MÜŞTERİ VATANDAŞLIK DAVRANIŞI ÜZERİNE BİR LİTERATÜR İNCELEMESİ

Yıl 2023, Cilt: 24 Sayı: 1, 151 - 169, 27.03.2023

İlknur Akbaş , Ebru Tümer Kabadayı , Nilşah Cavdar Aksoy , Alev Koçak Alan

https://doi.org/10.53443/anadoluibfd.1179762

Cited By: 3

Öz

Günümüzde, müşteriler yalnızca satın alım aşamasındaki aktörler değil, satın alım sonrasında gerçekleştirdikleri farklılaşan davranışlarla işletme faaliyetlerinde aktif rol oynayan taraflardır. Müşteri vatandaşlık davranışı, bireylerin işletme faaliyetlerini şekillendirmedeki gücünü ve bu bakımdan nasıl aktif rol oynadıklarını gösteren bir davranış olarak öne çıkmaktadır. Bu çalışmada, bu davranış üzerine kapsamlı bir literatür incelemesi gerçekleştirilmektedir. Çalışmanın amacı, müşteri vatandaşlık davranışı kavramının sınırlarını netleştirecek bir literatür taraması sunarak tüketici davranışları ve pazarlama araştırma ve uygulamalarına katkı sağlamaktır. Bunu yaparken, müşteri vatandaşlık davranışının temel özellikleri, bu davranışın boyutları, müşteri vatandaşlık davranışı ile ilişkili kavramlar ve müşteri vatandaşlık davranışı çalışmalarında kullanılan temel teoriler incelenmektedir. Bu incelemeler neticesinde, kavramın ileride daha iyi araştırılması için akademik araştırmalar için bir içgörü sunulmakta ve bu davranışın işletmelerce daha iyi anlaşılması ve desteklenebilmesine katkı sağlanmaktadır.

Anahtar Kelimeler

Müşteri vatandaşlık davranışı, literatür incelemesi, derleme araştırması

A LITERATURE REVIEW ON CUSTOMER CITIZENSHIP BEHAVIOR

Öz

Customers are now not only actors in the purchasing stage, but also parties who actively participate in business activities through differentiated behaviors after the purchase. Customer citizenship behavior stands out as a behavior that demonstrates individuals' power in shaping business activities and how they actively participate in this regard. A comprehensive literature review on this behavior is conducted in this study. The study’s aim is to contribute to consumer behavior and marketing research and applications by presenting a literature review that clarifies the concept of customer citizenship behavior. In doing so, the main characteristics of customer citizenship behavior, its dimensions, concepts related to customer citizenship behavior, and the main theories used in customer citizenship behavior studies are investigated. As a result of these reviews, an insight is provided for future academic research to better investigate the concept, and it contributes to a better understanding and support of this behavior by businesses.

Anahtar Kelimeler

Customer citizenship behavior, literature review, review research

Kaynakça

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