(Mediating Role of Customer Experience and Consumer Perceived Benefit in the Relationship Between Experiential Marketing Elements and Loyalty: A Research In Shopping Centers)

Abstract

Purpose – The changing preferences and consumption processes of consumers have influenced the development and formation of experiential marketing approach in the field of marketing. Shopping centers are among the most important contact points where experiential marketing practices meet consumers. In this study, the effect of the types of experiences, the effect of experience providers, customer experience, the benefits perceived by consumers in shopping malls and customer satisfaction on customer loyalty were investigated in terms of shopping centers. Thus, it is aimed to contribute to the literature about the experiential marketing. Design/methodolgy/approach – The survey conducted with the visitors of five shopping centers in Istanbul was applied to 529 participants and the data were analyzed with hierarchical regression models Findings – Survey data were analyzed and a significant relationship was found between the variables. Customer experience and the perceived benefits of consumers in shopping malls have been shown to have a partial inter-variable role between, experience types and experience providers, as an experiential marketing element and customer loyalty. Discussion – In terms of the scope of the study, shopping centers should determine the benefits expected by consumers and plan their marketing activities accordingly. According to the findings of the research, emotional experiences are effective in creating loyalty and increasing the level of loyalty in the customer. On the other hand, it is not necessary to see shopping as an activity where only certain needs are met and it would be necessary to provide experiences that will stimulate the emotions of consumers in a positive way. In order to experience the time spent in the shopping center with excited and pleasant emotions, first of all, the physical environment element and personnel factor should be handled with care as an experience provider.