Investigating customer experience that creates brand loyalty: A netnographic case study of five star hotels in Cappadocia

In today's global market, a new order has emerged where consumers have more demands from companies. In order to keep existing customers and attract new customers, companies need to make extra efforts. Offering a unique experience for customers has an important role in brand loyalty development process. Companies may benefit from providing outstanding consumer experience by increasing brand awareness, brand loyalty and profit. The first step to achieve these benefits is understanding consumer experience which is a complex issue indeed. The main purpose of this thesis aims to understand and define the underlying dimensions of consumer experience by conducting a literature review and utilizing a case study research of five star hotels in the Cappadocia region with Nethnography method. The study examines the relationship between consumer experience and brand loyalty trough analysing consumer reviews posted online. The analysis indicates that consumer experiences of the analysed Cappadocia hotels are grouped around five main headings: These are 'comfort', 'hedonic', 'novelty', 'recognition', and 'sense of beauty' in order of analysis. It is concluded that positive consumer experience contributes to brand loyalty. Anahtar kelimeler: Netnografi, Kapadokya, Müşteri Deneyimi, Marka Sadakati