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SATIŞ SONRASI HİZMETLER VE ÜRÜN GARANTİLERİNİN MÜŞTERİ TATMİNİ, MEMNUNİYETİ VE MARKA SADAKATİ ÜZERİNDEKİ ETKİLERİ

Year 2008, Volume: 26 Issue: 2, 105 - 134, 01.09.2008

Abstract

Müşteri tabanını korumayı sağlayan
güvenilir araçlar olmalarından dolayı satış sonrası hizmetler ve ürün
garantilerine atfedilen öneme rağmen, bunların marka sadakati üzerindeki
etkileri ilgilenilmemiş bir konu olarak kalmıştır. Bu çalışmanın amacı,
bahsedilen faktörlerin marka sadakati üzerindeki etkilerini detaylı olarak
açıklayacak teorik ve ampirik bir taban oluşturmaktır. Bu amaç doğrultusunda,
teorik inceleme sonuçlarına dayanan bir araştırma modeli geliştirilmiş ve Kısmi
En Küçük Kareler (PLS) izleği takip edilerek model yapısının geçerliliği
doğrulanmıştır. Araştırma bulguları, satış sonrası hizmetler ve garantilerin,
marka sadakatini belirleyen temel faktörler üzerinde doğrudan ve dolaylı
etkilerinin olduğunu göstermektedir.     




References

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The Effects of After Sale Services and Product Guaranties on Customer Satisfaction, Delight and Brand Loyalty

Year 2008, Volume: 26 Issue: 2, 105 - 134, 01.09.2008

Abstract


 

Despite
the mentioned importance of after sale services and product guaranties as
reliable tools ensuring to protect the consumer base, their effects on brand
loyalty has remained an unattended issue. The aim of this study is to establish
a theoretical and empirical basis providing a comprehensive insight into the
regarded effects on brand loyalty. According to the aim, the research model
based on the theoretical review was developed and Partial Least Squares (PLS)
procedure was utilized to confirm the model structure. The findings suggest
that after sale services and guaranties have direct and indirect influences on
the main determinants of brand loyalty.

 

References

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  • Agnihothri, S., N. Sivasubramaniam, D. Simmons (2002) ‘Leveraging Technology to Improve Field Service', International Journal of Service Industry Management, 13(1), 47-68. Agustin, C., J. Singh (2005) ‘Curvilinear Effects of Consumer Loyalty Determinants in Relational Exchanges', Journal of Marketing Research, 42, 96-108.
  • Andaleeb, S.S. (1996) ‘An Experimental Investigation of Satisfaction and Commitment in Marketing Channels: The Role of Trust and Dependence', Journal of Retailing, 72(2), 77-93.
  • Andaleeb, S.S., A.K. Basu (1998) ‘Do Warranties Influence Perceptions of Service Quality', Journal of Retailing and Consumer Services, 15(2), 87-91.
  • Anderson, E.W., V. Mittal (2000) ‘Strengthening the Satisfaction-Profit Chain', Journal of Service Research, 3(2), 107-121.
  • Auh, S. (2005) ‘The Effects of Soft and Hard Service Attributes on Loyalty: The Mediating Role of Trust', Journal of Services Marketing, 19(2), 81-92.
  • Aydın, S., G. Özer (2006) ‘How Switching Costs Affect Subscriber Loyalty in Turkish Mobile Phone Market: An Exploratory Study', Journal of Targeting, Measurement and Analysis for Marketing, 14(2), 141-155.
  • Berry, LL. (1995) ‘Relationship Marketing of Services-Growing Interest and Emerging Perspectives', Journal of Academy of Marketing Science, 23(4), 267-280.
  • Barnes, K.G. (2003) ‘Establishing Meaningful Customer Relationship: Why Some Companies and Brands Mean More to Their Customers', Managing Service Quality, 13(3), 178-186.
  • Bayıksel, Ş.Ö. (2006) “Değerin Yeni Adresi”, Capital Aylık İş ve Ekonomi Dergisi, Temmuz, 174-177.
  • Bienstock, C.C., J.T. Mentzer, M.M. Bird (1997) ‘Measuring Physical Distribution Service Quality', Journal of the Academy of Marketing Science, 25(1), 31-44.
  • Bitner, M.J. (1992) ‘ Servicescapes: The Impact of Physical Surroundings on Customers and Employees', Journal of Marketing, 56(2), 57-71.
  • Bloemer, J.M.M., J.G.A.M. Lemmink (1992) ‘The Importance of Customer Satisfaction in Explaining Brand and Dealer Loyalty', Journal of Marketing Management, 8, 351-364.
  • Bloemer, J. and H. Kasper (1995) ‘The Complex Relationship between Consumer Satisfaction and Brand Loyalty', Journal of Economic Psychology, 16 (2), 311-329.
  • Bloemer, J., K. Ruyter, M. Wetzels (1999) ‘Linking Perceived Service Quality and Service Loyalty: A Multi-Dimensional Perspective', European Journal of Marketing, 33(11/12), 1082-1106. Bolton, R., K.N. Lemon (1999) ‘A Dynamic Model of Customers' Usage of Services: Usage as an Antecedent and Consequence of Satisfaction' Journal of Marketing Research, 36 (2), 171–86.
  • Cassel, C., P. Hackl, A.H. Westlund (1999) ‘Robustness of Partial Least Squares Method for Estimating Latent Variable Quality Structures', Journal of Applied Statistics, 26(4), 435-446.
  • Clarke, G. (2001) ‘Confirming Satisfaction as an Attitude within the Service-buying Process', Journal of Consumer Behavior, 1(2), 111-123.
  • Compeau, D.R., C.A. Higgins (1995) ‘Application of Social Cognitive Theory to Training for Computer Skills', Information Systems Research, 6(2), 118-143.
  • Cronin, J. J. Jr., S.A. Taylor (1992), ‘Measuring Service Quality: A Reexamination and Extension', Journal of Marketing, 56(3), 55-68.
  • Cronin, J.J.Jr., S.A.Taylor (1994) ‘SERVPERF versus SERVQUAL: Reconciling Performance-Based and Perceptions-Minus-Expectations Measurement of Service Quality', Journal of Marketing, 58(1), 125-131.
  • Çalık, N. (1997) ‘Marka Bağlılığı ve Marka Bağlılığına Etki Eden Faktörler’, Anadolu Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 13(2), 109-120.
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  • Day, G.S. (1990) Market Driven Strategy, Free Press, New York.
  • Eskildsen, J., K. Kristensen, H.J. Juhl, P. Ostergaard (2004) ‘The Drivers of Customer Satisfaction and Loyalty: The Case of Denmark 2000-2002', Total Quality Management, 15(5/6), 859-868.
  • Edvardsson, B., M.D. Johnson, A, Gustafsson, T. Strandvik (2000) ‘The Effects of Satisfaction and Loyalty on Profits Growth: Products versus Services', Total Quality Management, 11(7), 917-927.
  • Fornell, C., M.D. Johnson, E.W. Anderson, J. Cha, B.E. Bryant (1996) ‘The American Customer Satisfaction Index: Nature, Purpose and Findings', Journal of Marketing, 60(4), 7-18.
  • Fournier, S., J.L. Yao (1997) ‘Reviving brand Loyalty: A Reconceptualization within the Framework of Consumer-Brand Relationships', International Journal of Research in Marketing, 14(5), 451-472.
  • Fullerton, G., S. Taylor (2002) ‘Mediating, Interactive and Non-Interactive Effects In Service Quality and Satisfaction with Services Research', Canadian Journal of Administrative Sciences, 19(2), 124–136.
  • Garbarino, E. M.S. Johnson (1999) ‘The Differential Roles of Satisfaction, Trust, and Commitment in Customer Relationships' Journal of Marketing, 63(2), 70–87. Grant, A.W.H., L.A. Schlesinger (1995), ‘Realize Your Customers' Full Profit Potential', Harvard Business Review, 73(5), 59-72.
  • Growe, S., R.P. Fisk (1997) ‘The Impact of Customers on Service Experiences: A Critical Incident Examination of Getting Along', Journal of Retailing, 73(1), 63-85.
  • Hallowell, R. (1996) ‘The Relationships of Customer Satisfaction, Customer Loyalty, and Profitability: An Empirical Study'', International Journal of Service Industry Management, 7(4), 27-42.
  • Hogan, S., E. Almquist, S.E. Glynn (2005) ‘Brand-Building: Finding the Touchpoints that Count', Journal of Business Strategy, 21(2), 11-18.
  • Homburg, C., A. Furst (2005) ‘How Organizational Complaint Handling Drives Customer Loyalty: An Analysis of the Mechanistic and the Organic Approach', Journal of Marketing, 69(3), 95-114.
  • Ibanez, V.A., P. Hartmann, P.Z. Calvo (2006) ‘Antecedents of Customer Loyalty in Residental Energy Markets: Service Quality, Satisfaction, Trust and Switching Costs', Service Industries Journal, 26(6), 633-650.
  • Jacoby, J., Chestnut, R.W.(1978), Brand Loyalty: Measurement and Management, John Wiley and Sons, New York.
  • Johnson, M.D., A. Gustafsson, J. Cha (1998) ‘The Evolution and Future of National Customer Satisfaction Indices', Research Report No: 98-14 Social Sciences, Service Research Center (CTF), University of Karlstad, İsveç.
  • Jones, T.O., W.E. Sasser Jr. (1995) ‘Why Satisfied Customers Defect' Harvard Business Review, 73, 6(4), 88-99.
  • Keaveney, S.M. (1995) ‘Customer Switching Behavior in Service Industries: An Expletory Study', Journal of Marketing, 59(2), 71-82.
  • Kristensen, K., A. Martensen, L.G. L. Gronholdt (1999) ‘Measuring the Impact of Buying Behavior on Customer Satisfaction', Total Quality Management, 10(4/5), 602-614.
  • Kumar, V., D. Shah (2004) ‘Building and Sustaining Profitable Customer Loyalty for the 21st Century', Journal of Retailing, 80, 317-330. Kumar, A., R.W. Olshawsky, M.F. King (2001) ‘Exploring Alternative Antecedents of Customer Delight', Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 14, 14-26.
  • Lau, R.S.M. (2000) ‘Quality of Work life and Performance: An Ad Hoc Investigation of two Key Elements in the Service Profit Chain Model', International Journal of Service Industry Management, 11(5), 422-437.
  • Lau, G., S. Lee (1999) ‘Consumers' Trust in a Brand and Link to Brand Loyalty', Journal of Market Focused Management, 4, 341–370.
  • Lee, H., Y.Lee and D. Yoo (2000) ‘The Determinants of Perceived Service Quality and Its Relationship with satisfaction', Journal of Services Marketing, 14(3), 217-231.
  • Löhmoller, J. B. (1988) The PLS Program System: Latent Variables Path Analysis with Partial Least Squares Estimation', Multivariate Behavioral Research, 23, 125–127.
  • Lutz, N.A. (1989) ‘Warranties as Signals under Consumer Moral Hazard', Rand Journal of Economics, 20(2), 239-255.
  • McDougall, G.H.C., T. Levesque (2000) ‘Consumer Satisfaction with Services: Putting Perceived Value into the Equation', Journal of Services Marketing, 14(5), 392-406.
  • Morgan, R.M., S.D. Hunt (1994) ‘The Commitment-Trust Theory of Relationship Marketing', Journal of Marketing, 58(3), 20-39.
  • Murthy, D.N.P., O. Solem, T. Roren (2004) ‘Product Warranty Logistics: Issues and Challenges', European Journal of Operational Research, 156, 110-126.
  • McMullan, R., A. Gilmore (1997) ‘The Conceptual Development of Customer Loyalty Measurement: A Proposed Scale', Journal of Targetting, Measurement and Analysis for Marketing, 11(3), 230-243.
  • Namer, J.W. (1987) ‘Discounted and Per Unit Costs of Product Warranty', Management Science, 33(7), 916-930.
  • Oliver, R.L. (1980) ‘A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions', Journal of Marketing Research, 17(4), 460-469.
  • Oliver, R.L., J.E. Swan (1989) ‘Customer Perceptions of Interpersonal Equity and Satisfaction', Journal of Marketing, 53(2), 21-35.
  • Oliver, R.L. (1992) ‘An Investigation of Atribute Basis of Emotion and Related Affects in Consumption: Suggestions for an Stage-Specific Satisfaction Framework', J.Sharry ve B. Steinthal ( Edt.)., Advances in Consumer Research, 19, 237-244.
  • Oliver, R.L. (1996) Satisfaction: A Behavioral Perspective on the Consumer, McGraw-Hill, New York.
  • Oliver, R.L., R.T. Rust and S. Varki (1997) ‘Customer Delight: Foundations, Findings and Managerial Insight', Journal of Retailing, 73(4), 311-336.
  • Oliver, R.L. (1999) ‘Whence Consumer Loyalty?' Journal of Marketing, 63 (Special Issue), 33–44.
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Details

Journal Section Articles
Authors

Hakan Çelik This is me

S. Süreyya Bengül This is me

Publication Date September 1, 2008
Submission Date May 25, 2017
Published in Issue Year 2008 Volume: 26 Issue: 2

Cite

APA Çelik, H., & Bengül, S. S. (2008). SATIŞ SONRASI HİZMETLER VE ÜRÜN GARANTİLERİNİN MÜŞTERİ TATMİNİ, MEMNUNİYETİ VE MARKA SADAKATİ ÜZERİNDEKİ ETKİLERİ. Hacettepe Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 26(2), 105-134.
AMA Çelik H, Bengül SS. SATIŞ SONRASI HİZMETLER VE ÜRÜN GARANTİLERİNİN MÜŞTERİ TATMİNİ, MEMNUNİYETİ VE MARKA SADAKATİ ÜZERİNDEKİ ETKİLERİ. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. September 2008;26(2):105-134.
Chicago Çelik, Hakan, and S. Süreyya Bengül. “SATIŞ SONRASI HİZMETLER VE ÜRÜN GARANTİLERİNİN MÜŞTERİ TATMİNİ, MEMNUNİYETİ VE MARKA SADAKATİ ÜZERİNDEKİ ETKİLERİ”. Hacettepe Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi 26, no. 2 (September 2008): 105-34.
EndNote Çelik H, Bengül SS (September 1, 2008) SATIŞ SONRASI HİZMETLER VE ÜRÜN GARANTİLERİNİN MÜŞTERİ TATMİNİ, MEMNUNİYETİ VE MARKA SADAKATİ ÜZERİNDEKİ ETKİLERİ. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 26 2 105–134.
IEEE H. Çelik and S. S. Bengül, “SATIŞ SONRASI HİZMETLER VE ÜRÜN GARANTİLERİNİN MÜŞTERİ TATMİNİ, MEMNUNİYETİ VE MARKA SADAKATİ ÜZERİNDEKİ ETKİLERİ”, Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, vol. 26, no. 2, pp. 105–134, 2008.
ISNAD Çelik, Hakan - Bengül, S. Süreyya. “SATIŞ SONRASI HİZMETLER VE ÜRÜN GARANTİLERİNİN MÜŞTERİ TATMİNİ, MEMNUNİYETİ VE MARKA SADAKATİ ÜZERİNDEKİ ETKİLERİ”. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 26/2 (September 2008), 105-134.
JAMA Çelik H, Bengül SS. SATIŞ SONRASI HİZMETLER VE ÜRÜN GARANTİLERİNİN MÜŞTERİ TATMİNİ, MEMNUNİYETİ VE MARKA SADAKATİ ÜZERİNDEKİ ETKİLERİ. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2008;26:105–134.
MLA Çelik, Hakan and S. Süreyya Bengül. “SATIŞ SONRASI HİZMETLER VE ÜRÜN GARANTİLERİNİN MÜŞTERİ TATMİNİ, MEMNUNİYETİ VE MARKA SADAKATİ ÜZERİNDEKİ ETKİLERİ”. Hacettepe Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, vol. 26, no. 2, 2008, pp. 105-34.
Vancouver Çelik H, Bengül SS. SATIŞ SONRASI HİZMETLER VE ÜRÜN GARANTİLERİNİN MÜŞTERİ TATMİNİ, MEMNUNİYETİ VE MARKA SADAKATİ ÜZERİNDEKİ ETKİLERİ. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2008;26(2):105-34.

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