Marka değeri ve marka güveni ilişkisi, bir havayolu şirketi müşterileri üzerinde araştırma
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Tarih
2016
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Beykent Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Bu tez çalışmasında, bir havayolu firmasının hizmetlerinden faydalanmakta olan tüketicilerin marka değeri boyutlarının marka güveniyle ilişkisi ve ayrıca marka güveninin marka değeriyle olan ilişkisi analiz edilmiştir. Araştırmanın amacı, marka değeri yaratmak için ihtiyaç duyulan boyutların marka güveni ile ilişkisini tespit etmek ve ayrıca marka güveninin marka değeri ile ilişkisini belirlemektir. Çalışmamız marka güveni ile marka değeri ilişkisini test ederek, çıkan sonuçlar doğrultusunda havayolu hizmetlerinde rekabet üstünlüğü yaratmak için somut önerilerde bulunmaktadır. Literatür taraması yapıldıktan sonra, yüz yüze görüşülerek yapılan anket uygulamasının ana kütlesi araştırmaya konu olan havayolu firmasının İstanbul'daki müşterileridir. Araştırmada kullanılan değişkenlerin güvenilirlik ve geçerlilik analizleri, açıklayıcı faktör analizi, doğrulayıcı faktör analizi kullanılarak incelenmiştir. Araştırma hipotezleri yapısal eşitlik modeli kullanılarak test edilmiş, ankette yer alan diğer veriler ise frekans tabloları ile açıklanmıştır. Çalışmada, öncelikle havayolu firması müşterilerinin sunulan hizmetlerle ilgili bilgi düzeylerinin yüksek olduğu sonucuna ulaşılmıştır. Ayrıca araştırılan havayolu müşterileri için; marka değeri boyutlarından marka farkındalığı, marka çağrışımı ile algılanan kalitenin marka güvenini pozitif yönde etkilediği ve markaya duyulan güvenin marka değeri ile marka bağlılığını pozitif yönde etkilediği sonucuna ulaşılmıştır. Anahtar Kelimeler : Marka Değeri, Marka Değeri Boyutları, Marka Güveni
In this thesis study, the relationship between brand equity dimensions of consumers who are benefiting from the services of an airline company and brand equity, as well as the relationship between brand equity and brand trust, are analyzed. The purpose of the research is to determine the relationship between brand trust and the dimensions needed to create brand equity and also determine the relationship between brand trust and brand equity. Our research has obtained factual suggestions to create a competitive advantage in airline services by testing the relationship between brand trust and brand equity. Alongside a literature search, face-to-face interview data was obtained from customers of the airline company that is subject to the investigation in Istanbul. Reliability and validity checks of the variables used in the study were done by using both explanatory and confirmatory factor analyses. Research hypotheses were tested using structural equation modeling and other data in the questionnaire were explained by frequency tables. Primarily, in this study it was found that that the customers' level of knowledge on the services offered by the airline company is high. Also it was found that, for the airline customers surveyed, brand awareness as one of the brand value dimensions, and perceived quality and brand association positively influenced brand trust and brand equity and brand loyalty were positively influenced by brand trust. Key Words : Brand Equity, Brand Equity Dimensions, Brand Trust
In this thesis study, the relationship between brand equity dimensions of consumers who are benefiting from the services of an airline company and brand equity, as well as the relationship between brand equity and brand trust, are analyzed. The purpose of the research is to determine the relationship between brand trust and the dimensions needed to create brand equity and also determine the relationship between brand trust and brand equity. Our research has obtained factual suggestions to create a competitive advantage in airline services by testing the relationship between brand trust and brand equity. Alongside a literature search, face-to-face interview data was obtained from customers of the airline company that is subject to the investigation in Istanbul. Reliability and validity checks of the variables used in the study were done by using both explanatory and confirmatory factor analyses. Research hypotheses were tested using structural equation modeling and other data in the questionnaire were explained by frequency tables. Primarily, in this study it was found that that the customers' level of knowledge on the services offered by the airline company is high. Also it was found that, for the airline customers surveyed, brand awareness as one of the brand value dimensions, and perceived quality and brand association positively influenced brand trust and brand equity and brand loyalty were positively influenced by brand trust. Key Words : Brand Equity, Brand Equity Dimensions, Brand Trust
Açıklama
Anahtar Kelimeler
İşletme, Business Administration
