出版社：National Defense University Barbaros Naval Sciences and Engineering Institute Journal of Naval Science and Engineering
摘要：The competition in marketing at the Shopping Centers is getting hotter and besides this rivalry the purchasing power of customers are rising.So what is important for the consumers is altering from perfect product to perfect consumer experience offered by companies.This paper makes use of service quality as the disturbance variable and makes research on the impacts of experiential marketing on customers’ satisfaction and customer loyalty.The study object is customers of Shopping Centers in Istanbul and the data collection method used here is questionnaire.(Questionnaires are recovered then SPSS 11.5 used to factor analysis,reliability & validity analysis,hierarchical regression analysis respectively).It is hoped that,the results and findings of the research will be helpful to Shopping Centers in the application of experiential marketing.
其他摘要：Alışveriş merkezlerinde pazarlama rekabeti her geçen gün kızışmakta ve rekabetin yanı sıra müşterilerin satın alma güçleri de artmaktadır.Bu nedenle,tüketiciler için önem önceliği mükemmel üründen şirketler tarafından sunulacak mükemmel tüketici deneyimin
关键词：Experiential marketing;service quality;customer satisfaction;customer loyalty;shopping center
其他关键词：Deneyimsel pazarlama;servis kalitesi;müşteri memnuniyeti;müşteri sadakati;alışveriş merkezi
