The effect of customer experience on customer loyalty in the instant coffee sector

In this study, it is aimed to examine the relationship between customer experience and customer loyalty in instant coffee stores. In addition, another aim of the study is to examine whether customers perceived experiences and loyalty levels towards instant coffee stores differ according to their descriptive characteristics. In line with this purpose, an application was carried out with the participation of 407 instant coffee shop customers located in the European side of Istanbul between 05 /10 -20/10 2020. The research data were collected through a questionnaire form consisting of three parts: Personal Information Form, Experiential Marketing Scale and Customer Loyalty Scale. The research data were analyzed using the SPSS 24.0 statistics program. According to the results of the research, sensory, emotional, relational and behavioral experiences have a statistically significant and positive effect on the loyalty levels of instant coffee shop customers. Customer experience of instant coffee shop customers shows a statistically significant difference according to marital status, age, education level and frequency of going to instant coffee shops. According to this, the customer experience perception towards instant coffee stores is higher in the customers who are single, between the ages of 18-29 and undergraduate degree, while the customers who visit these stores 3 times a month or less are lower. The level of customer loyalty differs only by gender, and loyalty level of male customers is statistically higher than women. In the light of the results obtained in the study, suggestions were made for practitioners and researchers.