Marka İlişki Kalitesi ve İlişkisel Normların Davranışsal Niyet Üzerindeki Etkisi

Abstract

Araştırmanın amacı, marka ilişki kalitesi ve ilişkisel norm boyutlarının davranışsal niyet üzerindeki etkisini belirlemektir. Bu temel amaç yanında araştırmanın diğer amaçları şunlardır; araştırmaya konu olan bireylerin demografik özelliklerini tespit etmek, marka ile olan ilişki kalitelerini ve ilişkisel normlarını ölçmektir. Veri toplama metodu olarak anket yöntemi seçilmiştir. Anket çalışması kolayda örnekleme yöntemi kullanılarak yapılmıştır. Araştırmanın ana kütlesini Erzurum il sınırlarında yaşayan 18 yaş ve üzeri katılımcılar oluşturmaktadır. 412 kişiye uygulanan anketin hatalı ve eksik cevapları elendikten sonra 396 adet anket formu değerlendirmeye tabi tutulmuştur. Yapılan çoklu regresyon analizi sonucunda, marka ilişki kalitesinin ve ilişkisel normun davranışsal niyet üzerinde etkili olduğu belirlenmiştir. Araştırma sonuçlarına göre, marka ilişki kalitesinin aşk/tutku, ortak kalitesi, adanmışlık boyutlarının davranışsal niyet üzerinde etkisi olduğu ancak kişisel bağ, karşılıklı bağımlılık ve samimiyet boyutlarının davranışsal niyet üzerinde etkisi olmadığı belirlenmiştir. Son olarak ise ilişkisel normun dayanışma, esneklik, karşılıklılık ve bilgi değişimi boyutlarının davranışsal niyet üzerinde etkisi olduğu belirlenmiştir.

Keywords

• Marka İlişki Kalitesi,İlişkisel Norm

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