Müşteri Güçlendirme ile Algılanan Pazarlama Performansı İlişkisi: Mobilya Sektöründe Bir Uygulama

Year 2016, Issue: 3, 29 - 53, 01.08.2016

İbrahim Bozacı , Tülin Durukan

Abstract

Günümüz pazar şartlarını geçmişten ayırt eden en önemli özelliklerden biri; tüketicilerin daha bilgili, bilinçli, sorgulayıcı, karşılaştırıcı olması ve kontrollü alışveriş yapma olanaklarına kavuşmuş olmasıdır. Bu olanaklar içerisinde; iletişim araçlarının ve kabiliyetlerinin artması, ürünleri satın alırken karşılaştırma yapma imkanlarının artması, bilgi arama ve paylaşma imkanlarının artması, tüketicilerin eğitim düzeyinin artması, tüketici bilincinin artması, firma ile iletişim kurma ve dolayısıyla firmadan bilgi alma ve firmaya bilgi sağlama imkanlarının artması, tüketiciyi koruma kuruluşlarının ve öneminin artması gibi gelişmeler gösterilebilir. Bu şartlar altında bu çalışma, müşterinin bilgi, beceri ve kontrolünün desteklenerek güçlendirilmesinin işletmelerin başarısı için önemini incelenmektedir. Bu bağlamda öncelikle müşteri güçlendirme faaliyetleri ile müşterinin algıladığı pazarlama performansı değişkenleri arasındaki olası ilişkiler öncelikle teorik olarak incelenmektedir. Ardından, müşteri güçlendirme ile müşteri memnuniyeti, müşteri sadakati, çalışanlara güven, algılanan yenilik ve fiyata karşı duyarlılık gibi değişkenler arasındaki ilişkiler mobilya sektöründe bir zincir mağaza müşteri ile gerçekleştirilen anket çalışması ile araştırılmaktadır. Sonuçta müşteri güçlendirmenin, müşteri bakımından performans değişkenleri ile yakından ilişkili olduğu görülmektedir.

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