Araştırma Makalesi
BibTex RIS Kaynak Göster
Yıl 2018, Cilt: 16 Sayı: 4, 52 - 60, 26.12.2018

Öz

Kaynakça

  • Altunışık, R., Coşkun, R., Bayraktaroğlu, S., Yıldırım, E. (2012). Sosyal Bilimlerde Araştırma Yöntemleri: SPSS Uygulamalı. Sakarya: Sakarya Kitabevi.
  • Aydın, S., Özer, G. (2005). The analysis of antecedents of customer loyalty in the Turkish mobile telecommunication market. European journal of marketing, 39 (7/8), 910-925.
  • Baron, R. M., Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51 (6), 1173-1182.
  • Bendapudi, N., Berry, L. L. (1997). Customers´ motivation for maintaining relationships with service providers. Journal of Retailing, 73 (1), 15-37.
  • Blodgett, J. G., Wakefield, K. L., Barnes , J. H. (1995), The effect of customer service on consumer complaining behaviour. Journal of Services Marketing, 9 (4), 31-42.
  • Bloemer, J., Ruyter, K., Wetzels, M. (1998). On the relationship between perceived service quality, service loyalty and switching costs. International journal of ındustry management. 9 (5), 436-53.
  • Burnham, T. A., Frels, J. K., Mahajan, V. (2003). Consumer switching costs: A typology, antecedents and consequences. Journal of the academy of marketing science. 31 (2), 109-126.
  • Büyüköztürk, Ş. (2016). Sosyal Bilimler için Veri Analizi El Kitabı. 22. Baskı, Ankara: Pegem Akademi.
  • Caruana, A. (2003). The impact of switching costs on customer loyalty: A study among corporate customers of mobile telephony. Journal of Targeting Measurement and Analysis for Marketing, 12 (3), 256-268.
  • Chea, S., Luo, M. M. (2005). eService customer retention: The Roles of negative affectivity and perceived switching costs. AMCIS 2005 Proceedings, 35, 214-220.
  • Chen, C. F., Chang, Y. Y. (2008). Airline brand equity, brand preference, and purchase intentions-The moderating effects of switching costs. Journal of Air Transport Management, 14 (1), 40-42.
  • Churchill, G. A., Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 9, 491-504.
  • Cronin Jr. J., Brady, M. K., Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76 (2), 193-218.
  • de Matos, A. C., Luiz Henrique, J., de Rosa, F. (2009). The different roles of switching costs on the satisfaction-loyalty relationship. International Journal of Bank Marketing, 27 (7), 506-523.
  • Deloitte-EuropeActive European Health & Fitness Market Report 2016. Erişim: 16.04.2018.https://www2.deloitte.com/content/dam/Deloitte/de/Documents/consumer-business/SB-EuropeActive%2e
  • Eskiler, E., Altunışık, R. (2015). Algılanan değer ve müşteri memnuniyetinin satın alma eğilimleri üzerine etkisi. III. Rekreasyon Araştırmaları Kongresi, Eskişehir.
  • Grewal, D. (1995). Product Quality expectations: towards an understanding of their antecedents and consequences. Journal of Business and Psychology, 9 (3), 225-237.
  • Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis. New York: Guilford Press.
  • Jones, M. A., Reynolds, K. E., Mothersbaugh, D. L., Beatty, S. E. (2007). The positive and negative effects of switching costs on relational outcomes. Journal of Service Research, 9 (4), 35-44.
  • Julander, C., Söderlund, M. (2003). Effects of switching barriers on satisfaction, repurchase intentions and attitudinal loyalty. SSE/EFI Working Paper Series in Business Administration, 1, 1-21.
  • Klemperer, P. (1987). Markets with consumer switching costs. The Quarterly Journal of Economics, 102, 376-94.
  • Kotler, P. (2007). A’dan Z’ye Pazarlama. A. K. Bakkal (çev.) 4. Baskı, İstanbul: MediaCat Kitapları (2003).
  • Kotler, P., Keller, K. (2006) Marketing Management. 12. Baskı, Upper Saddle River: Prentice Hall.
  • Matzler, K., Strobl, A., Thurner, N., Füller, J. (2015). Switching experience, customer satisfaction, and switching costs in the ICT industry. Journal of Service Management, 26 (1), 117-136.
  • Oliver, R. L. (1974). Expectancy theory predictions of salesmen’s performance. Journal of Marketing Research, 11, 243-253.
  • Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Consumer Research, 17, 460-469.
  • Olsen, S. O. (2002). Comparative evaluation and the relationship between quality, satisfaction, and repurchase loyalty. Journal of the Academy of Marketing Science, 30 (3), 240-249.
  • Oyeniyi, O., Abiodun, A. J. (2010). Switching cost and customers loyalty in the mobile phone market: The Nigerian experience. Business Intelligence Journal, 3 (1), 111-121.
  • Patterson, P. G., Smith, T. (2003). A cross-cultural study of switching barriers and propensity to stay with service providers. Journal of retailing, 79 (2), 107-120.
  • Porter, M. (1998). Competitive Strategy: Techniques for Analyzing Industries and Competitors. New York: Free Press.
  • Quantpsy. 2018. Calculation for the Sobel Test: An interactive calculation tool for mediation tests. http://quantpsy.org/sobel/sobel.htm adresinden erişildi.
  • Reichheld F. F., Sasser, W. E. (1990). Zero defections: Quality comes to services. Harvard Business Review, 68 (5), 105-111.
  • Shy, O. (2002). A quick and easy method for estimating switching costs. International journal of industrial organization, 20, 71-87.
  • Tsai, M. T., Tsai, C. L., Chang, H. C. (2010). The effect of customer value, customer satisfaction, and switching costs on customer loyalty: An empirical study of hypermarkets in Taiwan. Social Behavior and Personality: An International Journal, 38 (6), 729-740.
  • Wulf, K. D., Odekerken-Schröder, G., Iacobucci, D. (2001). Investments in consumer relationships: A cross-country and cross-industry exploration. Journal of Marketing, 65 (4), 33-50.
  • Yen, Y. S. (2010). Can perceived risks affect the relationship of switching costs and customer loyalty in e-commerce?. Internet Research, 20 (2), 210-224.
  • Zeithaml, VA., Berry, LL., Parasnraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing 60, 31-46.

SPOR HİZMETLERİNDE MÜŞTERİ MEMNUNİYETİ VE DAVRANIŞSAL BAĞLILIK ARASINDAKİ İLİŞKİDE İLİŞKİSEL DEĞİŞTİRME MALİYETİNİN ARACILIK ETKİSİ

Yıl 2018, Cilt: 16 Sayı: 4, 52 - 60, 26.12.2018

Öz

Tüketicilerin davranışsal bağlılıklarının önemi ve bu bağlılığın
oluşmasında memnuniyetin belirleyici rolü bilinen bir gerçektir. Ancak son
yıllarda bu iki olgu arasındaki ilişkide; müşterilerin işletme/marka ile
etkileşiminin son bulması sonucunda oluşabilecek psikolojik veya duygusal
rahatsızlık olarak tanımlanan, ilişkisel değiştirme maliyetinin rolü
sorgulanmaya başlamıştır. Bu bağlamda çalışmanın amacı, spor hizmetlerinde
müşteri memnuniyeti, ilişkisel değiştirme maliyeti ve davranışsal bağlılık
arasındaki yapısal ilişkileri incelemek ve ilişkisel değiştirme maliyetinin
memnuniyet bağlılık ilişkisinde aracılık rolünün olup olmadığının
araştırılmasıdır. Araştırma verileri kolayda örnekleme yöntemi ile Sakarya
ilinde yer alan özel spor merkezlerinden yüz yüze anket tekniği ile elde
edilmiştir. Araştırmaya 239 erkek, 220 kadın olmak üzere toplam 459 kişi
gönüllü olarak katılmıştır. Verilerin analizinde tanımlayıcı istatistikler, Açımlayıcı
Faktör Analizi, Korelasyon, Regresyon ve Sobel testinden yararlanılmıştır.
Bulgular, ilişkisel değiştirme maliyeti ile müşteri memnuniyeti (r=0.506) ve
davranışsal bağlılık (r=0.484) arasında orta düzeyde, müşteri memnuniyeti ile
davranışsal bağlılık (r=0.798) arasında ise yüksek düzeyde anlamlı ilişki
olduğunu göstermektedir. Ayrıca ilişkisel değiştirme maliyetinin müşteri
memnuniyeti ile davranışsal bağlılık arasındaki ilişkide kısmi aracılık
etkisinin olduğu ve bu etkinin istatistiksel olarak anlamlı olduğu tespit
edilmiştir. Bu bulgular, ilişkisel değiştirme maliyetini yükseltmenin (örn.,
ayrılma engelleri oluşturmak gibi) davranışsal bağlılığı olumlu yönde
etkileyeceğine işaret etmektedir

Kaynakça

  • Altunışık, R., Coşkun, R., Bayraktaroğlu, S., Yıldırım, E. (2012). Sosyal Bilimlerde Araştırma Yöntemleri: SPSS Uygulamalı. Sakarya: Sakarya Kitabevi.
  • Aydın, S., Özer, G. (2005). The analysis of antecedents of customer loyalty in the Turkish mobile telecommunication market. European journal of marketing, 39 (7/8), 910-925.
  • Baron, R. M., Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51 (6), 1173-1182.
  • Bendapudi, N., Berry, L. L. (1997). Customers´ motivation for maintaining relationships with service providers. Journal of Retailing, 73 (1), 15-37.
  • Blodgett, J. G., Wakefield, K. L., Barnes , J. H. (1995), The effect of customer service on consumer complaining behaviour. Journal of Services Marketing, 9 (4), 31-42.
  • Bloemer, J., Ruyter, K., Wetzels, M. (1998). On the relationship between perceived service quality, service loyalty and switching costs. International journal of ındustry management. 9 (5), 436-53.
  • Burnham, T. A., Frels, J. K., Mahajan, V. (2003). Consumer switching costs: A typology, antecedents and consequences. Journal of the academy of marketing science. 31 (2), 109-126.
  • Büyüköztürk, Ş. (2016). Sosyal Bilimler için Veri Analizi El Kitabı. 22. Baskı, Ankara: Pegem Akademi.
  • Caruana, A. (2003). The impact of switching costs on customer loyalty: A study among corporate customers of mobile telephony. Journal of Targeting Measurement and Analysis for Marketing, 12 (3), 256-268.
  • Chea, S., Luo, M. M. (2005). eService customer retention: The Roles of negative affectivity and perceived switching costs. AMCIS 2005 Proceedings, 35, 214-220.
  • Chen, C. F., Chang, Y. Y. (2008). Airline brand equity, brand preference, and purchase intentions-The moderating effects of switching costs. Journal of Air Transport Management, 14 (1), 40-42.
  • Churchill, G. A., Surprenant, C. (1982). An investigation into the determinants of customer satisfaction. Journal of Marketing Research, 9, 491-504.
  • Cronin Jr. J., Brady, M. K., Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76 (2), 193-218.
  • de Matos, A. C., Luiz Henrique, J., de Rosa, F. (2009). The different roles of switching costs on the satisfaction-loyalty relationship. International Journal of Bank Marketing, 27 (7), 506-523.
  • Deloitte-EuropeActive European Health & Fitness Market Report 2016. Erişim: 16.04.2018.https://www2.deloitte.com/content/dam/Deloitte/de/Documents/consumer-business/SB-EuropeActive%2e
  • Eskiler, E., Altunışık, R. (2015). Algılanan değer ve müşteri memnuniyetinin satın alma eğilimleri üzerine etkisi. III. Rekreasyon Araştırmaları Kongresi, Eskişehir.
  • Grewal, D. (1995). Product Quality expectations: towards an understanding of their antecedents and consequences. Journal of Business and Psychology, 9 (3), 225-237.
  • Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis. New York: Guilford Press.
  • Jones, M. A., Reynolds, K. E., Mothersbaugh, D. L., Beatty, S. E. (2007). The positive and negative effects of switching costs on relational outcomes. Journal of Service Research, 9 (4), 35-44.
  • Julander, C., Söderlund, M. (2003). Effects of switching barriers on satisfaction, repurchase intentions and attitudinal loyalty. SSE/EFI Working Paper Series in Business Administration, 1, 1-21.
  • Klemperer, P. (1987). Markets with consumer switching costs. The Quarterly Journal of Economics, 102, 376-94.
  • Kotler, P. (2007). A’dan Z’ye Pazarlama. A. K. Bakkal (çev.) 4. Baskı, İstanbul: MediaCat Kitapları (2003).
  • Kotler, P., Keller, K. (2006) Marketing Management. 12. Baskı, Upper Saddle River: Prentice Hall.
  • Matzler, K., Strobl, A., Thurner, N., Füller, J. (2015). Switching experience, customer satisfaction, and switching costs in the ICT industry. Journal of Service Management, 26 (1), 117-136.
  • Oliver, R. L. (1974). Expectancy theory predictions of salesmen’s performance. Journal of Marketing Research, 11, 243-253.
  • Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Consumer Research, 17, 460-469.
  • Olsen, S. O. (2002). Comparative evaluation and the relationship between quality, satisfaction, and repurchase loyalty. Journal of the Academy of Marketing Science, 30 (3), 240-249.
  • Oyeniyi, O., Abiodun, A. J. (2010). Switching cost and customers loyalty in the mobile phone market: The Nigerian experience. Business Intelligence Journal, 3 (1), 111-121.
  • Patterson, P. G., Smith, T. (2003). A cross-cultural study of switching barriers and propensity to stay with service providers. Journal of retailing, 79 (2), 107-120.
  • Porter, M. (1998). Competitive Strategy: Techniques for Analyzing Industries and Competitors. New York: Free Press.
  • Quantpsy. 2018. Calculation for the Sobel Test: An interactive calculation tool for mediation tests. http://quantpsy.org/sobel/sobel.htm adresinden erişildi.
  • Reichheld F. F., Sasser, W. E. (1990). Zero defections: Quality comes to services. Harvard Business Review, 68 (5), 105-111.
  • Shy, O. (2002). A quick and easy method for estimating switching costs. International journal of industrial organization, 20, 71-87.
  • Tsai, M. T., Tsai, C. L., Chang, H. C. (2010). The effect of customer value, customer satisfaction, and switching costs on customer loyalty: An empirical study of hypermarkets in Taiwan. Social Behavior and Personality: An International Journal, 38 (6), 729-740.
  • Wulf, K. D., Odekerken-Schröder, G., Iacobucci, D. (2001). Investments in consumer relationships: A cross-country and cross-industry exploration. Journal of Marketing, 65 (4), 33-50.
  • Yen, Y. S. (2010). Can perceived risks affect the relationship of switching costs and customer loyalty in e-commerce?. Internet Research, 20 (2), 210-224.
  • Zeithaml, VA., Berry, LL., Parasnraman, A. (1996). The behavioral consequences of service quality. Journal of Marketing 60, 31-46.
Toplam 37 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Ersin Eskiler 0000-0001-7617-2958

Remzi Altunışık

Yayımlanma Tarihi 26 Aralık 2018
Yayımlandığı Sayı Yıl 2018 Cilt: 16 Sayı: 4

Kaynak Göster

APA Eskiler, E., & Altunışık, R. (2018). SPOR HİZMETLERİNDE MÜŞTERİ MEMNUNİYETİ VE DAVRANIŞSAL BAĞLILIK ARASINDAKİ İLİŞKİDE İLİŞKİSEL DEĞİŞTİRME MALİYETİNİN ARACILIK ETKİSİ. SPORMETRE Beden Eğitimi Ve Spor Bilimleri Dergisi, 16(4), 52-60.

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