same speed. When this is the case, consumers who try to adapt to the changing and developing environment become more conscious. Conscious consumers, on the other hand, have a different experience with the products and services they will buy and go to purchase. Along with the awareness of consumers and diversification of their needs and needs, changes and developments in the marketing understanding of businesses have become imperative. Businesses also try to enable their customers to have an unforgettable experience by competing in their feelings in order to gain competitive advantage. As a result of this change and development, a marketing concept called experiential marketing has emerged. With this study, in terms of experiential marketing of Tahmis Coffee; It was aimed to identify the necessary points for determining the experiences and strengths of the customers regarding the products and services, to reveal the deficiencies of the company, if any, to carry out improvement studies as a result of these deficiencies and to determine the satisfaction levels of the customers and in this direction, some suggestions were made. It is expected that the customers who are in Gaziantep or come to visit Gaziantep and spend time in this place will provide a better service and provide positive contributions in order to include suggestions that will contribute to the relevant company. In this study, a total of 800 people, including female and male customers, have been surveyed for the first time and continuously in the Gaziantep Tahmis Coffee House located in the city center of Gaziantep, which has been in operation since 1635. As a result of the research, the effect of experiential marketing on the experience modules of the customers was investigated. As a result of the research, it was revealed that experiential marketing modules of the customers had a positive effect on experiential satisfaction. Keywords: Experiential Marketing, Experience Modules, Consumer Experience, Tahmis Coffee.