Investigation of the effect of experimential marketing on corporate image and customer loyalty: An applied research on hospitality industry

The main purpose of this study is to measure the effects of experimential marketing modules on corporate image and customer loyalty. For thıs purpose, in the first part of the study, domestic and foreign literatüre was scanned and a conceptual framework related to experiential marketing modules, corporate image and customer loyalty was created. Then, in order to determine the effects of experiential marketing modules on the corporate image and customer loyalty, an application was carried out on 428 hotel customers staying in a hotel businesses serving tourism in the Belek tourism region of Antalya province and the data in the analysis section were explained. Hypotheses were tested by analyzing the obtained data in SPSS program. As a result of the research, sensory, emotional, intellectual, relational and behavioral factors were found to have a statistically positive effect on the corporate image. In addition, sensory, emotional and relational factors have been found to have positive effects on customer loyalty. It has been revealed that there is a positive relationship between corporate image and customer loyalty. Key Words: Experiential Marketing, Corporate İmage, Customer Loyalty, Hospitality Management, Tourism