THE EFFECT OF EXPERIENTIAL VALUE ON CUSTOMER SATISFACTION IN THE CONTEXT OF SHOPPING MALLS

Abstract

In our country, shopping malls, which offer experience and become socialization places, have started to gain an important lace in the life of consumers. Shopping malls are places that produce experiences, become the source of positive memories and a source of entertainment. In this research, the effect of practices related to experiential value in shopping malls on customer satisfaction was tried to be determined. In the research, a quantitative research method was adopted, questionnaire technique was used as data collection technique and questionnaire form was used as data collection tool. The population of the study consists of people over the age of 18 who have gone to shopping malls in İzmir at least once. The questionnaires were first applied to a pilot group of 210 people in order to determine the reliability and validity of the questionnaire. The results obtained from the pilot application were subjected to statistical evaluation with SPSS and AMOS statistical data analysis program. The actual application was made according to the answers received from 458 people. With the research, it is concluded that the value of experiential value and aesthetic, playfulness, escape and service excellence, which are sub-dimensions of experiential value, affect customer satisfaction positively.