The Mediating Role of Social Value in the Effect of Customer Satisfaction on Consumer Inertia

Year 2025, Volume: 16 Issue: 48, 1365 - 1383, 30.11.2025

Ebru Tanrıkulu

https://doi.org/10.21076/vizyoner.1652133

Abstract

Consumer behaviors that have changed over time and the factors affecting these behaviors are among the topics frequently researched by marketing researchers. In this context, it is seen that consumer inertia, which means that the consumer can continue his/her current purchases and resist change as long as no force forces him/her to change even though alternatives are attractive, has become a topic of interest in recent years in studies on consumer behavior. The study examines whether social value mediates the effect of customer satisfaction on consumer inertia. Within the scope of the study, 368 survey data are collected and the collected data are analyzed by structural equation modeling. The results show that customer satisfaction has an effect on consumer inertia, while social value has no effect. In addition, it is concluded that customer satisfaction has an impact on social value. In the effect of customer satisfaction on consumer inertia, it is found that social value does not have any mediating role. All these results provide an important perspective for understanding consumer behavior and for businesses to develop effective marketing strategies.

Keywords

Consumer Inertia , Social Value , Customer Satisfaction , Consumer Behavior

Ethical Statement

For this study the approval of ethical committee no 2025/6 dated 09.01.2025 was taken from the Ethical Committee, Harran University.

Müşteri Memnuniyetinin Tüketici Ataletine Etkisinde Sosyal Değerin Aracılık Rolü

Abstract

Zaman içinde değişen tüketici davranışları ve bu davranışları etkileyen faktörler pazarlama araştırmacıları tarafından sıklıkla çalışılan konular arasında yerini almıştır. Alternatifler çekici olduğu halde hiçbir güç onu değiştirmeye zorlamadığı sürece mevcut satın alımlarına devam edebilme ve değişime direnç gösterme anlamına gelen “tüketici ataleti”nin de tüketici davranışı üzerine yürütülen çalışmalarda son yıllarda ilgi çeken bir konu haline geldiği görülmektedir. Bu çalışmada, müşteri memnuniyetinin tüketici ataletine etkisinde sosyal değerin aracılık rolünün olup olmadığı incelenmektedir. Çalışma kapsamında 368 anket verisi toplanmış ve toplanan veriler yapısal eşitlik modellemesi ile analiz edilmiştir. Sonuçta, müşteri memnuniyetinin tüketici ataleti üzerinde etkisinin olduğu, sosyal değerin ise herhangi bir etkisinin olmadığı görülmüştür. Bununla birlikte, müşteri memnuniyetinin sosyal değer üzerinde bir etkiye sahip olduğu sonucuna ulaşılmıştır. Müşteri memnuniyetinin tüketici ataletine etkisinde ise sosyal değerin herhangi bir aracılık rolünün bulunmadığı tespit edilmiştir. Tüm bu sonuçlar, tüketici davranışlarını anlamak ve işletmelerin etkili pazarlama stratejileri geliştirmesi için değerli bir bakış açısı sunmaktadır.

Keywords

Tüketici Ataleti , Sosyal Değer , Müşteri Memnuniyeti , Tüketici Davranışları

Ethical Statement

Bu çalışma için Harran Üniversitesi Etik Kurulundan 2025/6 sayılı ve 09.01.2025 tarihli etik kurul onayı alınmıştır.

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