Deneyim Boyutlarının Müşteri Memnuniyet ve Sadakatine Etkisi: Konya Şehir Merkezinde Bulunan 4 ve 5 Yıldızlı Konaklama İşletmelerinde Bir Araştırma

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Experimental marketing, which place emphasis on sensual, emotional, intellectual, relational and behavioral dimensions of the products' and services' than their functional advantages, is started to apply to the tourism sector like several sectors.The purpose of this study is to determine the experience dimensions, which affect customer experience in accommodation enterprises, and to reveal the customer experience's effect on customer satisfaction and loyalty.The study was conducted with the participation of native customers staying in 4 and 5 starred accommodation enterprises located in the city center of Konya in 2018.Convenience sampling method is used and the sampling numbers are determined by stratified sampling method.Data are collected by survey.The 16 of 436 survey are eliminated due to their inaccuracy.In total, 420 survey are used for analysis.Correlation and regression analysis are used to determine the relationship and the impact among customers' experience dimensions, customer satisfaction and customer loyalty.The basic factors behind the customer satisfaction are customers' participation to the activities in educational field and alter the skills they already have or gain new skills (education), self-respect, recognition and strengthening social images (social satisfaction), add value to themselves and their environment (altruistic).When the relationship between the customer experience sub dimension and customer loyalty is examined, it is concluded that education, social satisfaction, social interaction, and altruistic dimensions effect customer loyalty in a positive way.In addition to the education, social satisfaction and altruistic experience factor, which provides customer satisfaction, interaction experience (social interaction) among customer, other customers and employees during the stay is a factor, which provides customer loyalty.