Pazarlama inovasyonlarının algılanan değer, müşteri tatmini ve bağlılığına etkisi: GSM sektöründe bir araştırma
Küçük Resim Yok
Tarih
2017
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Beykent Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Günümüzde hizmetlerin insan hayatının önemli bir parçası haline gelmesine paralel olarak, hizmet sunan firmaların da önemini artırmış; bunun sonucu olarak da hizmet sunumunda kullanılan inovasyonlar pazarlamada ayrı bir uzmanlık haline gelmeye başlamıştır. Bu çalışmada, pazarlama inovasyonunun, algılanan değer, müşteri tatmini ve bağlılığına olan etkisi araştırılmıştır. Bu bağlamda, İstanbul ilinde GSM hattı kullanan ve kolayda örnekleme yoluyla seçilen 1537 GSM abonesine anket uygulanmıştır. Anketten elde edilen veriler SPSS programı aracılığı ile analize tabi tutulmuştur. Yapılan analizler sonucunda elde edilen verilere göre pazarlama inovasyonları, algılanan değer, algılanan kalite, müşteri tatmini ve bağlılığı arasında zayıf bir ilişki olmakla birlikte, pazarlama inovasyonlarının olumlu yönde ve anlamlı bir etkisinin olduğu saptanmıştır.
In parellel to the fact that the services become an important part of human life, the importance of the service companies has also increased; as a result, the innovations used ine service delivery have started to become s distinct specialty in marketing. In this study, the effect of marketing innovation on perceived value, perceived quality, customer satisfaction and loyalty was investigated. In this context, 1537 GSM subscriber's questionnaires were selected by convenience sampling method. in the province of Istanbul using GSM line. The data obtained from the questionnaires were analyzed through the SPSS program. A simple and multiple regression analysis was used to examine the relationship between variables. According to the results obtained from the analyze made, it has been determined that marketing innovations have a positive and significant effect, with a week relationship between marketing innovations, perceived value, perceived quality, customer satisfaction and customer loyalty.
In parellel to the fact that the services become an important part of human life, the importance of the service companies has also increased; as a result, the innovations used ine service delivery have started to become s distinct specialty in marketing. In this study, the effect of marketing innovation on perceived value, perceived quality, customer satisfaction and loyalty was investigated. In this context, 1537 GSM subscriber's questionnaires were selected by convenience sampling method. in the province of Istanbul using GSM line. The data obtained from the questionnaires were analyzed through the SPSS program. A simple and multiple regression analysis was used to examine the relationship between variables. According to the results obtained from the analyze made, it has been determined that marketing innovations have a positive and significant effect, with a week relationship between marketing innovations, perceived value, perceived quality, customer satisfaction and customer loyalty.
Açıklama
Anahtar Kelimeler
İşletme, Business Administration
