KURUM İTİBARININ SATIN ALMA DAVRANIŞINA VE MARKA SADAKATİNE ETKİSİ: SHELL&TURCAS ÜZERİNE BİR ARAŞTIRMA

Yıl 2014, Cilt: 1 Sayı: 1, 107 - 117, 01.12.2014

Gülay Öztürk Hilal Özdemir Çakır

Öz

Bu çalışmada kurum itibarının satın alma davranışına ve marka sadakatine olan etkisi tartışılmaktadır. Olumlu bir kurumsal itibar, hem satın alma davranışını, hem de marka sadakatini olumlu yönde etkilemektedir. Bu doğrultuda, her yıl Capital Dergisi tarafından düzenlenen, “Türkiye’nin En Beğenilen Şirketleri” araştırmasında, 2005-2009 yılları arasında, akaryakıt sektöründe üst üste sekiz kez birinci seçilen Shell&Turcas Petrol A.Ş’nin petrol müşterileri üzerinde, firmanın itibarı ile ilgili algılamaları ve bu algılamaların satın alma davranışına ve marka sadakatine olan etkisini ölçmek üzere bir anket uygulanmıştır. Çalışmanın sonunda, firmanın pozitif itibarının müşterilerin satın alma davranışına ve marka sadakatine etkisi olduğu görülmüştür

Anahtar Kelimeler

Kurum itibarı, İtibar yönetimi, Satın alma davranışı, Marka sadakati

THE EFFECT OF CORPORATE REPUTATION ON BUYING BEHAVIOUR AND BRAND LOYALTY: A RESEARCH ON SHELL&TURCAS CORPORATION

Öz

In this study, the effect of corporate reputation on buying behavior and brand loyalty is discussed. As known before, positive corporate reputation affects buying behavior and brand loyalty positively. A survey has been conducted among the fuel customers of Shell&Turcas Petrol Corporation which is chosen as the most admired company in energy and petrochemical sector for eight times by Capital Magazine for the “Turkey’s Most Admired Companies” research between the years 2005-2009. In order to test the perceptions about the firm’s reputation and its effect on buying behavior and brand loyalty. The results of the survey indicated that brand loyalty and buying behavior of the customers of the corporation are effected by the positive corporate reputation of the firm

Anahtar Kelimeler

Corporate reputation, Reputation management, Buying behavior, Brand loyalty

Kaynakça

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