Bankalarda İlişkisel Bağ Stratejilerinin Müşteri Sadakatine Etkisi

Yıl 2009, Cilt: 13 Sayı: 2, 291 - 308, 29.04.2010

Ekrem Cengiz Bünyamin Er Ekrem Cengiz

Öz

Bu araştırmada, banka sektöründe ilişkisel bağlar, müşteri değerleri ve müşteri
sadakati arasındaki ilişkiler araştırılmıştır. Veriler, tesadüfî olmayan örnekleme metoduyla
belirlenen 236 banka müşterisinden elde edilmiştir. Sonuç olarak, ilişkisel bağların
(sosyal, finansal ve yapısal bağlar) ara faktörler vasıtasıyla (hazcı ve faydacı değerler)
müşteri sadakatini etkilediği bulunmuştur. Ara değişken durumunda olan faktörler de
(hazcı ve faydacı değerler) müşteri sadakatini pozitif yönde ve doğrudan etkilemektedir.
Bunun yanı sıra, finansal bağlar faydacı değeri, sosyal bağlar hazcı değeri ve yapısal
bağlar da hem faydacı hem de hazcı değeri doğrudan ve pozitif olarak etkilemektedir.
Böylece oluşturulan yedi hipotezin hepsi kabul edilmiştir.

Anahtar Kelimeler

İlişkisel bağlar, hazcı değer, faydacı değer, müşteri sadakati

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