MÜŞTERİ TATMİNİ VE BAĞLILIĞININ ONLİNE AĞIZDAN AĞIZA İLETİŞİME (YOĞUNLUK VE DEĞER BOYUTLARINA) OLAN ETKİSİNİN İNCELENMESİ

Year 2021, Volume: 20 Issue: 78, 688 - 704, 01.04.2021

Sinan Çavuşoğlu , Bülent Demirağ

https://doi.org/10.17755/esosder.786996

Abstract

Araştırma, müşteri tatmini ve bağlılığının online ağızdan ağıza iletişime (yoğunluk ve değer) olan etkisinin değerlendirilmesi amacıyla gerçekleştirilmiştir. Araştırmanın evrenini online alışveriş yapan tüketiciler oluşturmaktadır. Araştırma kapsamında tesadüfi olmayan örneklemelerden ‘kolayda örneklem’ yöntemi uygulanmıştır. Örneklem sayısı ise 427 anket formunda yer alan verilerden yola çıkarak değerlendirilmiştir. Araştırmada hipotezlerin test edilmesi için SPSS ve AMOS istatistik programları kullanılmıştır. Analiz sonuçlarına göre müşteri tatmininin online ağızdan ağıza iletişimin yoğunluk ve değer boyutlarını pozitif yönde etkilediği tespit edilmiştir. Benzer şekilde ve duygusal bağlılığın online ağızdan ağıza iletişimin yoğunluk ve değer boyutlarını pozitif yönde etkilediği belirlenmiştir.

Keywords

Müşteri tatmini, Duygusal bağlılık, Yüksek fedakârlık bağlılığı, Online ağızdan ağıza iletişim

INVESTIGATING THE EFFECT OF CUSTOMER SATISFACTION AND COMMITMENT ON ONLINE WORD-OF-MOUTH

Abstract

The research was conducted to evaluate the effect of customer satisfaction and commitment on electronic word-of-mouth (volume and valence). The universe of the research is the consumers who shop online. Within the scope of the research, "convenience sampling" method was applied among non-random samples. The number of samples was evaluated on the basis of the data in the 427 questionnaire forms. SPSS and AMOS statistical programs were used to test the hypotheses in the study. According to the analysis results, it was determined that customer satisfaction positively affects the volume and valence dimensions of electronic word-of-mouth. Similarly, it was determined that affective commitment positively affects the volume and valence dimensions of electronic word-of-mouth. Finally, whether high sacrifice commitment has an effect on the volume and valence dimensions of electronic word-of-mouth communication was tested by path analysis. The relationship between the variables was found to be statistically significant and a positive relationship was found between high sacrifice commitment and volume-valence. However, the hypotheses created within the scope of the study were not accepted because the hypotheses were determined that high sacrifice commitment had no effect on the volume and valence dimensions. 

Keywords

Customer satisfaction, Affective commitment, High sacrifice commitment

References

• Abd-Elaziz, M. E., Aziz, W. M., Khalifa, G. S., & Abdel-Aleem, M. (2015). Determinants of Electronic word of mouth (EWOM) influence on hotel customers' purchasing decision. International Journal of Heritage, Tourism, and Hospitality, 9(2/2), 194-223.
• Agnew, C. R., Van Lange, P. A., Rusbult, C. E., & Langston, C. A. (1998). Cognitive interdependence: Commitment and the mental representation of close relationships. Journal of personality and social psychology, 74(4), 939-954.
• Anastasiei, B., & Dospinescu, N. (2019). Electronic word-of-mouth for online retailers: Predictors of volume and valence. Sustainability, 11(3), 1-18.
• Anderson, E. W., Fornell, C., & Rust, R. T. (1997). Customer satisfaction, productivity, and profitability: Differences between goods and services. Marketing Science, 16(2), 129-145.
• Angelova, B., & Zekiri, J. (2011). Measuring customer satisfaction with service quality using American Customer Satisfaction Model (ACSI Model). International Journal of Academic Research in Business and Social Sciences, 1(3), 232-258.
• Bansal, H. S., Irving, P. G., & Taylor, S. F. (2004). A three-component model of customer to service providers. Journal of the Academy of marketing Science, 32(3), 234-250.
• Becker, H. S. (1960). Notes on the concept of commitment. American journal of Sociology, 66(1), 32-40.
• Berger, J., & Iyengar, R. (2013). Communication channels and word of mouth: How the medium shapes the message. Journal of Consumer Research, 40(3), 567-579.
• Bricci, L., Fragata, A., & Antunes, J. (2016). The effects of trust, commitment and satisfaction on customer loyalty in the distribution sector. Journal of Economics, Business and Management, 4(2), 173-177.
• Chakravarty, A., Liu, Y., & Mazumdar, T. (2010). The differential effects of online word-of-mouth and critics' reviews on pre-release movie evaluation. Journal of Interactive Marketing, 24(3), 185-197.
• Cheong, J. W., Muthaly, S., Kuppusamy, M., & Han, C. (2020). The study of online reviews and its relationship to online purchase intention for electronic products among the millennials in Malaysia. Asia Pacific Journal of Marketing and Logistics.
• Chevalier, J. A., & Mayzlin, D. (2006). The effect of word of mouth on sales: Online book reviews. Journal of Marketing Research, 43(3), 345-354.
• Chung, K. H., & Shin, J. I. (2010). The antecedents and consequents of relationship quality in internet shopping. Asia Pacific Journal of Marketing and Logistics, 22(4), 473-491.
• Demirağ, B. ve Durmaz, Y.(2020). Marka Yönetimi (Uygulamalı). 1.Baskı. Hiper Yayınları. İstanbul.
• Dwyer, F. R., Schurr, P. H., & Oh, S. (1987). Developing buyer-seller relationships. Journal of Marketing, 51(2), 11-27.
• Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39-50.
• Fullerton, G. (2005). How commitment both enables and undermines marketing relationships. European Journal of Marketing, 39(11/12), 1372-1388.
• Giese, J. L., & Cote, J. A. (2000). Defining consumer satisfaction. Academy of marketing science review, 1(1), 1-22.
• Godes, D., & Mayzlin, D. (2004). Using online conversations to study word-of-mouth communication. Marketing Science, 23(4), 545-560.
• Hair, J. F., Sarstedt, M., Ringle, C. M., & Mena, J. A. (2012). An assessment of the use of partial least squares structural equation modeling in marketing research. Journal of the Academy of Marketing Science, 40(3), 414-433.
• Halstead, D. (2002). Negative word of mouth: Substitute for or supplement to consumer complaints?. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 15, 1-12.
• Hapsari, R., Clemes, M., & Dean, D. (2016). The mediating role of perceived value on the relationship between service quality and customer satisfaction: Evidence from Indonesian airline passengers. Procedia Economics and Finance, 35(12), 388-395.
• Harrison-Walker, L. J. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of Service Research, 4(1), 60-75.
• Hennig-Thurau, T., Wiertz, C., & Feldhaus, F. (2015). Does Twitter matter? The impact of microblogging word of mouth on consumers’ adoption of new movies. Journal of the Academy of Marketing Science, 43(3), 375-394.
• Hyrynsalmi, S., Seppanen, M., Aarikka-Stenroos, L., Suominen, A., Jarvelainen, J., & Harkke, V. (2015). Busting myths of electronic word of mouth: the relationship between customer ratings and the sales of mobile applications. Journal of theoretical and applied electronic commerce research, 10(2), 1-18.
• Ilieska, K. (2013). Customer satisfaction index–as a base for strategic marketing management. TEM Journal, 2(4), 327.
• Kaiser, H. F. (1974). An index of factorial simplicity. Psychometrika, 39(1), 31-36.
• Keiningham, T. L., Frennea, C. M., Aksoy, L., Buoye, A., & Mittal, V. (2015). A five-component customer commitment model: Implications for repurchase intentions in goods and services industries. Journal of Service Research, 18(4), 433-450.
• Khadka, K., & Maharjan, S. (2017). Customer satisfaction and customer loyalty: Case trivsel städtjänster (trivsel siivouspalvelut). Unpublished manuscript, Degree Program in Business Management, Centria University of Applied Sciences, Kokkola, Finland.
• Kim, K., Yoon, S., & Choi, Y. K. (2019). The effects of eWOM volume and valence on product sales–an empirical examination of the movie industry. International Journal of Advertising, 38(3), 471-488.
• López, M., & Sicilia, M. (2014). Determinants of E-WOM influence: the role of consumers’ internet experience. Journal of theoretical and applied electronic commerce research, 9(1), 28-43.
• Maisam, S., & Mahsa, R. D. (2016). Positive word of mouth marketing: Explaining the roles of value congruity and brand love. Journal of Competitiveness, 8(1), 19-37.
• Marshall, N. W. (2010). Commitment, loyalty and customer lifetime value: investigating the relationships among key determinants. Journal of Business & Economics Research (JBER), 8(8), 67-84.
• Mazzarol, T., Sweeney, J. C., & Soutar, G. N. (2007). Conceptualizing word‐of‐mouth activity, triggers and conditions: an exploratory study. European Journal of Marketing, 41(11-12), 1475-1494.
• Meyer, J. P., & Allen, N. J. (1984). Testing the" side-bet theory" of organizational commitment: Some methodological considerations. Journal of applied psychology, 69(3), 372.
• Nadda, V. K., Dadwal, S. S., & Firdous, A. (2015). Social Media Marketing. In Handbook of Research on Integrating Social Media into Strategic Marketing (pp. 359-379). IGI Global.
• Nobar, H. B. K., & Rostamzadeh, R. (2018). The impact of customer satisfaction, customer experience and customer loyalty on brand power: empirical evidence from hotel industry. Journal of Business Economics and Management, 19(2), 417-430.
• Oliver, R. L. (1999). Whence consumer loyalty?. Journal of Marketing, 63(4_suppl1), 33-44.
• Sahin, A., Zehir, C., & Kitapçı, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty; an empirical research on global brands. Procedia-Social and Behavioral Sciences, 24, 1288-1301.
• Tam, J. L. (2004). Customer satisfaction, service quality and perceived value: An integrative model. Journal of marketing management, 20(7-8), 897-917.
• Van Lange, P. A., Rusbult, C. E., Drigotas, S. M., Arriaga, X. B., Witcher, B. S., & Cox, C. L. (1997). Willingness to sacrifice in close relationships. Journal of personality and social psychology, 72(6), 1373-1395.
• Yang, F. X. (2017). Effects of restaurant satisfaction and knowledge sharing motivation on eWOM intentions: the moderating role of technology acceptance factors. Journal of Hospitality & Tourism Research, 41(1), 93-127.
• You, Y., Vadakkepatt, G. G., & Joshi, A. M. (2015). A meta-analysis of electronic word-of-mouth elasticity. Journal of Marketing, 79(2), 19-39.
• Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2006). Service Marketing. New York, US.
• Zhou, W., & Duan, W. (2015). An empirical study of how third-party websites influence the feedback mechanism between online word-of-mouth and retail sales. Decision Support Systems, 76, 14-23.