The Interaction Between Customer Experience, Satisfaction and Positive Word of Mouth: A Study on City Marketing in Afyonkarahisar

Abstract

Introduction – Today, just like the goods and services, cities may provide a context for marketing activities. In this way, through the right marketing strategies and activities, cities can turn into brands, as well. Starting from this fact, it can be readily thought that cities can also be experienced as well as goods and/or services and some behaviours such as satisfaction and positive word of mouth can emerge, as a result of the experience.

Purpose – In this sense, the authors attempted to examine the interplay between experience, satisfaction and positive word of mouth within the context of city marketing.

Methodology – The authors designed the study as a causal research. The sample of the study was reached through convenience sampling method. Data were collected via survey method. The data compiled for the study were analysed with Model 4 in Hayes Macro Process Models.

Findings – The findings of the study displayed an interaction between experience, satisfaction and positive word of mouth regarding a city. Additionally, it presented the mediator role of satisfaction on the relationship between experience and positive word of mouth. In this respect, it is thought that by emphasising the importance of experience regarding the city and showing the importance of measuring satisfaction level of visitors, the findings of the study are expected to contribute to the activities of local governments which want to promote their cities.

Citation

Özmen, A. and Ögel, İ.Y. (2020), "The Interaction Between Customer Experience, Satisfaction and Positive Word of Mouth: A Study on City Marketing in Afyonkarahisar", Grima, S., Özen, E. and Boz, H. (Ed.) Contemporary Issues in Business Economics and Finance (Contemporary Studies in Economic and Financial Analysis, Vol. 104), Emerald Publishing Limited, Leeds, pp. 105-121. https://doi.org/10.1108/S1569-375920200000104007