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İlişkisel Pazarlama, Bilişsel Çelişki, Müşteri Memnuniyeti ve Yeniden Satın Alma Davranışı Arasındaki İlişkinin İncelenmesi: Çevrimiçi Satın Alma Davranışı Üzerine Bir Araştırma

Year 2023, Volume: 7 Issue: 1, 508 - 524, 25.01.2023
https://doi.org/10.25295/fsecon.1186447

Abstract

Özellikle teknolojinin hızlı gelişimi ve internet kullanım oranının artması çevrimiçi alışveriş sitelerini de çeşitlendirmiştir. Böylece tüketiciler internet alışveriş sitesi tercihlerinde alternatifleri değerlendirmeye başlamışlardır. Bu durum onlarda bilişsel olarak çelişki yaratabilmektedir. Bu doğrultuda çalışmanın amacı, ilişkisel pazarlamada bağ stratejilerinin bilişsel çelişki davranışına etkisi ile bilişsel çelişki yaşayan müşterilerin memnuniyet ve yeniden satın alma davranışına etkisini incelemektir. Bu amaçla hazırlanan anket formu gerek yüz yüze gerekse de çevrimiçi anket yöntemiyle katılımcılara ulaştırılmıştır. Ankete toplamda 401 geri dönüş sağlanmıştır. Modeldeki değişkenler arasında ilişki bulunup bulunmadığı yapısal eşitlik modeli yardımıyla LISREL 8.7 programından yararlanarak tespit edilmiştir. Araştırma sonuçlarına göre, sosyal bağların, yapısal bağların ve finansal bağların bilişsel çelişki üzerinde negatif yönlü anlamlı bir etkisi olduğu belirlenmiştir. Diğer bir deyişle katılımcıların sosyal, yapısal ve finansal bağlar düzeylerinde meydana getirdikleri bir birimlik artış bilişsel çelişki düzeyleri üzerinde negatif yönde bir etki yapacağı belirlenmiştir. Ayrıca araştırma da bilişsel çelişkinin müşteri memnuniyeti ve tekrar satın alma davranışına da olumsuz ve anlamlı bir etkisi bulunduğu saptanmıştır.

References

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  • Aydın, H. & Yılmaz, Ö. (2018). Online Alışverişte Bilişsel Çelişki Davranışlarının İncelenmesi. Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi, 6, 333-339. https://doi.org/10.18506/anemon.454708
  • Beatty, S. E. & Ferrell, M. E. (1998). Impulse Buying: Modeling Its Precursors. Journal of Retailing, 74(2), 169-191. https://doi.org/10.1016/S0022-4359(99)80092-X
  • Berry, L. L. (1995). Relationship Marketing of Ser Growing Interest, Emerging, Perpectives. Journal of The Academy of Marketing Science, 23(4), 236–244, https://doi.org/10.1007/s10551-015-2829-4
  • Bolia, B., Jha, S. & Jha, M. K. (2016). Cognitive Dissonance: A Review of Causes and Marketing Implications. Researchers World, 7(2), 63-76.
  • Bolton, R. N. & Bhattacharya, C. B. (2000). Relationship Marketing in Mass Markets. Jagdish N. Sheth and Atul Parvatiyar (Ed.), Handbook of Relationship Marketing. Sage Publications: Thousand Oaks, CA, 327-54.
  • Büyüköztürk, Ş. (2009). Sosyal Bilimler İçin Veri Analizi El Kitabı: İstatistik, Araştırma Deseni, Spss Uygulamaları ve Yorum (9. Baskı). Ankara: Pegem Yayınları.
  • Cairns, H. M., Ritch, E. L. & Bereziat, C. (2022). Think Eco, Be Eco? The Tension Between Attitudes and Behaviours of Millennial Fashion Consumers. International Journal of Consumer Studies, 46(4), 1262-1277. https://doi.org/10.1111/ijcs.12756
  • Chang, C. C. & Tseng, A. H. (2014). The Post-Purchase Communication Strategies for Supporting Online Impulse Buying. Computers in Human Behavior, 39(2014), 393–403. https://doi.org/10.1016 /j.chb.2014.05.035
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  • Chen, Y-L. & Chiu, H-C. (2009). The Effects of Relational Bonds on Online Customer Satisfaction. The Service Industries Journal, 29(11), 1581-1595. https://doi.org/1 0.1080/02642060902793326
  • Chiu, H. C., Hsieh, Y. C., Li, Y. C. & Lee, M. (2005). Relationship Marketing and Consumer Switching Behavior. Journal of Business Research, 58(12), 1681-1689.
  • Demirgunes, B. K. & Avcilar, M. Y. (2017). The Effect of Cognitive Dissonance on External Information Search and Consumer Complaint Responses. International Journal of Business Administration, 8(2), 57-72. https://doi.org/10.5430/ijba.v8n2p57
  • Elüstün, O. (2020). Tüketici Davranışlarında Bilişsel Uyumsuzluk: Kavramsal Bir İnceleme. Economics, Business and Organization Research, 2(1), 37-51.
  • Eroğlu, E. (2005). Müşteri Memnuniyeti Ölçüm Modeli. İ.Ü. İşletme Fakültesi İşletme Dergisi, 34(1), 7-25.
  • Eskiler, E. & Altunışık, R. (2015). Algılanan Değer ve Müşteri Memnuniyetinin Satın Alma Eğilimleri Üzerine Etkisi. III. Rekreasyon Araştırmaları Kongresi. 483-493.
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  • Kaish, S. (1967). Cognitive Dissonance and The Classification of Consumer Goods. Journal of Marketing, 31(4), 28–31. https://doi.org/10.1177/002224296703100406
  • Kan, A. & Akbaş, A. (2005). Lise Öğrencilerinin Kimya Dersine Yönelik Tutum Ölçeği Geliştirme Çalışması. Mersin Üniversitesi Eğitim Fakültesi Dergisi, 1(2), 227-237.
  • Kılıç, N. (2010). İlişkisel Pazarlamanın Müşteri Sadakati Yaratmadaki Etkisi: Bir Hava Yolu Taşıma İşletmesindeki Uygulamanın İncelenmesi. Yayımlanmamış Yüksek Lisans Tezi, Dokuz Eylül Üniversitesi, Sosyal Bilimler Enstitüsü.
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  • Kline, R. B. (2009). Principles and Practice of Structural Equation Modeling. New York: The Guilford Press.
  • Koçoğlu, C. M. (2016). Risk Algısının Yeniden Satın Alma Davranışı Üzerindeki Etkisi: Havayolu Sektöründe Bir Araştırma. Türk Dünyası Kırgız – Türk Sosyal Bilimler Enstitüsü, Akademik Bakış Dergisi, 57(10), 246-263.
  • Koller, M. & Salzberger, T. (2007). Cognitive Dissonance as a Relevant Construct Throughout the Decision-Making and Consumption Process - An Empirical Investigation Related to a Package Tour. Journal of Customer Behaviour, 6(3), 217–227. https://doi.org/10.1362/147539207X251022
  • Koller, M. & Salzberger, T. (2012). Heterogeneous Development of Cognitive Dissonance Over Time and Its Effect on Satisfaction and Loyalty. Journal of Customer Behaviour, 11(3), 261–280. https://doi.org/10.1362/147539212X13469450373119
  • Kotler, P. (2004). İlişkisel Pazarlama. Umut Hasdemir (Ed.), A’dan Z’ye Pazarlama: Pazarlama ile İlgilenen Herkesin Bilmesi Gereken 80 Kavram, 1. Baskı içinde (53-60). Media Cat Yayınevi, İstanbul.
  • Lengler, J. F. & Moyano, C. M. (2011). Developing Strategic Planning Method for Tourism Companies Based on Customer Satisfaction. Advances in Hospitality and Tourism Marketing and Management (50-56). Bogaziçi University. Istanbul, June 19-24, 2011.
  • Leonidou, C. N, & Skarmeas, D. (2015). Gray Shades of Green: Causes and Consequences of Green Skepticism. Journal of Business Ethics, 144, 401–415.
  • Liang, C-J., Chen, H-J & Wang, W-H. (2008). Does Online Relationship Marketing Enhance Customer Retention and Cross-Buying?. The Service Industries Journal, 28(6), 769–787. https://doi.org/10.1080/02642060801988910
  • Liao, C., To, P-L., Wong, Y-C., Palvia, P. & Kakhki, M. D. (2016). The Impact of Presentation Mode and Product Type on Online Impulse Buying Decisions, Journal of Electronic Commerce Research, 17(2), 153.
  • Lin, N. P., Weng, J. C. M. & Hsieh, Y. C. (2003). Relational Bonds and Customer’s Trust and Commitment—A Study on The Moderating Effects of Web Site Usage. Service Industries Journal, 23(3), 103-124. https://doi.org/10.1080/714005111
  • Mao, W. & Oppewal, H. (2010). Did I Choose the Right University? How Post-Purchase Information Affects Cognitive Dissonance, Satisfaction and Perceived Service Quality. Australasian Marketing Journal, 18(1), 28–35. https://doi.org/10.1016/j.ausmj.2009.10.002
  • Martenson, R. (2007), Corporate Brand Image, Satisfaction and Store Loyalty: A Study of The Store as A Brand, Store Brands and Manufacture. International Journal of Retail & Distribution Management, 35(7), 544-555. https://doi.org/10.1108/09590550710755921
  • Morgan, R. M. & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(July), 20-38. https://doi.org/10.1177/002224299405800302
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  • Puligadda, S., Ross, W. T., Chen, J. & Howlett, E. (2012). When Loyalties Clash Purchase Behavior When a Preferred Brand Is Stocked Out: The Tradeoff Between Brand and Store Loyalty. Journal of Retailing and Consumer Services, 19(6), 570-577. https://doi.org/10.1016/j.jretconser.2012.07.002
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  • Schermelleh-Engel, K. & Moosbrugger, H. (2003). Evaluating The Fit of Structural Equation Models: Test of Significance and Descriptive Goodness-Of-Fit Measures. Methods of Psychological Research Online, 8(2), 23-74.
  • Shahin Sharifi, S. & Rahim Esfidani, M. (2014), The Impacts of Relationship Marketing on Cognitive Dissonance, Satisfaction, and Loyalty: The Mediating Role of Trust and Cognitive Dissonance. International Journal of Retail & Distribution Management, 42(6), 553-575. https://doi.org/10.1108/IJRDM-05-2013-0109
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Examining the Relationship Between Relationship Marketing, Cognitive Dissonance, Customer Satisfaction and Repurchase Behavior: A Study on Online Purchasing Behavior

Year 2023, Volume: 7 Issue: 1, 508 - 524, 25.01.2023
https://doi.org/10.25295/fsecon.1186447

Abstract

Especially the rapid technological development of and the rise in internet usage have diversified online shopping sites. Thus, consumers have started to evaluate alternatives in their online shopping site preferences. This situation can create a cognitive dissonance in them. In this direction, the objective of the study was to investigate the impact of bond strategies on cognitive dissonance behavior and the impact of the cognitive dissonance on satisfaction and repurchase behavior of customers in RM. The survey questionnaire forms prepared for this purpose were delivered to the participants using both online and face-to-face questionnaires. Totally 401 responses were submitted. Whether or not a relationship exists between the variables in the model was determined using the LISREL 8.7 software within the framework of the structural equation model. Study results revealed that social, structural, and financial bonds had negative and significant impacts on CD. In other words, it is determined that a one-unit increase in the social, structural, and financial bonds of the participants would have an adverse impact on their CD levels. Moreover, it was detected that CD had a negative and significant impact on customer satisfaction and repurchase behavior.

References

  • Ayazlar, R. A. & Yüksel, A. (2012). Web Sitesi Kalitesi, Risk ve Güven: Bilişsel Çelişki ve Tüketim Sonrası Davranışlar Üzerine Etkileri. Seyahat ve Otel İşletmeciliği Dergisi, 9(1), 1-28.
  • Aydın, H. & Yılmaz, Ö. (2018). Online Alışverişte Bilişsel Çelişki Davranışlarının İncelenmesi. Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi, 6, 333-339. https://doi.org/10.18506/anemon.454708
  • Beatty, S. E. & Ferrell, M. E. (1998). Impulse Buying: Modeling Its Precursors. Journal of Retailing, 74(2), 169-191. https://doi.org/10.1016/S0022-4359(99)80092-X
  • Berry, L. L. (1995). Relationship Marketing of Ser Growing Interest, Emerging, Perpectives. Journal of The Academy of Marketing Science, 23(4), 236–244, https://doi.org/10.1007/s10551-015-2829-4
  • Bolia, B., Jha, S. & Jha, M. K. (2016). Cognitive Dissonance: A Review of Causes and Marketing Implications. Researchers World, 7(2), 63-76.
  • Bolton, R. N. & Bhattacharya, C. B. (2000). Relationship Marketing in Mass Markets. Jagdish N. Sheth and Atul Parvatiyar (Ed.), Handbook of Relationship Marketing. Sage Publications: Thousand Oaks, CA, 327-54.
  • Büyüköztürk, Ş. (2009). Sosyal Bilimler İçin Veri Analizi El Kitabı: İstatistik, Araştırma Deseni, Spss Uygulamaları ve Yorum (9. Baskı). Ankara: Pegem Yayınları.
  • Cairns, H. M., Ritch, E. L. & Bereziat, C. (2022). Think Eco, Be Eco? The Tension Between Attitudes and Behaviours of Millennial Fashion Consumers. International Journal of Consumer Studies, 46(4), 1262-1277. https://doi.org/10.1111/ijcs.12756
  • Chang, C. C. & Tseng, A. H. (2014). The Post-Purchase Communication Strategies for Supporting Online Impulse Buying. Computers in Human Behavior, 39(2014), 393–403. https://doi.org/10.1016 /j.chb.2014.05.035
  • Chen, W-K., Chen, C-K & Silalahi, A. D. K. (2021). Understanding Consumers' Post-Purchase Behavior by Cognitive Dissonance and Emotions in the Online Impulse Buying Context. 2021 IEEE 22nd International Conference on Information Reuse and Integration for Data Science (IRI), 390-394, 10.1109/IRI51335.2021.00061
  • Chen, Y-L. & Chiu, H-C. (2009). The Effects of Relational Bonds on Online Customer Satisfaction. The Service Industries Journal, 29(11), 1581-1595. https://doi.org/1 0.1080/02642060902793326
  • Chiu, H. C., Hsieh, Y. C., Li, Y. C. & Lee, M. (2005). Relationship Marketing and Consumer Switching Behavior. Journal of Business Research, 58(12), 1681-1689.
  • Demirgunes, B. K. & Avcilar, M. Y. (2017). The Effect of Cognitive Dissonance on External Information Search and Consumer Complaint Responses. International Journal of Business Administration, 8(2), 57-72. https://doi.org/10.5430/ijba.v8n2p57
  • Elüstün, O. (2020). Tüketici Davranışlarında Bilişsel Uyumsuzluk: Kavramsal Bir İnceleme. Economics, Business and Organization Research, 2(1), 37-51.
  • Eroğlu, E. (2005). Müşteri Memnuniyeti Ölçüm Modeli. İ.Ü. İşletme Fakültesi İşletme Dergisi, 34(1), 7-25.
  • Eskiler, E. & Altunışık, R. (2015). Algılanan Değer ve Müşteri Memnuniyetinin Satın Alma Eğilimleri Üzerine Etkisi. III. Rekreasyon Araştırmaları Kongresi. 483-493.
  • Festinger, L. (1957). A Theory of Cognitive Dissonance. Stanford, California: Stanford University Press.
  • Fornell, C. & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18, 39-50.
  • Gefen, D., Straub, D. & Boudreau, M. C. (2000). Structural Equation Modeling and Regression: Guidelines for Research Practice. Communications of the Association for Information Systems, 4(1), 1-78.
  • Gounaris, S. & Stathakopoulos, V. (2004). Antecedents and Consequences of Brand Loyalty: An Empirical Study. Journal of Brand Management, 11(4), 283-306. https://doi.org/10.1057/palgrave.bm.2540174
  • Gürbüz, S. & Şahin, F. (2018). Sosyal Bilimlerde Araştırma Yöntemleri- Felsefe-Yöntem-Analiz. Ankara: Seçkin Yayıncılık.
  • Jones, T. O. & Sasser, W. E. (1995). Why Satisfied Customers Defect. Harvard Business Review, 73(November/December), 88-99.
  • Kaish, S. (1967). Cognitive Dissonance and The Classification of Consumer Goods. Journal of Marketing, 31(4), 28–31. https://doi.org/10.1177/002224296703100406
  • Kan, A. & Akbaş, A. (2005). Lise Öğrencilerinin Kimya Dersine Yönelik Tutum Ölçeği Geliştirme Çalışması. Mersin Üniversitesi Eğitim Fakültesi Dergisi, 1(2), 227-237.
  • Kılıç, N. (2010). İlişkisel Pazarlamanın Müşteri Sadakati Yaratmadaki Etkisi: Bir Hava Yolu Taşıma İşletmesindeki Uygulamanın İncelenmesi. Yayımlanmamış Yüksek Lisans Tezi, Dokuz Eylül Üniversitesi, Sosyal Bilimler Enstitüsü.
  • Kim, Y. (2011). Application of Cognitive Dissonance Theory to the Service Industry. Services Marketing Quarterly, 32(2), 96-112. https://doi.org/10.1080/15332969.2011.557602
  • Kline, R. B. (2009). Principles and Practice of Structural Equation Modeling. New York: The Guilford Press.
  • Koçoğlu, C. M. (2016). Risk Algısının Yeniden Satın Alma Davranışı Üzerindeki Etkisi: Havayolu Sektöründe Bir Araştırma. Türk Dünyası Kırgız – Türk Sosyal Bilimler Enstitüsü, Akademik Bakış Dergisi, 57(10), 246-263.
  • Koller, M. & Salzberger, T. (2007). Cognitive Dissonance as a Relevant Construct Throughout the Decision-Making and Consumption Process - An Empirical Investigation Related to a Package Tour. Journal of Customer Behaviour, 6(3), 217–227. https://doi.org/10.1362/147539207X251022
  • Koller, M. & Salzberger, T. (2012). Heterogeneous Development of Cognitive Dissonance Over Time and Its Effect on Satisfaction and Loyalty. Journal of Customer Behaviour, 11(3), 261–280. https://doi.org/10.1362/147539212X13469450373119
  • Kotler, P. (2004). İlişkisel Pazarlama. Umut Hasdemir (Ed.), A’dan Z’ye Pazarlama: Pazarlama ile İlgilenen Herkesin Bilmesi Gereken 80 Kavram, 1. Baskı içinde (53-60). Media Cat Yayınevi, İstanbul.
  • Lengler, J. F. & Moyano, C. M. (2011). Developing Strategic Planning Method for Tourism Companies Based on Customer Satisfaction. Advances in Hospitality and Tourism Marketing and Management (50-56). Bogaziçi University. Istanbul, June 19-24, 2011.
  • Leonidou, C. N, & Skarmeas, D. (2015). Gray Shades of Green: Causes and Consequences of Green Skepticism. Journal of Business Ethics, 144, 401–415.
  • Liang, C-J., Chen, H-J & Wang, W-H. (2008). Does Online Relationship Marketing Enhance Customer Retention and Cross-Buying?. The Service Industries Journal, 28(6), 769–787. https://doi.org/10.1080/02642060801988910
  • Liao, C., To, P-L., Wong, Y-C., Palvia, P. & Kakhki, M. D. (2016). The Impact of Presentation Mode and Product Type on Online Impulse Buying Decisions, Journal of Electronic Commerce Research, 17(2), 153.
  • Lin, N. P., Weng, J. C. M. & Hsieh, Y. C. (2003). Relational Bonds and Customer’s Trust and Commitment—A Study on The Moderating Effects of Web Site Usage. Service Industries Journal, 23(3), 103-124. https://doi.org/10.1080/714005111
  • Mao, W. & Oppewal, H. (2010). Did I Choose the Right University? How Post-Purchase Information Affects Cognitive Dissonance, Satisfaction and Perceived Service Quality. Australasian Marketing Journal, 18(1), 28–35. https://doi.org/10.1016/j.ausmj.2009.10.002
  • Martenson, R. (2007), Corporate Brand Image, Satisfaction and Store Loyalty: A Study of The Store as A Brand, Store Brands and Manufacture. International Journal of Retail & Distribution Management, 35(7), 544-555. https://doi.org/10.1108/09590550710755921
  • Morgan, R. M. & Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing. Journal of Marketing, 58(July), 20-38. https://doi.org/10.1177/002224299405800302
  • Newman, J. W. & Werbel, R. A. (1973). Multivariate Analysis of Brand Loyalty for Major Household Appliances. Journal of Marketing Research, 10, 404–409. https://doi.org/10.1177/002224377301000408
  • Odabaşı, Y. & Barış, G. (2002). Tüketici Davranışları. MediaCat, İstanbul
  • Palmatier, R. W. (2008). Relationship Marketing. Cambridge, MA: Marketing Science Institute.
  • Peltier, J. W. & Westfall, J. E. (2000). Dissecting the HMO–Benefits Managers Relationship: What to Measure and Why. Marketing Health Service, 20(2), 4–13.
  • Puligadda, S., Ross, W. T., Chen, J. & Howlett, E. (2012). When Loyalties Clash Purchase Behavior When a Preferred Brand Is Stocked Out: The Tradeoff Between Brand and Store Loyalty. Journal of Retailing and Consumer Services, 19(6), 570-577. https://doi.org/10.1016/j.jretconser.2012.07.002
  • Reichheld, F. F. (1996). The Loyalty Effect. Boston, MA Harvard Business School Pres.
  • Salzberger, T. & Koller, M. (2010). Investigating The Impact of Cognitive Dissonance and Customer Satisfaction on Loyalty and Complaint Behavior. Revista Brasileira de Marketing, 9(1), 5-16.
  • Schermelleh-Engel, K. & Moosbrugger, H. (2003). Evaluating The Fit of Structural Equation Models: Test of Significance and Descriptive Goodness-Of-Fit Measures. Methods of Psychological Research Online, 8(2), 23-74.
  • Shahin Sharifi, S. & Rahim Esfidani, M. (2014), The Impacts of Relationship Marketing on Cognitive Dissonance, Satisfaction, and Loyalty: The Mediating Role of Trust and Cognitive Dissonance. International Journal of Retail & Distribution Management, 42(6), 553-575. https://doi.org/10.1108/IJRDM-05-2013-0109
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There are 56 citations in total.

Details

Primary Language English
Subjects Business Administration
Journal Section Articles
Authors

Eda Dişli Bayraktar 0000-0002-7334-1725

Publication Date January 25, 2023
Published in Issue Year 2023 Volume: 7 Issue: 1

Cite

APA Dişli Bayraktar, E. (2023). Examining the Relationship Between Relationship Marketing, Cognitive Dissonance, Customer Satisfaction and Repurchase Behavior: A Study on Online Purchasing Behavior. Fiscaoeconomia, 7(1), 508-524. https://doi.org/10.25295/fsecon.1186447

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