Özet:

Experiential marketing, which focuses on the sensual, emotional, mental, relational and behavioral dimensions, rather than the functional benefits of the goods and services offered to the consumer, has begun to be applied in the tourism sector as in many sectors. The purpose of this research is to identify the size of experience that affects the customer experience in accommodation, and to reveal the impact of customer experience on customer satisfaction and loyalty. The research was carried out in 2018 with the participation of local customers living in 4 and 5 star accommodation companies located in the city centre of Konya. The method of sampling is easy to use, and the number of sampling is determined by the layer sampling method. The data collected through the survey, 16 of the returned 436 surveyes were found missing and erroneous. A total of 420 surveys were used for analysis. Correlation and regression analyses have been conducted to identify the relationship and impact between customer experience dimensions, customer satisfaction and customer loyalty. The development of the skills that customers have by participating in training activities in the accommodation enterprises or acquiring new skills (education), self-esteem, recognition and strengthening their social images (social satisfaction), value-adding (alturistic) experiences and satisfaction are the key factors behind them. When the relationship between the subdimensions of customer experience and customer loyalty is studied, the conclusion is that education, social satisfaction, social interaction and alturistic dimensions have a positive impact on customer loyalty. In addition to the training, social satisfaction and alturistic experience factors that also provide customer satisfaction, the experience of interaction (social interaction) with other customers and employees in the same company during the stay has appeared as a factor that provides customer loyalty.

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