MAĞAZA SADAKAT PROGRAMLARININ ALGILANMASI, GÜVEN, İLİŞKİYİ SÜRDÜRME İSTEĞİ VE MAĞAZA SADAKATİ ARASINDAKİ İLİŞKİLERİN YAPISAL EŞİTLİK MODELİ İLE İNCELENMESİ

Yıl 2008, Cilt: 9 Sayı: 2, 232 - 247, 01.07.2008

Tülay Yeniçeri Ela Erten

Öz

Rekabetin özellikle çok yoğun olduğu perakendecilik sektöründe işletmeler, müşterileri hakkında bilgiye sahip olmak, onlarla uzun dönemli ve karşılıklı fayda sağlayan bir ilişki yaratmak amacıyla müşteri sadakat programları uygulamaya başlamışlardır. Bu araştırmada, müşteri sadakat programları ile müşteri sadakati arasındaki ilişkiyi görebilmek amacıyla bir süpermarket sadakat programı incelenmiştir. Araştırma hipotezlerini test etmek amacıyla yapısal eşitlik modeli kullanılmıştır. Yapısal eşitlik modeli uygulaması sonucunda, ilişkisel pazarlama yaklaşımında çok önemli bir bileşen olan güvenin, ilişkiyi sürdürme üzerinde etkili olduğu tespit edilmiştir. Araştırma sonucunda elde edilen bir diğer sonuçta mağazayla ilişkiyi sürdürme isteğinin ve sadakat programlarının algılanmasının mağaza sadakati üzerinde etkili olduğudur.

Anahtar Kelimeler

Perakendecilik, İlişkisel Pazarlama, Sadakat Programları, Mağaza Sadakati, Yapısal Eşitlik Modeli

ANALYZING THE RELATIONSHIPS AMONG PERCEPTIONS ON STORE LOYALTY PROGRAMS, TRUST, CUSTOMER COMMITMENT TO THE RELATIONSHIP AND STORE LOYALTY THROUGH STRUCTURAL EQUATION MODELING

Öz

Especially in the retail industry, where there is intense competition, companies have started to initiate customer loyalty programs. By the help of these programs companies expect to develop long-term relationships with their customers and collect useful information about them as well. The purpose of this research is to analyze a supermarket customer loyalty program to investigate the relationship between customer loyalty programs and the actual customer loyalty to a company’s products and services. Structural Equation Modeling SEM was used in order to test our research hypotheses. As a result of the Structural Equation Modeling, it is found that the trust, which is an important factor in relationship marketing, has also impact on the continuation of the relationship. The other consequence of the research is that the store loyalty is affected by perception of the loyalty programs and the willingness to continue the relationship with the store

Anahtar Kelimeler

Retailing , Relationship marketing , Loyalty programs , Store loyalty , Structural equation modeling

Kaynakça

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