SATIŞ SONRASI HİZMETLER VE ÜRÜN GARANTİLERİNİN MÜŞTERİ TATMİNİ, MEMNUNİYETİ VE MARKA SADAKATİ ÜZERİNDEKİ ETKİLERİ

Yıl 2008, Cilt: 26 Sayı: 2, 105 - 134, 01.09.2008

Hakan Çelik S. Süreyya Bengül

Öz

Müşteri tabanını korumayı sağlayan
güvenilir araçlar olmalarından dolayı satış sonrası hizmetler ve ürün
garantilerine atfedilen öneme rağmen, bunların marka sadakati üzerindeki
etkileri ilgilenilmemiş bir konu olarak kalmıştır. Bu çalışmanın amacı,
bahsedilen faktörlerin marka sadakati üzerindeki etkilerini detaylı olarak
açıklayacak teorik ve ampirik bir taban oluşturmaktır. Bu amaç doğrultusunda,
teorik inceleme sonuçlarına dayanan bir araştırma modeli geliştirilmiş ve Kısmi
En Küçük Kareler (PLS) izleği takip edilerek model yapısının geçerliliği
doğrulanmıştır. Araştırma bulguları, satış sonrası hizmetler ve garantilerin,
marka sadakatini belirleyen temel faktörler üzerinde doğrudan ve dolaylı
etkilerinin olduğunu göstermektedir.     

Anahtar Kelimeler

Ürün garantileri, satış sonrası hizmetler, müşteri tatmini, müşteri memnuniyeti, marka sadakati, PLS

The Effects of After Sale Services and Product Guaranties on Customer Satisfaction, Delight and Brand Loyalty

Öz

 

Despite
the mentioned importance of after sale services and product guaranties as
reliable tools ensuring to protect the consumer base, their effects on brand
loyalty has remained an unattended issue. The aim of this study is to establish
a theoretical and empirical basis providing a comprehensive insight into the
regarded effects on brand loyalty. According to the aim, the research model
based on the theoretical review was developed and Partial Least Squares (PLS)
procedure was utilized to confirm the model structure. The findings suggest
that after sale services and guaranties have direct and indirect influences on
the main determinants of brand loyalty.

 

Anahtar Kelimeler

Product guaranties, after sale services, customer satisfaction, customer delight, brand loyalty, PLS

Kaynakça

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