AKTİF-PASİF KULAKTAN KULAĞA İLETİŞİM VE AKTİF KULAKTAN KULAĞA İLETİŞİMİ ETKİLEYEN FAKTÖRLER ÜZERİNE BİR ÇALIŞMA

Öz

Anahtar Kelimeler

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AKTİF-PASİF KULAKTAN KULAĞA İLETİŞİM VE AKTİF KULAKTAN KULAĞA İLETİŞİMİ ETKİLEYEN FAKTÖRLER ÜZERİNE BİR ÇALIŞMA

Öz

Günümüz bilgi teknolojilerindeki h zl ilerlemeler sayesinde insanlar aras ndaki mesafelersalmakta ve ileti im daha da kolayla maktad r. Bu deim pazarlama alan açndan kulaktan kula aileti imin önemini daha da art rmaktad r. Özellikle reklam n çok maliyetli oldu u ve tüketicilerin reklamdankaç ndoldukça fazla katk sa layabilecektir. Bu çal man n amac , aktif kulaktan kula a ileti imi etkileyen; pasifkulaktan kula a ileti im, mü teri tatmini ve bahem de özellikli bir ürün olan cep telefonu açnda 403 üniversite ö rencisi üzerinde incelenmesidir.Ke fedici faktör analizi ve do rusal regresyon analizleri sonucundaki çal ma bulgular nda, hem özellikliürün hem de dü ük özellikli üründe mü terilerin aktif kulaktan kula a ileti imlerinin, pasif kulaktan kula aileti im, mü teri tatmini ve ba

Anahtar Kelimeler

• Aktif kulaktan kula a ileti im, pasif kulaktan kula a ileti im, mü teri tatmini,mü teri ba, özellikli/dü ük özellikli ürünler

Kaynakça

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