Tüketici İlgisinin Marka Bağlılığına Etkisi

Abstract

Günümüz pazarlarında artan rekabet sebebiyle, mevcut müşteri tabanının muhafazasına yönelik çalışmalar pazarlama yazımında giderek daha fazla önem kazanmaya başlamıştır. Bu nedenle, tüketici davranışlarının daha iyi anlaşılmasına yönelik yapılan çalışmaların sayısı artış göstermektedir. Bu çalışmada ise tüketici ilgisi, müşteri tatmini ve marka güveni olgularının müşteri bağlılığına etkisi araştırılmıştır. Analizler neticesinde elde edilen bulgular, bu değişkenlerin marka bağlılığına olumlu etkilerinin olduğunu göstermektedir

Keywords

• tüketici ilgisi, müşteri tatmini, marka güveni, marka bağlılığı

Abstract

In todays markets, because of the ever increasing competition, it has began to become more important to find a way in the field of marketing to maintain the already existing customer profile. Because of this, the number of works to better understand the consumer behaviors are increasing. In this work the effects of involvement, customer satisfaction and brand trust on brand loyalty were examined. The results that were derived from the analysis is that this variables effect brand loyalty positively.

Keywords

• involvement, customer satisfaction, brand trust, brand loyalty

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