Tüketici Araştırmalarında Müşteri Tatminini Esas Alan Görüş ile Müşteri Değerini Esas Alan Görüşün Bir Model Dâhilinde Birleştirilmesi ve En Küçük Kareler Yöntemiyle Test Edilmesi

Öz

Günümüzde iki farklı görüş tartışılmaktadır, bunlar; müşteri tatminin müşteri değerini belirlediği ve müşteri değerinin müşteri tatminini etkilediği görüşleridir. Bazı araştırmacılara göre müşteri araştırmalarının temelinde müşteri tatmini kavramı mevcutken, diğerlerine göre müşteri değeri bulunmaktadır. Bu araştırmada her iki görüşü de yansıtan bir model oluşturulmuş ve Trabzon’daki otel müşterileri üzerinde iki aşamalı en küçük kareler yöntemiyle test edilmiştir

Anahtar Kelimeler

• Müşteri Tatmini, Müşteri Değeri, İki Aşamalı En Küçük Kareler Yöntemi

INTEGRATION OF THOUGHT THAT GROUND ON CUSTOMER SATISFACTION AND GROUND ON CUSTOMER VALUE WITHIN A MODEL AND TEST WITH TWO STAGE LEAST SQUARE METHOD IN CUSTOMER RESEARCH

Öz

Today, two different ideas are being discussed: customer satisfaction determines customer value and customer value affects customer satisfaction. According to some researchers the center of customer research is customer satisfaction, others think customer value is the center of the customer researches. In this research, a model that reflects both of these two different ideas were composed and tested on customers of hotels in Trabzon with two stage least square (2SLS) technique

Anahtar Kelimeler

• Customer Satisfaction, Customer Value, Two Stage Least Square Method

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