Investigation of the effect of experiential marketing practices onbehavioral intentions of consumers: A Case application

With the increase in consumption awareness, an intense competition environment has emerged in the shopping center sector, as in many other sectors. Businesses tend to differentiate in order to survive in this competition. At this point, consumers are interested in the quality of the business, its prices, the environment of the business, etc. They will make an evaluation by taking into account the factors affecting satisfaction, such as As a result, the satisfied consumer will visit the business again. In this context, businesses have started to develop themselves in this regard by turning to modern marketing approaches in order to ensure customer satisfaction. The experiential marketing we encounter here aims to create a unique, unforgettable experience for consumers through goods and services, and customer loyalty acts as an important tool in ensuring satisfaction. In experiential marketing, it is aimed to provide customers with special and different consumption experiences by focusing on the customer. Since the experience of each consumer will be unique to him, it is tried to create personal memorable values. The aim of the study; is to determine the effect of experiential marketing practices on consumers' behavioral intentions. The research was carried out in February and March 2022 by using the survey technique on shopping malls and customers who prefer these businesses. In the research, 410 questionnaires were collected online in the electronic environment and the obtained data were analyzed with the SPSS package program. According to the results of the research, it has been determined that the dimensions of experiential marketing have an effect on the behavioral intentions of consumers.