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

Yıl 2022, Cilt: 19 Sayı: 2, 44 - 60, 30.12.2022

Gözde Yılmaz Erkan Yıldız

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

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