Çalışan Marka Bağlılığının Marka Vatandaşlığı Davranışı Üzerindeki Etkisi: Yılların Tecrübesinin, Aylık Gelirin ve Müşterilerle İletişimin Rolü

Yıl 2021, Cilt: 5 Sayı: 7, 22 - 48, 24.01.2021

Najwan Adileh , Özgür Çengel

Öz

Bu çalışma, çalışanların marka bağlılığının marka vatandaşlığı davranışına etkisini çalışanların bakış açısından incelemiştir. Bu çalışma aynı zamanda çalışanların, çalışanların marka bağlılığı ve marka vatandaşlığı davranışlarına bakış açılarındaki farklılıkları, onların yıllara dayanan deneyimlerine, aylık gelirlerine ve müşterilerle iletişimlerine bağlı olarak incelemiştir. Bu çalışma, Filistin'deki on bankayı içeren bir kolaylık örneği seçti. Bu çalışma, kendi kendine uygulanan yapılandırılmış bir anket aracılığıyla nicel bir ampirik nedensel araştırma tasarımı kullandı ve tanımlayıcı istatistik testleri, Tek Yönlü Varyans Analizi (ANOVA), post-hoc çoklu karşılaştırmalar, iki adımlı SEM süreci ve doğrulayıcı faktör kullandı analizi (CFA). Ayrıca veriler, “Moment Yapısının Analizi” AMOS 20 programı kullanılarak analiz edilmiştir. Bulgular, çalışan marka bağlılığının marka vatandaşlığı davranışı üzerinde güçlü bir etkisi olduğunu ortaya koydu. Ayrıca çalışma, çalışanların, çalışanların marka bağlılığı ve marka vatandaşlığı davranışına ilişkin bakış açılarındaki farklılıkların, yılların deneyimine, aylık gelirlerine ve müşterilerle iletişimlerine bağlı olduğunu buldu. Bu nedenle, bu araştırma çalışması, çalışanların marka bağlılığını ve marka destekleyici davranışları artırmaya ilişkin pratik çıkarımlar sağlar.

Anahtar Kelimeler

Çalışan Marka Bağlılığı, Marka Vatandaşlığı Davranışı, Yılların Denemiyi, Aylık Gelir, Müşterilerli İletişim

THE EFFECT OF EMPLOYEE BRAND COMMITMENT ON BRAND CITIZENSHIP BEHAVIOR: THE ROLE OF YEARS OF EXPERIENCE, MONTHLY INCOME, AND CONTACT WITH CUSTOMERS

Öz

This study investigated the effect of employee brand commitment on brand citizenship behavior from the employees’ perspective. This study also examined the differences in employees’ perspectives of employee brand commitment and brand citizenship behavior depend on their years of experience, monthly income, and contact with customers. This study selected a convenience sample that includes ten banks in Palestine. This study used a quantitative empirical causal research design, through a self-administered structured questionnaire, and used descriptive statistics tests, One-way Analysis of Variance (ANOVA), post-hoc multiple comparisons, two-step SEM process, and the confirmatory factor analysis (CFA). Moreover, the data was analyzed using the “Analysis of Moment Structure” AMOS 20 program. The findings revealed a strong effect of employee brand commitment on brand citizenship behavior. Also, the study found differences in employees’ perspectives on employee brand commitment and brand citizenship behavior depend on their years of experience, monthly income, and contact with customers. Therefore, this research study provides practical implications related to enhancing employee brand commitment and brand supporting behavior.

Anahtar Kelimeler

Employee Brand Commitment, Brand Citizenship Behavior, Years of Experience, Monthly Income, Contact with Customers

Kaynakça

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