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Deneyimsel Pazarlamanın Kulaktan Kulağa Pazarlama ve Tekrar Satın Alma Niyeti Üzerindeki Etkileri: Çay Satış Mağazalarına Yönelik Bir Uygulama

Yıl 2023, Cilt: 15 Sayı: 29, 405 - 426, 28.12.2023

Özlem Şibil Emel Yıldız

https://doi.org/10.38155/ksbd.1283317

Öz

Günümüzde oldukça kalabalık sayılabilecek işletmelerden biri de yiyecek ve içecek işletmeleridir. Pazarlama uzmanları, piyasada rekabette üstünlüğü elde etmek için çabalayan bu tür işletmelere, tüketicilerin duygusal yönlerine daha fazla dokunmaları gerektiğini ve bir ürüne yatırım yapılma ve/veya ürünün diğer müşterilere iletilmesi gerektiğini aktarmalıdır. Geçmiş çalışmalarda deneyimsel pazarlama konusu kapsamlı bir şekilde araştırılmış olsa da çay satış mağazalarında deneyimsel pazarlamanın alt boyutlarının kulaktan kulağa iletişim ve tekrar satın alma niyeti üzerindeki etkileriyle ilgili literatürde bir boşluk olduğu görülmüştür. Bu sebeple bu araştırmada, çay satış mağazalarından ürün veya hizmet alan tüketicilerin mağaza yönelik deneyimlerini diğer tüketicilere kulaktan kulağa ileterek tüketicilerin tekrar satın alma niyeti üzerindeki etkisi incelenmiştir. Rize ilinde daha önce çay satış mağazalarından ürün veya hizmet satın almış 415 tüketiciden veri toplanmıştır. Verilerin analizi için yapısal eşitlik modeli (YEM) ve SPSS24 paket programı kullanılmıştır. Yapılan analizler sonucunda duygusal, düşünsel, fiziksel ve sosyal deneyimin kulaktan kulağa pazarlama üzerinde pozitif ve anlamlı bir ektisinin bulunduğu fakat duyusal deneyimin kulaktan kulağa pazarlama üzerinde anlamlı bir etkiye sahip olmadığı tespit edilmiştir. Ayrıca kulaktan kulağa pazarlamanın tekrar satın alma niyeti üzerinde pozitif ve anlamlı bir ektiye sahip olduğu saptanmıştır.

Anahtar Kelimeler

Deneyimsel Pazarlama Kulaktan Kulağa Pazarlama Tekrar Satın Alma Niyeti

Destekleyen Kurum

-

Proje Numarası

-

Teşekkür

-

Kaynakça

  • Ali, A., ve Bhasin, J. (2019). Understanding Customer Repurchase Intention in E-Commerce: Role of Perceived Price, Delivery Quality, And Perceived Value. Jindal Journal of Business Research, 8(2), 142-157.
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  • Al-jazzzri, M. (2014). Analisis Pengaruh Kepuasan, Kualitas, Dan Experiential Marketing Terhadap Word Of Mouth Situs Jejaring Sosial Twitter Pada Mahasiswa Feb Universitas Brawijaya. Doctoral dissertation, Universitas Brawijaya.
  • Anggraini, N. P. N., Jodi, I. W. G. A. S., ve Putra, D. P. (2020). The Influence of Experiential Marketing and E-Service Quality on E-Satisfaction and Repurchase Intention. In Journal of International Conference Proceedings, 3(2), 50-58.
  • Anitha, J. (2019). Analısıs Pengaruh Kepuasan, Kualıtas, Dan Experıentıal Marketıng Terhadap Word Of Mouth Sıtus Jejarıng Sosıal Twıtter (Studı Pada Mahasıswa Stıe Malangkuҫeҫwara). Program Studı Manajemen Sekolah Tınggı Ilmu Ekonomı (Stıe) Malang Kuҫeҫwara, Doctoral Dissertation, Malang.
  • Arif, M. E. (2019). The Influence of Electronic Word of Mouth (Ewom), Brand Image, And Price On Re-Purchase Intention of Airline Customers. Jurnal Aplikasi Manajemen, 17(2), 345-356.
  • Aristiawan S. A, Dwi Putra Buana S., ve Handry Sudiartha A. (2019). Effect of Experiential Marketing on Word of Mouth with Satisfaction as Intervening Variable (Study at GO-JEK Customer in Mataram). Global Journal of Management and Business Research: E Marketing, 19(7-E).
  • Avcı, İ., ve Yıldız, E. (2021). İndirim Marketlerinde Satılan Aktüel Ürünlere Yönelik Algılanan Kalite, Fiyat ve Ürünün Tekrar Satın Alma Niyeti Üzerindeki Etkileri ve Ağızdan Ağıza Pazarlama Davranışının Aracılık Rolü. Karadeniz Teknik Üniversitesi Sosyal Bilimler Enstitüsü Sosyal Bilimler Dergisi, 11(22), 389-411.
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  • Chaniotakis, I. E., ve Lymperopoulos, C. (2009). Service Quality Effect on Satisfaction and Word of Mouth ın The Health Care Industry. Managing Service Quality: An International Journal, Vol. 19(2), 229-242.
  • Çilingir, Z., Yildiz, S., & Kurtuldu, H. S. (2011). Kulaktan Kulağa İletişim: Alışveriş Merkezi Müşterileri Üzerinde Bir Pilot Çalışma. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 24(3), 95-115.
  • Davidow, M. (2003). Have You Heard The Word? The Effect of Word of Mouth on Perceived Justice, Satisfaction and Repurchase Intentions Following Complaint Handling. The Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 16, 67-80.
  • Deligöz, K. (2014). Deneyimsel Pazarlama Uygulamalarının Marka Tercihi Üzerindeki Etkisini Belirlemeye Yönelik Bir Araştırma (Kahve Dünyası ve Starbucks Örneği). Yüksek Lisans Tezi, Atatürk Üniversitesi Sosyal Bilimler Enstitüsü, Erzurum.
  • East, R., Romaniuk, J., Chawdhary, R., ve Uncles, M. (2017). The Impact of Word of Mouth on Intention to Purchase Currently Used and Other Brands. International Journal of Market Research, 59(3), 321-334.
  • Erbaş, A. P. (2010). The Effect of Experiential Marketing on Customer Satisfaction and Loyalty: A Study on Starbucks. Yüksek Lisans Tezi, Marmara Üniversitesi Sosyal Bilimler Enstitüsü, İstanbul.
  • Eze, J. F., Nnabuko, J., ve Etuk, A. (2014). An Evaluation of E-Word-of-Mouth Communication on Brand Equity in Cross River State, Nigeria. International Journal of Development and Sustainability, 3(9), 1814-1821.
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  • Gaylard, L. (2015). The Tea Book: Experience the World's Finest Teas. New York: Dorling Kindersley Limited.
  • Genç, F. (2020). Türkiye'de Çay Üretimi ve Değişen Sosyal İlişkiler. Yüksek Lisans Tezi, Marmara Üniversitesi Sosyal Bilimler Enstitüsü, İstanbul.
  • Goyette, I., Ricard, L., Bergeron, J., ve Marticotte, F. (2010). E‐WOM Scale: Word‐of‐Mouth Measurement Scale For E‐Services Context. Canadian Journal of Administrative Sciences, 27(1), 5-23.
  • Hananto, Y. T. ve Wibowo, E. A. (2021). Pengaruh Experıentıal Marketıng Terhadap Word of Mouth Konsumen. Jurnal Manajemen, Organısası Dan Bısnıs (Jmob), 1(1), 66-78.
  • Handayani, R., Ruswanti, E., Hilmy, M. R., ve Adhikara, M. A. (2021). Communication Effectiveness of Doctors and Patients, Loyalty, Word of Mouth, On Repurchase Intentions at District Public Hospital Tangerang, Indonesia. Journal of Multidisciplinary Academic, 5(4), 334-340.
  • Hendrayana, A.S. Imas Maesaroh, I., Deden Taryana D., (2015). Pengaruh Experıentıal Marketıng Dan Cıtra Unıversıtas Terbuka Terhadap Word of Mouth Mahasıswa, Jurnal Manajemen dan Bisnis, 12(2), 216-226.
  • Hestin, D. (2018). Pengaruh Experiential Marketing, Kepuasan dan Kualitas Produk Terhadap Word of Mouth pada Kedai Ayam Kremes Mas Boy Jember. Doctoral dissertation, Universitas Muhammadiyah Jember.
  • Hidayat, N. (2019). Pengaruh Experiential Marketing terhadap Kepuasan Konsumen serta dampaknya pada Word of Mouth (Studi pada Pengunjung Transmart Carrefour Kubu Raya). Equator Journal of Management and Entrepreneurship, 7(1), 1-16.
  • Hsiao, C. H., Tang, K. Y., ve Su, Y. S. (2021). An Empirical Exploration of Sports Sponsorship: Activation of Experiential Marketing, Sponsorship Satisfaction, Brand Equity and Purchase Intention. Frontiers in Psychology, 12, 1-13.
  • Ilyas, G. B., Rahmi, S., Tamsah, H., Munir, A. R., ve Putra, A. H. P. K. (2020). Reflective Model of Brand Awareness on Repurchase Intention and Customer Satisfaction. The Journal of Asian Finance, Economics and Business, 7(9), 427-438.
  • Imani, E. N. (2015). Pengaruh Experiental Marketing Terhadap Word of Mouth Secara Islamı (Survei Pada Kafe Kopinion Pizza & Coffee Malang). Doctoral Dissertation, Universitas Islam Negeri Maulana Malik Ibrahim Malang.
  • Indrawati, L., Hermanto, Y. B., ve Panjaitan, T. W. (2022). Implementation of Experiential Marketing in Tourism Development in East Java. Budapest International Research and Critics Institute: Humanities and Social Sciences, 5(1), 5360-5371.
  • Irawati (2008). Pengaruh Experiential Marketing Terhadap Perilaku Word of Mouth Konsumen Macintosh. Fakultas Ilmu Sosial dan Ilmu Pemerintahan Universitas, Indonesia.
  • Jannah, U. I. (2020). Analisis Pengaruh Experiential Marketing Terhadap Word of Mouth (WoM) Dengan Kepuasan Pelanggan Sebagai Mediasi: Studi Kasus Kafe Sejenak Malang. Undergraduate Thesis, Universitas Islam Negeri Maulana Malik Ibrahim, Indonesıa.
  • Kalaycı, Ş. (2006). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri. Ankara: Asil Yayın Dağıtım.
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The Effects of Experiential Marketing on Word of Mouth and Repurchase Intention: An Application for Tea Stores

Yıl 2023, Cilt: 15 Sayı: 29, 405 - 426, 28.12.2023

Özlem Şibil Emel Yıldız

https://doi.org/10.38155/ksbd.1283317

Öz

One of the businesses that can be considered as crowded in a large extent is the food and beverage businesses. Marketing professionals should convey to such businesses that they strive to gain a competitive edge in the market, that they need to tap more into the emotional aspects of consumers and that they should invest in a product and/or communicate the product to other customers. Although the subject of experiential marketing has been extensively researched in past studies, it has been observed that there is a gap in the literature regarding the effects of sub-dimensions of experiential marketing in tea outlets on word of mouth communication and repurchase intention. For this reason, in this research, the effect of consumers who buy products or services from tea stores on the repurchase intention of consumers by communicating their store-related experiences to other consumers was examined. Data were collected from 415 consumers who had previously purchased products or services from tea shops in Rize. Structural equation modelling (SEM) and SPSS24 package program were used for data analysis. As a result of the analysis, it was determined that feel, think, act and relate experience had a positive and significant effect on word of mouth marketing, but sense experience did not have a significant effect on word of mouth. In addition, word of mouth marketing has been found to have a positive and significant effect on repurchase intention.

Anahtar Kelimeler

Experiential Marketing Word of Mouth Repurchase Intention

Proje Numarası

-

Kaynakça

  • Ali, A., ve Bhasin, J. (2019). Understanding Customer Repurchase Intention in E-Commerce: Role of Perceived Price, Delivery Quality, And Perceived Value. Jindal Journal of Business Research, 8(2), 142-157.
  • Amir, H. (2007). Analisis Experiental Marketing, Emotional Branding, Dan Brand Trust terhadap Loyalitas Merek Mentari. Manajemen Usahawan Indonesia, No.06, Th.36, 22-28.
  • Al-jazzzri, M. (2014). Analisis Pengaruh Kepuasan, Kualitas, Dan Experiential Marketing Terhadap Word Of Mouth Situs Jejaring Sosial Twitter Pada Mahasiswa Feb Universitas Brawijaya. Doctoral dissertation, Universitas Brawijaya.
  • Anggraini, N. P. N., Jodi, I. W. G. A. S., ve Putra, D. P. (2020). The Influence of Experiential Marketing and E-Service Quality on E-Satisfaction and Repurchase Intention. In Journal of International Conference Proceedings, 3(2), 50-58.
  • Anitha, J. (2019). Analısıs Pengaruh Kepuasan, Kualıtas, Dan Experıentıal Marketıng Terhadap Word Of Mouth Sıtus Jejarıng Sosıal Twıtter (Studı Pada Mahasıswa Stıe Malangkuҫeҫwara). Program Studı Manajemen Sekolah Tınggı Ilmu Ekonomı (Stıe) Malang Kuҫeҫwara, Doctoral Dissertation, Malang.
  • Arif, M. E. (2019). The Influence of Electronic Word of Mouth (Ewom), Brand Image, And Price On Re-Purchase Intention of Airline Customers. Jurnal Aplikasi Manajemen, 17(2), 345-356.
  • Aristiawan S. A, Dwi Putra Buana S., ve Handry Sudiartha A. (2019). Effect of Experiential Marketing on Word of Mouth with Satisfaction as Intervening Variable (Study at GO-JEK Customer in Mataram). Global Journal of Management and Business Research: E Marketing, 19(7-E).
  • Avcı, İ., ve Yıldız, E. (2021). İndirim Marketlerinde Satılan Aktüel Ürünlere Yönelik Algılanan Kalite, Fiyat ve Ürünün Tekrar Satın Alma Niyeti Üzerindeki Etkileri ve Ağızdan Ağıza Pazarlama Davranışının Aracılık Rolü. Karadeniz Teknik Üniversitesi Sosyal Bilimler Enstitüsü Sosyal Bilimler Dergisi, 11(22), 389-411.
  • Başer A. (2006). Türkiye’de Tarım Destekleme Politikaları ve Çay Sektörü. Yüksek Lisans Tezi, Marmara Üniversitesi Sosyal Bilimler Enstitüsü, İstanbul.
  • Chaniotakis, I. E., ve Lymperopoulos, C. (2009). Service Quality Effect on Satisfaction and Word of Mouth ın The Health Care Industry. Managing Service Quality: An International Journal, Vol. 19(2), 229-242.
  • Çilingir, Z., Yildiz, S., & Kurtuldu, H. S. (2011). Kulaktan Kulağa İletişim: Alışveriş Merkezi Müşterileri Üzerinde Bir Pilot Çalışma. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 24(3), 95-115.
  • Davidow, M. (2003). Have You Heard The Word? The Effect of Word of Mouth on Perceived Justice, Satisfaction and Repurchase Intentions Following Complaint Handling. The Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 16, 67-80.
  • Deligöz, K. (2014). Deneyimsel Pazarlama Uygulamalarının Marka Tercihi Üzerindeki Etkisini Belirlemeye Yönelik Bir Araştırma (Kahve Dünyası ve Starbucks Örneği). Yüksek Lisans Tezi, Atatürk Üniversitesi Sosyal Bilimler Enstitüsü, Erzurum.
  • East, R., Romaniuk, J., Chawdhary, R., ve Uncles, M. (2017). The Impact of Word of Mouth on Intention to Purchase Currently Used and Other Brands. International Journal of Market Research, 59(3), 321-334.
  • Erbaş, A. P. (2010). The Effect of Experiential Marketing on Customer Satisfaction and Loyalty: A Study on Starbucks. Yüksek Lisans Tezi, Marmara Üniversitesi Sosyal Bilimler Enstitüsü, İstanbul.
  • Eze, J. F., Nnabuko, J., ve Etuk, A. (2014). An Evaluation of E-Word-of-Mouth Communication on Brand Equity in Cross River State, Nigeria. International Journal of Development and Sustainability, 3(9), 1814-1821.
  • FAO, (2022). International tea market: market situation, prospects and emerging issues, Erişim adresi: https://www.fao.org/3/cc0238en/cc0238en. Pdf.
  • Gaylard, L. (2015). The Tea Book: Experience the World's Finest Teas. New York: Dorling Kindersley Limited.
  • Genç, F. (2020). Türkiye'de Çay Üretimi ve Değişen Sosyal İlişkiler. Yüksek Lisans Tezi, Marmara Üniversitesi Sosyal Bilimler Enstitüsü, İstanbul.
  • Goyette, I., Ricard, L., Bergeron, J., ve Marticotte, F. (2010). E‐WOM Scale: Word‐of‐Mouth Measurement Scale For E‐Services Context. Canadian Journal of Administrative Sciences, 27(1), 5-23.
  • Hananto, Y. T. ve Wibowo, E. A. (2021). Pengaruh Experıentıal Marketıng Terhadap Word of Mouth Konsumen. Jurnal Manajemen, Organısası Dan Bısnıs (Jmob), 1(1), 66-78.
  • Handayani, R., Ruswanti, E., Hilmy, M. R., ve Adhikara, M. A. (2021). Communication Effectiveness of Doctors and Patients, Loyalty, Word of Mouth, On Repurchase Intentions at District Public Hospital Tangerang, Indonesia. Journal of Multidisciplinary Academic, 5(4), 334-340.
  • Hendrayana, A.S. Imas Maesaroh, I., Deden Taryana D., (2015). Pengaruh Experıentıal Marketıng Dan Cıtra Unıversıtas Terbuka Terhadap Word of Mouth Mahasıswa, Jurnal Manajemen dan Bisnis, 12(2), 216-226.
  • Hestin, D. (2018). Pengaruh Experiential Marketing, Kepuasan dan Kualitas Produk Terhadap Word of Mouth pada Kedai Ayam Kremes Mas Boy Jember. Doctoral dissertation, Universitas Muhammadiyah Jember.
  • Hidayat, N. (2019). Pengaruh Experiential Marketing terhadap Kepuasan Konsumen serta dampaknya pada Word of Mouth (Studi pada Pengunjung Transmart Carrefour Kubu Raya). Equator Journal of Management and Entrepreneurship, 7(1), 1-16.
  • Hsiao, C. H., Tang, K. Y., ve Su, Y. S. (2021). An Empirical Exploration of Sports Sponsorship: Activation of Experiential Marketing, Sponsorship Satisfaction, Brand Equity and Purchase Intention. Frontiers in Psychology, 12, 1-13.
  • Ilyas, G. B., Rahmi, S., Tamsah, H., Munir, A. R., ve Putra, A. H. P. K. (2020). Reflective Model of Brand Awareness on Repurchase Intention and Customer Satisfaction. The Journal of Asian Finance, Economics and Business, 7(9), 427-438.
  • Imani, E. N. (2015). Pengaruh Experiental Marketing Terhadap Word of Mouth Secara Islamı (Survei Pada Kafe Kopinion Pizza & Coffee Malang). Doctoral Dissertation, Universitas Islam Negeri Maulana Malik Ibrahim Malang.
  • Indrawati, L., Hermanto, Y. B., ve Panjaitan, T. W. (2022). Implementation of Experiential Marketing in Tourism Development in East Java. Budapest International Research and Critics Institute: Humanities and Social Sciences, 5(1), 5360-5371.
  • Irawati (2008). Pengaruh Experiential Marketing Terhadap Perilaku Word of Mouth Konsumen Macintosh. Fakultas Ilmu Sosial dan Ilmu Pemerintahan Universitas, Indonesia.
  • Jannah, U. I. (2020). Analisis Pengaruh Experiential Marketing Terhadap Word of Mouth (WoM) Dengan Kepuasan Pelanggan Sebagai Mediasi: Studi Kasus Kafe Sejenak Malang. Undergraduate Thesis, Universitas Islam Negeri Maulana Malik Ibrahim, Indonesıa.
  • Kalaycı, Ş. (2006). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri. Ankara: Asil Yayın Dağıtım.
  • Kanopaite, V. (2015). The Impact of Experiential Marketing Use on Customer Perceived Value and Satisfaction in Lithuanian Restaurants. ISM University of Management and Economics, 4, 0-108.
  • Kayacan, B., ve Gültekin, Y. S. (2012). Yapısal Eşitlik Modellemesinin (YEM) Ormancılıkta Sosyo-Ekonomik Sorunların Çözümlenmesinde Kullanımı. III. Ormancılıkta Sosyo-Ekonomik Sorunlar Kongresi, İstanbul Üniversitesi, Orman Fakültesi, 18, 20.
  • Khalid, S., Ahmed, M. A., ve Ahmad, Z. (2013). Word-of-Mouth Communications: A Powerful Contributor to Consumers Decision-Making in Healthcare Market. International Journal of Business and Management Invention, 2(5), 55-64.
  • Khalifa, M., ve Liu, V. (2007). Online Consumer Retention: Contingent Effects of Online Shopping Habit and Online Shopping Experience. European Journal of Information Systems, 16(6), 780-792.
  • Kim, C., Galliers, R. D., Shin, N., Ryoo, J. H., ve Kim, J. (2012). Factors Influencing Internet Shopping Value and Customer Repurchase Intention. Electronic Commerce Research and Applications, 11(4), 374-387.
  • Kitapci, O., Akdogan, C., ve Dortyol, İ. T. (2014). The Impact of Service Quality Dimensions on Patient Satisfaction, Repurchase Intentions and Word-of-Mouth Communication in The Public Healthcare Industry. Procedia-Social and Behavioral Sciences, 148, 161-169.
  • Kitkowski, H.R. (2020). Experıentıal Marketıng’s Effecton Brand Awareness. Bachelor's Thesis, University of Arizona,Tucson, USA.
  • Köleoğlu, N., ve Çolakoğlu, H. (2017). Sanal Deneyimsel Pazarlama ve Ağızdan Ağza İletişim Niyeti İlişkisi. Journal of Awareness, 2(Special 2), 19-32.
  • Kusumawati, D. (2020). Pengaruh Kepuasan Dan Experıentıal Marketıng Terhadap Word of Mouth (Studi Pada Agen Hijab Arrafi Diandra Demak). Mımbar Admınıstrası Fısıp Untag Semarang, 1(21), 192-214.
  • Kuzucu, K. (2003). Türkiye'de Çaycılığın Tarihi Gelişimi. Türk Kültürü İncelemeleri Dergisi, Sayı:8, 75-96.
  • Leonnard, S. E., Comm M., Thung F. (2017). The Relationship of Service Quality, Word-of-Mouth, and Repurchase Intention in Online Transportation Services. Journal of Process Management and New Technologies, 5(4), 30-40.
  • Made Aristiawan S. A., Dwi Putra Buana S., ve Handry Sudiartha A. (2019). Effect of Experiential Marketing on Word of Mouth with Satisfaction as Intervening Variable (Study at GO-JEK Customer in Mataram). Global Journal of Management and Business Research, 19(7), 40-48.
  • Malkanthie, A. (2015). Structural Equation Modeling with AMOS. First Impression, Panadura: Nippon Graphics Pvt. Ltd.
  • Martin, L. (2007). Tea: The Drink That Changed the World, Tuttle Publishing.
  • Mendi, A.F. (2018). Türkiye Çay Endüstrisi: Sektörel ve Ampirik Bir Çalışma. International Journal of Social Sciences and Education Research, 4(2), 252-274.
  • Mismiwati, M. (2016). Pengaruh Kepuasan Pelanggan, Kualıtas Produk, Dan Experıentıal Marketıng Terhadap Word of Mouth Pada Percetakan Sabılul Haq. I-Economıcs: A Research Journal on Islamic Economics, 2(1), 19-30.
  • Muhammad, M., ve Artanti, Y. (2016). The Impact of Experiential Marketing on Word of Mouth With Customer Satisfaction as a Intervening Variable. Jurnal Dinamika Manajemen, 7(2), 182-190.
  • Neko, M. (2014). Pengaruh Experiential Marketing Terhadap Word of Mouth Konsumen Pada Jasa Transportasi Perum Damri Rute Pontianak-Kuching. Jurnal Manajemen Update, 3(1).
  • Prabowo, H., Astuti, W., ve Respati, H. (2020). Effect of Service Quality and Brand Image on Repurchase Intention through Word of Mouth at Budget Hotels Airy Rooms. Open Journal of Business and Management, 8(1), 194-207.
  • Prahiawan, W., Fahlevi, M., Juliana, J., Purba, J. T., Tarigan, S.A. (2021). The Role of E-Satisfaction, E-Word of Mouth and E-Trust on Repurchase Intention of Online Shop. International Journal of Data and Network Science, (5), 593-600.
  • Purwanto, N. (2016). Pengaruh Sense and Fell Expereınces Terhadap Word of Mouth Dengan Varıabel Kepuasan Pelanggan Sebagaı Varıabel Medıası. e-Jurnal Manajemen Kinerja, 2(1), 12-21.
  • Schmitt, B. (1999). Experiential Marketing. Journal of Marketing Management, 15, 53-67.
  • Schmitt, B., ve Zarantonello, L. (2013). Consumer Experience and Experiential Marketing: A Critical Review. Review of marketing Research, 10, 25-61.
  • Setiawati E., ve Rozinah S. (2020). Pengaruh Experıentıal Marketıng Dan Cıtra Perusahaan Terhadap Word of Mouth. Premıum Insurance Businees Journal, 7(1), 55-64.
  • Sumarga, H. E. (2019). Analısıs Pengaruh Kepuasan, Kualıtas, Dan Experıentıal Marketıng Terhadap Word of Mouth Aplıkası Whatsapp Pada Mahasıswa Feb Umt. Jurnal Manajemen dan Bisnis, 6(2), 88-98.
  • Tho, N. X., Lai, M. T., ve Yan, H. (2017). The effect of perceived risk on repurchase intention and word–of–mouth in the mobile telecommunication market: A case study from Vietnam. International Business Research, 10(3), 8-19.
  • Tian, H., Siddik, A. B., ve Masukujjaman, M. (2022). Factors affecting the repurchase ıntention of organic tea among millennial consumers: an empirical study. Behavioral Sciences, 12(2), 50-69.
  • Torabi, A., Hamidi, H., ve Safaie, N. (2021). Effect of sensory experience on customer word-of-mouth ıntention, considering the roles of customer emotions, satisfaction, and loyalty. International Journal of Engineering, 34(3), 682-699.
  • Uğur, U. (2017). Mağaza imajı unsurlarının, tekrar satın alma niyeti ve ağızdan ağıza pazarlama üzerine etkileri: sivas aydınlı hazır giyim mağazası örneği. Akademik Sosyal Araştırmalar Dergisi, Yıl: 5, Sayı: 40, 332-343.
  • Usta, H. (2004). Çay sektör profil araştırması. İstanbul Ticaret Odası, İstatistik Şubesi, İstanbul.
  • Vaajoensuu, M. (2018). Building brand equity through experiential marketing. Programa De Grado Negocios Internacionales, Arcada University, Pensilvania Estados Unidos.
Toplam 63 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Tüketici Davranışı
Bölüm Araştırma Makalesi
Yazarlar

Özlem Şibil 0009-0000-9202-818X

Emel Yıldız 0000-0001-7190-593X

Proje Numarası -
Yayımlanma Tarihi 28 Aralık 2023
Gönderilme Tarihi 14 Nisan 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 15 Sayı: 29

Kaynak Göster

APA Şibil, Ö., & Yıldız, E. (2023). Deneyimsel Pazarlamanın Kulaktan Kulağa Pazarlama ve Tekrar Satın Alma Niyeti Üzerindeki Etkileri: Çay Satış Mağazalarına Yönelik Bir Uygulama. Karadeniz Sosyal Bilimler Dergisi, 15(29), 405-426. https://doi.org/10.38155/ksbd.1283317
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