Beyaz Eşya Sektöründe Yeşil Üretim Oryantasyonun Müşteri Memnuniyeti Üzerindeki Etkisi: Hizmet Kalitesi ve Fiyat Algısının Aracı Rolü

Öz

Bu araştırma, yaşam alanlarımızı daha sürdürülebilir hale getirmek amacıyla gerçekleştirilen yeşil üretimin müşteri memnuniyeti üzerindeki etkisini incelemiştir. Araştırmanın amacı, beyaz eşya imalat şirketlerinin yeşil üretim odaklılığının müşteri memnuniyeti üzerindeki etkisini belirlemektir. Araştırmada Şanlıurfa'da yaşayan beyaz eşya müşterileri arasında veri toplanmıştır. Elde edilen veriler SPSS 32 analiz programında analiz edilmiştir. Elde edilen verilerin analizi sonucunda, beyaz eşya imalat şirketlerinin yeşil üretim oryantasyonun müşteri memnuniyeti üzerinde pozitif ve anlamlı bir etkisi olduğu belirlenmiştir. Ayrıca, elde edilen verilerle fiyat algısı ve hizmet kalitesinin, beyaz eşya imalat şirketlerinin yeşil üretim oryantasyonun müşteri memnuniyeti üzerindeki etkisinde aracı rolünün olduğu belirlenmiştir. Bu araştırma kapsamında elde edilen sonuçların literatüre katkı sağlaması beklenmektedir.

Anahtar Kelimeler

• Yeşil üretim odaklılığı
• fiyat algısı
• hizmet kalitesi

The Impact of Green Production Orientation on Customer Satisfaction in the White Goods Sector: The Mediating Role of Service Quality and Price Perception

Öz

This research investigated the effect of green production, which is carried out to make our living space more sustainable, on Customer satisfaction. The research aimed to determine the effect of green production orientation (orientation) of white goods manufacturing companies on customer and satisfaction. The research collected data among white goods Customers living in Şanlıurfa. The obtained data were analyzed in the SPSS 32 analysis program. As a result of the analysis of the obtained data, it was determined that the green production orientation of white goods manufacturing companies has a positive and significant effect on customer satisfaction. In addition, it was determined with the obtained data that price perception and service quality are mediating effects in the effect of green production orientation (orientation) of white goods manufacturing companies on customer satisfaction. It is expected that the results obtained within the scope of this research will contribute to the literature.

Anahtar Kelimeler

• Green production orientation
• price perception
• service quality
• customer satisfaction

Kaynakça

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