The effect of experiential marketing efforts and customer experience management on customer loyalty: a research in service sector and application of Türk Telekom in İzmir

Nowadays, the expectations of consumers who have shaped the strategies in the marketing world have changed quite a bit. Therefore, new competition strategies that are compatible with consumer expectations are needed. Traditional marketing efforts are not enough to satisfy the new consumer and make it a loyal customer. Because consumers are not only consuming products and services with their functional characteristics, they want to experience the consumption experiences that affect their sensual, emotional and cognitive aspects. Experimental marketing and customer experience management focused on the fact that consumers are rational decision makers as well as emotional decision makers that have a significant impact on their consumption is a strategy that many companies have taken over the past few years. It is aimed to give special and different consumption experiences to the customers by taking the customers in the focus of the experiential marketing and customer experience management. The experience to be experienced by each consumer will be unique, so it is tried to create customizable values. Increasing global awareness in consumers, increasing expectancy of consumption, product and service dimension, as well as the company's understanding of the consumer, because it is important to note that the consumer the importance of experiential marketing efforts is increasing day by day. Consumer is reached from every channel with experiential marketing and customer experience management. It focuses on the bases that customers value. Change and development are evident, a dynamic process that is constantly evolving according to the expectations of consumers. Within the framework of this process, the effect of the relevant strategy on the concepts of loyalty, satisfaction and word of mouth marketing has been researched. Customer experience and experiential marketing are often only attracted by the entertainment dimension. It is determined by the literature studies that the concept contains a wide range of factors and it is desired to be evaluated in the service sector as well. For this purpose, the literature survey was conducted and the constituted questionnaire form was applied to 423 respondents face to face and the effect of the variables was measured. Key words: Experiential Marketing, Customer Experience, Customer Experience Management, Loyalty, Satisfaction.