AKILLI CİHAZ KULLANICILARININ MARKA SADAKATLERİNİ ETKİLEYEN FAKTÖRLER ÜZERİNE BİR ARAŞTIRMA

Year 2018, , 80 - 95, 28.12.2018

Tuğba Uzunkaya , Cemal Yükselen

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

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