Effect of experiential marketing on customer satisfaction and behavioral intention: A case study of food and beverage companies

Experiential marketing is expressed as ensuring to customers holistic experiences related with sensory, emotional, cognitive, physical and social experience and strategically managing these experiences. According to this approach, nowadays successful customer relations come true through the provision of a holistic experience. In this context, the aim of the study is to put forth current situation in terms of creating the customer experience of experiential marketing practices in the 1st class food and beverage companies and with the implementation of the survey to customers, to determine results of experiential marketing on customer satisfaction and behavioral intention and to evaluate resulting data the scope of the literature. In this study based on field research have implemented face to face interviews İzmir 1st class restaurant customers basis of judgmental sampling. SPSS 22 software has been utilized for descriptive statistics and reliability analysis and AMOS 20 has been utilized for confirmatory factor analysis and path analysis (structural model) KEYWORDS: Experiential Marketing, Behavioral Intentions, Customer Satisfaction, Food and Beverage Companies, Structural Equation Modeling.