Abstract:

The aim of the study is to try to determine the effect of experiential marketing on customer satisfaction and loyalty. Restaurants were chosen as the application area of the research. Quantitative research method was used in the study. An online survey was applied to the participants who received restaurant service throughout Turkey between 26 November 2021 and 15 March 2022, using the convenience sampling method. In total, 404 questionnaires were evaluated. Frequency, percentage, arithmetic mean, standard deviation, t-test, analysis of variance, factor and regression were used in the analysis of the data. As a result of the study, it was determined that the restaurant visited are “warm-friendly (57.8%)”, “comfortable (50.4%)” and “gourmet (45.4%)”. According to simple linear regression analysis, the participants' experiential marketing experience has been shown to increase customer satisfaction (F=72,736; p<0.05) and loyalty (F=96,231; p<0.05). It was statistically significant and the effect was positive. Additionally, according to the simple linear regression analysis conducted to determine whether the satisfaction of the participants who received restaurant service affects loyalty, it was found that the established model had a statistically significant and positive effect (F=414,568; p<0.05).

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