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Journals / İstanbul Gelişim Üniversitesi Sosyal Bilimler Dergisi / 2021 / Cilt: 8 - Sayı: 2

The Relationship between Customer Experience, Customer Satisfaction and Customer Loyalty: A Research on Clothing Sector

Müşteri Deneyimi, Müşteri Tatmini ve Müşteri Sadakati Arasındaki İlişkinin İncelenmesi: Hazır Giyim Sektöründe Bir Araştırma

Sinan ÇAVUŞOĞLU
Bülent DEMİRAĞ
Pages
316–336
Publication Date
2021-09-21
DOI
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

According to the results of the analysis, the sensory, emotional, intellectual and relational dimensions of the customer experience have a statistically significant relationship with customer satisfaction.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This study was conducted to determine the impact of the consumer experience, who visit clothing stores, on customer satisfaction and loyalty.
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Key Findings & Data:Smart PLS 3 (Partial Least Squares) statistical program was used to test the hypotheses.
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Conclusion & Impact:According to the results of the analysis, the sensory, emotional, intellectual and relational dimensions of the customer experience have a statistically significant relationship with customer satisfaction.
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:Müşteri deneyimi · Deneyim ekonomisi · Deneyimsel modüller

Abstract

This study was conducted to determine the impact of the consumer experience, who visit clothing stores, on customer satisfaction and loyalty. The population of the study consists of consumers who consume clothing and frequently visit similar clothing stores. Smart PLS 3 (Partial Least Squares) statistical program was used to test the hypotheses. Bootstrapping technique was used to test the hypotheses intended to be measured in the study. According to the results of the analysis, the sensory, emotional, intellectual and relational dimensions of the customer experience have a statistically significant relationship with customer satisfaction. In addition, it was determined that the sensory, emotional, intellectual and behavioral dimensions of the customer experience have a statistically significant relationship similar to customer loyalty. As a result of the analysis, behavioral dimension did not affect customer satisfaction and relational dimension did not affect customer loyalty.

Özet

Araştırma giyim mağazalarını ziyaret eden tüketicilerin edinmiş oldukları deneyimin; müşteri tatmini ve sadakati üzerindeki etkisinin belirlenmesi amacıyla gerçekleştirilmiştir. Araştırmanın evrenini giyim üzerine tüketim yapan ve sıklıkla benzer giyim mağazalarını ziyaret eden tüketiciler oluşturmaktadır. Araştırmada hipotezlerin test edilmesi için Smart PLS 3 (Partial Least Squares) istatistik programı kullanılmıştır. Araştırmada ölçülmesi amaçlanan hipotezlerin testi için bootstrapping tekniği uygulanmıştır. Analiz sonuçlarına göre müşteri deneyiminin duyusal, duygusal, düşünsel ve ilişkisel boyutlarının müşteri tatmini ile istatistiksel olarak anlamlı bir ilişkiye sahip olduğu belirlenmiştir. Ayrıca müşteri deneyiminin duyusal, duygusal, düşünsel ve davranışsal boyutlarının müşteri sadakati ile benzer şekilde istatistiksel olarak anlamlı bir ilişkiye sahip olduğu tespit edilmiştir. Yapılan analizler neticesinde davranışsal boyutun müşteri tatminini; ilişkisel boyutun ise müşteri sadakatini etkilemediği sonucuna ulaşılmıştır.

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Cite This Article

ÇAVUŞOĞLU, S., DEMİRAĞ, B. (2021). The Relationship between Customer Experience, Customer Satisfaction and Customer Loyalty: A Research on Clothing Sector. İstanbul Gelişim Üniversitesi Sosyal Bilimler Dergisi, Cilt: 8 - Sayı: 2, 316–336. https://ajindex.com/articles/676112

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