Evaluation of Perennial Women's Purchasing Behaviors in Terms of Customer Experience Management: Interview with Fitness Center Managers

Abstract

In terms of strategic management and marketing perspective, experience approaches affect internal and external customers. In this study, it is considered important to recognize the perennial female consumers and explain the misconceptions about perennial women, primarily from a marketing point of view. It is aimed to understand the purchasing tendencies of perennial female consumers and to reveal the impact of customer experience management strategies on these trends. In the literature review, in line with the knowledge that the purchasing behaviors of perennial women can be guided by customer experience management approaches, the findings obtained by conducting face-to-face interviews with 7 fitness center managers were evaluated. According to the research findings, it has been determined that the fitness centers that were interviewed care about customer experience management and although they have perennial female customer awareness, research and archiving strategies aimed at improving customer loyalty are not applied in directing their purchasing behavior, and therefore, there is a lack of direction in customer experience. The need for a deeper understanding of the antecedents of perennial women's purchasing behavior and the importance of adopting and implementing customer experience management approach for businesses were revealed once again. In addition, it has been concluded that businesses' awareness of customer experience management strategies enables them to succeed in market competition and maintain a long-term competitive advantage in the market.