The effects of service experience and brand experience on airway transportation, satisfaction and intention to buy: An application in Erzincan province

With the modern consumption understanding that has become widespread day by day, the expectations of the customers from the brands have become an unforgettable experience that will connect them to the brand emotionally, excite them and touch their hearts rather than providing functional benefits. The aim of the study was to investigate the effect of service experience on brand experience and to integrate the customer's perception of brand and service experience and to determine the effect on behavioral intentions. The survey data were obtained from a survey applied to 350 passengers traveling from Erzincan Airport. Data were analyzed in statistical package programs and hypotheses were tested with structural equation modeling. As a result of the research, it has been concluded that service experience affects brand experience and satisfaction, brand experience satisfaction and purchase intention but service experience does not affect purchase intention again.