A study on the investigation of relationships between experiential quality, price fairness and experiential value

The aim of this study is to determine the effect of experiential quality on experiential value and whether price fairness has a mediating effect between these two variables. In addition, it was aimed to make a comparison between two separate samples in which the research data were collected. Finding the relationships between experiential quality, price fairness and experiential value is expected to provide guidance especially for companies operating in the service sector. Consumers who live in Sakarya and experience Starbucks and Kahve Dünyası are the universe of the research. In order to identify the coffee companies, domestic and foreign coffee companies which has the most branches in Turkey are choosen and data were collected from the customers of these two coffee companies. The data collected from 389 Starbucks and 388 Kahve Dünyası customers by questionaires technique and analyzed with structual equation modeling (SEM). As a result of the research, it has been seen that experiential quality has a positive effect on experiential value and price fairness and price fairness has a partial mediating effect between experiential quality and experiential value. According to the comparison between Starbucks and Kahve Dünyası customers, there is a significant difference in the relationship between experiential quality and price fairness variables. Keywords: Consumer Experience, Experiential Marketing, Experiential Quality, Experiential Value, Price Fairness