Algılanan değer, müşteri tatmini ve marka bağlılığı ilişkisi, marka tutumları ve ürün ilgi düzeylerinde farklılığın rolü üzerine bir araştırma
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Date
2016
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İstanbul Beykent Üniversitesi
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info:eu-repo/semantics/openAccess
Abstract
Çalışmamızda algılanan değer, müşteri tatmini ve marka bağlılığı ilişkisinde tutumun rolü ele alınmıştır. Ancak bu ilişkide ürün ilgilenim düzeyinin etkili olduğu saptamasından hareketle farklılık olup olmadığı incelenmiştir. Araştırmanın amacı, marka bağlılığı oluşturulmasında müşteri tatmininin, şirket imajı ve reklam ile desteklenen marka tutumlarının etkisini ölçmektir. Müşteri tatmininin marka bağlılığı oluşturmasında doğrudan veya marka tutumları aracılığıyla etkisinin araştırılması hedeflenmiştir. Araştırmanın anakütlesi, İstanbul Beykent Üniversitesi Lisansüstü öğrencileridir. 604 öğrenciye kolayda örnekleme yöntemi ile ulaşılmıştır ve anket yolu ile veri toplanıştır. İlgi düzeyi düşük ürün için asitsiz içecek (meyve suyu); ilgi düzeyi yüksek ürün için mobil telefon seçilmiştir. Çalışmanın sonuçları marka bağlılığının müşteri tatmininden etkilendiğini ayrıca marka tutumlarının da dolaylı etkisi olduğu yönündedir.
The role of attitude in the relationship between perceived value, customer satisfaction and brand loyalty are handled in this paper. Yet, it is examined whether there is any distinction with reference to the determination that product involvement level has an impact on the aforesaid relationship. The purpose of this research is to determine the effect of customer satisfaction and brand attitudes supported by corporate image and advertisement on the creation of brand loyalty. The target is to research the effect of customer satisfaction on the creation of brand loyalty directly or through brand attitudes. The universe of the research consists of postgraduate students studying in Istanbul Beykent University. Total 604 students were reached by convenience sampling method and data was collected by survey method. Acid-free beverages (fruit juice) were selected for representing the product with low involvement level; while mobile phones were selected for representing the product with high involvement level. As the result of the research, brand loyalty was determined to be affected by customer satisfaction, and brand attitudes were also determined to have an indirect impact.
The role of attitude in the relationship between perceived value, customer satisfaction and brand loyalty are handled in this paper. Yet, it is examined whether there is any distinction with reference to the determination that product involvement level has an impact on the aforesaid relationship. The purpose of this research is to determine the effect of customer satisfaction and brand attitudes supported by corporate image and advertisement on the creation of brand loyalty. The target is to research the effect of customer satisfaction on the creation of brand loyalty directly or through brand attitudes. The universe of the research consists of postgraduate students studying in Istanbul Beykent University. Total 604 students were reached by convenience sampling method and data was collected by survey method. Acid-free beverages (fruit juice) were selected for representing the product with low involvement level; while mobile phones were selected for representing the product with high involvement level. As the result of the research, brand loyalty was determined to be affected by customer satisfaction, and brand attitudes were also determined to have an indirect impact.
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Keywords
İşletme, Business Administration
