Müşteri Vatandaşlığı Davranışlarının Himaye Niyeti Üzerindeki Etkileri: Genel Hizmet Kalitesinin Aracılık Rolü

Year 2023, Volume: 20 Issue: 1, 17 - 35, 30.06.2023

Özden Yurttakalan , Erkan Yıldız

Abstract

Bu çalışmada müşteri vatandaşlığı davranışlarının himaye niyeti üzerindeki etkilerinin ortaya çıkarılması amaçlanmıştır. Aynı zamanda değişkenler arasındaki ilişkide genel hizmet kalitesinin aracılık rolüyle ilgili tespitler yapılmaya çalışılmıştır. Araştırma sonuçları yardım etme ile tolerans boyutlarının ve genel hizmet kalitesinin himaye niyeti üzerinde pozitif yönlü etkileri olduğunu ortaya çıkarmıştır. Genel hizmet kalitesi üzerinde de geri bildirim, tavsiye etme ve tolerans boyutlarının pozitif yönlü etkilerinin olduğu tespit edilmiştir. Aynı zamanda geri bildirim, tavsiye etme ve tolerans boyutlarıyla himaye niyeti arasındaki ilişkide genel hizmet kalitesinin aracılık rolü olduğu gözlemlenmiştir.

Keywords

Müşteri Vatandaşlığı Davranışları, Himaye Niyeti, Genel Hizmet Kalitesi

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