A STUDY TO DETERMINE THE EFFECT OF EXPERIENTIAL MARKETING ON BEHAVIORAL LOYALTY IN FOOD BEVERAGE BUSINESSES

Due to the abstract feature of the basic product presented in the service enterprises, the gain that customers obtain from the enterprises can be explained by the experience. It refers to the experience in which the customers meet and leave a service business. In service enterprises, food beverage businesses can be mentioned that they are the most intense businesses with the customer. Therefore, it was thought that the implementation of the experienced marketing on behavioral loyalty that expresses the purpose of the study on behavioral loyalty will be appropriate to investigate in food beverage businesses. Within the scope of the research, a face-to-face questionnaire was applied to the customers purchasing services from food drink companies operating in Van provinces. In determining the participants, the number of samples used in unknown universal unknown universal unknown universals were taken into consideration with 400 surveys and analyzes over 387 surveys. According to the results of the research, it was observed that there was a positive and strong relationship between all sub-dimensions of the experiential marketing and behavioral loyalty. As a result of the impact analysis, experiential marketing practices have emerged to have a strong effect of 59% on behavioral loyalty.