The effect of experiential value elements on customer loyalty in the clothing industry

Experience is an increasingly important concept for both customers and businesses today. Beyond providing services and products, providing consumers with an experience and gaining value as a result of experiences play an important role in gaining customer loyalty. Businesses that being aware of this focus on experiential marketing practices and thus experience in their activities. In this thesis, it is aimed to investigate the effect of experiential value elements on customer loyalty. In the study of the effect, the clothing sector was discussed. In the analysis of the research, data were collected through an online questionnaire from 332 individuals who were shopping in the clothing sector over the age of 18 and volunteered to participate in the study, using the convenience sampling method. The effect of each of the six sub-dimensions of experiential value, namely self-worth, service value, material value, pleasure value, functional value, and escape value, on customer loyalty was examined. This effect was investigated by structural equation modeling (SEM). When the analysis results are evaluated; Self-worth has a positive and significant effect on customer loyalty, service value has a meaningless effect on customer loyalty, pleasure value has a positive and significant effect on customer loyalty, material value has a meaningless effect on customer loyalty, functional value has a positive and significant effect on customer loyalty. It has been seen that the escape value has a negative effect on customer loyalty.