Müşteri Vatandaşlığı Davranışlarının Marka Evangelizm Üzerindeki Etkileri: Kahve Sektörüne Yönelik Bir Araştırma

Öz

Bu araştırmada müşteri vatandaşlığı davranışlarının; yardım etme, tolere etme, tavsiye etme ve geribildirim boyutlarının marka evangelizmi üzerindeki etkileri araştırılmıştır. Bu amaçla oluşturulan anket, Ankara ilindeki zincir kahve markalarının müşterileri evreninde, kahve dükkânlarını 20 Mart – 20 Nisan 2021 tarihleri arasında ziyaret eden müşteriler arasından kolayda örnekleme tekniğiyle anlık olarak belirlenen 663 katılımcıya uygulanmıştır. Araştırma modelini analiz etmek için kısmi en küçük kareler yol analizi yöntemi (PLS-SEM) kullanılmıştır. Toplanan veriler SmartPLS programının 3.3.3 numaralı versiyonu kullanılarak analiz edilmiştir. Araştırma sonuçları müşteri vatandaşlığı davranışı boyutlarının marka evangelizmi üzerinde pozitif yönlü etkileri olduğunu ortaya çıkarmıştır. Analizlerde gerçekleşen beta katsayılarına göre, marka evangelizmi değişkeni üzerinde müşteri vatandaşlığı davranışları boyutlarının etki büyüklüğüne göre yardım etme, geribildirim, tolere etme ve tavsiye etme şeklinde sıralandığı görülmektedir.

Anahtar Kelimeler

• Müşteri Vatandaşlığı Davranışı
• Marka Evangelizmi
• Kahve Sektörü

Kaynakça

1. Anaza, N. A. (2014). Personality Antecedents of Customer Citizenship Behaviors in Online Shopping Situations, Psychology of Marketing, 31: 251-263.
2. Anaza, N. A. ve Zhao, J. (2013). Encounter-Based Antecedents of E-Customer Citizenship Behaviors, Journal of Services Marketing, 27: 130-140.
3. Badrinarayanan, V. ve Laverie, D. A. (2011). Brand Advocacy and Sales Effort by Retail Salespeople: Antecedents and Influence of Identification with Manufacturers' Brands, Journal of Personal Selling and Sales Management, 31(2): 123-140.
4. Balıkçıoğlu, B., ve Oflazoğlu, S. (2015). Marka Evangelizmi, Benlik-Marka İmajı Uyumu ve Marka Sadakati İlişkisi Üzerine Ampirik Bir Araştırma, Tüketici ve Tüketim Araştırmaları Dergisi, 7(2): 19-45.
5. Bansal, H. S. ve Voyer, P. A. (2000). Word-of-Mouth Processes Within a Services Purchase Decision Context, Journal of Service Research, 3(2): 166-177.
6. Bartlett, J. E., Körtlik, J. W. ve Higgins, C. C. (2001). Organizational Research: Determining Appropriate Sample Size in Survey Research, Information Tecnology, Learning and Performance Journal, 19 (1): 43-50.
7. Becerra, P. E. ve Badrinarayanan, V. (2013). The Influence of Brand Trust and Brand Identification on Brand Evangelism, Journal of Product & Brand Management, 22(5/6): 371-383.
8. Bettencourt, L. A. (1997). Customer Voluntary Performance: Customers as Partners in Service Delivery, Journal of Retailing, 73: 383-406.

9. Bosah, G. (2022). Traditional and Contemporary Notions of Marketing Communications. In Marketing Communications in Emerging Economies, Volume II (11-35). Palgrave Macmillan, Cham.
10. Bove, L. L., Pervan, S. J., Beatty, S. E. ve Shiu, E. (2009). Service Worker Role in Encouraging Customer Organizational Citizenship Behaviors. Journal of Business Research, 62: 698-705.
11. Bove, L. L., Robertson, N. L. ve Pervan, S. (2003). Customer Citizenship Behaviours: Towards the Development of a Typology, Australian and New Zealand Marketing Academy Conference, 331-338, Adelaide
12. Bowen, D. E. (1986). Managing Customers as Human Resources in Service Organizations, Human Resource Management, 25(3): 371-383.
13. Brown, T. J., Barry, T. E., Dacin, P. A. ve Gunst, R. F. (2005). Spreading the Word: Investigating Antecedents of Consumers’ Positive Word-of-Mouth Intentions and Behaviors in a Retailing Context, Journal of the Academy of Marketing Science, 33(2): 123-138.
14. Bustamante, J. C. ve Rubio, N. (2017). Measuring Customer Experience in Physical Retail Environments, Journal of Service Management, 28(5): 884-913.
15. Chai, J. C. Y., Malhotra, N. K. ve Alpert, F. (2015). A Two-Dimensional Model of Trust–Value–Loyalty in Service Relationships, Journal of Retailing and Consumer Services, 26: 23-31.
16. Chang, H. H., Wang, Y. H., ve Yang, W. Y. (2009). The Impact of E-Service Quality, Customer Satisfaction and Loyalty on E-Marketing: Moderating Effect of Perceived Value, Total Quality Management, 20 (4): 423-443.
17. Chaudhuri, A. ve Holbrook, M. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty, Journal of Marketing, 65 (2): 81-93.
18. Cheng, J. C., Luo, S., Yen, C. ve Yang, Y. (2016). Brand Attachment and Customer Citizenship Behaviors, The Service Industries Journal, 36: 263-277.
19. Choudhury, M., Mishra, B. B. ve Mohanty, P. K. (2019). An Empirical Study of Brand Evangelism for Recommending Cars-A Qualitative ve Systematic Review of Literature, International Journal of Technical Research ve Science, 4(3): 1-12.
20. Claycomb, C., Lengnick-Hall, C. A. ve Inks, L. W. (2001). The Customer as a Productive Resource: A Pilot Study and Strategic Implications, Journal o f Business Strategies, 18: 47-69.
21. Dalmoro, M., Isabella, G., De Almeida, S. O., ve Dos Santos Fleck, J. P. (2019). Developing a Holistic Understanding of Consumers’ Experiences: An Integrative Analysis of Objective and Subjective Elements in Physical Retail Purchases, European Journal of Marketing, 53(10): 2054-2079.
22. Di, E., Huang, C., Chen, I. ve Yu, T. (2010). Organizational Justice and Customer Citizenship Behavior of Retail Industries, The Service Industries Journal, 30(11): 1919-1934.
23. Dick, A. S. ve Basu, K. (1994). Customer Loyalty: Toward and Integrated Conceptual Framework, Journal of the Academy of Marketing Science, 22(2): 99-113.
24. Doss, S. K. (2010). Spreading the Good Word: Toward an Understanding of Brand Evangelism, Journal of Marketing Research. Erişima Tarihi: 05.09.2021.
25. Eddleston, K. A., Kellermanns, F. W. ve Kidwell, R. E. (2018). Managing Family Members: How Monitoring and Collaboration Affect Extra‐Role Behavior in Family Firms, Human Resource Management, 57(5): 957-977.
26. Erdoğan Aracı, Ü. ve Sezgin, E. K. (2020). Müşteri Vatandaşlık Davranışı Ölçeğinin Geçerlilik ve Güvenilirlik Çalışması, Türk Turizm Araştırmaları Dergisi, 4(2): 1279-1293.
27. Fowler, J. (2013). Customer Citizenship Behavior: An Expanded Theoretical Understanding, International Journal of Business and Social Science, 4: 1-8.
28. Goldfayn, A. L. (2012). Evangelist Marketing: What Apple, Amazon, and Netflix Understand About Their Customers (That Your Company Probably Doesn't). BenBella Books.
29. Göktaş, B. ve Erdoğan Tarakçı, İ. (2020). Marka Evangelizminin Satın Alma Bağımlılığı, Satın Alma Niyeti ve Tavsiyede Bulunma Üzerindeki Etkisi: Taraftar Ürünleri Örneği, İşletme Araştırmaları Dergisi, 12(1): 126-145.
30. Gremler, D. D. ve Brown, S. W. (1999). The Royalty Ripple Effect: Appreciating the Full Value of Customers, International Journal of Service Industry Management, 10: 271-91.
31. Groth, M. (2005). Customers as Good Soldiers: Examining Customer Citizenship Behaviors in Internet Service Deliveries, Journal of Management, 31: 7-27.
32. Grönroos, C. (2011). Value Co-Creation in Service Logic: A Critical Analysis, Marketing Theory, 11(3): 279-301.
33. Gruen T. W. (1995). The Outcome Set of Relationship Marketing in Consumer Markets. International Business Review, 4(4): 447-469.
34. Guo, G., ve Zhou, X. (2013). Research on Organizational Citizenship Behavior, Trust and Customer Citizenship Behavior, International Journal of Business and Management, 8(16): 86-90.
35. Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E. ve Tatham, R. L. (2006), Multivariate Data Analysis, Upper Saddle River, NJ: Pearson Prentice Hall.
36. Hair, J. F., Hult, G. T. M., Ringle, C. M. ve Sarstedt, M. (2017). Primer on Partial Least Square Structural Equations Modeling (PLS-SEM), (2nd Ed.), Sage, Thousand Oaks.
37. Helkkula, A., Kelleher, C. ve Pihlström, M. (2012). Characterizing Value as an Experience: Implications for Service Researchers and Managers, Journal of Service Research, 15(1): 59-75.
38. Henseler, J., Ringle, C. M. ve Sarstedt, M. (2015). A New Criterion For Assessing Discriminant Validity in Varience-Based Structural Equation Modelling, Journal of the Academy of Marketing Science, 43: 115-135.
39. Hsieh, Y. C., Chiu, H. C., Tang, Y. C. ve Lin, W. Y. (2018). Does Raising Value Co-Creation Increase All Customers’ Happiness? Journal of Business Ethics, 152(4): 1053-1067.
40. Igwe, S. R. ve Nwamou, C. C. (2017). Brand Evangelism Attributes and Lecturers Loyalty of Automobiles in Rivers State, Covenant Journal of Business ve Social Sciences (CJBSS), 8(2): 23-39.
41. Jeong, H. ve Moon, J. (2009). Virtual Social Identity Development for Customer Electronic Word-Of-Mouth Participation, In proceedings of the international conference on electronic business (ICEB) (243-249).
42. Keh, H. T. ve Teo, C. W. (2001). Retail Customers as Partial Employees in Service Provision: A Conceptual Framework, International Journal of Retail ve Distribution Management, 29(8): 370-378.
43. Keller, K. L. (2012). Understanding the Richness of Brand Relationships: Research Dialogue on Brands as Intentional Agents, Journal of Consumer Psychology, 22(2): 186-190.
44. Kemp, E., Childers, C. Y. ve Williams, K. H. (2012). Place Branding: Creating Self-Brand Connections and Brand Advocacy, Journal of Product ve Brand Management, 21(7): 508-515.
45. Lengnick‐Hall, C. A., Claycomb, V. C. ve Inks, L. W. (2000). From Recipient to Contributor: Examining Customer Roles and Experienced Outcomes, European Journal of Marketing, 34(3/4): 359-383.
46. Liu, J. S. ve Tsaur, S. H. (2014). We are in the Same Boat: Tourist Citizenship Behaviors. Tourism Management, 42: 88-100.
47. Matzler, K., Pichler, E. A. ve Hemetsberger, A. (2007). Who is Spreading the Word? The Positive Influence of Extraversion on Consumer Passion and Brand Evangelism, Proceedings of the American Marketing Association Winter Conference, 25-32.
48. McAlexander, J. H., Schouten, J. W. ve Koenig, H. F. (2002). Building Brand Community, Journal of Marketing, 66(1): 38-54.
49. McConnell, B. ve Huba, J. (2003). Creating Customer Evangelists: How Loyal Customers Become a Volunteer Salesforce, Dearborn, Chicaco, IL.
50. Mills, P. K. ve Morris, J. H. (1986). Clients as Partial Employees of Service Organizations: Role Development in Client Participation, Academy of Management Review, 7: 726-735.
51. Muniz, A. M. ve O'Guinn, T. C. (2001). Brand community, Journal of Consumer Research, 27(4): 413-422.
52. Nguyen, H., Groth, M., Walsh, G. ve Hennig‐Thurau, T. (2014). The Impact of Service Scripts on Customer Citizenship Behavior and the Moderating Role of Employee Customer Orientation. Psychology & Marketing, 31(12): 1096-1109.
53. Nyadzayo, M. W., Leckie, C. ve Johnson, L. W. (2020). The Impact Of Relational Drivers On Customer Brand Engagement And Brand Outcomes. Journal of Brand Management, 27: 561–578.
54. Organ, D. W. (1988). Organizational Citizenship: The Good Soldier Syndrome. Lexington, MA: Lexington Books.
55. Önen, V. (2018). Marka Güveni Marka Sadakati ve Marka Tercihi Arasındaki İlişkinin İncelenmesi: Kırtasiye Sektörü Uygulaması, Avrasya Uluslararası Araştırmalar Dergisi, 6(15): 1031-1044.
56. Özgen, Ö. ve Karabacak, Z. İ. (2013). Tüketim Mekânlarının Dönüşümünde Görsel İletişimin Rolü: Küresel Kahve Dükkânları, İletişim Kuram ve Araştırma Dergisi, 37: 120-149.
57. Park, C. W., Eisingerich, A. B. ve Park, J. W. (2013). Attachment-Aversion (AA) Model of Customer-Brand Relationships, Journal of Consumer Psychology, 23(2): 229-248.
58. Payne, S. C. ve Webber, S. S. (2006). Effects of Service Provider Attitudes and Employment Status on Citizenship Behaviors and Customers' Attitudes and Loyalty Behavior, Journal of Applied Psychology, 91(2): 365–378.
59. Pimentel, R. W. ve Reynolds, K. E. (2004). A Model for Consumer Devotion: Affective Commitment with Proactive Sustaining Behaviors, Academy of Marketing Science Review, 5(1): 1-45.
60. Revilla-Camacho, M. Á., Vega-Vázquez, M. ve Cossío-Silva, F. J. (2015). Customer Participation and Citizenship Behavior Effects on Turnover Intention, Journal of Business Research, 68(7): 1607-1611.
61. Riivits-Arkonsuo, I., Kaljund, K. ve Leppiman, A. (2015). Consumer Journey From First Experience to Brand Evangelism, Research in Economics and Business: Central And Eastern Europe, 6(1): 5-28.
62. Ringle, C. M., Wende, S. ve Becker, J. M. (2015). SmartPLS 3. www.smartpls.com.
63. Robertson, N. L., Bove, L. L. ve Pervan, S. J. (2003). Exploring the Relationship Between Customer Loyalty to the Service Worker and Customer Citizenship Behaviours to the Service Organization, Paper presented in Academy of Marketing Science Conference.
64. Rosenbaum, M. S. ve Massiah, C. (2007). When Customers Receive Support from Other Customers: Exploring the Influence of Intercustomer Social Support on Customer Voluntary Performance, Journal of Service Research, 9: 257-270.
65. Rozanski, H. D., Baum, A. G. ve Wolfsen, B. T. (1999). Brand Zealots: Realizing the Full Value of Emotional Brand Loyalty, Strategy and Business, 17: 51-62.
66. Saravanan, M. ve Saraswathy, T. R (2017). Evangelism as a Marketing Strategy- in the Challenging and Innovative Business Scenario, Intercontinental Journal of Marketing Management, 4(6): 1-5.
67. Savage, J. (2012). Creating Brand Evangelists in The 21st Century: Using Brand Engagement Through Social Media To Develop Brand Loyalty in Teens, Master’s Thesis, Graduate School University of Southern California: ABD
68. Sawhney, R. (2011), How Do You Turn Your Customers Into Brand Evangelists?, Fast Company, www.fastcodesign.com/1664135/how-do-you-turn-your-customers-into-brand-evangelists, Erişim Tarihi: 01.03.2021.
69. Scarpi, D. (2010). Does Size Matter? An Examination of Small and Large Web-Based Brand Communities, Journal of Interactive Marketing, 24(1): 14-21.
70. Schmitt, B. (2013). The Consumer Psychology of Customer-Brand Relationships: Extending the AA Relationship Model, Journal of Consumer Psychology, 23(2): 249-252.
71. Singh, N. (2015). Evangelism Marketing: The Evolution of Consumer Fidelity, Journal of Marketing ve Communication, 11(1): 3-14.
72. Soch, H. ve Aggarwal, N. (2013). Influence of Commitment on Customer Discretionary Behaviour: A Survey in Retail Sector. Universal Journal of Management, 1(2): 103-110.
73. Tepeci, M. (1999). Increasing Brand Loyalty in the Hospitality Industry, International Journal of Contemporary Hospitality Management, 11(5): 223-230.
74. Terblanche, N. S. (2018). Revisiting the Supermarket in-Store Customer Shopping Experience, Journal of Retailing and Consumer Services, 40: 48-59.
75. Türkmen, H. G. ve Nardalı, S. (2017). Müşteri Vatandaşlık Davranışı Literatür Taraması, Uluslararası İktisadi ve İdari İncelemeler Dergisi, 16. UİK Özel Sayısı, 865-878.
76. Ünalan, M., Yapraklı, T. Ş. ve Keser, E. (2020). Marka Güveni ve Marka Özdeşleşmesinin Marka Evangelizmi Üzerindeki Etkisi, Uluslararası İktisadi ve İdari İncelemeler Dergisi, (27): 35-54.
77. Voss, C. A., Roth, A. V., Rosenzweig, E. D., Blackmon, K. ve Chase, R. B. (2004). A Tale of Two Countries’ Conservatism, Service Quality, and Feedback On Customer Satisfaction, Journal of Service Research, 6(3): 212-230.
78. Wu, R., Chen, J., Wang, C. L. ve Zhou, L. (2022). The Influence of Emoji Meaning Multipleness on Perceived Online Review Helpfulness: The Mediating Role of Processing Fluency. Journal of Business Research, 141: 299-307.
79. Xie, L., Poon, P. ve Zhang, W. (2017). Brand Experience and Customer Citizenship Behavior: The Role of Brand Relationship Quality, Journal of Consumer Marketing, 34 (3): 268-280.
80. Yıldız, E. (2021). SmartPLS ile Yapısal Eşitlik Modellemesi Reflektif ve Formatif Yapılar. 2. Baskı. Ankara: Seçkin Yayıncılık.
81. Yi, Y. ve Gong, T. (2008). The Effects of Customer Justice Perception and Affect on Customer Citizenship Behavior and Customer Dysfunctional Behavior, Industrial Marketing Management, 1(5): 1-17.
82. Yi, Y. ve Gong, T. (2013). Customer Value Co-Creation Behavior: Scale Development and Validation, Journal of Business Research, 66(9): 1279-1284.
83. Yunita, R., Shihab, M. S., Jonas, D., Haryani, H. ve Terah, Y. A. (2022). Analysis of The Effect of Servicescape and Service Quality on Customer Satisfaction at Post Shop Coffee Tofee in Bogor City, Aptisi Transactions on Technopreneurship (ATT), 4(1): 66-74.