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Müşteri Sadakati Oluşturmada Müşterinin AlgıladığıDeğer, Memnuniyet ve Rakip İşletmeye Geçme Maliyeti: Bir Spor Merkezinde İstatiksel Uygulama

Year 2013, Issue: 30, 165 - 180, 01.08.2013

Abstract

Bu çalışmanın amacı, bir spor merkezinin iki şubesinde sunulan spor hizmetinden yararlanan 195 müşteriden sağlanan verileri kullanarak müşteri sadakatinin oluşturulmasında etkili olan değişkenleri belirlemek ve artan müşteri sadakatinin işletmeye sağladığıfaydalarıdeğerlendirmektir. Bu amaçla müşteri sadakatinin oluşturulmasında etkili olan değişkenlerin müşteri sadakati üzerinde yaptığıetki, çoklu regresyon modeli kurularak iki şube için ayrıayrıanaliz edilmiştir. Yapılan analizler sonucunda spor merkezinin her iki şubesinde de müşteri sadakatinin oluşturulmasında algılanan hizmet kalitesinin, müşteri memnuniyetinin ve rakip spor merkezlerine geçme maliyetinin etkili olduğu ortaya çıkarılmıştır. Müşteri sadakatinin oluşturulmasına bağlıolarak, müşterilerin aynıspor salonunu gelecekte de tercih etme kararında olduğu, çevrelerindeki kişilere spor salonunu olumlu yönde anlattığı, tavsiye ve teşvik ettiği anlaşılmaktadır.

References

  • Altıntaş, Murat Hakan, (2000). Tüketici Davranışları- Müşteri Tatmininden Müşteri Değerine, Alfa Basım Yayım Dağıtım, Bursa.
  • Bell, Simon J., Seigyoung Auh And Karen Smalley, (2005). “Customer Relationship Dynamics: Service Quality And Customer Loyalty In The Context Of Varying Levels Of Customer Expertise And Switching Costs”, Journal Of The Academy Of Marketing Science, Vol.33, No.2, P.169-183.
  • Blattberg, Robert C., Gary Getz And Jacquelyn S. Thomas, (2001). Customer Equity- Building And Managing Relationship As Valuable Assets, Harvard Business School Press, Boston.
  • Bolton, Ruth N., P. K. Kanan And Matthew D. Bramlett, (2000). “Implications Of Loyalty Program Membership And Service Experiences For Customer Retention And Value”, Journal Of The Academy Of Marketing Science, Vol.28, No.1, P.97-106.
  • Buzzell, R. And B. Gale. (1987). “The PIMS Principles”, New York: Free Press. (Lam Dan Aktardın)
  • Caruana, A. (2004). “The Impact Of Switching Costs On Customer Loyalty; A Study Among Corporate Customer Of Mobile Telephony”, Journal Of Targeting, Measurement And Analysis For Marketing, 12,3, P.256- 257; Kcaveney, S.M., (1995). “Customer Switching Behaviour In Service Industries; An Exploratory Study”, Journal Of Marketing, Vol. 59, No.2, Pp.71-82.
  • Chao, Pei, (2008). “Exploring The Nature Of The Relationship Between Service Quality And Customer Loyalty: An Attribute-Level Analysis”, The Service Industries Journal, Vol.28, No.1, P.95-98.
  • Chiou, Jyh-Shen, Cornelia Droge And Sangphet Hanvanich, (2002). “Does Customer Knowledge Affect How Loyalty Is Formed?”, Journal Of Service Research;JSR, Vol.5, No.2, P.114-122.
  • Crosby L.A. And N. Stephens, (1987). “Effects Of Relationship Marketing On Satisfaction, Retention And Prices In The Life Insurance Indusrty”, Journal Of Marketing Research, 404-11.
  • Fecikova, Ingrid, (2004). An İndex Method For Measurement Of Customer Satisfaction, The TQM Magazine; 16,1; ABI/INFORM Global
  • Geller, Lois, Karlı Doğrudan Pazarlama, (2002). Çev: Osman Cem Önertoy, Sistem Yayıncılık, İstanbul, 2003.
  • Gerpott, Torsten J., Rams, Wolfgang, Schindler, Andreas, (2001). Customer Retention, Loyalty, And Satisfaction İn The German Mobile Cellular Telecommunications Market, Telecommunications Policy 25, 249-269.
  • Grönroos, C. (1984). “A Service Quality Model And Its Marketing Implications”, European Journal Of Marketing, Vol. 18 No.4, 36-44.
  • Gümüşsuyu, Çağdaş, (2008). Stratejik Bir Yaklaşım Olarak Müşteri İlişkileri Yönetimi, Ankara, Savaş Yayınevi.
  • Hess, Ronalld L., Shankar Ganesan And Noreen M. Klein, (2003). “Service Failure And Recovery: The Impact Of Relationship Factors On Customer Satisfaction”, Journal Of The Academy Of Marketing Science, Vol.31, No.2, P.133-140.
  • Homburg, Christian And Annette Giering, (2001). “Personel Characteristic As Moderators Of The Relationship Between Customer Satisfaction And Loyalty- An Empirical Analysis”, Psychology & Marketing, Vol. 18, P.1.
  • Hsu, S., Wun-Chen C., And Jung-Tan H., (2006). “Application Of Customer Satisfaction Study To Derive Customer Knowledge”, Total Quality Management&Business Excellence, 17:4, P.443.
  • Javalgi, Rajshekhar, Thomas W. Whipple, Amit K. Ghosh And Robert B. Young, (2005), “Market Orientation, Strategic Flexibility And Performance: Implications For Services Providers”, Journal Of Services Marketing, Vol.19, No.4, P.217.
  • Kandampully, Jay And Ria Duddy, (1999). “Relationship Marketing: A Concept Beyond The Primary Relationship”, Marketing Intelligence&Planning, Vol.17, No.7, P.318-319.
  • Klemperer, P. (1995). “Competition When Consumer Have Switching Costs; An Overview With Applications To Industrial Organization, Macroeconomics And International Trade”, Review Of Economic Studies, 62, P.517- 518.
  • Knox, Simon, (1998). “Loyalty- Based Segmentation And The Customer Development Process”, European Management Journal, Vol.16, No.6, Pp.730-734.
  • Lam, Shun Yin, Venkatesh Shankar, M. Krishna Erramilli And Bvsan Murthy, (2004). “Customer Value, Satisfaction, Loyalty And Switching Costs: An Illustration From A Business-To-Business Service Context”, Journal Of The Academy Of Marketing Science, Vol.32, No.3, P.297-308.
  • Mohr, J. And R. Spekman, (1994). “Harateristic Of Partnership Success: Partnership Attributes, Communication Behavior And Conflict Techniques”, Strategic Management Journal, Vol.15, P.135- 152.
  • Moonkye L., Lawrance F., Cunningham A., (2001). “Cost/Benefit Approach To Understanding Service Loyalty”, Journal Of Services Marketing, Vol 15, No.2, Pp.114, MCB University Press, 0887-6045; Bolton, R.N. And Drew, J.H. (1991). “A Longitudinal Analysis Of The Impact Of Service Changes On Customer Attidues”, Journal Of Marketing, Vol. 55, January, Pp.1-9.
  • Parasuman A. And Grewal D., (2000). “The Impact Of Technology On The Quality-Value-Loyalty Chain; A Research Agenda”, Journal Of The Academy Of Marketing Science, Vol.28, No.1, P.169-170.
  • Parasuraman A., Zeithaml V., Berry L., (1985). “A Conceptual Model Of Service Quality And It’s Implications For Future Research”, Journal Of Marketing, Vol.49, S.42; Sasser, W., Olsen P., And Wyckoff D., Management Of Service Operations; Text And Cases, Boston; Allyn&Bacon, 1978.
  • Parasuraman, A., Zeithaml, V., Berry, L., (1988). “Servqual; A Multiple-Item Scale For Measuring Consumer Perceptions Of Service Quality”, Journal Of Retailing, Volume 64, Number 1, 12; Rudie, M., J., And Wansley H.B., (1985), The Merrill Lynch Quality Program In Sevices Marketing In A Changing Environment, Thomas Blach, Gregary Upah And Valarie A., Zeithaml (Eds) Chicago, IL; American Marketing Assaciation
  • Parasuraman, A., Zeithaml, Valarie A., Berry, Leonard L., (1985). A Conceptual Model Of Service Quality And Its Implications For Future Research, The Journal Of Marketing, Vol. 49, No. 4 Pp. 41-50; Sasser, W. Earl, Jr., R. Paul Olsen, And D. Daryl Wyckoff (1978), Management Of Service Operations: Text And Cases, Boston: Allyn & Bacon.
  • Peppers, Don And Rogers, Martha, (1995). A New Marketing Paradigm: Share Of Customer, Not Market Share, Managing Service Quality Volume 5 · Number 3, Pp. 48–51
  • Peter, P.J, Ve J.C. Olson, (1987). “Consumer Behavior; Marketing Strategy
  • Prahalad, A., (November-December 1993), “The Role Of Core Competencies In The Corporation”, Research Technology Management, Vol.36, No.6, P.40.
  • Ramseook, P., Lukea-Bhiwajee S., Naidoo, P., (2010). “Servıce Qualıty In The Publıc Servıce”, Internatıonal Journal Of Management And Marketıng Research, Volume 3, Number 1, 39; Zeithaml, V.A., Parasuraman, A. & Berry, L., Delivering Quality Service, The Free Press, New York, N.Y, 1990.
  • Rowland, Brian, (1998). “Relationship Marketing Positive Impact On Succesful New Industrial Services”, A Thesis In The Faculty Of Commerce And Administration, Canada.
  • Rust, Roland T., Valarie A. Zeithaml And Katherine N. Lemon, (2000). Driving Customer Equity- How Customer Lifetime Value Is Reshaping Corporate Strategy, The Free Press, New York.
  • Selvi, Murat Selim, (2007). Müşteri Sadakati, Detay Yayıncılık, Ankara.
  • Singh, Jagdip And Deepak Sirdeshmukh, (2000). “Agency And Trust Mechanisms In Consumer Satisfaction And Loyalty Judgments”, Journal Of The Academy Of Marketing Science, Vol.28, No.1, P.164.
  • Skogland, Iselin And Siguaw, Judy A.,(2004). Are Your Satisfied Customer Loyal?, Cornell Hotel And Restaurant Administration Quarterly, 45, 3; ABI/INFORM Global.
  • Torlak, Ömer, Remzi Altunışık Ve Şuayıp Özdemir, (2007). Postmodern Dünyada Tüketimi Yeniden Anlamlandıracak Yeni Müşteri, Hayat Yayınları, İstanbul.
  • Wong, A. And Sohal, A., (2003). “Service Quality And Customer Loyalty Perpectives On Two Levels Of Retail Relationships”, The Journal Of Services Marketing,17, 4/5; ABI/INFORM Global, Pg.497; Parasuraman, A., Zeithaml, V.A., And Berry, L.L., (1988). “Servqual; A Multiple-Item Scale For Measuring Consumer Perceptions Of Service Quality”, Journal Of Retailing, Vol.64, No.1, Pp.12-40.
  • Yazıcıoğlu, Y. Ve S. Erdoğan, (2004). SPSS Uygulamalı Bilimsel Araştırma Yöntemleri, Ankara: Detay Yayıncılık.
  • Yeung, Matthew C. H. And Christine T. Ennew, (2000). “From Customer Satisfaction To Profitability”, Journal Of Strategic Marketing 8., Malaysia, P. 313-316.
  • Yükselen, Cemal (2008), Pazarlama- İlkeler- Yönetim, Detay Yayıncılık, Ankara.
  • Zhang, Q., Vonderembse M., Ve Lim,J., (2003). “Manufacturing Flexibility; Defining And Analyzing Relationships Among Competence, Capability And Customer Satisfaction”, Journal Of Operations Management. Vol;21, 173-191.

Value Perceived by Customer, Customer Satisfaction and Cost of Switching to Competitor Business in Forming Customer Loyalty and a Statistical Application in a Sports Centre

Year 2013, Issue: 30, 165 - 180, 01.08.2013

Abstract

Customer loyalty can be improved by businesses through efficient analysis and management of customer portfolios. The crucial factors in improving customer loyalty are perceived service quality, satisfaction, trust, price, cost of switching to competitor business and investment expertise. Especially in terms of service businesses with similar services, forming customer loyalty enables competition advantage, preserves cash flow and increase profitability. Value perceived by customer is based on the comparison of service quality perceived by customer with monetary value of the service perceived by customer. Service quality perceived by customer comes out of the comparison of the expectations of the customer about the service provided by the business with his/her actual perception. On the other hand, determination of the perceived monetary value of the service provided by the business at a reasonable level is effective on increasing the perceived value of the customer. Customer satisfaction is the perceptions of the customer occurring after experiencing a business and/or its products and/or services. Achieving customers’ satisfaction is the prerequisite for turning them into loyal customers for the business in the future. Improving customer satisfaction allows raising the business’s brand value and enables the business to follow competitive strategies as well as having a positive effect on the business’s market share and profitability. Cost of switching to a competitor business is shaped depending on the customer experience and his/her investments throughout his/her business process. Throughout the value exchange process with the business, the customer has the following investments: tangible, enlightenment, price-dependent and psychological. Switching of a customer to a competitor business might cause the following: a lot of procedural cost, risks arising from uncertainty in the quality of untested brands, not being able take advantage of the promotions provided by the business switched from and psychological cost of switching to another brand. If the cost of switching to a competitor business is high, the customer might perceive this new business negatively in many aspects. Especially because the similarity between services is a lot in service businesses, the customer can perceive transition to the competitor business more easily. Also, some or the reasons for switching to a competitor business in service sector are service deterioration, failures in service presentation, price, answering customer complaints, inconvenience, competitors, ethic problems and involuntary transitions. Long-term relations with customers upon trust might be a solution for avoiding these transitions. If the cost of switching to a competitor business is high, the customer will want to stay with the current business and by establishing customer loyalty; the customer will be less sensitive the disadvantages in the service quality and price of the business and might overlook certain flaws. Customer loyalty depends on the intention of a customer to continue buying a product from the business in the future despite situational conditions. The core of management of customer loyalty is directing the business resources according to customer variety. Not every customer has the same value. Therefore, strategies towards customers should differentiate. Customers with a higher value should be reinforced in their purchasing behaviours so that returns to the business can rise. On the other hand, customers with lower values lead to extra cost to the business and result in negative effects on profitability. If required, investments for these customers should be ceased or they should be managed through less costly operational processes so that more resources could be allotted for new customers, switching to a competitor business could be retarded and customer loyalty could be maintained. Being customer-oriented, relations upon long-term trust, customized products, barriers against switching to competitor business and bonus programs are crucial in forming customer loyalty. By turning satisfaction into loyalty, permanence and frequency of purchasing of the customer from the business, acceptance of highprice policies and gaining new customers through advice are possible. The aim of this study was to analyse the basic elements in forming customer loyalty in two different branches of sports centre belonging to Kütahya Municipality and thus to put forth their advantages in terms of customer attitudes and behaviours depending on customer loyalty. In this context, perceived value of the customer, customer satisfaction and cost of switching to competitor business were determined as basic elements in forming customer satisfaction and the effects of these variables on forming customer loyalty in the two branches of the sports centre were researched. The population of the study was 690 customers of the two branches of Kütahya Municipality Sports Centre registered for May and June. In terms of time and cost, sampling method was preferred and convenience sampling of non-probability sampling method was used. Since the population was 690, taking p=0.8 and q=0.2, the sampling was determined 165 customers. After using face to face questionnaire method for two months, data were obtained from total 195 questionnaire forms. The responses of the participants were analysed using SPSS 15.0 for Windows. The descriptive statistical findings about the demographical characteristics of the participants were assessed separately for the two branches. 55,8% of the participants in Atakent sports centre were male while 44,2% were female. Their age groups were as follows: the first group between 25 and 34 forming 38,3%, the second between 18 and 24 forming 32,5%, and the fourth between 35 and 44 forming 21,7% of the group. There was also those between 45 and 54 6,7% and those 55 and over 0,8% . Other demographic features of the participants are as follows: 54,2% were single while 45,8% were married; 60,8% were

References

  • Altıntaş, Murat Hakan, (2000). Tüketici Davranışları- Müşteri Tatmininden Müşteri Değerine, Alfa Basım Yayım Dağıtım, Bursa.
  • Bell, Simon J., Seigyoung Auh And Karen Smalley, (2005). “Customer Relationship Dynamics: Service Quality And Customer Loyalty In The Context Of Varying Levels Of Customer Expertise And Switching Costs”, Journal Of The Academy Of Marketing Science, Vol.33, No.2, P.169-183.
  • Blattberg, Robert C., Gary Getz And Jacquelyn S. Thomas, (2001). Customer Equity- Building And Managing Relationship As Valuable Assets, Harvard Business School Press, Boston.
  • Bolton, Ruth N., P. K. Kanan And Matthew D. Bramlett, (2000). “Implications Of Loyalty Program Membership And Service Experiences For Customer Retention And Value”, Journal Of The Academy Of Marketing Science, Vol.28, No.1, P.97-106.
  • Buzzell, R. And B. Gale. (1987). “The PIMS Principles”, New York: Free Press. (Lam Dan Aktardın)
  • Caruana, A. (2004). “The Impact Of Switching Costs On Customer Loyalty; A Study Among Corporate Customer Of Mobile Telephony”, Journal Of Targeting, Measurement And Analysis For Marketing, 12,3, P.256- 257; Kcaveney, S.M., (1995). “Customer Switching Behaviour In Service Industries; An Exploratory Study”, Journal Of Marketing, Vol. 59, No.2, Pp.71-82.
  • Chao, Pei, (2008). “Exploring The Nature Of The Relationship Between Service Quality And Customer Loyalty: An Attribute-Level Analysis”, The Service Industries Journal, Vol.28, No.1, P.95-98.
  • Chiou, Jyh-Shen, Cornelia Droge And Sangphet Hanvanich, (2002). “Does Customer Knowledge Affect How Loyalty Is Formed?”, Journal Of Service Research;JSR, Vol.5, No.2, P.114-122.
  • Crosby L.A. And N. Stephens, (1987). “Effects Of Relationship Marketing On Satisfaction, Retention And Prices In The Life Insurance Indusrty”, Journal Of Marketing Research, 404-11.
  • Fecikova, Ingrid, (2004). An İndex Method For Measurement Of Customer Satisfaction, The TQM Magazine; 16,1; ABI/INFORM Global
  • Geller, Lois, Karlı Doğrudan Pazarlama, (2002). Çev: Osman Cem Önertoy, Sistem Yayıncılık, İstanbul, 2003.
  • Gerpott, Torsten J., Rams, Wolfgang, Schindler, Andreas, (2001). Customer Retention, Loyalty, And Satisfaction İn The German Mobile Cellular Telecommunications Market, Telecommunications Policy 25, 249-269.
  • Grönroos, C. (1984). “A Service Quality Model And Its Marketing Implications”, European Journal Of Marketing, Vol. 18 No.4, 36-44.
  • Gümüşsuyu, Çağdaş, (2008). Stratejik Bir Yaklaşım Olarak Müşteri İlişkileri Yönetimi, Ankara, Savaş Yayınevi.
  • Hess, Ronalld L., Shankar Ganesan And Noreen M. Klein, (2003). “Service Failure And Recovery: The Impact Of Relationship Factors On Customer Satisfaction”, Journal Of The Academy Of Marketing Science, Vol.31, No.2, P.133-140.
  • Homburg, Christian And Annette Giering, (2001). “Personel Characteristic As Moderators Of The Relationship Between Customer Satisfaction And Loyalty- An Empirical Analysis”, Psychology & Marketing, Vol. 18, P.1.
  • Hsu, S., Wun-Chen C., And Jung-Tan H., (2006). “Application Of Customer Satisfaction Study To Derive Customer Knowledge”, Total Quality Management&Business Excellence, 17:4, P.443.
  • Javalgi, Rajshekhar, Thomas W. Whipple, Amit K. Ghosh And Robert B. Young, (2005), “Market Orientation, Strategic Flexibility And Performance: Implications For Services Providers”, Journal Of Services Marketing, Vol.19, No.4, P.217.
  • Kandampully, Jay And Ria Duddy, (1999). “Relationship Marketing: A Concept Beyond The Primary Relationship”, Marketing Intelligence&Planning, Vol.17, No.7, P.318-319.
  • Klemperer, P. (1995). “Competition When Consumer Have Switching Costs; An Overview With Applications To Industrial Organization, Macroeconomics And International Trade”, Review Of Economic Studies, 62, P.517- 518.
  • Knox, Simon, (1998). “Loyalty- Based Segmentation And The Customer Development Process”, European Management Journal, Vol.16, No.6, Pp.730-734.
  • Lam, Shun Yin, Venkatesh Shankar, M. Krishna Erramilli And Bvsan Murthy, (2004). “Customer Value, Satisfaction, Loyalty And Switching Costs: An Illustration From A Business-To-Business Service Context”, Journal Of The Academy Of Marketing Science, Vol.32, No.3, P.297-308.
  • Mohr, J. And R. Spekman, (1994). “Harateristic Of Partnership Success: Partnership Attributes, Communication Behavior And Conflict Techniques”, Strategic Management Journal, Vol.15, P.135- 152.
  • Moonkye L., Lawrance F., Cunningham A., (2001). “Cost/Benefit Approach To Understanding Service Loyalty”, Journal Of Services Marketing, Vol 15, No.2, Pp.114, MCB University Press, 0887-6045; Bolton, R.N. And Drew, J.H. (1991). “A Longitudinal Analysis Of The Impact Of Service Changes On Customer Attidues”, Journal Of Marketing, Vol. 55, January, Pp.1-9.
  • Parasuman A. And Grewal D., (2000). “The Impact Of Technology On The Quality-Value-Loyalty Chain; A Research Agenda”, Journal Of The Academy Of Marketing Science, Vol.28, No.1, P.169-170.
  • Parasuraman A., Zeithaml V., Berry L., (1985). “A Conceptual Model Of Service Quality And It’s Implications For Future Research”, Journal Of Marketing, Vol.49, S.42; Sasser, W., Olsen P., And Wyckoff D., Management Of Service Operations; Text And Cases, Boston; Allyn&Bacon, 1978.
  • Parasuraman, A., Zeithaml, V., Berry, L., (1988). “Servqual; A Multiple-Item Scale For Measuring Consumer Perceptions Of Service Quality”, Journal Of Retailing, Volume 64, Number 1, 12; Rudie, M., J., And Wansley H.B., (1985), The Merrill Lynch Quality Program In Sevices Marketing In A Changing Environment, Thomas Blach, Gregary Upah And Valarie A., Zeithaml (Eds) Chicago, IL; American Marketing Assaciation
  • Parasuraman, A., Zeithaml, Valarie A., Berry, Leonard L., (1985). A Conceptual Model Of Service Quality And Its Implications For Future Research, The Journal Of Marketing, Vol. 49, No. 4 Pp. 41-50; Sasser, W. Earl, Jr., R. Paul Olsen, And D. Daryl Wyckoff (1978), Management Of Service Operations: Text And Cases, Boston: Allyn & Bacon.
  • Peppers, Don And Rogers, Martha, (1995). A New Marketing Paradigm: Share Of Customer, Not Market Share, Managing Service Quality Volume 5 · Number 3, Pp. 48–51
  • Peter, P.J, Ve J.C. Olson, (1987). “Consumer Behavior; Marketing Strategy
  • Prahalad, A., (November-December 1993), “The Role Of Core Competencies In The Corporation”, Research Technology Management, Vol.36, No.6, P.40.
  • Ramseook, P., Lukea-Bhiwajee S., Naidoo, P., (2010). “Servıce Qualıty In The Publıc Servıce”, Internatıonal Journal Of Management And Marketıng Research, Volume 3, Number 1, 39; Zeithaml, V.A., Parasuraman, A. & Berry, L., Delivering Quality Service, The Free Press, New York, N.Y, 1990.
  • Rowland, Brian, (1998). “Relationship Marketing Positive Impact On Succesful New Industrial Services”, A Thesis In The Faculty Of Commerce And Administration, Canada.
  • Rust, Roland T., Valarie A. Zeithaml And Katherine N. Lemon, (2000). Driving Customer Equity- How Customer Lifetime Value Is Reshaping Corporate Strategy, The Free Press, New York.
  • Selvi, Murat Selim, (2007). Müşteri Sadakati, Detay Yayıncılık, Ankara.
  • Singh, Jagdip And Deepak Sirdeshmukh, (2000). “Agency And Trust Mechanisms In Consumer Satisfaction And Loyalty Judgments”, Journal Of The Academy Of Marketing Science, Vol.28, No.1, P.164.
  • Skogland, Iselin And Siguaw, Judy A.,(2004). Are Your Satisfied Customer Loyal?, Cornell Hotel And Restaurant Administration Quarterly, 45, 3; ABI/INFORM Global.
  • Torlak, Ömer, Remzi Altunışık Ve Şuayıp Özdemir, (2007). Postmodern Dünyada Tüketimi Yeniden Anlamlandıracak Yeni Müşteri, Hayat Yayınları, İstanbul.
  • Wong, A. And Sohal, A., (2003). “Service Quality And Customer Loyalty Perpectives On Two Levels Of Retail Relationships”, The Journal Of Services Marketing,17, 4/5; ABI/INFORM Global, Pg.497; Parasuraman, A., Zeithaml, V.A., And Berry, L.L., (1988). “Servqual; A Multiple-Item Scale For Measuring Consumer Perceptions Of Service Quality”, Journal Of Retailing, Vol.64, No.1, Pp.12-40.
  • Yazıcıoğlu, Y. Ve S. Erdoğan, (2004). SPSS Uygulamalı Bilimsel Araştırma Yöntemleri, Ankara: Detay Yayıncılık.
  • Yeung, Matthew C. H. And Christine T. Ennew, (2000). “From Customer Satisfaction To Profitability”, Journal Of Strategic Marketing 8., Malaysia, P. 313-316.
  • Yükselen, Cemal (2008), Pazarlama- İlkeler- Yönetim, Detay Yayıncılık, Ankara.
  • Zhang, Q., Vonderembse M., Ve Lim,J., (2003). “Manufacturing Flexibility; Defining And Analyzing Relationships Among Competence, Capability And Customer Satisfaction”, Journal Of Operations Management. Vol;21, 173-191.
There are 43 citations in total.

Details

Primary Language Turkish
Journal Section Research Article
Authors

Habibe Yelda Şener This is me

Sema Behdioğlu This is me

Publication Date August 1, 2013
Published in Issue Year 2013 Issue: 30

Cite

APA Şener, H. Y., & Behdioğlu, S. (2013). Müşteri Sadakati Oluşturmada Müşterinin AlgıladığıDeğer, Memnuniyet ve Rakip İşletmeye Geçme Maliyeti: Bir Spor Merkezinde İstatiksel Uygulama. Selçuk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi(30), 165-180.

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