Hızlı Servis Markalarında Marka Kişiliği ve Algılanan Hizmet Kalitesinin Müşteri Memnuniyeti ve Sadakati Üzerindeki Etkisi

Yıl 2023, Cilt: 7 Sayı: 1, 51 - 76, 31.01.2023

Melike Güleç , Adem Uysal

https://doi.org/10.29023/alanyaakademik.1051840

Cited By: 1

Öz

Çalışmanın amacı, hızlı servis markalarında marka kişiliğinin ve algılanan hizmet kalitesinin müşteri memnuniyetine doğrudan ve müşteri sadakati boyutlarına dolaylı etkisini incelemektir. Çalışmanın kapsamına, İstanbul Üniversitesi İşletme Fakültesinde eğitim gören ve son 6 ay içinde McDonald’s, KFC, Burger King, Arby’s ve Popeyes fast food restorant zincirlerini ziyaret ettiğini belirten üniversite öğrencileri dahil edilmiştir. Bu kapsamda, 340 öğrenciden yüz yüze anket yöntemiyle veriler toplanmış, doğrulayıcı faktör analizi ve yol analizi yöntemiyle sonuçlar değerlendirilmiştir. Yapılan analizler sonucunda, marka kişiliğinin algılanan hizmet kalitesini ve müşteri memnuniyetini pozitif olarak etkilediği bulunmuştur. Ayrıca, algılanan hizmet kalitesinin müşteri memnuniyeti; müşteri memnuniyetinin müşteri sadakatleri boyutları üzerinde pozitif yönlü etkiye sahip olduğu saptanmıştır.

Anahtar Kelimeler

Marka Kişiliği, Algılanan Hizmet Kalitesi, Müşteri Memnuniyeti, Müşteri Sadakati Bileşenleri, Üniversite Öğrencisi

The Effect of Brand Personality and Perceived Service Quality on Customer Satisfaction and Loyalty in Quick Service Brands

Öz

The aim of the study is to examine the direct and indirect effects of brand personality and perceived service quality on customer satisfaction and customer loyalty dimensions in quick service brands. The scope of the study included university students who studied at Istanbul University Business School and stated that they had visited McDonald's, KFC, Burger King, Arby's and Popeyes fast food restaurant chains in the last 6 months. In this context, data were collected from 340 students by face-to-face survey method and the results were evaluated by confirmatory factor analysis and path analysis method. As a result of the analyses, it was found that brand personality positively affects the perceived service quality and customer satisfaction. In addition, it has been determined that perceived service quality has a positive effect on customer satisfaction and customer satisfaction has a positive effect on customer loyalty dimensions.

Anahtar Kelimeler

Brand Personality, Perceived Service Quality, Customer Satisfaction, Customer Loyalty Dimensions, Undergraduate

Kaynakça

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