The effect of customer experience on brand loyalty in omnichannel logistics

Retailers, who are trying to adapt to the rapidly growing competitive environment with the technological innovations and changes in customer shopping behaviors in recent years, and who want to achieve success, adopt the omni channel marketing method, which is one of the new generation marketing strategies. Thanks to this marketing method, customers are offered a consistent, uninterrupted and integrated shopping experience through many channels. Increasing customer expectations in multi-channel retailing are expanding distribution patterns. It is thought that the omni channel logistics strategy applied correctly can affect the purchasing behavior of the customers and provide a better experience as a result of the advantages it will provide to the customer, such as fast delivery, correct product delivery, easy tracking of the order, delivery or return at the desired place and time.Based on its importance and this idea, the aim of this study is to try to determine the effect of customer experience on brand loyalty in omni channel logistics services and to reveal whether this loyalty remains at the stage of repurchase or recommendation. For this purpose, an online survey was conducted with 417 users aged 18 and over living in Bandırma, of Teknosa, DeFacto and Domino's stores, which carry out omni channel logistics activities in three different retail sectors. According to the results obtained in the research, the dimensions of experience that are effective on brand loyalty; intellectual, behavioral, relational, and recreational experiences, while ineffective experience dimensions are sensory and emotional dimensions. It has been determined that the loyalty variable is also effective on the repurchase and recommendation dimensions. In addition, it was observed that there was no significant difference in the dimensions of experiential marketing for the three preferred brands.