Marka Deneyimi, Tatmin, Marka Aşkı ve Marka Sadakati Arasındaki İlişkiler: Havayolu Uçuş Hizmeti Uygulaması

Yıl 2020, Cilt: 11 Sayı: 3, 888 - 898, 25.10.2020

Arzu Deniz Çakıroğlu , Leyla Gödekmerdan Önder , Berrin Arzu Eren

Öz

Günümüzde tüketiciler ürün veya marka tercihi yaparken ürünün özelliklerinin yanı sıra marka, ambalaj, tasarım gibi deneyimlerini de göz önünde bulundurmaktadırlar. Deneyim marka sadakati ve tatmin oluşturmada önemli bir değişkendir. Temeli deneyimlere dayalı olan bir başka değişken de marka aşkıdır. Dolayısıyla bu çalışmanın temel amacı tüketicilerin marka deneyimi, marka aşkı, tatmin ve marka sadakati arasındaki ilişkileri belirlemektir. Bu amaçla havayolları seyahati deneyimi olan tüketiciler üzerinde bir anket yapılmış ve elde edilen 351 kişilik örnekleme tanımlayıcı istatistikler, doğrulayıcı faktör analizi ve yol analizi uygulanmıştır. Verilerin analizinde SPSS21 VE Lisrel 8.7 programları kullanılmıştır. Araştırmada tüketicilerin havayolu uçuş hizmeti deneyimlerine ilişkin marka deneyimi ile marka sevgisi ve müşteri memnuniyeti arasında pozitif ve anlamlı bir ilişki olduğu, benzer şekilde aynı ilişkinin marka sevgisi ile müşteri memnuniyeti ve marka sadakati arasında olduğu sonucuna ulaşılmıştır.

Anahtar Kelimeler

Marka Deneyimi, Marka Aşkı, Müşteri Tatmini, Marka Sadakati.

Relationships Between Brand Experience, Customer Satisfaction, Brand Love and Brand Loyalty: Airline Flight Service Application

Öz

Nowadays, when consumers make their choice of product or brand, they take into account their experiences such as brand, packaging, and design as well as product characteristics. Experience is an important variable in building brand loyalty and satisfaction. Another variable based on experience is brand love. Therefore, the main purpose of this study is to determine the relationship between consumers' brand experience, brand love, satisfaction, and brand loyalty. For this purpose, a survey was conducted on consumers with the experience of airline travel, and the 351-person sampling descriptive statistics, confirmatory factor analysis, and path analysis were applied. SPSS21 and Lisrel 8.7 programs were used in the analysis of the data. In the study, it was concluded that there is a positive and significant relationshi between brand experiences of consumers regarding airline flight service and brand love and customer satisfaction, and similarly, the same relationship is between brand love and customer satisfaction and brand loyalty.

Anahtar Kelimeler

Brand Experience, Brand Love, Customer Satisfaction, Brand Loyalty

Kaynakça

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