SERVICE QUALITY AND PROMTIONS: SUFFICIENT FOR CUSTOMER SATISFACTION AND BRAND LOYALTY

Yıl 2019, Cilt: 15 Sayı: 2, 199 - 214, 30.10.2019

Hakan Boz

Öz

In recent years, there has been intense competition in
the fuel retailing industry. It has become important for companies to
differentiate their services in order to stand out from the competition. In a
wide variety of industries, service quality, brand loyalty, customer
satisfaction, empathy, discounts and physical evidence appear to be among the
critical factors for differentiating a business from the competition. Based on
this background, this study aims to investigate the influence of service quality,
discounts, promotions and physical evidence from on brand loyalty and customer
satisfaction in fuel distribution industry. According to the results of the
study, only empathy appears to influence the brand loyalty, whilst other
factors do not appear to influence brand loyalty and customer satisfaction. According
to the research findings, gas stations need to keep the benefits of the
customers above the benefits of the company and they must be resolved quickly
by taking into consideration their complaints.

Anahtar Kelimeler

Service Quality, Customer Satisfaction, Promotion, Brand Loyalty, Gas Industry

HİZMET KALİTESİ ve PROMOSYON KAMPANYALARI MÜŞTERİ TATMİNİ VE MARKA SADAKATİ İÇİN YETERLİ MİDİR?

Öz

                Son yıllarda yoğun rekabetin
yaşandığı akaryakıt dağıtım istasyonlarında işletmelerin öne çıkması ve
farklılık yaratması oldukça önemli hale gelmiştir. Hizmet kalitesi, marka
sadakati, müşteri tatmini, empati, fiyat indirimleri ve fiziksel kanıtlar pek
çok sektörde işletmelerin rekabet edebilmelerinde kritik öneme sahip
faktörlerdir. Bu kapsamda araştırmanın temel amacı, akaryakıt dağıtım
istasyonlarından sunulan hizmet kalitesi, fiyat indirimleri, kampanyalar ve
fiziksel kanıtların marka sadakati ve müşteri tatminine etkisi incelemektir.
Araştırma sonuçlarına bakıldığında sadece empatinin marka sadakatini etkilediği
diğer faktörlerin ise marka sadakati veya müşteri tatminini etkilemediği
görülmektedir. Buna göre, işletmelerin müşterilerin çıkarlarını en üst düzeyde
tutmalarının, şikayetlerini dikkate alarak hızlı bir şekilde giderilmesinin diğer
işletmeler ile rekabet edebilmelerinde önemli olduğu görülmektedir.

Anahtar Kelimeler

Hizmet Kalitesi, Müşteri Tatmini, Promosyon, Marka Sadakati, Akaryakıt Sektörü

Kaynakça

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