MARKA GÜVENİ VE MARKA İMAJININ MÜŞTERİLERİN MEMNUNİYETLERİNE ETKİLERİ PSİKOLOJİK İYİ OLUŞUN DÜZENLEYİCİ GÖREVİ

Yıl 2024, Cilt: 25 Sayı: 2, 273 - 294, 02.07.2024

Ali Kosat

https://doi.org/10.31671/doujournal.1391647

Öz

Bu çalışmada işletmede müşteri memnuniyetinin artırılabilmesi, işletmenin sahip olduğu marka imajını koruyup geliştirebilmesi ve markaya güveninin sağlanabilmesinde psikolojik iyi oluş seviyelerinin rolü tespit edilmeye çalışılmıştır. Banka çalışanlarından oluşan araştırma evreninden örneklem seçimi yaparken kartopu örnekleme tekniği kullanılmıştır. Çevrim içi anket formu kullanılan araştırmamızda altı yüz dört örneklem kullanılmıştır. Uygulama kısmında elde edilen veriler AMOS 24 ve SPSS23 istatistiksel analiz programları kullanılarak analiz edilmiştir. Veriler analiz edilirken korelasyon, regresyon, güvenilirlik ve faktör analizleri gerçekleştirilmiştir. Elde edilen bulgularda çalışanlarda psikolojik iyi oluş seviyelerinin müşteri memnuniyeti, işletmelerin sahip oldukları marka imajı ve marka güveni üzerinde olumlu ve anlamlı bir etkisi olduğu bulgusuna ulaşılmıştır.

Anahtar Kelimeler

Marka Güveni, Marka İmajı, Müşteri Memnuniyeti, Psikolojik İyi Oluş

EFFECTS OF BRAND TRUST AND BRAND IMAGE ON CUSTOMERS' SATISFACTION THE REGULATORY ROLE OF PSYCHOLOGICAL WELL-BEING

Öz

In this study, we tried to determine the role of psychological well-being levels in increasing customer satisfaction in the business, protecting and improving the brand image of the business and ensuring brand trust. Snowball sampling technique was used when selecting the sample from the research population consisting of bank employees. six hundred and four samples were used in our research using an online survey form. The data obtained in the application part was analyzed using AMOS 24 and SPSS23 statistical analysis programs. While analyzing the data, correlation, regression, reliability and factor analyzes were performed. The findings revealed that the psychological well-being levels of employees have a positive and significant effect on customer satisfaction, brand image and brand trust of businesses.

Anahtar Kelimeler

Brand Trust, Brand Image, Customer Satisfaction, Psychological Well-Being

Kaynakça

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