GEÇİŞ MALİYETİNİN YENİDEN SATIN ALMA NİYETİNE ETKİSİ: BİR ARACILIK MODELİ

Öz

Özel sağlık sigortacılığında müşterilerin mevcut poliçeleri ile devam etme eğilimi göstermelerine neden olan geçiş maliyetleri arttıkça, başka bir sağlayıcıya geçmek ek çaba ve maliyet gerektirebilir. Bu durum, müşterilerin mevcut poliçelerini koruma çabaları için bir engel oluşturabilir ve yeniden satın alma niyetlerini etkileyebilir. Bu çalışmanın amacı, özel sağlık sigortası sektöründe geçiş maliyeti ile yeniden satın alma niyeti arasındaki ilişkide iletişim ve algılanan değerin aracı rolünü incelemektir. Çalışma kesitsel olarak tasarlanmıştır ve veriler, Türkiye'nin bir şehrindeki 314 özel sağlık sigortası poliçe sahiplerinden toplanmıştır. Katılımcılar, online olarak geçiş maliyeti, yeniden satın alma niyeti, iletişim ve algılanan değer ölçeklerine cevaplar verdi. Geçiş maliyeti, yeniden satın alma niyetinin bir yordayıcısıdır. Ek olarak, iletişim ve algılanan değer, yeniden satın alma niyetini önemli ölçüde etkilemiştir. Ayrıca, iletişim ve algılanan değerin, geçiş maliyeti ile yeniden satın alma niyeti arasındaki ilişkide aracılık rolüne sahip olduğu tespit edilmiştir. Geçiş maliyetinin yeniden satın alma niyeti üzerindeki etkisini hafifletmede iletişim ve algılanan değer önemlidir.

Anahtar Kelimeler

• Algılanan değer
• Geçiş maliyeti
• İletişim
• Özel sağlık sigortası
• Yeniden satın alma niyeti.

EFFECT OF SWITCHING COST ON REPURCHASE INTENTION: A MEDIATION MODEL

Öz

As switching costs increases, customers may be more inclined to stick with their current provider because switching to another provider may require additional effort and cost. This may create a barrier for customers to protect their existing portfolios, which may affect repurchase intentions. The purpose of the study was to examine the mediating role of communication and perceived value in the relationship between switching cost and repurchase intention in private health insurance sector. The study designed as cross sectional and the data was collected from 314 private health insurance policy owners in a city of Türkiye. Using an online survey, participants completed self-report measures of switching cost, repurchase intention, communication and perceived value. The results showed that switching cost was a predictor of repurchase intention. Additionally, communication and perceived value significantly affected repurchase intention. Furthermore, communication and perceived value mediated the relationship between switching cost and repurchase intention. Communication and perceived value as crucial factors in mitigating the impact of switching cost on repurchase intention. Reducing the negative impact of switching costs is possible by maintaining strong communication and increasing the perceived value.

Anahtar Kelimeler

• Communication
• Perceived value
• Private health insurance
• Repurchase intention
• Switching cost.

Kaynakça

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