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THE RELATIONSHIP BETWEEN REPURCHASE INTENTION AND WORD-OF-MOUTH COMMUNICATION INTENTION IN MANUFACTURING ENTERPRISES

Year 2024, Issue: 69, 227 - 236, 30.12.2024

Melike Halifeoğlu

https://doi.org/10.18070/erciyesiibd.1456031

Abstract

In this research, repurchase intention and word-of-mouth intention are examined through manufacturing enterprises and the research is handled from the perspective of industrial consumers. In this context, the aim of the research is to determine the relationship between repurchase intention and word-of-mouth intention, their effect on each other and in which variable this effect is greater. The research design is a survey research using quantitative methods. The population of the study consisted of 163 enterprises engaged in production in Elazığ Organised Industrial Zone. Questionnaire technique was used to collect the data and questionnaire form was used as a data collection tool. A questionnaire was applied to 140 manufacturing enterprises. As a result of the research, it was determined that there is a positive and moderate relationship between repurchase intention and word-of-mouth communication intention. In addition, it was determined that repurchase intention and word-of-mouth communication intention affect each other, but the effect of repurchase intention on word-of-mouth communication intention is greater than the effect of word-of-mouth communication intention on repurchase intention.

Keywords

Repurchase Intention Word-of-Mouth Communication Intention Industrial Market Manufacturing Enterprises B2B

References

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ÜRETİM YAPAN İŞLETMELERDE TEKRAR SATIN ALMA NİYETİ VE AĞIZDAN AĞIZA İLETİŞİM NİYETİ ARASINDAKİ İLİŞKİ

Year 2024, Issue: 69, 227 - 236, 30.12.2024

Melike Halifeoğlu

https://doi.org/10.18070/erciyesiibd.1456031

Abstract

Bu araştırmada tekrar satın alma niyeti ve ağızdan ağıza iletişim niyeti üretim yapan işletmeler üzerinden incelenmiş ve araştırma endüstriyel tüketicilerin bakışıyla ele alınmıştır. Bu bağlamda araştırmanın amacı tekrar satın alma niyeti ile ağızdan ağıza iletişim niyetinin birbirleriyle ilişkisini, birbirleri üzerindeki etkisini ve bu etkinin hangi değişkende daha fazla olduğunu belirlemektir. Araştırmanın deseni, nicel yöntemlerden tarama araştırmadır. Elazığ Organize Sanayi Bölgesi’nde üretim yapan 163 işletme araştırmanın evrenini oluşturmuştur. Verilerin toplanmasında anket tekniği kullanılmış, veri toplama aracı olarak anket formundan yararlanılmıştır. Üretim yapan 140 işletmeye anket uygulanmıştır. Araştırma sonucunda tekrar satın alma niyeti ile ağızdan ağıza iletişim niyeti arasında pozitif yönde ve orta düzeyde bir ilişki olduğu belirlenmiştir. Buna ek olarak tekrar satın alma niyeti ile ağızdan ağıza iletişim niyetinin birbirini etkilediği ancak tekrar satın alma niyetinin ağızdan ağıza iletişim niyeti üzerindeki etkisinin, ağızdan ağıza iletişim niyetinin tekrar satın alma niyeti üzerindeki etkisinden daha fazla olduğu belirlenmiştir.

Keywords

Tekrar Satın Alma Niyeti Ağızdan Ağıza İletişim Niyeti Endüstriyel Pazar Üretim Yapan İşletmeler B2B

References

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  • Alfarizi, M. ve Arifian, R. (2023). Patient satisfaction with Indonesian sharia hospital services: halal healthcare tool and implications for loyalty-wom. Asian Journal of Islamic Management (AJIM), 5(1), 18-35.
  • Ali, M., Puah, C.H., Ayob, N. ve Raza, S.A. (2020). Factors influencing tourist’s satisfaction, loyalty and word of mouth in selection of local foods in Pakistan. British Food Journal, 122(6), 2021-2043.
  • Amenuvor, F. E. ve Tark, L. H. (2020). the effect of pre-purchase wom seeking behavior on the wom intention. Journal of Marketing Studies, 28(2), 15-30.
  • Büyüköztürk, Ş. (2014). Sosyal bilimler için veri analizi el kitabı (19.Baskı). Ankara: Pegem Akademi.
  • Büyüköztürk, Ş., Kılıç Çakmak, E., Akgün, Ö.E., Karadeniz, Ş. & Demirel, F. (2014). Bilimsel araştırma yöntemleri, (17. Baskı),Pegem Akademi, Ankara.
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  • Chamchuntra, S., ve Fongsuwan, W. (2014). Customer repurchase intention, trust and customer satisfaction influencing outsourced employees at Kasikorbank bank public company limited (Thailand). International Journal of Arts & Sciences, 7(3), 233-242.
  • Chen, Y. S., ve Chang, C. H. (2012). Enhance green purchase intentions: the roles of green perceived value, green perceived risk, and green trust. Management Decision, 50(3), 502-520.
  • Chinomona, R. ve D., Dubihlela. (2014). Does customer satisfaction lead to customer trust, loyalty and repurchase intention of local store brands? The case of gauteng province of South Africa. Mediterranean Journal of Social Sciences, 5(9), 23-32.
  • Chung, C.M.Y., ve Darke, P.R. (2006). The consumer as advocate: self-relevance, culture and word-of-mouth. Marketing Letters, 17, 269-279.
  • Cronin, J. J. Jr. ve Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. Journal of Marketing, 56(3), 55-68.
  • Davidow, M. (2003). Have you heard the word? The effect of word of mouth on perceived justice, satisfaction and repurchase intentions following complaint handling. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 16(1), 67-80.
  • Dean, A.M. (2007). The impact of the customer orientation of call center employees on customers’ affective commitment and loyalty. Journal of Service Research, 10( 2), 161-173.
  • East, R., Hammond, K. ve Lomax, W. (2008). Measuring the impact of positive and negative word of mouth on brand purchase probability. International Journal of Research In Marketing, 25(3), 215-224.
  • Ekiz, E.H. ve Arasli, H. (2007). Measuring the impacts of organizational responses: case of Northern Cyprus hotels. Managing Global Transitions, 5(3), 271-287.
  • Feng, J. ve Yanru, H. (2013). Study on the relationships among customer satisfaction, brand loyalty and repurchase intention. Journal of Theoretical and Applied Information Technology, (49)1, 180-186.
  • Ferdinands, L.C. (2019). Pengaruh brand loyalty, word of mouth, dan celebrity endorsement terhadap repurchase intention. Jurnal Manajemen Bisnis dan Kewirausahaan, 3(3), 74-79.
  • Frank, B., Enkawa, T. ve Schvaneveldt, S.J. (2014). How do the success factors driving repurchase intent differ between male and female customers?. Journal of the Academy of Marketing Science, 42, 171-185.
  • Gefen, D. ve Straub, D. W. (2004). Consumer trust in b2c e-commerce and the importance of social presence: experiments in e-products and e-services. Omega, 32(6), 407-424.
  • Gheorghe, I.-R. (2012). Word-of-mouth communication: a theoretical review. Marketing and Management of Innovation, 1, 132-139.
  • Ghorban, Z. S. ve Tahernejad, H. (2012). A Study on effect of brand credibility on word of mouth: with reference to internet service providers in Malaysia”, International Journal of Marketing Studies, 4(1), 26-37.
  • Gremler, D.D., Gwinner, K. P. ve Brown, S.W. (2001). Generating positive word-of-mouth communication through customer-employee relationships. International Journal of Service Industry Management, 12(1), 44-59.
  • Grewal, R., Cline, T.W. ve Davies, A. (2003). Early-entrant advantage, word of-mouth communication, brand similarity, and the consumer decision-making process. Journal of Consumer Psychology, 13 (3), 187-197.
  • Güleş, H.K., Paksoy, T., Bülbül, H. & Özceylan E. (2012). Tedarik Zinciri Yönetimi- Stratejik Planlama, Modelleme ve Optimizasyon, (Genişletilmiş 2.Baskı). Ankara. Gazi Kitabevi.
  • Gürbüz, S. (2021). AMOS ile yapısal eşitlik modellemesi temel ilkeler ve uygulamalı analizler (2.Baskı), Ankara: Seçkin Yayıncılık.
  • Gürbüz, S. ve Şahin, F., (2014). Sosyal bilimlerde araştırma yöntemleri felsefe-yöntem-analiz, Ankara: Seçkin Yayıncılık.
  • Harris, L. C., ve Goode, M. M. H. (2010). Online servicescapes, trust, and purchase intentions. Journal of Services Marketing, 24(3), 230-243.
  • Haryono, S., Suharyono, , D.H., AF., Suyadi, I. (2015). The effects of service quality on customer satisfaction, customer delight, trust, repurchase ıntention, and word of mouth. European Journal of Business and Management, 7(12), 36-48.
  • Hellier, P. K., Geursen, G. M., Carr, R. A. ve Rickard, J. A. (2003). Customer repurchase intention: a general structural equation model. European Journal of Marketing, 37(11/12), 1762-1800.
  • https://elazigosb.org.tr/avantajlarimiz-elazigosb/ (Erişim Tarihi: 23.09.2024).
  • https://elazigosb.org.tr/firmalar/ (Erişim Tarihi: 28.11.2023).
  • https://elazigtso.org.tr/tr/index.php/elazig-sanayi-yapisi/ (Erişim Tarihi: 23.09.2024).
  • https://www.ka.gov.tr/sayfalar/kalkinma-planlamasinda-istatistiki-bolge-birimleri-siniflandirmasi--24 (Erişim Tarihi: 23.09.2024).
  • Ibzan, E. Balarabe, F. ve Jakada, B. (2016). Customer satisfaction and repurchase intentions. Developing Country Studies, 6(2). 96-100.
  • Ingram, R., Skinner, S. J. ve Taylor, V.A. (2005). Consumers’ evaluation of unethical marketing behaviors: the role of customer commitment. Journal of Business Ethics, 62, 237-252.
  • Jalilvand, M.R., Salimipour, S., Elyasi, M. ve Mohammadi, M. (2017). Factors influencing word of mouth behaviour in the restaurant industry. Marketing Intelligence & Planning, 35(1), 81-110.
  • Karagöz, Y. (2017). SPSS ve AMOS uygulamalı nitel-nicel-karma bilimsel araştırma yöntemleri ve yayın etiği. Sivas: Nobel Akademik Yayıncılık.
  • Khan, Z., Ferguson, D. ve Pérez, A. (2015). Customer responses to csr in the Pakistani banking industry. International Journal of Bank Marketing, 33(4), 471-493.
  • Kitapci, O., Akdogan, C. ve Dortyol, İ.T. (2014). The impact of service quality dimensions on patient satisfaction, repurchase intentions and word-of-mouth communication in the public healthcare industry. Procedia-Social and Behavioral Sciences, 148, 161-169.
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  • Lam, A.Y.C., Lau, M.M. ve Cheung, R. (2016). Modelling the relationship among green perceived value, green trust, satisfaction and repurchase intention of green products. Contemporary Management Research, 12(1), 47-60.
  • Liu, H., Meng-Lewis, Y., Ibrahim, F. ve Zhu, X. (2021). Superfoods, super healthy: Myth or reality? Examining consumers’ repurchase and wom intention regarding superfoods: A theory of consumption values perspective. Journal of Business Research, 137, 69-88.
  • Luo, H., Yu, Y., Huang, W., Cai, Z. ve Chen, Y. (2017). Impact of service recovery quality on consumers' repurchase intention: the moderating effect of customer relationship quality. 2017 International Conference on Service Systems and Service Management (ICSSSM) içinde (ss.1-6). Dalian, China:IEEE.
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Details

Primary Language Turkish
Subjects Human Resources and Industrial Relations (Other), Business Administration
Journal Section Makaleler
Authors

Melike Halifeoğlu 0000-0001-8454-0490

Early Pub Date December 27, 2024
Publication Date December 30, 2024
Submission Date March 21, 2024
Acceptance Date November 20, 2024
Published in Issue Year 2024 Issue: 69

Cite

APA Halifeoğlu, M. (2024). ÜRETİM YAPAN İŞLETMELERDE TEKRAR SATIN ALMA NİYETİ VE AĞIZDAN AĞIZA İLETİŞİM NİYETİ ARASINDAKİ İLİŞKİ. Erciyes Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi(69), 227-236. https://doi.org/10.18070/erciyesiibd.1456031
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