KONFEKSİYON SEKTÖRÜNDE MÜŞTERİ SADAKATİNE ETKİ EDEN FAKTÖRLER

Öz

Bu çalışma, konfeksiyon sektöründe müşteri sadakatini etkileyen faktörleri, kişisel bazda demografik ve davranışsal farklılıklarla ilgili bu faktörler üzerinde müşteri görüşlerini ve sektörle ilgili müşteri sadakati algılamasını ortaya koymayı amaçlamaktadır. Bu amaçla, farklı yaş, gelir, meslek, medeni durum, eğitim düzeyi ve cinsiyete mensup 400 kişiyle yüz yüze anket yapılmıştır. Anket sonuçları spearman korelasyon, kruskal-wallis ve mann whitney-u testleri ile analiz edilmiştir.

Anahtar Kelimeler

• Müşteri sadakati, demografik ve davranışsal değişkenler

Öz

This study aims to study the parameters effecting customer loyalty in ready-made clothes sector, to determine customer’s view in these parameters regarding demographics and behaviroal differences in individual base, and to identify the factors effecting customer’s loyalty in the sector. For this purpose, a face to face questionnaire including 400 test subject and different age, income, occupation, marital status,education level and sex grups is being applied. The questionnaire results are being analyzed by spearman coorelation test, kruskal-wallis test and mann whitney-u test.

Anahtar Kelimeler

• Customer’s loyalty,demographical and bahoviorial variables

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