Deneyimsel Pazarlama Unsurları ve Sadakat Arasındaki İlişkide Müşteri Deneyiminin ve Tüketicilerin Algıladığı Faydanın Aracılık Rolü: Alışveriş Merkezlerinde Bir Araştırma
Mediating Role of Customer Experience and Consumer Perceived Benefit in the Relationship Between Experiential Marketing Elements and Loyalty: A Research In Shopping Centers

Summary/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

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