MÜŞTERİ VATANDAŞLIK DAVRANIŞI LİTERATÜR TARAMASI

Year 2017, 16. UIK Special Issue, 865 - 878, 29.11.2017

Hediye Gamze Türkmen , Sinan Nardalı

https://doi.org/10.18092/ulikidince.323660

Cited By: 4

Abstract

Müşteri
vatandaşlık davranışı; müşterinin bir işletmenin ödül sistemiyle değil,
kendisinin bireysel olarak belirlediği, işletmelerin hizmet/ürün kalitesini
yükseltebilecek ve daha etkin çalışmasını sağlayabilecek nitelikteki gönüllü ve
ihtiyari davranışlarıdır (Groth, 2005). Bu rol fazlası davranışlar arasında
müşterinin kendini kısmen işletmenin çalışanı gibi görmesi, işletmenin
çıkarlarını gözetmesi, çalışanlarla işbirliği yapması, diğer müşterilere
yardımcı olması, işletmeye önerilerde bulunması, olumlu kulaktan kulağa
iletişim için çaba göstermesi ve işletmenin performans ve hizmetlerinin
gelişimine katkıda bulunmaya çalışması sayılabilir (Bettencourt, 1997; Bowen,
1986; Rosenbaum & Massiah, 2007). Bu çalışma çerçevesinde müşteri
vatandaşlık davranışıyla ilgili akademik çalışmalar literatür taraması
kapsamında incelenmiş ve müşteri vatandaşlık davranışına dair çalışmaların
önemi ortaya konmuştur.  

Keywords

Müşteri Vatandaşlık Davranışı, Müşteri Davranışları, Müşteri Memnuniyeti, Müşteri Bağlılığı, Pazarlama

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