Investigation of the Relationship between Experiential Marketing and Customer Satisfaction and Loyalty in the Framework of Postmodern Marketing

In recent years, there has been a remarkable increase in the number of commodity and service offered by various firms under the influence of globalization and technological advancements. As a result of the increase in the number of commodity and service-in other words numerous alternative, consumers are currently being exposed to much more options. It is widely accepted that the marketing strategies and policies employed by the different firms play a crucial and efficient role in the choices made by different consumers. It being so, the firms take some initiatives to be able to make themselves distinguishable amongst the countless products. Businesses, in order to be preferable among the numerous products to make their work distinguishable is to make some studies. In order to be more preferable to consumers who have more power and choice compared to increasing options, businesses have to make important decisions in marketing mix, marketing plan, policy and marketing strategies such as product, price, distribution and promotion (promotion). In addition to this, enterprises should be able to attract attention and be preferred with the chosen positioning strategies. In many competitive environments, there are many modern marketing methods that can be used by companies to provide sustainable competitive advantage, customer satisfaction and customer loyalty. These modern marketing methods or strategies differ from the classical methods and the points of separation, customer-centric, marketing decisions, consumer demands, expectations and needs to ignore the requirements, constantly changing and changing technology to meet the needs and needs of consumers using the right technologies and processes of the right goods and services production. Among these initiatives, one of the approaches towards the postmodern customer is experiential marketing. This marketing policy is of crucial importance in the way that it enables the firms to comprehend the consumers’ experiential correctly, to constitute the accurate and efficient experiential marketing strategies, to maintain the customer loyalty which is provided by customer satisfaction and also ensuring the competitive superiority (Çiçek, 2015; vii). At the core of experiential marketing from postmodern marketing techniques is to enable consumers to experience certain experiences before the purchase, in terms of products offered to them, in other words, in relation to goods and services. In the formation of the purchasing behavior of consumers or customers with multiple stages, it is of utmost importance to allow the products and services to be tried by consumers as well as to provide experience of product use, and to use space building strategies as much as the marketing communication messages before the purchase. In this work, the relationship between the experiential marketing as a very important and developing postmodern approach and its effects on the consumers which is exhibited by customer loyalty and adherence are to be dealt with.