Müşteri Odaklılık ve Algılanan Kalitenin Müşteri Sadakati Oluşumuna Etkisi1
Yıl: 2016 Cilt: 8 Sayı: 2 Sayfa Aralığı: 95 - 124 Metin Dili: Türkçe İndeks Tarihi: 29-07-2022
Müşteri Odaklılık ve Algılanan Kalitenin Müşteri Sadakati Oluşumuna Etkisi1
Öz: Müşteri tercihleri arasında yer alma ve işletme sürdürülebilirliği elde edebilmek için müşteri odaklılık ve algılanan kalite aracılığıyla müşteri sadakati oluşumu rekabetçi avantaj sağlar. Bu çalışmanın amacı, işletmenin algılanan müşteri odaklılık düzeyinin işletme yönlü en önemli çıktılarından biri olarak kabul edilen müşteri sadakatine olan etkisini algılanan hizmet kalitesi kapsamında değerlendirmektir. Çalışmada, öncelikle müşteri sadakatinin oluşumunda müşteri odaklılık ve algılanan hizmet kalitesinin etkisi teorik açıdan değerlendirilmiştir. GSM operatörleri sektöründe yapılan bu çalışma kapsamında bir araştırma modeli oluşturulmuş ve test edilmiştir. Araştırma modeli verileri 311 üniversite öğrencisinden elde edilmiştir. Çalışmadan elde edilen sonuçlara göre, müşteri odaklılık müşteri sadakatini direkt etkilemektedir ve müşteri odaklılık algılanan hizmet kalitesi aracılığıyla da dolaylı olarak müşteri sadakatini etkilemektedir.
Anahtar Kelime: Konular:
The Effects of Customer Orientation and Perceived Service Quality in the Formation of Customer Loyalty
Öz: Formation of customer loyalty by customer orientation and perceived quality provides competitive advantage in order to taking part among customer preferences and gaining business sustainability. The aim of the this study is to evaluate the customer orientation as perceived by customers effects on customer loyalty which is one of the most important outcomes of firm activities in terms of perceived service quality by customers. In this study, firstly, the effect of costumer orientation and perceived service quality on customer loyalty is theoretically evaluated. A research model for this study have been created and tested done in GSM operators sector. Data of the research model obtained from 311 university students. The empirical findings of this study show that customer orientation directly influences the customer loyalty and customer orientation indirectly effects customer loyalty through perceived service quality.
Anahtar Kelime: Konular:
Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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| APA | Şenbabaoğlu Danacı E, BAS A, Dölarslan E (2016). Müşteri Odaklılık ve Algılanan Kalitenin Müşteri Sadakati Oluşumuna Etkisi1. , 95 - 124. |
| Chicago | Şenbabaoğlu Danacı Emine,BAS ABDULLAH,Dölarslan Emre Şahin Müşteri Odaklılık ve Algılanan Kalitenin Müşteri Sadakati Oluşumuna Etkisi1. (2016): 95 - 124. |
| MLA | Şenbabaoğlu Danacı Emine,BAS ABDULLAH,Dölarslan Emre Şahin Müşteri Odaklılık ve Algılanan Kalitenin Müşteri Sadakati Oluşumuna Etkisi1. , 2016, ss.95 - 124. |
| AMA | Şenbabaoğlu Danacı E,BAS A,Dölarslan E Müşteri Odaklılık ve Algılanan Kalitenin Müşteri Sadakati Oluşumuna Etkisi1. . 2016; 95 - 124. |
| Vancouver | Şenbabaoğlu Danacı E,BAS A,Dölarslan E Müşteri Odaklılık ve Algılanan Kalitenin Müşteri Sadakati Oluşumuna Etkisi1. . 2016; 95 - 124. |
| IEEE | Şenbabaoğlu Danacı E,BAS A,Dölarslan E "Müşteri Odaklılık ve Algılanan Kalitenin Müşteri Sadakati Oluşumuna Etkisi1." , ss.95 - 124, 2016. |
| ISNAD | Şenbabaoğlu Danacı, Emine vd. "Müşteri Odaklılık ve Algılanan Kalitenin Müşteri Sadakati Oluşumuna Etkisi1". (2016), 95-124. |
| APA | Şenbabaoğlu Danacı E, BAS A, Dölarslan E (2016). Müşteri Odaklılık ve Algılanan Kalitenin Müşteri Sadakati Oluşumuna Etkisi1. Tüketici ve Tüketim Araştırmaları Dergisi, 8(2), 95 - 124. |
| Chicago | Şenbabaoğlu Danacı Emine,BAS ABDULLAH,Dölarslan Emre Şahin Müşteri Odaklılık ve Algılanan Kalitenin Müşteri Sadakati Oluşumuna Etkisi1. Tüketici ve Tüketim Araştırmaları Dergisi 8, no.2 (2016): 95 - 124. |
| MLA | Şenbabaoğlu Danacı Emine,BAS ABDULLAH,Dölarslan Emre Şahin Müşteri Odaklılık ve Algılanan Kalitenin Müşteri Sadakati Oluşumuna Etkisi1. Tüketici ve Tüketim Araştırmaları Dergisi, vol.8, no.2, 2016, ss.95 - 124. |
| AMA | Şenbabaoğlu Danacı E,BAS A,Dölarslan E Müşteri Odaklılık ve Algılanan Kalitenin Müşteri Sadakati Oluşumuna Etkisi1. Tüketici ve Tüketim Araştırmaları Dergisi. 2016; 8(2): 95 - 124. |
| Vancouver | Şenbabaoğlu Danacı E,BAS A,Dölarslan E Müşteri Odaklılık ve Algılanan Kalitenin Müşteri Sadakati Oluşumuna Etkisi1. Tüketici ve Tüketim Araştırmaları Dergisi. 2016; 8(2): 95 - 124. |
| IEEE | Şenbabaoğlu Danacı E,BAS A,Dölarslan E "Müşteri Odaklılık ve Algılanan Kalitenin Müşteri Sadakati Oluşumuna Etkisi1." Tüketici ve Tüketim Araştırmaları Dergisi, 8, ss.95 - 124, 2016. |
| ISNAD | Şenbabaoğlu Danacı, Emine vd. "Müşteri Odaklılık ve Algılanan Kalitenin Müşteri Sadakati Oluşumuna Etkisi1". Tüketici ve Tüketim Araştırmaları Dergisi 8/2 (2016), 95-124. |
