A Research in the Apparel Industry on the Mediating Role of Relationship Quality in the Effect of OMNI-Channel Customer Experience on Loyalty Intention

Gözde Kandemir Çomoğlu; Özlen Onurlu

doi:10.25287/ohuiibf.1666467

TR EN

Giyim Sektöründe Bütüncül Kanal Müşteri Deneyiminin Müşteri Sadakati Üzerindeki Etkisinde İlişki Kalitesinin Aracılık Rölü Üzerine Bir Araştırma

Abstract

Dijitalleşme ve değişen tüketici davranışları, işletmelerin rekabet avantajı elde etmek için tüm fiziksel ve dijital temas noktalarını entegre eden ve kesintisiz bir müşteri deneyimi sunmaya odaklanan bütüncül kanallı stratejiler benimsemesine yol açmıştır. Bu araştırmanın amacı, müşteri deneyiminin ilişki kalitesini nasıl etkilediğini ve bunun da bütüncül kanallı yönetim bakış açısıyla kapsamlı bir model aracılığıyla sadakat niyetlerini (ağızdan ağıza yayılan bilgiler ve tekrar satın alma niyetleri dahil) nasıl etkilediğini incelemektir. Veri toplama yöntemi olarak anket kullanılmıştır. Bu araştırmada, rastgele olmayan bir örnekleme yöntemi olan kolaylık örneklemesi tercih edilmiş ve 513 kişiden veri toplanmıştır. Verileri incelemek ve araştırma çerçevesinin hipotezlerini değerlendirmek için SPSS 21 kullanılmıştır. Araştırmalar, bütüncül kanallı müşteri deneyiminin sadakat niyetini etkilediğini ve bu bağlamda ilişkinin kalitesinin aracı rol oynadığını göstermiştir. İşletmeler tarafından iş planlarının ayrılmaz bir parçası olarak görülen bütüncül kanallı pazarlama stratejileri ve müşteri deneyimi, sadakat niyetini teşvik etmede temel unsurlardır. Sadakat oluşturmak için bütüncül kanallı stratejiyi kullanan şirketler için, olumlu bir müşteri deneyimi sunmanın ve ilişki kalitesini artırmanın önemi vurgulanmaktadır.

Keywords

Bütüncül Kanal Yönetimi, Müşteri Deneyimi, İlişki Kalitesi, Sadakat Niyeti

A Research in the Apparel Industry on the Mediating Role of Relationship Quality in the Effect of OMNI-Channel Customer Experience on Loyalty Intention

Abstract

Digitalization and changing consumer behavior have led businesses to adopt omni-channel strategies that integrate all physical and digital touchpoints and focus on delivering a seamless customer experience in order to gain a competitive advantage. The aim of this research is to examine how customer experience influences relationship quality and how this, in turn, affects loyalty intentions (including word of mouth and intentions to make repeat purchases) through a comprehensive model from the viewpoint of omnichannel management. A survey was utilized as a method for gathering data. In this research, convenience sampling, a type of non-random sampling method, was chosen as the preferred technique, and data was gathered from 513 individuals. SPSS 21 was utilized to examine the data and evaluate the hypotheses of the research framework. Studies have indicated that an omnichannel customer experience affects the intention to remain loyal, and that the quality of the relationship acts as a mediator in this connection. Omnichannel marketing strategies and customer experience, viewed by companies as integral to their business plans, are essential elements in fostering loyalty intention. For companies employing the omni-channel strategy to build loyalty, it highlights the significance of providing a favorable customer experience and enhancing the quality of relationships.

Keywords

Omni-Channel Management, Customer Experience, Relationship Quality, Loyalty Intention

Supporting Institution

Marmara University

Ethical Statement

Ethics Statement : The study was accepted as ethically compliant by the Ethics Committee of Marmara University Institute of Social Sciences with protocol number 2022-56 and protocol number 2022-3/4. Author Contributions : 1st author's contribution rate: 50%, 2nd author's contribution rate: 50% Conflict of Interest : There is no conflict of interest between the authors.

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Details

Primary Language

English

Subjects

Business Administration

Journal Section

Research Article

Authors

Gözde Kandemir Çomoğlu ^*
0000-0002-6346-1619
Türkiye

Özlen Onurlu
0000-0003-3551-4127
Türkiye

Publication Date

May 17, 2026

Submission Date

March 27, 2025

Acceptance Date

March 5, 2026

Published in Issue

Year 2026 Number: 20

DOI

https://doi.org/10.25287/ohuiibf.1666467

IZ

https://izlik.org/JA99NU32RN

APA

Kandemir Çomoğlu, G., & Onurlu, Ö. (2026). A Research in the Apparel Industry on the Mediating Role of Relationship Quality in the Effect of OMNI-Channel Customer Experience on Loyalty Intention. Ömer Halisdemir Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 20. https://doi.org/10.25287/ohuiibf.1666467

AMA

1.Kandemir Çomoğlu G, Onurlu Ö. A Research in the Apparel Industry on the Mediating Role of Relationship Quality in the Effect of OMNI-Channel Customer Experience on Loyalty Intention. Ömer Halisdemir Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2026;(20). doi:10.25287/ohuiibf.1666467

Chicago

Kandemir Çomoğlu, Gözde, and Özlen Onurlu. 2026. “A Research in the Apparel Industry on the Mediating Role of Relationship Quality in the Effect of OMNI-Channel Customer Experience on Loyalty Intention”. Ömer Halisdemir Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, nos. 20. https://doi.org/10.25287/ohuiibf.1666467.

EndNote

Kandemir Çomoğlu G, Onurlu Ö (May 1, 2026) A Research in the Apparel Industry on the Mediating Role of Relationship Quality in the Effect of OMNI-Channel Customer Experience on Loyalty Intention. Ömer Halisdemir Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 20

IEEE

[1]G. Kandemir Çomoğlu and Ö. Onurlu, “A Research in the Apparel Industry on the Mediating Role of Relationship Quality in the Effect of OMNI-Channel Customer Experience on Loyalty Intention”, Ömer Halisdemir Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, no. 20, May 2026, doi: 10.25287/ohuiibf.1666467.

ISNAD

Kandemir Çomoğlu, Gözde - Onurlu, Özlen. “A Research in the Apparel Industry on the Mediating Role of Relationship Quality in the Effect of OMNI-Channel Customer Experience on Loyalty Intention”. Ömer Halisdemir Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 20 (May 1, 2026). https://doi.org/10.25287/ohuiibf.1666467.

JAMA

1.Kandemir Çomoğlu G, Onurlu Ö. A Research in the Apparel Industry on the Mediating Role of Relationship Quality in the Effect of OMNI-Channel Customer Experience on Loyalty Intention. Ömer Halisdemir Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2026. doi:10.25287/ohuiibf.1666467.

MLA

Kandemir Çomoğlu, Gözde, and Özlen Onurlu. “A Research in the Apparel Industry on the Mediating Role of Relationship Quality in the Effect of OMNI-Channel Customer Experience on Loyalty Intention”. Ömer Halisdemir Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, no. 20, May 2026, doi:10.25287/ohuiibf.1666467.

Vancouver

1.Gözde Kandemir Çomoğlu, Özlen Onurlu. A Research in the Apparel Industry on the Mediating Role of Relationship Quality in the Effect of OMNI-Channel Customer Experience on Loyalty Intention. Ömer Halisdemir Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2026 May 1;(20). doi:10.25287/ohuiibf.1666467

Ömer Halisdemir Universitesi Iktisadi ve Idari Bilimler Fakültesi Dergisi (OHUIIBF) is licensed under the Creative Commons Attribution-Noncommercial-Pseudonymity License 4.0 international license.

Giyim Sektöründe Bütüncül Kanal Müşteri Deneyiminin Müşteri Sadakati Üzerindeki Etkisinde İlişki Kalitesinin Aracılık Rölü Üzerine Bir Araştırma

Abstract

Keywords

A Research in the Apparel Industry on the Mediating Role of Relationship Quality in the Effect of OMNI-Channel Customer Experience on Loyalty Intention

Abstract

Keywords

Supporting Institution

Ethical Statement

References

Details

Primary Language

Subjects

Journal Section

Authors

Publication Date

Submission Date

Acceptance Date

Published in Issue

DOI

IZ

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