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- Title
Perakende Marka Deneyiminin Marka Tatmini, Marka Bağlılığı ve Ağızdan Ağıza İletişime Etkisi: Decathlon Markası Örneği.
- Authors
BİCAL, Adil
- Abstract
In the modern consumer world, individuals tend to express their intrinsic reactions by prioritizing not only the utilitarian features of products, but also their hedonic and experiential aspects. This has led to an increased interest in brand experience among both industry practitioners and scholars. The enhancement of the hedonic characteristics of products and services, in addition to their functional attributes, serves to increase the experiential aspect of the shopping process. Moreover, due to the necessity of customer interaction within the retail industry, customer experience has emerged as a critical factor. The interactions between customers and a brand can vary significantly. The environmental stimuli such as store atmosphere, music, color, smell, visual theme, and employees have a considerable impact on customers. The physical stimuli that customers encounter during their time in the store result in emotional and cognitive outcomes. Meeting cognitive and emotional expectations increases customer satisfaction and increases the likelihood of repurchase. This study aims to examine the impact of brand experience on consumers' perceptions of satisfaction, its effect on brand commitment, and word-of-mouth. To accomplish this objective, the brand experiences of customers who visited Decathlon stores were investigated. The results of the study indicate that a strong relationship exists between brand experience and customer satisfaction. Additionally, the findings reveal that brand experience has a positive impact on brand commitment. The results also demonstrate that there is a positive association between word-of-mouth and brand commitment, as well as between word-of-mouth and brand experience. However, as hypothesized in the study, no significant relationship was found between customer satisfaction and brand commitment. While this study provides important recommendations for retail companies on customer experience management strategies, it emphasizes that does not always create brand loyalty.
- Subjects
SATISFACTION; BRAND name products; RETAIL industry
- Publication
Gaziantep University Journal of Social Sciences, 2023, Vol 22, Issue 4, p1361
- ISSN
1303-0094
- Publication type
Article
- DOI
10.21547/jss.1290541