Özet:

The purpose of the research is to determine whether experience marketing practices have an impact on the quality of the service. A data collection tool consisting of three main dimensions has been developed to determine the impact of consumer perceptions on domestic cargo’s experience marketing practices on consumer perceptions on service quality. In the first section there are 6 demographic questions. The second section contains 25 items and five dimensions of "performing experience marketing" questions. The third section contains 22 articles and five dimensions of the quality perception of service. The research was conducted in advance by a frequency analysis. Later, illustrative statistics on the dimensions and materials related to the scales used in the research were included. The analysis of correlation and regression has been completed. According to the correlation analysis results, a positive and high-level relationship between experience marketing and service quality has been found (r=0,873). Regression analysis was conducted to determine the level of experience marketing practices detected after the correlation analysis affecting the quality of the service detected. The multi-regression model established for the domestic cargo brand has been founded to be generally meaningful. But the emotional and relative experience variables perceived from the independent variables in the model have not been determined to have a significant impact on the quality of service. On the other hand, there has been a reverse relationship between the emotional experience carried out within the context of the experience marketing practices and the quality of the service. Brands that can offer effective experience marketing practices can distinguish themselves from other brands, create customer satisfaction and significantly affect consumer preferences. Therefore, in order for consumers to be affected by the quality of the service of the domestic cargo brand, separate experiences should also be designed and implemented for the five dimensions of experience marketing. This should be a original approach and ensure that customers are interfering with all processes.

Özet:

The aim of the research is to determine whether experiential marketing practices have an impact on service quality. A data collection tool consisting of three main dimensions was developed to determine the effect of consumer perceptions of Yurtiçi Kargo on experiential marketing practices on consumer perceptions of this brand's service quality. In the first part, there are 6 demographic questions. In the second part, there are questions about perceived experiential marketing consisting of 25 items and five dimensions. In the third part, there are questions regarding the perception of service quality consisting of 22 items and five dimensions. Within the scope of the research, frequency analysis was performed first. Then, the dimensions related to the scales used in the research and descriptive statistics about the items were included. Finally, correlation and regression analyzes were performed and the study was completed. According to the results of the correlation analysis, a significant positive and high-level relationship was found between experiential marketing and service quality. (R = 0.873). After correlation analysis, regression analysis was conducted to determine the level of perceived experiential marketing practices affecting perceived service quality. The multiple regression model established for the Yurtiçi Kargo brand was generally significant. However, it was found that the perceived affective and social-identity experience variables, which were independent variables in the model, had no significant effect on the service quality. On the other hand, there is an inverse relationship between affective experience and service quality within the context of experiential marketing practices. Brands that can offer effective experiential marketing practices can differentiate themselves from other brands, create customer satisfaction and significantly affect consumers' preferences. Therefore, separate experiences should be designed and put into practice for five dimensions of experiential marketing in order for consumers to be affected by the service quality of Yurtiçi Kargo brand. In doing this, a unique approach should be adopted and customers should be involved in all processes.

Anahtar Kelimeler: