A Study on The Effects of Experiential Value, Altruism and Self-Efficacy on Customer Engagement Behavior

Öz

The concept of value associated with products and services has gained a dimension that is mostly associated with experiences. The fact that businesses provide their customers with superior experiences at all touch points shapes their customers' perception of value and enable them to engage positively with the business. In terms of businesses, engaging with customers brings many advantages. The aim of this study is to determine the sub-dimensions of the customer experiential value and to examine the effect of the dimensions of the experiential value, altruism and self-efficacy on customer engagement behaviours (WOM, content generation and suggestion/feedback). As a result of the explanatory factor analysis made on the survey responses applied on 1080 people, the sub-dimensions of the experiential value were gathered under three dimensions as functional value, reality value and economic value. Afterwards, the structural equation model was applied to the whole model in order to estimate the causal relationships between variables. As a result of confirmatory factor analysis and path analysis, it has been determined that functional value, reality value, economic value which are the sub-dimensions of experiential value, altruism and self-efficacy are related with the word of mouth marketing (WOM), suggestion/feedback and content generation which are customer engagement dimensions.

Anahtar Kelimeler

• Experiential value
• customer engagement
• word of mouth marketing (WOM).

Deneyimsel Değer, Başkalarını Düşünme ve Öz-Yeterliliğin Müşteri Etkileşim Davranışı Üzerindeki Etkilerine Yönelik Bir Araştırma

Öz

İşletmelerin müşterilerine bütün temas noktalarında üstün deneyimler yaşatmaları müşterilerin değer algısını şekillendirmekte ve işletmeyle olumlu etkileşimlerde bulunmalarını sağlamaktadır. İşletmeler açısından, müşterilerin kendileriyle etkileşim halinde olması birçok avantajı da beraberinde getirmektedir. Bu çalışmanın amacı, müşteri deneyimsel değerinin alt boyutlarının belirlenmesi ve deneyimsel değer boyutlarının, başkalarını düşünmenin ve öz-yeterliliğin müşteri etkileşimi davranışları (ağızdan ağıza pazarlama (WOM), içerik oluşturma ve öneride bulunma/geribildirim) üzerindeki etkisini incelemektir. Veriler anket yöntemi ile toplanmış olup, anketi cevaplayan 1080 kişinin vermiş olduğu yanıtlara uygulanan açıklayıcı faktör analizi sonucunda, deneyimsel değerin alt boyutları fonksiyonel değer, gerçeklik değeri ve ekonomik değer olmak üzere üç boyut altında toplanmıştır. Sonrasında tüm modele değişkenler arasındaki nedensel ilişkileri tahmin etmek amacıyla yapısal eşitlik modeli uygulanmıştır. Doğrulayıcı faktör analizi ve yol analizi sonucunda deneyimsel değerin alt boyutları olan fonksiyonel değer, gerçeklik değeri, ekonomik değer ile başkalarını düşünmenin ve öz-yeterliliğin müşteri etkileşimi boyutları olan ağızdan ağıza pazarlama (WOM), öneride bulunma/geribildirim ve içerik oluşturma üzerinde etkili olduğu tespit edilmiştir.

Anahtar Kelimeler

• Deneyimsel değer
• müşteri etkileşim davranışı
• ağızdan ağıza pazarlama

Kaynakça

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