Investigation of the effect of customer experience on customer satisfaction in the retail sector

In this study, it has been aimed to investigate the relationship between customer experience and customer satisfaction and to determine the effect of customer experience on customer satisfaction. For this purpose, an application was carried out with the participation of 449 consumers visiting the Happy Center store in Kağıthane district in Istanbul. Research data were collected through a questionnaire consisting of three parts; Personal Information Form, Customer Experience Scale and Customer Satisfaction Scale. The research data were analyzed by SPSS 24.0 statistics program. As a result of the research, it has been determined that there is a positive relationship between customer experience and customer satisfaction. Brand experience, service experience, and post-purchase consumption experience, which are the components of customer experience, have a positive effect on customer satisfaction. According to the participants' perceptions of customer experience, education level, and occupational variable, their level of satisfaction have shown a statistically significant difference according to the education level variable. In the light of the results obtained in the research, suggestions have been made for practitioners and researchers.