AKILLI CİHAZ KULLANICILARININ MARKA SADAKATLERİNİ ETKİLEYEN FAKTÖRLER ÜZERİNE BİR ARAŞTIRMA

Tuğba Uzunkaya; Cemal Yükselen

doi:10.18221/bujss.411694

AKILLI CİHAZ KULLANICILARININ MARKA SADAKATLERİNİ ETKİLEYEN FAKTÖRLER ÜZERİNE BİR ARAŞTIRMA

Abstract

Teknolojinin hızla gelişmesiyle, akıllı cihazlar daha fonksiyonel ve ayırt edici özelliklere sahip hale gelmiştir. Özellikle iletişim teknolojisi, her geçen gün daha yaratıcı yeniliklerle, tüketicilere ürünlerini sunmaktadır. Tüketicileri için akıllı cihazların ayırt edici özellikleri hakkında bilgilendirmeleri, diğer bir deyişle marka farkındalığı yaratmaları firmalar için son derece önemlidir. Ancak marka farkındalığının yaratılması, rekabetin yoğun olarak yaşandığı rekabet ortamında yeterli değildir. Tüketicilerin zihninde markaya üstünlük katan algılanan kalite düzeyi arttırılmalı ve olumlu marka bağlılığı yaratılarak geliştirilmelidir.

Çalışmanın amacı; akıllı cihaz alımında algılanan kalite, marka farkındalığı ve marka imajının marka sadakatini olumlu yönde etkileyip etkilemediğini analiz etmektir. Ayrıca bu etkinin tüketicilerin cinsiyet, yaş grupları, gelir dağılımı ve öğrenim düzeyine göre farklılık gösterip göstermediği de incelenmiştir.

Keywords

marka sadakat,algılanan kalite,marka farkındalığı,marka imaj,akıllı cihazlar

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https://www.ama.org/resources/pages/dictionary.aspx?dLetter=B, Erişim Tarihi: 18.01.2018

Details

Primary Language

Turkish

Subjects

-

Journal Section

Research Article

Authors

Tuğba Uzunkaya ^*
Türkiye

Cemal Yükselen

Publication Date

December 28, 2018

Submission Date

April 1, 2018

Acceptance Date

November 27, 2018

Published in Issue

Year 2018 Volume: 11 Number: 2

DOI

https://doi.org/10.18221/bujss.411694

IZ

https://izlik.org/JA48UF32LZ

Cite

RIS / Bibtex

APA

Uzunkaya, T., & Yükselen, C. (2018). AKILLI CİHAZ KULLANICILARININ MARKA SADAKATLERİNİ ETKİLEYEN FAKTÖRLER ÜZERİNE BİR ARAŞTIRMA. Beykent Üniversitesi Sosyal Bilimler Dergisi, 11(2), 80-95. https://doi.org/10.18221/bujss.411694

AMA

1.Uzunkaya T, Yükselen C. AKILLI CİHAZ KULLANICILARININ MARKA SADAKATLERİNİ ETKİLEYEN FAKTÖRLER ÜZERİNE BİR ARAŞTIRMA. BUJSS. 2018;11(2):80-95. doi:10.18221/bujss.411694

Chicago

Uzunkaya, Tuğba, and Cemal Yükselen. 2018. “AKILLI CİHAZ KULLANICILARININ MARKA SADAKATLERİNİ ETKİLEYEN FAKTÖRLER ÜZERİNE BİR ARAŞTIRMA”. Beykent Üniversitesi Sosyal Bilimler Dergisi 11 (2): 80-95. https://doi.org/10.18221/bujss.411694.

EndNote

Uzunkaya T, Yükselen C (December 1, 2018) AKILLI CİHAZ KULLANICILARININ MARKA SADAKATLERİNİ ETKİLEYEN FAKTÖRLER ÜZERİNE BİR ARAŞTIRMA. Beykent Üniversitesi Sosyal Bilimler Dergisi 11 2 80–95.

IEEE

[1]T. Uzunkaya and C. Yükselen, “AKILLI CİHAZ KULLANICILARININ MARKA SADAKATLERİNİ ETKİLEYEN FAKTÖRLER ÜZERİNE BİR ARAŞTIRMA”, BUJSS, vol. 11, no. 2, pp. 80–95, Dec. 2018, doi: 10.18221/bujss.411694.

ISNAD

Uzunkaya, Tuğba - Yükselen, Cemal. “AKILLI CİHAZ KULLANICILARININ MARKA SADAKATLERİNİ ETKİLEYEN FAKTÖRLER ÜZERİNE BİR ARAŞTIRMA”. Beykent Üniversitesi Sosyal Bilimler Dergisi 11/2 (December 1, 2018): 80-95. https://doi.org/10.18221/bujss.411694.

JAMA

1.Uzunkaya T, Yükselen C. AKILLI CİHAZ KULLANICILARININ MARKA SADAKATLERİNİ ETKİLEYEN FAKTÖRLER ÜZERİNE BİR ARAŞTIRMA. BUJSS. 2018;11:80–95.

MLA

Uzunkaya, Tuğba, and Cemal Yükselen. “AKILLI CİHAZ KULLANICILARININ MARKA SADAKATLERİNİ ETKİLEYEN FAKTÖRLER ÜZERİNE BİR ARAŞTIRMA”. Beykent Üniversitesi Sosyal Bilimler Dergisi, vol. 11, no. 2, Dec. 2018, pp. 80-95, doi:10.18221/bujss.411694.

Vancouver

1.Tuğba Uzunkaya, Cemal Yükselen. AKILLI CİHAZ KULLANICILARININ MARKA SADAKATLERİNİ ETKİLEYEN FAKTÖRLER ÜZERİNE BİR ARAŞTIRMA. BUJSS. 2018 Dec. 1;11(2):80-95. doi:10.18221/bujss.411694