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Duyusal Pazarlama Uygulamalarının Müşteri Tatmini ve Elektronik Ağızdan Ağıza İletişim Üzerine Etkisi
- Source :
- Türk Turizm Araştırmaları Dergisi, Vol 4, Iss 4 (2021), Türk Turizm Araştırmaları Dergisi, Vol 4, Iss 4, Pp 3931-3948. (2020)
- Publication Year :
- 2021
- Publisher :
- Tutad, 2021.
-
Abstract
- Today, many hotel enterprises perform different marketing applications in order that they can have new customers or retain their current customers. One of the most important of these is sensory marketing applications that appeal to the five senses of people. Hotels try to satisfy their customers through sensory marketing. It is possible for a satisfied customer to promote the hotel in various ways. One of the most important of these is the way of electronic word-of-mouth communication. Accordingly, the main purpose of this study was to reveal the effect of sensory marketing applications on customer satisfaction and electronic word-of-mouth communication. The research was designed as a quantitative research and performed with relational screening model. The research was carried out with the participation of the customers staying in the 5-star hotel enterprises in Kusadasi. The survey was conducted on a total of 362 participants. In the study; descriptive statistics, factor analysis, correlation analysis and regression analysis were used. It was determined as a result of the analyses that the visual, taste-smell, and tactual dimensions of sensory marketing applications had a significant effect on customer satisfaction, which was the dependent variable, and the visual and taste-smell dimensions of sensory marketing applications had a significant effect on electronic word-of-mouth communication, which was the dependent variable.
- Subjects :
- Geography (General)
Variables
Descriptive statistics
lcsh:TX901-946.5
media_common.quotation_subject
Duyusal Pazarlama
lcsh:G1-922
Regression analysis
Sensory marketing
Elektronik Ağızdan Ağıza İletişim
TX901-946.5
Order (business)
Correlation analysis
G1-922
Customer satisfaction
Business
Marketing
lcsh:Hospitality industry. Hotels, clubs, restaurants, etc. Food service
lcsh:Geography (General)
Müşteri Tatmini
Hospitality industry. Hotels, clubs, restaurants, etc. Food service
media_common
Subjects
Details
- Language :
- Turkish
- ISSN :
- 25870890
- Volume :
- 4
- Issue :
- 4
- Database :
- OpenAIRE
- Journal :
- Türk Turizm Araştırmaları Dergisi
- Accession number :
- edsair.doi.dedup.....6b69455414c3f9934f6d7b11c3e98671