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The Effects of Experiential Marketin...

Erbas, Ayten Pinar,

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The Effects of Experiential Marketing on Customer Satisfaction and Loyalty: a Study on Starbucks = = Dneyimsel Pazarlamanin Musteri Memnuniyeti ve Sadakati Uzerindeki Etkisi: Starbucks Uzerine Bir Calisma /

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The Effects of Experiential Marketing on Customer Satisfaction and Loyalty: a Study on Starbucks =/ Ayten Pinar Erbas.
其他題名:	Dneyimsel Pazarlamanin Musteri Memnuniyeti ve Sadakati Uzerindeki Etkisi: Starbucks Uzerine Bir Calisma /
作者:	Erbas, Ayten Pinar,
面頁冊數:	1 electronic resource (232 pages)
附註:	Source: Masters Abstracts International, Volume: 83-05.
Contained By:	Masters Abstracts International83-05.
標題:	Coffeehouses. -
電子資源:	https://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28531876
ISBN:	9798516982651

The Effects of Experiential Marketing on Customer Satisfaction and Loyalty: a Study on Starbucks = = Dneyimsel Pazarlamanin Musteri Memnuniyeti ve Sadakati Uzerindeki Etkisi: Starbucks Uzerine Bir Calisma /
Erbas, Ayten Pinar,

The Effects of Experiential Marketing on Customer Satisfaction and Loyalty: a Study on Starbucks =Dneyimsel Pazarlamanin Musteri Memnuniyeti ve Sadakati Uzerindeki Etkisi: Starbucks Uzerine Bir Calisma /Ayten Pinar Erbas. - 1 electronic resource (232 pages)

Source: Masters Abstracts International, Volume: 83-05.

Bernd H. Schmitt'in deneyimsel pazarlama modelinden yola cikarak hazirlanan bu calismada, deneyimsel pazarlamanin musteri memnuniyeti ve sadakati ile olan iliskisi incelenmistir. Hizmet sektoru ve ozellikle zincir kahve magazalari pazari icin deneyimsel pazarlamanin etkili bir pazarlama iletisimi stratejisi oldugunu vurgulamak isteyen bu calismayla, deneyimsel pazarlamanin tuketici davranislari uzerindeki etkisi ele alinmistir. Calismanin verisi 306 Starbucks musterisinden toplanmis ve SPSS programi kullanilarak analiz edilmistir. Analizler sonucunda, tuketiciler tarafindan en cok ve en az begenilen deneyimsel pazarlama ogeleri, musteri memnuniyeti ve sadati uzerinde etkili olan stratejik deneyimsel pazarlama modulleri ve farkli hedef kitlelerin deneyimsel pazarlamaya olan yaklasimlari arasindaki farklar ortaya cikarilmistir. Ayrica, deneyimsel pazarlama konusunda yapilacak ileriki caliþmalarda kullanilmak uzere yeni bir kavramsal model de bu calisma kapsaminda sunulmustur.

English

ISBN: 9798516982651Subjects--Topical Terms:

3696512
Coffeehouses.

The Effects of Experiential Marketing on Customer Satisfaction and Loyalty: a Study on Starbucks = = Dneyimsel Pazarlamanin Musteri Memnuniyeti ve Sadakati Uzerindeki Etkisi: Starbucks Uzerine Bir Calisma /
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520 $a Bernd H. Schmitt'in deneyimsel pazarlama modelinden yola cikarak hazirlanan bu calismada, deneyimsel pazarlamanin musteri memnuniyeti ve sadakati ile olan iliskisi incelenmistir. Hizmet sektoru ve ozellikle zincir kahve magazalari pazari icin deneyimsel pazarlamanin etkili bir pazarlama iletisimi stratejisi oldugunu vurgulamak isteyen bu calismayla, deneyimsel pazarlamanin tuketici davranislari uzerindeki etkisi ele alinmistir. Calismanin verisi 306 Starbucks musterisinden toplanmis ve SPSS programi kullanilarak analiz edilmistir. Analizler sonucunda, tuketiciler tarafindan en cok ve en az begenilen deneyimsel pazarlama ogeleri, musteri memnuniyeti ve sadati uzerinde etkili olan stratejik deneyimsel pazarlama modulleri ve farkli hedef kitlelerin deneyimsel pazarlamaya olan yaklasimlari arasindaki farklar ortaya cikarilmistir. Ayrica, deneyimsel pazarlama konusunda yapilacak ileriki caliþmalarda kullanilmak uzere yeni bir kavramsal model de bu calisma kapsaminda sunulmustur.
520 $a Primarily inspired from Bernd H. Schmitt's experiential marketing model, this study is focused on the relationship between experiential marketing, customer satisfaction and loyalty. With an objective to investigate experiential marketing as an effective tool in marketing communications, this study detected the effect of experiential marketing efforts on consumer behavioral outcomes to provide insight into the services sector and especially the coffee chain store market. Data were collected from 306 Starbucks consumers and a series of SPSS analyses were undertaken. As a result of the analyses, the most and least rewarded experiential marketing items, the effective strategic experiential marketing modules and besides the differences in different target groups' approach to the concept were found and understood. Besides, a new conceptual model was developed to be used in further research investigating the concept of experiential marketing.
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