Yıl 2021, Cilt 20 , Sayı 78, Sayfalar 688 - 704 2021-04-01

INVESTIGATING THE EFFECT OF CUSTOMER SATISFACTION AND COMMITMENT ON ONLINE WORD-OF-MOUTH
MÜŞTERİ TATMİNİ VE BAĞLILIĞININ ONLİNE AĞIZDAN AĞIZA İLETİŞİME (YOĞUNLUK VE DEĞER BOYUTLARINA) OLAN ETKİSİNİN İNCELENMESİ

Sinan ÇAVUŞOĞLU [1] , Bülent DEMİRAĞ [2]


The research was conducted to evaluate the effect of customer satisfaction and commitment on electronic word-of-mouth (volume and valence). The universe of the research is the consumers who shop online. Within the scope of the research, "convenience sampling" method was applied among non-random samples. The number of samples was evaluated on the basis of the data in the 427 questionnaire forms. SPSS and AMOS statistical programs were used to test the hypotheses in the study. According to the analysis results, it was determined that customer satisfaction positively affects the volume and valence dimensions of electronic word-of-mouth. Similarly, it was determined that affective commitment positively affects the volume and valence dimensions of electronic word-of-mouth. Finally, whether high sacrifice commitment has an effect on the volume and valence dimensions of electronic word-of-mouth communication was tested by path analysis. The relationship between the variables was found to be statistically significant and a positive relationship was found between high sacrifice commitment and volume-valence. However, the hypotheses created within the scope of the study were not accepted because the hypotheses were determined that high sacrifice commitment had no effect on the volume and valence dimensions. 

Araştırma, müşteri tatmini ve bağlılığının online ağızdan ağıza iletişime (yoğunluk ve değer) olan etkisinin değerlendirilmesi amacıyla gerçekleştirilmiştir. Araştırmanın evrenini online alışveriş yapan tüketiciler oluşturmaktadır. Araştırma kapsamında tesadüfi olmayan örneklemelerden ‘kolayda örneklem’ yöntemi uygulanmıştır. Örneklem sayısı ise 427 anket formunda yer alan verilerden yola çıkarak değerlendirilmiştir. Araştırmada hipotezlerin test edilmesi için SPSS ve AMOS istatistik programları kullanılmıştır. Analiz sonuçlarına göre müşteri tatmininin online ağızdan ağıza iletişimin yoğunluk ve değer boyutlarını pozitif yönde etkilediği tespit edilmiştir. Benzer şekilde ve duygusal bağlılığın online ağızdan ağıza iletişimin yoğunluk ve değer boyutlarını pozitif yönde etkilediği belirlenmiştir.
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Birincil Dil tr
Konular İşletme
Bölüm Araştırma Makalesi
Yazarlar

Orcid: 0000-0001-9365-8677
Yazar: Sinan ÇAVUŞOĞLU (Sorumlu Yazar)
Kurum: BİNGÖL ÜNİVERSİTESİ, BİNGÖL SOSYAL BİLİMLER MESLEK YÜKSEKOKULU
Ülke: Turkey


Orcid: 0000-0002-8718-1822
Yazar: Bülent DEMİRAĞ
Kurum: GAZİANTEP ÜNİVERSİTESİ
Ülke: Turkey


Tarihler

Başvuru Tarihi : 28 Ağustos 2020
Kabul Tarihi : 16 Şubat 2021
Yayımlanma Tarihi : 1 Nisan 2021

APA Çavuşoğlu, S , Demirağ, B . (2021). MÜŞTERİ TATMİNİ VE BAĞLILIĞININ ONLİNE AĞIZDAN AĞIZA İLETİŞİME (YOĞUNLUK VE DEĞER BOYUTLARINA) OLAN ETKİSİNİN İNCELENMESİ . Elektronik Sosyal Bilimler Dergisi , 20 (78) , 688-704 . DOI: 10.17755/esosder.786996