THE MEDIATORY ROLE OF WANT TO CONTROL ON THE EFFECT OF TECHNOLOGY READINESS ON CUSTOMER LOYALTY

Year 2023, Volume: 32 Issue: 3 - Cumhuriyetimiz 100 Yaşında Özel Sayısı, 184 - 202, 30.12.2023

Murat Bay Esra Uyar

https://doi.org/10.35379/cusosbil.1322903

Abstract

In 21st century, the new technologies which have become important on the field of service marketing, as many other fields, have made use of technology increasingly necessary in the way of providing service of businesses. In this context, in order to increase their growth, profitableness and competitiveness, business incorporate the new technologies which can be made with technology-based applications in the options of providing service. The aim of this study is to search the mediating role of the desire to control on the effect of the situations of consumers’ technology readiness on customer loyalty. In this respect data were collected from 552 participants by convenience sampling method. According to results, it has been found that the technology readiness of consumers has significant effect on the desire to control and customer loyalty. In addition, it was concluded that the desire to control has mediating role in the effect of technology readiness degree on customer loyalty.

Keywords

Technology Readiness (TR), Customer Loyalty, Perception of Control.

TEKNOLOJİYE HAZIR BULUNUŞLUĞUN MÜŞTERİ SADAKATİNE ETKİSİNDE KONTROL İSTEĞİNİN ARACILIK ROLÜ

Abstract

21. yüzyılda birçok alan gibi hizmet pazarlaması alanında da önem kazanan yeni teknolojiler, işletmelerin hizmet sunumlarında giderek artan oranlarda teknoloji kullanımını zorunlu hale getirmiştir. Bu bağlamda işletmeler büyümelerini, karlılıklarını ve rekabet güçlerini artırmak amacıyla hizmet sunum seçeneklerine yeni teknolojileri dahil etmektedir. Bu çalışmanın amacı, tüketicilerin teknolojiye hazır bulunuşluk durumlarının müşteri sadakati üzerindeki etkisinde kontrol etme isteğinin aracılık rolünü araştırmaktır. Bu kapsamda araştırmada kolayda örnekleme yöntemiyle 552 katılımcıdan veri toplanmıştır. Elde edilen sonuçlara göre, tüketicilerin teknolojiye hazır bulunuşluk durumunun, kontrol etme isteği ve müşteri sadakati üzerinde anlamlı etkisi olduğu saptanmıştır. Ayrıca, teknolojiye hazır bulunuşluk seviyesinin müşteri sadakati üzerindeki etkisinde kontrol etme isteğinin aracılık rolünün olduğu sonucuna ulaşılmıştır.

Keywords

Teknolojiye Hazır Bulunuşluk (TR), Müşteri Sadakati, Kontrol Algısı

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