Evaluation of the age of 65 and over customers within experience marketing in banking sector

In today's intense competitive environment, with the increasing expectations of consumers, some changes have occurred in their desires and needs. Consumers are not only interested in the functional characteristics of the goods or services they buy, but also want them to be meaningful for themselves and provide unforgettable experiences. As traditional marketing approaches are not sufficient to ensure customer satisfaction and loyalty, businesses have started to develop new strategies to meet the expectations of consumers, focusing on the customer and aiming to provide special experiences to customers by considering the values they attach importance to. Businesses try to establish an emotional connection with their customers through their experiences and aim to make a difference against their competitors with consumer-oriented experience marketing practices. Businesses reach their customers by using goods and services between the experience modules and marketing activities. In the traditional marketing approach, banks in the banking sector only offered the goods or services they wanted to offer in a way to increase the profitability of the bank. Together with the modern marketing approach and the technological advances, the changes in customer demands and increasing competition made the experience marketing applications indispensable in the banking sector. Banks aim to provide goods and services to their customers by using strategies that will ensure success for the bank with the experience marketing modules by making use of customer experiences. The issue of "Experience Marketing", which has not yet attracted much attention in the direction of implementation for businesses that want to take part in this market, which is formed by rapidly growing older consumers in the world and in Turkey, reveals its importance in this aspect (Meneely, Burns and Strugnell 2009: 1043-1044; Lesakova 2016: 243). In this study, banking service experiences of the customers aged 65 and over are examined with "experience marketing modules". Key words: Experience Marketing, Experience Marketing Modules, Experience Marketing Mix, Banking Services, Customers aged 65 and over