Müşteri Değeri, Müşteri Tatmini ve Marka Sadakati: Üniversite Sosyal Tesisleri Üzerine Bir Araştırma

Year 2017, Volume: 14 Issue: 2, 93 - 109, 18.08.2017

İbrahim Çetintürk

https://doi.org/10.24010/soid.335089

Cited By: 9

Abstract

Araştırmanın önerilen kavramsal modelinde, bağımsız
değişkenlerden müşteri değeri, bağımlı değişkenlerden müşteri tatmini ve marka
sadakati yer almaktadır. Araştırmanın iki farklı amacı bulunmaktadır.
Araştırmanın öncelikle amacı, müşteri değeri ve müşteri değerini oluşturan alt
faktörlerin müşteri tatmini ve marka sadakati üzerindeki etkisini incelemektir.
Sonraki aşamada ise, müşteri tatmininin marka sadakati üzerindeki etkisini
değerlendirmektir. Bu çalışma, Süleyman Demirel
Üniversitesi Sosyal Tesislerinde konaklama yapan müşterilere  uygulanmıştır. Sosyal tesislerde konaklama
yapan 270 müşteri anket formuna cevap vermiştir.  Araştırma sonuçlarına göre alanyazını
destekleyen şekilde müşteri değeri ile müşteri tatmini ve marka sadakati
arasında ve müşteri tatmini ile marka sadakati arasında güçlü bir ilişki tespit
edilmiştir. Ayrıca kalite itibarının müşteri tatmini ve marka sadakati üzerinde
en fazla etkiye sahip olan müşteri değeri faktörü olduğu tespit edilmiştir

Keywords

Müşteri değeri, müşteri tatmini, marka sadakati, , otel

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