Üniversite Öğrencilerinde Kahve Mağazalarındaki Duyusal Pazarlamanın Deneyimsel Değer Açısından Değerlendirilmesi
Öz
Bu araştırmada, üniversite öğrencilerinde kahve mağazalarındaki duyusal pazarlamanın deneyimsel değer üzerindeki etkisinin incelenmesi amaçlanmıştır. Araştırma ilişkisel tarama modelinde yürütülmüştür. Araştırmanın örneklemini Türkiye’deki üniversite öğrencileri arasından kolayda örnekleme yöntemi ile seçilen toplam 388 gönüllü katılımcı oluşturmuştur. Araştırmada demografik bilgi formu, Duyusal Pazarlama Ölçeği ve Deneyimsel Değer Ölçeği kullanılarak birincil veri toplanmıştır. Araştırmada gerçekleştirilen analizlerde SPSS v26 programı kullanılmıştır. Araştırma hipotezlerini test etmek üzere regresyon analizleri gerçekleştirilmiştir. Araştırma sonucunda, duyusal pazarlamanın deneyimsel değer üzerinde pozitif yönde ve anlamlı bir etkisinin olduğu tespit edilmiştir. Alt boyutlara yönelik analizlerde duyusal pazarlamanın bütün boyutlarının deneyimsel değer üzerinde pozitif yönde ve anlamlı etkilerinin olduğu belirlenmiştir. Bu bulgulara göre, duyusal pazarlamanın hem genel olarak hem de bütün boyutları ile deneyimsel değere katkı sağladığı sonucuna ulaşılmıştır.
Anahtar Kelimeler
duyusal pazarlama deneyimsel pazarlama tüketici deneyimi deneyimsel değer
Etik Beyan
Etik Kurul Belgesi sisteme ek dosya olarak yüklenmiştir
Kaynakça
- Bell, E., Bryman, A., & Harley, B. (2022). Business research methods. Oxford: Oxford University Press.
- Chen, Y. K., & Hsieh, T. (2010). A study of the relationship among experiential marketing, experiential value and customer satisfaction. Journal of Statistics and Management Systems, 13(6), 1283-1303.
- Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches. Sage.
- Creswell, J. W., & Poth, C. N. (2018). Qualitative inquiry & research design: Choosing among five approaches (4th ed.). Sage.
- Erdem, A. (2019). Deneyimsel kalite, fiyat adaleti ve deneyimsel değer arasındaki ilişkilerin incelenmesine yönelik bir çalışma [Doktora tezi]. Sakarya Üniversitesi.
- Ertem, M. (2022). Tüketici satın alma davranışları açısından duyusal pazarlama ve kahve mağazacılığı üzerine bir uygulama [Yüksek lisans tezi]. Marmara Üniversitesi.
- Esmailpour, H., & Zakipour, M. (2016). The sensory stimuli model; engage with the consumer senses for brand distinguishes. Journal of Management Sciences, 2(4), 212-218.
- Gürbüz, S., & Şahin, F. (2014). Sosyal bilimlerde araştırma yöntemleri. Seçkin Yayıncılık.
- Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., Black, W. C., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage Learning EMEA.
- Hultén, B. (2017). Branding by the five senses: A sensory branding framework. Journal of Brand Strategy, 6(3), 281-292.
- Hussain, S. (2019). Sensory marketing strategies and consumer behavior: Sensible selling using all five senses. IUP Journal of Business Strategy, 16(3), 34-44.
- Huӏtén, B. (2020). Sensory marketing: An introduction. Sage.
- Huӏtén, B., Broweus, N., & VanDijk, M. (2009). Sensory marketing. Paӏgrave Macmiӏӏan.
- Jahromi, N. M., Adibzadeh, M., & Nakhae, S. (2015). Examination the interrelationships experiential marketing, experiential value, purchase behavior and their impact on customers loyalty (Case study: Customers of Hormoz Hotel in Bandar-E-Abbas). Journal of Marketing and Consumer Research, 12, 73-87.
- Johnson, B., & Christensen, L. (2008). Educational research: Quantitative, qualitative, and mixed approaches. Sage.
- Karasar, N. (2022). Bilimsel araştırma yöntemleri (37. baskı). Nobel Akademik Yayıncılık.
- Keng, C. J., Tran, V. D., & Le Thi, T. M. (2013). Relationships among brand experience, brand personality, and customer experiential value. Contemporary Management Research, 9(3), 247-262.
- Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, 22(3), 332-351.
- Leech, N. L., Barrett, K. C., &Morgan, G. A. (2005). SPSS for intermediate statistics use and interpretation. Lawrence Erlbaum.
- Lindstrom, M. (2007). Duyular ve marka. Optimist Yayınları.
- Linstrom, M. (2010) Brand sense: Build strong brands through touch, taste, smell, sight and sound. Gardner Books.
- Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment. Journal of Retailing, 77(1), 39-56.
- Molitor, D. (2007). The sensory potential. The Hub, 34-36.
- Nigam, D. A. (2012). Modeling relationship between experiential marketing, experiential value and purchase intensions in organized quick service chain restaurants shoppers using structural equation modeling approach. Paradigm, 16(1), 70-79.
- Park, H., Lim, H., & Kim, Y. K. (2013). Experiential value: Application to innovative consumer technology products. Journal of Customer Behaviour, 12(1), 7-24.
- Patton, M. Q. (2005). Qualitative research. John Wiley & Sons.
- Pine, B., & Gilmore, J. (2011). Deneyim ekonomisi. Optimist Yayınları.
- Rahi, S. (2017). Research design and methods: A systematic review of research paradigms, sampling issues and instruments development. International Journal of Economics & Management Sciences, 6(2), 1-5.
- Randhir, R., Latasha, K., Tooraiven, P., & Monishan, B. (2016) Analyzing the impact of sensory marketing on consumers: A case study of KFC. Journal of US-China Public Administration, 13(4), 278-292.
- Schober, P., Boer, C., & Schwarte, L. A. (2018). Correlation coefficients: appropriate use and interpretation. Anesthesia & Analgesia, 126(5), 1763-1768.
- Shah, I. A., Rajper, Z. A., Ghumro, I. A., & Mahar, S. W. (2018). Experiential value mediates relationship between experiential marketing and customer satisfaction. Sukkur IBA Journal of Management and Business, 5(2), 45-61. Siddiqui, K. (2013). Heuristics for sample size determination in multivariate statistical techniques. World Applied Sciences Journal, 27(2), 285-287.
- Solomon, M. R. (2007). Consumer behavior: Buying, having and being (7th ed.). Pearson, Prentice Hall.
- Soo, L. Y. (2021). Hotel restaurant sensory marketing influencing experiential value, brand attitude, customer satisfaction, and revisit intention [Dissertation]. Kyonggi University.
- Tsai, C. T. S., & Wang, Y. C. (2017). Experiential value in branding food tourism. Journal of Destination Marketing & Management, 6(1), 56-65.
- Wu, C. H. J., & Liang, R. D. (2009). Effect of experiential value on customer satisfaction with service encounters in luxury-hotel restaurants. International Journal of Hospitality Management, 28(4), 586-593.
- YÖK (2023). Öğrenim düzeyine göre öğrenci sayısı. Yükseköğretim Kurumu. https://istatistik.yok.gov.tr/ Zhao, J. B., Wang, Y. L., Ma, Q. W., Zhao, J. B., Zhang, X. Y., & Zou, L. Q. (2019). The chemosensory pleasure scale: A new assessment for measuring hedonic smell and taste capacities. Chemical Senses, 44(7), 457-464.
Evaluation of Sensory Marketing in Coffee Shops from an Experiential Value Perspective among University Students
Öz
This research aimed to examine the effect of sensory marketing in coffee shops on experiential value among university students. The research was conducted in the relational screening model. The sample of the research consisted of a total of 388 volunteer participants selected by convenience sampling method among university students in Turkey. In the research, primary data was collected using a demographic information form, Sensory Marketing Scale and Experiential Value Scale. SPSS was used in the analyzes carried out in the research. Regression analyzes were conducted to test the research hypotheses. As a result of the research, it was determined that sensory marketing had a positive and significant effect on experiential value. In the analysis of the sub-dimensions, it was determined that all dimensions of sensory marketing had positive and significant effects on experiential value.As a conclusion, sensory marketing contributes to experiential value both in general and in all its dimensions.
Anahtar Kelimeler
sensory marketing experiential marketing consumer experience experiential value
Kaynakça
- Bell, E., Bryman, A., & Harley, B. (2022). Business research methods. Oxford: Oxford University Press.
- Chen, Y. K., & Hsieh, T. (2010). A study of the relationship among experiential marketing, experiential value and customer satisfaction. Journal of Statistics and Management Systems, 13(6), 1283-1303.
- Creswell, J. W., & Creswell, J. D. (2017). Research design: Qualitative, quantitative, and mixed methods approaches. Sage.
- Creswell, J. W., & Poth, C. N. (2018). Qualitative inquiry & research design: Choosing among five approaches (4th ed.). Sage.
- Erdem, A. (2019). Deneyimsel kalite, fiyat adaleti ve deneyimsel değer arasındaki ilişkilerin incelenmesine yönelik bir çalışma [Doktora tezi]. Sakarya Üniversitesi.
- Ertem, M. (2022). Tüketici satın alma davranışları açısından duyusal pazarlama ve kahve mağazacılığı üzerine bir uygulama [Yüksek lisans tezi]. Marmara Üniversitesi.
- Esmailpour, H., & Zakipour, M. (2016). The sensory stimuli model; engage with the consumer senses for brand distinguishes. Journal of Management Sciences, 2(4), 212-218.
- Gürbüz, S., & Şahin, F. (2014). Sosyal bilimlerde araştırma yöntemleri. Seçkin Yayıncılık.
- Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., Black, W. C., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage Learning EMEA.
- Hultén, B. (2017). Branding by the five senses: A sensory branding framework. Journal of Brand Strategy, 6(3), 281-292.
- Hussain, S. (2019). Sensory marketing strategies and consumer behavior: Sensible selling using all five senses. IUP Journal of Business Strategy, 16(3), 34-44.
- Huӏtén, B. (2020). Sensory marketing: An introduction. Sage.
- Huӏtén, B., Broweus, N., & VanDijk, M. (2009). Sensory marketing. Paӏgrave Macmiӏӏan.
- Jahromi, N. M., Adibzadeh, M., & Nakhae, S. (2015). Examination the interrelationships experiential marketing, experiential value, purchase behavior and their impact on customers loyalty (Case study: Customers of Hormoz Hotel in Bandar-E-Abbas). Journal of Marketing and Consumer Research, 12, 73-87.
- Johnson, B., & Christensen, L. (2008). Educational research: Quantitative, qualitative, and mixed approaches. Sage.
- Karasar, N. (2022). Bilimsel araştırma yöntemleri (37. baskı). Nobel Akademik Yayıncılık.
- Keng, C. J., Tran, V. D., & Le Thi, T. M. (2013). Relationships among brand experience, brand personality, and customer experiential value. Contemporary Management Research, 9(3), 247-262.
- Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, 22(3), 332-351.
- Leech, N. L., Barrett, K. C., &Morgan, G. A. (2005). SPSS for intermediate statistics use and interpretation. Lawrence Erlbaum.
- Lindstrom, M. (2007). Duyular ve marka. Optimist Yayınları.
- Linstrom, M. (2010) Brand sense: Build strong brands through touch, taste, smell, sight and sound. Gardner Books.
- Mathwick, C., Malhotra, N., & Rigdon, E. (2001). Experiential value: conceptualization, measurement and application in the catalog and Internet shopping environment. Journal of Retailing, 77(1), 39-56.
- Molitor, D. (2007). The sensory potential. The Hub, 34-36.
- Nigam, D. A. (2012). Modeling relationship between experiential marketing, experiential value and purchase intensions in organized quick service chain restaurants shoppers using structural equation modeling approach. Paradigm, 16(1), 70-79.
- Park, H., Lim, H., & Kim, Y. K. (2013). Experiential value: Application to innovative consumer technology products. Journal of Customer Behaviour, 12(1), 7-24.
- Patton, M. Q. (2005). Qualitative research. John Wiley & Sons.
- Pine, B., & Gilmore, J. (2011). Deneyim ekonomisi. Optimist Yayınları.
- Rahi, S. (2017). Research design and methods: A systematic review of research paradigms, sampling issues and instruments development. International Journal of Economics & Management Sciences, 6(2), 1-5.
- Randhir, R., Latasha, K., Tooraiven, P., & Monishan, B. (2016) Analyzing the impact of sensory marketing on consumers: A case study of KFC. Journal of US-China Public Administration, 13(4), 278-292.
- Schober, P., Boer, C., & Schwarte, L. A. (2018). Correlation coefficients: appropriate use and interpretation. Anesthesia & Analgesia, 126(5), 1763-1768.
- Shah, I. A., Rajper, Z. A., Ghumro, I. A., & Mahar, S. W. (2018). Experiential value mediates relationship between experiential marketing and customer satisfaction. Sukkur IBA Journal of Management and Business, 5(2), 45-61. Siddiqui, K. (2013). Heuristics for sample size determination in multivariate statistical techniques. World Applied Sciences Journal, 27(2), 285-287.
- Solomon, M. R. (2007). Consumer behavior: Buying, having and being (7th ed.). Pearson, Prentice Hall.
- Soo, L. Y. (2021). Hotel restaurant sensory marketing influencing experiential value, brand attitude, customer satisfaction, and revisit intention [Dissertation]. Kyonggi University.
- Tsai, C. T. S., & Wang, Y. C. (2017). Experiential value in branding food tourism. Journal of Destination Marketing & Management, 6(1), 56-65.
- Wu, C. H. J., & Liang, R. D. (2009). Effect of experiential value on customer satisfaction with service encounters in luxury-hotel restaurants. International Journal of Hospitality Management, 28(4), 586-593.
- YÖK (2023). Öğrenim düzeyine göre öğrenci sayısı. Yükseköğretim Kurumu. https://istatistik.yok.gov.tr/ Zhao, J. B., Wang, Y. L., Ma, Q. W., Zhao, J. B., Zhang, X. Y., & Zou, L. Q. (2019). The chemosensory pleasure scale: A new assessment for measuring hedonic smell and taste capacities. Chemical Senses, 44(7), 457-464.
Ayrıntılar
| Birincil Dil | İngilizce |
|---|---|
| Konular | Eğlence Sosyoloji |
| Bölüm | Tüm Sayı |
| Yazarlar | |
| Yayımlanma Tarihi | 14 Mart 2024 |
| Gönderilme Tarihi | 30 Ekim 2023 |
| Kabul Tarihi | 11 Mart 2024 |
| Yayımlandığı Sayı | Yıl 2024 Cilt: 12 Sayı: 23 |
