THE RELATIONSHIP BETWEEN REPURCHASE INTENTION AND WORD-OF-MOUTH COMMUNICATION INTENTION IN MANUFACTURING ENTERPRISES

Yıl 2024, Sayı: 69, 227 - 236, 30.12.2024

Melike Halifeoğlu

https://doi.org/10.18070/erciyesiibd.1456031

Öz

In this research, repurchase intention and word-of-mouth intention are examined through manufacturing enterprises and the research is handled from the perspective of industrial consumers. In this context, the aim of the research is to determine the relationship between repurchase intention and word-of-mouth intention, their effect on each other and in which variable this effect is greater. The research design is a survey research using quantitative methods. The population of the study consisted of 163 enterprises engaged in production in Elazığ Organised Industrial Zone. Questionnaire technique was used to collect the data and questionnaire form was used as a data collection tool. A questionnaire was applied to 140 manufacturing enterprises. As a result of the research, it was determined that there is a positive and moderate relationship between repurchase intention and word-of-mouth communication intention. In addition, it was determined that repurchase intention and word-of-mouth communication intention affect each other, but the effect of repurchase intention on word-of-mouth communication intention is greater than the effect of word-of-mouth communication intention on repurchase intention.

Anahtar Kelimeler

Repurchase Intention, Word-of-Mouth Communication Intention, Industrial Market, Manufacturing Enterprises, B2B

ÜRETİM YAPAN İŞLETMELERDE TEKRAR SATIN ALMA NİYETİ VE AĞIZDAN AĞIZA İLETİŞİM NİYETİ ARASINDAKİ İLİŞKİ

Öz

Bu araştırmada tekrar satın alma niyeti ve ağızdan ağıza iletişim niyeti üretim yapan işletmeler üzerinden incelenmiş ve araştırma endüstriyel tüketicilerin bakışıyla ele alınmıştır. Bu bağlamda araştırmanın amacı tekrar satın alma niyeti ile ağızdan ağıza iletişim niyetinin birbirleriyle ilişkisini, birbirleri üzerindeki etkisini ve bu etkinin hangi değişkende daha fazla olduğunu belirlemektir. Araştırmanın deseni, nicel yöntemlerden tarama araştırmadır. Elazığ Organize Sanayi Bölgesi’nde üretim yapan 163 işletme araştırmanın evrenini oluşturmuştur. Verilerin toplanmasında anket tekniği kullanılmış, veri toplama aracı olarak anket formundan yararlanılmıştır. Üretim yapan 140 işletmeye anket uygulanmıştır. Araştırma sonucunda tekrar satın alma niyeti ile ağızdan ağıza iletişim niyeti arasında pozitif yönde ve orta düzeyde bir ilişki olduğu belirlenmiştir. Buna ek olarak tekrar satın alma niyeti ile ağızdan ağıza iletişim niyetinin birbirini etkilediği ancak tekrar satın alma niyetinin ağızdan ağıza iletişim niyeti üzerindeki etkisinin, ağızdan ağıza iletişim niyetinin tekrar satın alma niyeti üzerindeki etkisinden daha fazla olduğu belirlenmiştir.

Anahtar Kelimeler

Tekrar Satın Alma Niyeti, Ağızdan Ağıza İletişim Niyeti, Endüstriyel Pazar, Üretim Yapan İşletmeler, B2B

Kaynakça

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