Abstract:

Purpose - The changing preferences of consumers and consumption processes influence the formation and development of an experienced marketing approach in the field of marketing. At the beginning of the important points of contact where experience marketing practices meet with consumers, shopping centers come. The study has studied the types of experience and the impact on customer loyalty through and through experience providers, customer experience and the benefits consumers perceive in shopping centers as experiential marketing elements. Thus, it is intended to provide a contribution to literature related to experience marketing. Method - The survey conducted with visitors of five shopping centers in Istanbul was applied to 529 participants and the data obtained was analyzed with hierarchical regression models. Results - The survey data has been analyzed and it has been found that there is a meaningful relationship between the variables. Customer experience and the benefits consumers perceive in shopping centers have been shown to have a partial variable role between the types of experience and the providers of experience and customer loyalty as an experimental marketing element. Discussions - When we look at the scope of the work, shopping centers need to identify the benefits consumers expect from them and plan their marketing work accordingly. According to the findings obtained in the research, emotional experiences are effective in creating loyalty in the customer and increasing the existing level of loyalty. On the other hand, it is necessary not to see shopping just as an event where specific needs are met and to offer experiences that will move consumers’ emotions in a positive direction. In order to experience the time spent in the shopping center with exciting and pleasant emotions, it is necessary to carefully deal with the physical environmental element and the staff factor as an experience provider.