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Tüketici İlgisinin Marka Bağlılığına Etkisi

Year 2007, Issue: 13, 37 - 55, 01.06.2007

Saim Saner Çiftyıldız Nihal Sütütemiz

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

References

  • Aiello, A. ve Czepiel, J., A. (1978), “Customer Satisfaction in a Catalog Type Retail Outlet: Exploring the Effect of Product, Price and Attributes”, IN: Indiana University, s. 129- 135.
  • Beatty, S., E., Homer, P. ve Kahle, L. R. (1988), “The İnvolvement-Commitment Model: The- ory and İmplications”, Journal of Business Research, Vol. 16, s.149-167.
  • Birgelen, M., Ruyter, K. ve Jong, A. (2002), “Customer evaluations of after-sales service contact modes: An empirical analysis of national culture’s consequences”, Intern. J. of Research in Marketing, Vol. 19, s. 43–64.
  • Bloemer, J. ve Odekerken- Schröder, G. (2003), “Antecedents and Consequences of Af- fective Commitment”, Australasian Marketing Journal, Vol. 11, No. 3, s. 33-43.
  • Bloemer, J., Odekerken- Schröder ve G., Martens, H. (2005), “The Psychology Behind Commitment and Loyalty: An Empirical Study in the Banking Industry”, www.anzmac.org/stories/storyReader$52 - 7k -, 26. 04. 2005
  • Brady, K., B., Robertson, C., J. ve Cronin, J., J. (2001), “Managing Behavioural Intentions in Diverse Cultural Environments an Investigation of Service Quality, Sevice Value, and Satisfaction for American and Ecuadorian Fast- Food Customers”, Journal of Interna- tional Management”, Vol. 7, s. 129-149.
  • Brugha, C., (1999) “Trust and Commitment in Relationship Marketing: The Perspective from Decision Science”, Interactions, Relationships and Networks: Towards the New Millen- nium, Proceedings of the 15th IMP Annual Conference of the IMP Group, Dublin.
  • Chaudhuri, A. ve Holbrook, M., B., (2002) “Product-class effects on brand commitment and brand outcomes: The role of brand trust and brand affect”, Brand Management, Vol. 10, No. 1, s. 33–58
  • Chen, P., (2005) “Sport Club: Understanding Fans’ Loyalty”, www.hotel.unlv.edu/pdf/Sport%20club%20final%20version%201-10-05.pdf -, 01. 05. 2005.
  • Cronin, J., J., Brady, M., K. ve Hult, G., T., M. (2000) “Assessing the Effect of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intensions in Service Envi- ronments”, Journal of Retailing, Vol. 76, No. 2, s. 193-218.
  • Crosby, L., A. (2002), “Exploding Some Myths About Customer Relationship Management”, Managing Service Quality, Vol. 12, No. 5, s. 271-277
  • Day, G., S. (1970), “Buyer attitudes and Brand Choice Behavior”, Free Press, New York, NY.
  • Delgado- Ballester, E. ve Munuera- Aleman, J., L. (2001), “Brand Trust in the Context of Consumer Loyalty”, Europan Journal of Marketing, Vol. 35, No. 11/12, s. 1238-1258.
  • Delgado-Ballester, E., Munuera-Alemán, J., L. ve Yagüe-Guillén, M., J. (2003), Development and Validation of a Brand Trust Scale, International Journal of Market Research, Vol. 45, Quarter 1.
  • Drake, C., Gwynne, A. ve Waite, N. (1998), “Barclays Life Customer Satisfaction and Loy- alty Tracking Survey: A Demonstration of Customer Loyalty Research in Practice”, In- ternational Journal of Bank Marketing, Vol. 16, No. 7, s. 287 – 292.
  • Gandhi-Arora, R. ve Shaw. R. (2001), “Antecedents of Recommending Infrequently Pur- chased Services: A Conceptualisation and an Empirical Analy- sis”,http//:130.195.95.71:8081/WWW/ANZMAC2001/anzmac/AUTHORS/Author- G.htm - 6k –, 12. 09, 2005.
  • Gürsoy, D. (2001), “Development of a Travelers' Information Search Behavior Model”, Do- kotra Tezi, Blacksburg, Virginia.
  • Hampshire, S. (2003), “Customer satisfaction, loyalty and profit understanding the links between service and the bottom line”, www.saferpak.com/csm_sat_loyal.htm - 53k -, 18. 09. 2003.
  • Hausknecht D., (1988), “Emotional Measures of Satisfaction/Dissatisfaction”, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 1, s. 25-33.
  • Homburg, C. ve Giering, A. (2001), “Personal Characteristics as Moderators of the Rela- tionship Between Customer Satisfaction and Loyalty-An Empirical Analysis”, Psychology & Marketing, Vol. 18, No. 1, s. 43-66.
  • Houston, M. ve Rothschild, M. (1978), “Conceptual and Methodological Perspectives on In- volvement”, In S.Jain (Ed.), Research Frontiers in Marketing: Dialogues and Directions, Chicago:American Marketing Association, s. 184-187.
  • Iwasaki, Y. ve Havitz, M., E. (1998), “A path Analytic Model of the Relationships Between Involvement, Psychological Commitment and Loyalty”, Journal of Leisure Research, Vol. 30, s. 256-80.
  • Jensen, T., D., Carlson, L. ve Tris, C. (1989), “The Dimensionality of Involvement: anempiri- cal test”, Advances in Consumer Research, Vol. 16, s. 680-688.
  • Johnny, L., T., P. ve Esther, T., P., Y. (2001), “An Integrated Model of Service Loyalty”, Academy of Business & Administrative Sciences 2001 International Conferences, Brus- sels, Belgium, 23-25 July, s. 1-26.
  • Laurent, G. ve Kapferer, J. (1985), “Measuring Consumer Involvement Profiles”, Journal of Marketing Research, Vol. 22, February, s. 41-53.
  • Lockshin, L., S., Spawton, A., L. ve Macintosh, G. (1997), “Using Product, Brand and Pur- chasing Involvement for Retail Segmentation”, Journal of Retailing and Consumer Ser- vices, Vol. 4, No. 3, s. 171-183.
  • Martin, C., L. (1998), “Relationship Marketing: a High-Involvement Poduct Attribute Ap- proach”, Journal of product & Brand Management, Vol. 7, No.1, s. 6-26.
  • Matanda, M., Mavondo, F. ve Schroder, B. (2000), “The Dynamics of Customer Satisfaction in Fresh Produce Markets: An empirical example from a developing economy”, Monash University, Australia, s. 1-12.
  • Mcknight, D. H. ve Chervany, N. L. (1996), “The Meaning of Trust”, University of Minnesota MIS Research Center Working Paper series, WP 96-04, s.1-86, http://misrc.umn.edu/wpaper/WorkingPapers/9604.pdf, 9.10.2006.
  • Mittal, B. ve Lassar, W., M. (1998), “Why do Customer Switch? The Dynamics of Satisfac- tion Versus Loyalty”, The Journal of Services Marketing, Vol. 12, No. 3, s. 177-194.
  • Nakıp, Mahir (2003), Pazarlama Araştırmaları Teknikler ve (SPSS Destekli) Uygulamalar, Seçkin Yayıncılık, Ankara.
  • Neal, W. (1999), “Satisfaction is nice, but value drives loyalty”, Marketing Research, Spring,s.21-23
  • Nowak, N., İ. ve Washburn, J., H. (1998), “Antecedents to client satisfactionin business services”, The Journal of Services Marketing, Vol. 12, NO. 6, s. 441-452.
  • Odin, Y., Odin, N. ve Valette-Florance, P. (2001), “Conceptual and Operational Aspects of Brand Loyalty an Ampirical Investigation”, Journal of Business Research, Vol. 53, s. 75- 84.
  • Park, S. (1996), “Relationshipsbetween involvement and attitudional loyalty constructs in adult fitness programs”, Journal of Leisure Research, Vol. 28, No. 4, s. 233-250.
  • Pedersen, P., E. ve Nysveen, H. (1999), “Shopbot banking: An experimental study of cus- tomer satisfaction and loyalt”, Working Paper, The Norwegian School of Economics and Business Administration, Bergen, Norway.
  • Pucely, M., J., Mizerski, R. ve Perrewe, P. (1987), “A Comparison of Involvement Measures for the Purchase and Consumption of Pre-recorded Music”, Advances in Consumer Re- search, Vol. 12., s. 135-144.
  • Sadarangani, P., H. ve Gaur, S., S. (2002), “Role of Emotions and the Moderating Influence of Product Involvement in Web Site Effectiveness”, Http://www.its2002.or.kr/pdffiles/papers/091.pdf., 29. 05. 2005
  • Selnes, F. (1998), “Antecedents and consequences of trust and satisfaction in buyer-seller relationship”, European Journal of Marketing, Vol. 32, No. 3/4, s. 305-322.
  • Sirdesmukh, D., Singh, J., ve Sabol, B. (2002), “Consumer trust, value and loyalty in rela- tional exchanges”, Journal of Marketing, Vol. 66, No. 1, s. 15-37.
  • Stank, T., P., Goldsby, T., J. ve Vickery, S., K. (1998), “Effect of service supplier perform- ance on satisfaction and loyalty of store managers in the fast food industry”, Journal of Operations Management, Vol. 17, s. 429–447.
  • Traylor, B.,M. (1981), “Product Involvement and Brand Commitment”, Journal of Advertis- ing Research”, Vol. 21, No. 6, December, s. 51-56.
  • Walter, A., Mueller, T., A., ve Helfert, G. (2000), “The impact of satisfaction, trust, and relationship value on commitment: Theoretical considerations and empirical results”, Proceedings of the 16th Annual IMP Conference, Bath, England, September, s. 1-18.
  • Wang, G. (2000), “Attitudinal Correlates of Brand Commitment: An Empirical Study”, July, 7., Penn State University, Journal of Relationship Marketing, Vol. 1, No. 2, s. 57-75.
  • Warrington, P. ve Shim, S. (2000), “An Empricial Investigation of the Relationship Between Product Involvement and Brand Commitment”, The University of Arizona, Vol. 17, No. 9, s. 761-782.
  • Westbrook, A., R. ve Cote, J., A. (1979), “An Explatory Study of Non-Product-Related In- fluences Upon Consumer Satisfaction”, Advances in Consumer Research, October, s. 577-581
  • Zaichkowsky, J., L. (1986), “Conceptualizing Involvement”, Journal of Advertising, Vol. 15, No. 2, s. 4-14.
  • Zaichkowsy, J., L. (1985), “Measuring the Involvement Construct”, Journal of Consumer Research, Vol. 12, December, s. 341-352.

Year 2007, Issue: 13, 37 - 55, 01.06.2007

Saim Saner Çiftyıldız Nihal Sütütemiz

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

References

  • Aiello, A. ve Czepiel, J., A. (1978), “Customer Satisfaction in a Catalog Type Retail Outlet: Exploring the Effect of Product, Price and Attributes”, IN: Indiana University, s. 129- 135.
  • Beatty, S., E., Homer, P. ve Kahle, L. R. (1988), “The İnvolvement-Commitment Model: The- ory and İmplications”, Journal of Business Research, Vol. 16, s.149-167.
  • Birgelen, M., Ruyter, K. ve Jong, A. (2002), “Customer evaluations of after-sales service contact modes: An empirical analysis of national culture’s consequences”, Intern. J. of Research in Marketing, Vol. 19, s. 43–64.
  • Bloemer, J. ve Odekerken- Schröder, G. (2003), “Antecedents and Consequences of Af- fective Commitment”, Australasian Marketing Journal, Vol. 11, No. 3, s. 33-43.
  • Bloemer, J., Odekerken- Schröder ve G., Martens, H. (2005), “The Psychology Behind Commitment and Loyalty: An Empirical Study in the Banking Industry”, www.anzmac.org/stories/storyReader$52 - 7k -, 26. 04. 2005
  • Brady, K., B., Robertson, C., J. ve Cronin, J., J. (2001), “Managing Behavioural Intentions in Diverse Cultural Environments an Investigation of Service Quality, Sevice Value, and Satisfaction for American and Ecuadorian Fast- Food Customers”, Journal of Interna- tional Management”, Vol. 7, s. 129-149.
  • Brugha, C., (1999) “Trust and Commitment in Relationship Marketing: The Perspective from Decision Science”, Interactions, Relationships and Networks: Towards the New Millen- nium, Proceedings of the 15th IMP Annual Conference of the IMP Group, Dublin.
  • Chaudhuri, A. ve Holbrook, M., B., (2002) “Product-class effects on brand commitment and brand outcomes: The role of brand trust and brand affect”, Brand Management, Vol. 10, No. 1, s. 33–58
  • Chen, P., (2005) “Sport Club: Understanding Fans’ Loyalty”, www.hotel.unlv.edu/pdf/Sport%20club%20final%20version%201-10-05.pdf -, 01. 05. 2005.
  • Cronin, J., J., Brady, M., K. ve Hult, G., T., M. (2000) “Assessing the Effect of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intensions in Service Envi- ronments”, Journal of Retailing, Vol. 76, No. 2, s. 193-218.
  • Crosby, L., A. (2002), “Exploding Some Myths About Customer Relationship Management”, Managing Service Quality, Vol. 12, No. 5, s. 271-277
  • Day, G., S. (1970), “Buyer attitudes and Brand Choice Behavior”, Free Press, New York, NY.
  • Delgado- Ballester, E. ve Munuera- Aleman, J., L. (2001), “Brand Trust in the Context of Consumer Loyalty”, Europan Journal of Marketing, Vol. 35, No. 11/12, s. 1238-1258.
  • Delgado-Ballester, E., Munuera-Alemán, J., L. ve Yagüe-Guillén, M., J. (2003), Development and Validation of a Brand Trust Scale, International Journal of Market Research, Vol. 45, Quarter 1.
  • Drake, C., Gwynne, A. ve Waite, N. (1998), “Barclays Life Customer Satisfaction and Loy- alty Tracking Survey: A Demonstration of Customer Loyalty Research in Practice”, In- ternational Journal of Bank Marketing, Vol. 16, No. 7, s. 287 – 292.
  • Gandhi-Arora, R. ve Shaw. R. (2001), “Antecedents of Recommending Infrequently Pur- chased Services: A Conceptualisation and an Empirical Analy- sis”,http//:130.195.95.71:8081/WWW/ANZMAC2001/anzmac/AUTHORS/Author- G.htm - 6k –, 12. 09, 2005.
  • Gürsoy, D. (2001), “Development of a Travelers' Information Search Behavior Model”, Do- kotra Tezi, Blacksburg, Virginia.
  • Hampshire, S. (2003), “Customer satisfaction, loyalty and profit understanding the links between service and the bottom line”, www.saferpak.com/csm_sat_loyal.htm - 53k -, 18. 09. 2003.
  • Hausknecht D., (1988), “Emotional Measures of Satisfaction/Dissatisfaction”, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Vol. 1, s. 25-33.
  • Homburg, C. ve Giering, A. (2001), “Personal Characteristics as Moderators of the Rela- tionship Between Customer Satisfaction and Loyalty-An Empirical Analysis”, Psychology & Marketing, Vol. 18, No. 1, s. 43-66.
  • Houston, M. ve Rothschild, M. (1978), “Conceptual and Methodological Perspectives on In- volvement”, In S.Jain (Ed.), Research Frontiers in Marketing: Dialogues and Directions, Chicago:American Marketing Association, s. 184-187.
  • Iwasaki, Y. ve Havitz, M., E. (1998), “A path Analytic Model of the Relationships Between Involvement, Psychological Commitment and Loyalty”, Journal of Leisure Research, Vol. 30, s. 256-80.
  • Jensen, T., D., Carlson, L. ve Tris, C. (1989), “The Dimensionality of Involvement: anempiri- cal test”, Advances in Consumer Research, Vol. 16, s. 680-688.
  • Johnny, L., T., P. ve Esther, T., P., Y. (2001), “An Integrated Model of Service Loyalty”, Academy of Business & Administrative Sciences 2001 International Conferences, Brus- sels, Belgium, 23-25 July, s. 1-26.
  • Laurent, G. ve Kapferer, J. (1985), “Measuring Consumer Involvement Profiles”, Journal of Marketing Research, Vol. 22, February, s. 41-53.
  • Lockshin, L., S., Spawton, A., L. ve Macintosh, G. (1997), “Using Product, Brand and Pur- chasing Involvement for Retail Segmentation”, Journal of Retailing and Consumer Ser- vices, Vol. 4, No. 3, s. 171-183.
  • Martin, C., L. (1998), “Relationship Marketing: a High-Involvement Poduct Attribute Ap- proach”, Journal of product & Brand Management, Vol. 7, No.1, s. 6-26.
  • Matanda, M., Mavondo, F. ve Schroder, B. (2000), “The Dynamics of Customer Satisfaction in Fresh Produce Markets: An empirical example from a developing economy”, Monash University, Australia, s. 1-12.
  • Mcknight, D. H. ve Chervany, N. L. (1996), “The Meaning of Trust”, University of Minnesota MIS Research Center Working Paper series, WP 96-04, s.1-86, http://misrc.umn.edu/wpaper/WorkingPapers/9604.pdf, 9.10.2006.
  • Mittal, B. ve Lassar, W., M. (1998), “Why do Customer Switch? The Dynamics of Satisfac- tion Versus Loyalty”, The Journal of Services Marketing, Vol. 12, No. 3, s. 177-194.
  • Nakıp, Mahir (2003), Pazarlama Araştırmaları Teknikler ve (SPSS Destekli) Uygulamalar, Seçkin Yayıncılık, Ankara.
  • Neal, W. (1999), “Satisfaction is nice, but value drives loyalty”, Marketing Research, Spring,s.21-23
  • Nowak, N., İ. ve Washburn, J., H. (1998), “Antecedents to client satisfactionin business services”, The Journal of Services Marketing, Vol. 12, NO. 6, s. 441-452.
  • Odin, Y., Odin, N. ve Valette-Florance, P. (2001), “Conceptual and Operational Aspects of Brand Loyalty an Ampirical Investigation”, Journal of Business Research, Vol. 53, s. 75- 84.
  • Park, S. (1996), “Relationshipsbetween involvement and attitudional loyalty constructs in adult fitness programs”, Journal of Leisure Research, Vol. 28, No. 4, s. 233-250.
  • Pedersen, P., E. ve Nysveen, H. (1999), “Shopbot banking: An experimental study of cus- tomer satisfaction and loyalt”, Working Paper, The Norwegian School of Economics and Business Administration, Bergen, Norway.
  • Pucely, M., J., Mizerski, R. ve Perrewe, P. (1987), “A Comparison of Involvement Measures for the Purchase and Consumption of Pre-recorded Music”, Advances in Consumer Re- search, Vol. 12., s. 135-144.
  • Sadarangani, P., H. ve Gaur, S., S. (2002), “Role of Emotions and the Moderating Influence of Product Involvement in Web Site Effectiveness”, Http://www.its2002.or.kr/pdffiles/papers/091.pdf., 29. 05. 2005
  • Selnes, F. (1998), “Antecedents and consequences of trust and satisfaction in buyer-seller relationship”, European Journal of Marketing, Vol. 32, No. 3/4, s. 305-322.
  • Sirdesmukh, D., Singh, J., ve Sabol, B. (2002), “Consumer trust, value and loyalty in rela- tional exchanges”, Journal of Marketing, Vol. 66, No. 1, s. 15-37.
  • Stank, T., P., Goldsby, T., J. ve Vickery, S., K. (1998), “Effect of service supplier perform- ance on satisfaction and loyalty of store managers in the fast food industry”, Journal of Operations Management, Vol. 17, s. 429–447.
  • Traylor, B.,M. (1981), “Product Involvement and Brand Commitment”, Journal of Advertis- ing Research”, Vol. 21, No. 6, December, s. 51-56.
  • Walter, A., Mueller, T., A., ve Helfert, G. (2000), “The impact of satisfaction, trust, and relationship value on commitment: Theoretical considerations and empirical results”, Proceedings of the 16th Annual IMP Conference, Bath, England, September, s. 1-18.
  • Wang, G. (2000), “Attitudinal Correlates of Brand Commitment: An Empirical Study”, July, 7., Penn State University, Journal of Relationship Marketing, Vol. 1, No. 2, s. 57-75.
  • Warrington, P. ve Shim, S. (2000), “An Empricial Investigation of the Relationship Between Product Involvement and Brand Commitment”, The University of Arizona, Vol. 17, No. 9, s. 761-782.
  • Westbrook, A., R. ve Cote, J., A. (1979), “An Explatory Study of Non-Product-Related In- fluences Upon Consumer Satisfaction”, Advances in Consumer Research, October, s. 577-581
  • Zaichkowsky, J., L. (1986), “Conceptualizing Involvement”, Journal of Advertising, Vol. 15, No. 2, s. 4-14.
  • Zaichkowsy, J., L. (1985), “Measuring the Involvement Construct”, Journal of Consumer Research, Vol. 12, December, s. 341-352.
There are 48 citations in total.

Details

Other ID JA78ZJ48AF
Journal Section Articles
Authors

Saim Saner Çiftyıldız This is me

Nihal Sütütemiz This is me

Publication Date June 1, 2007
Published in Issue Year 2007 Issue: 13

Cite

APA Çiftyıldız, S. S., & Sütütemiz, N. (2007). Tüketici İlgisinin Marka Bağlılığına Etkisi. Kocaeli Üniversitesi Sosyal Bilimler Dergisi(13), 37-55.

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