Müşteri Deneyiminin, Elektronik Ağızdan Ağıza İletişime Etkisi Üzerine Bir Araştırma

Abstract

Müşteriler, markalarla etkileşimde bulunduğu her noktada, farklı deneyimler yaşayarak; bu deneyimleri ve izlenimlerini çevrelerine aktarmaktadırlar. Müşteri olumlu bir marka deneyimi yaşadığında, markayla ilgili olumlu söylemlerde bulunurken; olumsuz bir deneyim, müşterinin olumsuz yorum yapmasına ya da markadan uzaklaşmasına sebep olabilmektedir. Çevrimiçi iletişimin artması ve müşterilerin çevrimiçi platformlarda aktif rol alması ise, bu etkilerin potansiyelini artırmaktadır. Dolayısıyla müşteri deneyimi ve bu deneyimleri paylaşma davranışı, markaların en etkili pazarlama araçlarından biridir. Araştırmanın temel amacı, müşteri deneyiminin, elektronik ağızdan ağıza iletişimi ne yönde etkilediğini ortaya koymaktır. Bu etkinin cinsiyete, yaş gruplarına ve markalara göre farklılık gösterip göstermediğini analiz etmektir. Ayrıca, müşteri deneyimi ve elektronik ağızdan ağıza iletişimin cinsiyete, yaş gruplarına ve markalara göre farklılık gösterip göstermediği araştırmanın konusunu oluşturmaktadır. Bu amaçla araştırma, 18 yaş ve üzeri akıllı cihaz kullanan tüketiciler üzerinde uygulanmıştır. Analizler SPSS İstatistik Programı ve yapısal eşitlik modellemesi SmartPLS ile gerçekleştirilmiştir. Analizlerde ölçüm eş değerlemesi, cinsiyet ve yaş grupları için olumlu sonuç verirken, yani farklılık analizi yapabileceğini ortaya çıkarırken, markalar arasında ölçüm eşdeğerlemesi farklılık analizi yapılması için gerekli p>0,05 koşulunu sağlamamıştır. Bu nedenle markalara göre farklılık testi yapılmamıştır. Araştırma bulgularına göre, müşteri deneyimi, elektronik ağızdan ağıza iletişimi olumlu yönde etkilemektedir. Bu etki cinsiyete ve yaş gruplarına göre farklılık göstermemektedir. Müşteri deneyimi ve elektronik ağızdan ağıza iletişim ise, cinsiyete göre farklılık göstermezken; yaş gruplarına göre farklılık göstermektedir.

Keywords

• Müşteri Deneyimi
• Elektronik Ağızdan Ağıza İletişim
• Bilişsel Müşteri Deneyimi
• Duygusal Müşteri Deneyimi

Supporting Institution

Çalışmayı destekleyen bir kurum yoktur.

Ethical Statement

Çalışma için etik kuruldan izin alınmıştır.

A Study on the Effect of Customer Experience on Electronic Word-of-Mouth Communication

Abstract

Customers experience brands at every point of interaction, and these experiences shape the impressions they subsequently convey to others. When customers have a positive brand experience, they tend to engage in favorable word-of-mouth communication, whereas a negative experience may lead to unfavorable comments or even customer disengagement from the brand. The increasing prevalence of online communication and the active participation of customers on digital platforms further amplify the impact of these effects. Therefore, customer experience and the behavior of sharing these experiences constitute one of the most effective marketing tools for brands. The primary aim of this study is to examine the effect of customer experience on electronic word-of-mouth (eWOM) communication. Additionally, the study aims to analyze whether this effect varies across gender, age groups, and brands. Furthermore, investigating whether customer experience and eWOM communication differ according to gender, age groups, and brands constitutes another focal point of the research. To this end, the study was conducted on consumers aged 18 and above who use smart devices. The data were analyzed using the SPSS Statistical Software and structural equation modeling (SEM) via SmartPLS. The measurement invariance analysis yielded satisfactory results for gender and age groups, indicating that group comparisons could be conducted across these variables. However, measurement invariance across brands did not meet the required threshold (p > 0.05) for conducting difference tests. Therefore, no comparative analysis was performed based on brands. According to the research findings, customer experience has a positive effect on eWOM communication. This effect does not differ across gender or age groups. While customer experience and eWOM communication do not exhibit significant differences based on gender, they do show significant variation across age groups.

Keywords

• Customer Experience
• Word-of-Mouth Communication
• Cognitive Customer Experience
• Emotional Customer Experience

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