Tüketicilerin Aynı Marka Akıllı Telefonu Tekrar Satın Alma Niyetini Etkileyen Faktörlerin İncelenmesi

Yıl 2023, Cilt: 14 Sayı: 1, 153 - 171, 01.02.2023

Altuğ Ocak

Öz

Günümüzde küreselleşmenin etkileri ve haberleşmenin ucuzlaması ve kolaylaşması, markalar arasındaki rekabetin daha da kızışmasına neden olmuştur. Bu rekabet ortamında mevcut müşteriyi elde tutmanın değeri daha fazla hissedilmekte birlikte mevcut müşterilerin aynı markayı tekrar satın almalarını sağlamak pazarlamacıların en önemli hedeflerinden biri halini almıştır. Bu araştırma tüketicin aynı marka akıllı telefonu tekrar satın alma niyetini etkileyen faktörleri belirlemek amacıyla yapılmıştır. Bu kapsamda öncelikle sosyal etki, müşteri memnuniyeti, duygusal bağlılık ve müşteri alışkanlığı değişkenleri açıklanmış ve bu değişkenlerin tekrar satın alma niyeti üzerindeki etkilerini ortaya çıkaracak şekilde araştırma modeli oluşturulmuştur. Araştırmanın ana kütlesinin önemli bir kısmını, geleceğin tüketicilerin büyük bir kısmını oluşturacak Z kuşağından katılımcılar oluşturmaktadır. Toplamda 448 kişiden dönüş alınmış elde edilen veriler SPSS 25 programında testlere tabi tutulmuştur. Analizler sonucunda müşteri memnuniyetinin, duygusal bağlılık ve müşteri alışkanlığının tekrar satın alma üzerinde anlamlı derecede pozitif yönde etkisi olduğu görülmüştür. Ayrıca katılımcılar içerisinden iPhone kullanıcılarının diğer marka telefon kullananlara göre anlamlı ölçüde farklılaştığı ve en yüksek oranda kullanmakta olduğum telefon markasını tekrar alırım diyen grubu oluşturdukları belirlenmiştir.

Anahtar Kelimeler

Pazarlama, tekrar satın alma niyeti, müşteri memnuniyeti, duygusal bağlılık

Analysis of Factors Affecting Consumers' Same Brand Smartphone Repurchase Intention

Öz

Today, the effects of globalization and the cheaper and easier communication have caused the competition between brands to intensify. In this competitive environment, the value of retaining existing customers is felt more and it becomes one of the most important goals of marketers to ensure that their existing customers purchase the same brand products again. This research was conducted to determine the factors affecting the consumer's intention to repurchase the same brand of smartphone. In this context, first of all, the variables of social impact, customer satisfaction, emotional commitment and customer habits were explained and a research model was created by revealing the effects of these variables on repurchase intention. A significant part of the main body of the research consists of the Z generation participants, who will constitute a large part of the future consumers. A total of 448 responses were received and the data obtained were tested in the SPSS 25 program. As a result of the analysis, it was seen that customer satisfaction, emotional commitment and customer habits had a significant positive effect on repeat purchasing. In addition, it was determined that iPhone users among the participants differed significantly from those who used other brands of phones, and they formed the group that said they would buy the phone brand they used again at the highest rate.

Anahtar Kelimeler

Marketing, repurchase intention, customer satisfaction, emotional loyalty.

Kaynakça

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