Effect of experiential marketing on purchase intention

Customers' experiences are very important in their intention to repurchase a product or service. The customer, who is satisfied with the service experience, may intend to purchase the same product again. Especially with the increasing online shopping applications in recent years, this situation has become a subject that needs to be examined. In this context, the effect and relationship between customers' service experiences and repurchase intentions were examined in this study. In the research, firstly, a conceptual explanation about experiential marketing and purchase intention was given, and then the application part was passed. Within the scope of the research, the effect of service experiences of customers using an online shopping application belonging to a leading company operating in the retail clothing sector in Turkey on their repurchase intention has been examined. 393 people using the application participated in the research. Relational screening model, one of the quantitative methods, was used in the research. The collection of data was carried out through the questionnaire formed by adapting the questionnaire questions obtained from the studies in the literature. The obtained data were analyzed with the SPSS program. The findings show that service experiences and repurchase intentions differ according to the demographic variables of the participants. However, within the scope of the research, the effect of service experience on repurchase intention was examined and a meaningful result was obtained. Therefore, it can be stated that the service experiences of the participants participating in the research have an effect on their intention to repurchase. Another result is that there is a positive and significant relationship between service experience and repurchase intention.