The Relationship Between Reputation Quotient and Perceived Quality of Brands in Turkey’s Mobile Communication Sector

Yıl 2017, Sayı: 53, 31 - 64, 29.12.2017

G. Banu Dayanç Kıyat

https://doi.org/10.17064/iuifd.372587

Öz

In today’s business world, the new information era reveals the importance of perceived reputation management for brands. No matter how high the quality of the product is, as long its perceived reputation is not good, it is worthless from an economic point of view. Although a plethora of research has been conducted on reputation quotient, no study on perceived quality has been conducted in Turkey’s mobile communication sector. In this study, the relationship between reputation quotient and perceived quality was investigated. The reputation quotient and perceived quality of four bestselling mobile phones in Turkey, namely, ‘LG, Samsung, iPhone and HTC’ were examined. Fombrun’s “Reputation Quotient” and Aaker’s “Perceived Quality” models were employed to measure variables in the research model. By means of the convenience sampling method, 434 participants completed the study’s instrument on a voluntary basis. Data were analysed with SPSS 21.0 and a proposed relationship was tested through regression analysis. The results showed that there is positive relationship between reputation quotient and perceived quality. Furthermore perceived high quality is a necessity for high perceived reputation, but it is not sufficient as shown in the example of HTC.

Anahtar Kelimeler

Reputation quotient, perceived quality, communication brands

Türki̇ye’de Mobi̇l İleti̇şi̇m Sektöründeki̇ Markaların İti̇bar Katsayısı ve Algılanan Kali̇te İli̇şkisi

Öz

Günümüz iş dünyasındaki yeni bilgi çağı, markalar için itibar algısı yönetiminin önemini göstermektedir. Nekadar kaliteli ürün üretirsek üretelim itibarlı olarak algılanmıyorsak ekonomik olarak değersizdir. Yazında, itibar katsayısı ile ilgili çalışmalar olmakla birlikte, Türkiye’de mobil iletişim sektöründe Algılanan Kalite ve İtibar Katsayısı ilişkisi ile ilgili herhangi bir araştırmaya rastlanılmamıştır. Bu çalışmada, itibar katsayısı ve algılanan kalite arasındaki ilişki incelenmiştir. Türkiyede en iyi satış yapan dört mobil iletişim kurumunlarında: ‘LG, Samsung, iPhone ve HTC’nin itibar katsayısı ve algılanan kalite’ incelenmiştir. Fombrun’un “İtibar Katsayısı” ve Aaker’ın “Algılanan Kalite” modelleri kullanılarak anket oluşturulmuştur. Uluşabilirlik örneklemi yöntemi kullanılarak, gönüllü 434 kişiden veri toplanmıştır. Data SPSS 21.0 ile analiz edilmiş ve ortaya atılan ilişki regresyon analizi ile test edilmiştir. Bu çalışmanın sonuçları göstermiştir ki itibar katsayısı ile algılanan kalite arasında pozitif yönlü anlamı bir ilişki olduğu görülmüş ve. yüksek kalite algısı yüksek itibar algısı için gerek şartken, HTC örneğinde görüldüğü gibi yüksek itibar algısı için yeterli değildir.

Anahtar Kelimeler

İtibar katsayısı, algılanan kalite, iletişim markaları, iletişim markaları

Kaynakça

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