Marka İlişki Kalitesi ve İlişkisel Normların Davranışsal Niyet Üzerindeki Etkisi

Yıl 2018, Cilt: 22 Sayı: 4, 2213 - 2236, 31.12.2018

Tevfik Şükrü Yapraklı Zeynep Kaçer Musa Ünalan

Öz

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.

Anahtar Kelimeler

Marka İlişki Kalitesi, İlişkisel Norm

Kaynakça

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