Perakende Marka Deneyiminin Marka Tatmini, Marka Bağlılığı ve Ağızdan Ağıza İletişime Etkisi: Decathlon Markası Örneği

Adil Bical

doi:10.21547/jss.1290541

Araştırma Makalesi

The Effect of Retail Brand Experience on Satisfaction, Brand Commitment and Word of Mouth Communication: The Case of Decathlon Brand

Yıl 2023, Cilt: 22 Sayı: 4, 1361 - 1379, 20.10.2023

Adil Bical

https://doi.org/10.21547/jss.1290541

Öz

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.

Anahtar Kelimeler

Retail brand experience, Decathlon, Brand commitment, Word of mouth, Brand satisfaction.

Kaynakça

Adjei, M. T., Noble, S. M. ve Noble, C. H. (2010). The influence of C2C communications in online brand communities on customer purchase behavior. Journal of the Academy of Marketing Science, 38(5), 634–653. https://doi.org/10.1007/s11747-009-0178-5
Ailawadi, K. L. ve Keller, K. L. (2004). Understanding retail branding: Conceptual insights and research priorities. Journal of Retailing, 80(4), 331–342. https://doi.org/10.1016/j.jretai.2004.10.008
Alloza, A. (2008). Brand engagement and brand experience at BBVA, the transformation of a 150 years old company. Corporate Reputation Review, 11(4), 371–379. https://doi.org/10.1057/crr.2008.31
Amine, A. (1998). Consumers’ true brand loyalty: The central role of commitment. Journal of Strategic Marketing, 6(4), 305–319. https://doi.org/10.1080/096525498346577
Anderson, E. W. ve Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125–143. https://doi.org/10.1287/mksc.12.2.125
Arnold, M. J. ve Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77–95. https://doi.org/10.1016/S0022-4359(03)00007-1
Arnould, E. J. ve Price, L. L. (1993). River Magic: Extraordinary experience and the extended service encounter. Journal of Consumer Research, 20(1), 24–45.
Babin, B. J. ve Griffin, M. (1998). The nature of satisfaction: An updated examination and analysis. Journal of Business Research, 41(2), 127–136.
Bagozzi, R. P., Gopinath, M. ve Nyer, P. U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Science, 27(2), 184–206.
Baker, D. A. ve Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 785–804. https://doi.org/10.1016/S0160-7383(99)00108-5
Balmer, J. M. ve Gray, E. R. (2003). Corporate brands: What are they? What of them? European Journal of Marketing, 37(7/8), 972–997. https://doi.org/10.1108/03090560310477627
Başer, İ. U., Cintamür, İ. G. ve Arslan, F. M. (2015). Examining the effect of brand experience on consumer satisfaction, brand trust and brand loyalty. İktisadi ve İdari Bilimler Dergisi, 37(2). https://doi.org/10.14780/iibd.51125
Bauman, Z. (2017). Akışkan modernite: İnceleme (1. basım). (2017). Can Sanat Yayınları.
Berry, L. L., Wall, E. A. ve Carbone, L. P. (2006). Service clues and customer assessment of the service experience: Lessons from marketing. Academy of Management Perspectives, 20(2), 43–57.
Bowden, J. L.‑H. (2009). The process of customer engagement: A conceptual framework. The Journal of Marketing Theory and Practice, 17(1), 63–74. https://doi.org/10.2753/MTP1069-6679170105
Brakus, J. J., Schmitt, B. H. ve Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.52
Burns, D. J. ve Neisner, L. (2006). Customer satisfaction in a retail setting. International Journal of Retail & Distribution Management, 34(1), 49–66. https://doi.org/10.1108/09590550610642819
Burt, S. (2000). The strategic role of retail brands in British grocery retailing. European Journal of Marketing, 34(8), 875–890. https://doi.org/10.1108/03090560010331351
Burt, S. ve Davies, K. (2010). From the retail brand to the retail‐ er as a brand: Themes and issues in retail branding research. International Journal of Retail & Distribution Management, 38(11/12), 865–878. https://doi.org/10.1108/09590551011085957
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Perakende Marka Deneyiminin Marka Tatmini, Marka Bağlılığı ve Ağızdan Ağıza İletişime Etkisi: Decathlon Markası Örneği

Yıl 2023, Cilt: 22 Sayı: 4, 1361 - 1379, 20.10.2023

Adil Bical

https://doi.org/10.21547/jss.1290541

Öz

Modern tüketici dünyasında bireyler, alışverişleri sırasında ürünlerin sadece faydacı özelliklerine değil, aynı zamanda hedonik ve deneyimsel yönlerine de öncelik vererek içsel tepkilerini ortaya koyma eğilimi göstermektedir. Bu durum hem sektördeki uygulayıcılar hem de akademisyenler arasında marka deneyimine yönelik ilginin artmasına yol açmıştır. Ürünlerin ve hizmetlerin işlevsel yönlerinin yanı sıra hedonik özellikleri de zenginleştirilerek alışveriş sürecinin deneyimsel boyutu artırılmaktadır. Diğer yandan perakende sektörü, müşteri etkileşimini zorunlu kıldığından, müşteri deneyimi önemli bir faktör olarak ön plana çıkmaktadır. Müşterilerin marka ile etkileşim noktaları çeşitlilik göstermektedir. Mağaza atmosferi, müzik, renk, koku, görsel tema ve çalışanlar gibi çevresel uyaranlar, müşteriler üzerinde belirgin bir etki yaratmaktadır. Müşterinin mağazada geçirdiği süre içerisinde karşılaştığı fiziksel uyarıcılar, duygusal ve bilişsel sonuçlara yol açmaktadır. Bilişsel ve duygusal beklentilerin karşılanması, müşteri tatminini artırarak tekrar satın alma olasılığını yükseltmektedir. Bu çalışma, marka deneyiminin müşteri tatmin algısı üzerindeki etkisini, bunun marka bağlılığı ve ağızdan ağıza iletişime etkisini incelemeyi amaçlamaktadır. Bu amaç doğrultusunda, Decathlon mağazasını ziyaret eden tüketicilerin marka deneyimleri incelenmiştir. Araştırma sonuçları, marka deneyimi ile müşteri tatmini arasında güçlü bir ilişkinin varlığını kanıtlamaktadır. Benzer şekilde, marka deneyimi marka bağlılığını olumlu yönde etkilemektedir. Sonuçlar, ağızdan ağıza iletişim ile marka bağlılığı arasında ve ağızdan ağıza iletişim ile marka deneyimi arasında pozitif yönlü bir ilişki olduğunu göstermektedir. Bununla birlikte, araştırma müşteri tatmini ile marka bağlılığı arasındaki beklenen ilişkiyi doğrulayamamıştır. Bu çalışma, perakende sektöründeki şirketlere müşteri deneyimi yönetimi stratejileri konusunda önemli öneriler sunarken, müşteri tatminin her zaman marka bağlılığı yaratmadığını vurgulamaktadır.

Anahtar Kelimeler

Perakende marka deneyimi, Decathlon, Marka bağlılığı, Ağızdan ağıza iletişim, Marka tatmini.

Kaynakça

Adjei, M. T., Noble, S. M. ve Noble, C. H. (2010). The influence of C2C communications in online brand communities on customer purchase behavior. Journal of the Academy of Marketing Science, 38(5), 634–653. https://doi.org/10.1007/s11747-009-0178-5
Ailawadi, K. L. ve Keller, K. L. (2004). Understanding retail branding: Conceptual insights and research priorities. Journal of Retailing, 80(4), 331–342. https://doi.org/10.1016/j.jretai.2004.10.008
Alloza, A. (2008). Brand engagement and brand experience at BBVA, the transformation of a 150 years old company. Corporate Reputation Review, 11(4), 371–379. https://doi.org/10.1057/crr.2008.31
Amine, A. (1998). Consumers’ true brand loyalty: The central role of commitment. Journal of Strategic Marketing, 6(4), 305–319. https://doi.org/10.1080/096525498346577
Anderson, E. W. ve Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125–143. https://doi.org/10.1287/mksc.12.2.125
Arnold, M. J. ve Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77–95. https://doi.org/10.1016/S0022-4359(03)00007-1
Arnould, E. J. ve Price, L. L. (1993). River Magic: Extraordinary experience and the extended service encounter. Journal of Consumer Research, 20(1), 24–45.
Babin, B. J. ve Griffin, M. (1998). The nature of satisfaction: An updated examination and analysis. Journal of Business Research, 41(2), 127–136.
Bagozzi, R. P., Gopinath, M. ve Nyer, P. U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Science, 27(2), 184–206.
Baker, D. A. ve Crompton, J. L. (2000). Quality, satisfaction and behavioral intentions. Annals of Tourism Research, 27(3), 785–804. https://doi.org/10.1016/S0160-7383(99)00108-5
Balmer, J. M. ve Gray, E. R. (2003). Corporate brands: What are they? What of them? European Journal of Marketing, 37(7/8), 972–997. https://doi.org/10.1108/03090560310477627
Başer, İ. U., Cintamür, İ. G. ve Arslan, F. M. (2015). Examining the effect of brand experience on consumer satisfaction, brand trust and brand loyalty. İktisadi ve İdari Bilimler Dergisi, 37(2). https://doi.org/10.14780/iibd.51125
Bauman, Z. (2017). Akışkan modernite: İnceleme (1. basım). (2017). Can Sanat Yayınları.
Berry, L. L., Wall, E. A. ve Carbone, L. P. (2006). Service clues and customer assessment of the service experience: Lessons from marketing. Academy of Management Perspectives, 20(2), 43–57.
Bowden, J. L.‑H. (2009). The process of customer engagement: A conceptual framework. The Journal of Marketing Theory and Practice, 17(1), 63–74. https://doi.org/10.2753/MTP1069-6679170105
Brakus, J. J., Schmitt, B. H. ve Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52–68. https://doi.org/10.1509/jmkg.73.3.52
Burns, D. J. ve Neisner, L. (2006). Customer satisfaction in a retail setting. International Journal of Retail & Distribution Management, 34(1), 49–66. https://doi.org/10.1108/09590550610642819
Burt, S. (2000). The strategic role of retail brands in British grocery retailing. European Journal of Marketing, 34(8), 875–890. https://doi.org/10.1108/03090560010331351
Burt, S. ve Davies, K. (2010). From the retail brand to the retail‐ er as a brand: Themes and issues in retail branding research. International Journal of Retail & Distribution Management, 38(11/12), 865–878. https://doi.org/10.1108/09590551011085957
Byrne, B. M. (2016). Structural equation modeling with AMOS: Basic concepts, applications, and programming. Multivariate applications series. Routledge.
Collins, A. M., Cronin, J. M., Burt, S. ve George, R. J. (2015). From store brands to store brandscapes: The emergence of a time and money saving heuristic. European Journal of Marketing, 49(5/6), 894–918. https://doi.org/10.1108/EJM-01-2014-0038
Cottet, P., Lichtlé, M.‑C. ve Plichon, V. (2006). The role of value in services: A study in a retail environment. Journal of Consumer Marketing. Advance online publication. https://doi.org/10.1108/07363760610674347
Decathlon. (2022, December 12). Affordable Sporting Gear Since 1976 - Our Story - Decathlon. https://www.decathlon.com/pages/our-story
Dick, A. S. ve Basu, K. (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99–113. https://doi.org/10.1177/0092070394222001
Fullerton, G. (2005). How commitment both enables and undermines marketing relationships. European Journal of Marketing, 39(11/12), 1372–1388. https://doi.org/10.1108/03090560510623307
Giovanis, A. (2016). Consumer-brand relationships’ development in the mobile internet market: evidence from an extended relationship commitment paradigm. Journal of Product & Brand Management, 25, 568–585.
Gómez-Suárez, M. ve Veloso, M. (2020). Brand experience and brand attachment as drivers of WOM in hospitality. Spanish Journal of Marketing - ESIC, 24(2), 231–246. https://doi.org/10.1108/SJME-12-2019-0106
Gundlach, G. T., Achrol, R. S. ve Mentzer, J. T. (1995). The structure of commitment in exchange. Journal of Marketing, 59(1), 78–92. https://doi.org/10.1177/002224299505900107
Ha, H.‑Y. ve Perks, H. (2005). Effects of consumer perceptions of brand experience on the web: Brand familiarity, satisfaction and brand trust. Journal of Consumer Behaviour, 4(6), 438–452. https://doi.org/10.1002/cb.29
Hair, J. F., Black, W. C., Babin, B. J. ve Anderson, R. E. (2019). Multivariate data analysis. Cengage.
Han, H., Lee, K.‑S., Song, H., Lee, S. ve Chua, B.‑L. (2019). Role of coffeehouse brand experiences (sensory/affective/intellectual/behavioral) in forming patrons’ repurchase intention. Journal of Hospitality and Tourism Insights, 3(1), 17–35. https://doi.org/10.1108/JHTI-03-2019-0044
Havas Group. (19 Nisan 2023). Havas’ Meaningful Brands report 2021 finds we are entering THE AGE OF CYNICISM. https://www.havasgroup.com/press_release/havas-meaningful-brands-report-2021-finds-we-are-entering-the-age-of-cynicism/
Henseler, J., Ringle, C. M. ve Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Hirschman, E. C. ve Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46(3), 92. https://doi.org/10.2307/1251707
Hur, W.‑M., Ahn, K.‑H. ve Kim, M. (2011). Building brand loyalty through managing brand community commitment. Management Decision, 49(7), 1194–1213. https://doi.org/10.1108/00251741111151217
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Toplam 67 adet kaynakça vardır.

Ayrıntılar

Birincil Dil	Türkçe
Konular	Finans
Bölüm	İşletme Finans
Yazarlar	Adil Bical 0000-0001-6139-5497
Yayımlanma Tarihi	20 Ekim 2023
Gönderilme Tarihi	1 Mayıs 2023
Kabul Tarihi	11 Ağustos 2023
Yayımlandığı Sayı	Yıl 2023 Cilt: 22 Sayı: 4

Kaynak Göster

APA	Bical, A. (2023). Perakende Marka Deneyiminin Marka Tatmini, Marka Bağlılığı ve Ağızdan Ağıza İletişime Etkisi: Decathlon Markası Örneği. Gaziantep University Journal of Social Sciences, 22(4), 1361-1379. https://doi.org/10.21547/jss.1290541

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