Müşteri tatmini ve müşteri sadakatinin tekrar satın alma niyetine etkisi: Bingöl ili örneği

Year 2019, Volume: 1 Issue: 1, 1 - 8, 30.06.2019

Mehmet Güven Türkan Çavuşoğlu

Abstract

Bu
çalışmanın amacı, müşteri tatmini ve müşteri sadakatinin tekrar satın alma
niyetine etkisini belirlemektir. Araştırmanın evrenini Bingöl’de yer alan
kafeleri ziyaret eden müşteriler oluşturmaktadır. Kolayda örneklem yöntemiyle
295 kişiye ulaşılmış olup, kullanılan ölçeklerin geçerlilik ve güvenilirliği
test edilmiştir. Araştırma bulgularında, araştırma amacına uygun olarak
oluşturulan hipotezler test edilmiştir. Hipotezler korelasyon ve yol analizi
ile incelenmiş olup, elde edilen bulgular bu kapsamda yorumlanmıştır. Araştırma
sonuçlarına göre müşteri tatmini ve müşteri sadakatinin tekrar satın alma
niyetine etkisi olduğu görülmektedir. Ayrıca, müşteri tatmini ve müşteri
sadakati ile tekrar satın alma arasındaki ilişki anlamlı bulunmuştur. 

Keywords

Müşteri tatmini, Müşteri sadakati, Tekrar satın alma niyeti, Bingöl

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