AZERBAYCAN PAZARINDA MÜSTERİ SADAKATİNİN BELİRLEYİCİLERİ

Öz

Bu çalışmanın temel amacı, müşteri sadakatinin belirleyicileri olarak algılanan (duygusal ve ilişkisel) değer, alternatifin çekiciliği, hizmet kalitesi, marka güvenilirliği ve müşteri memnuniyeti değişkenlerinin etkisini incelenyi amaçlamaktadır. Çalışmada, müşteri memnuniyetinin diğer araştırma değişkenleri ile müşteri sadakati arasındaki ilişkideki aracılık rolünün açığa çıkarılması hedeflenmektedir. Araştırma hipotezlerini test etmek amacıyla, tam yapılandırılmış bir form ile yüzyüze anket yöntemi kullanılarak toplandı. Araştırma, Azerbaycan'da cep telofonu kullanıcılarına uygulandı. Kolayda örneklem yöntemiyle 450 cep telefonu kullanıcısından veriler elde edildi. Araştırma modelini ve hipotezlerini test etmek ve doğrulamak için yol analizi yöntemi kullanıldı. Çalışmada, öncelikle ölçme modelinin test etmek amacıyla doğrulayıcı faktör analizi yapılmıştır. Sonrasında, yapısal araştırma modelini değerlendirmek ve araştırma hipotezlerini test etmek için korelasyon ve yol analizibe başvurulmuştur. Sonuçlar, duygusal değerin, marka güvenilirliğinin, hizmet kalitesinin ve müşteri memnuniyetinin pozitif etkiye sahip olduğunu, alternatif çekiciliğin ise sadakat üzerinde negatif etkiye sahip olduğunu göstermektedir. Bulgular aynı zamanda memnuniyetin aracılık etkisini de ortaya koymaktadır. Bu çalışma, firmalar için sadece fonksiyonel fayda değil, aynı zamanda müşteri sadakatini etkileyen ilişkisel boyutları da dikkate almanın önemine vurgu yapmaktadır. Araştırma bulguları, bu değişkenlerin müşteri sadakatinin temel öncülleri olduğunu göstermektedir. Çalışma, müşteri tarafından algılanan değerin tek maddelik bir ölçek veya tek boyutlu bir değer yapısı olarak değil, çok boyutlu bir yapı (duygusal ve ilişkisel) olarak anlaşılmasına katkı sağlamaktadır.

Anahtar Kelimeler

• sadakat
• memnuniyet
• algılanan değer
• altenatiflerin çekiciliği
• hizmet kalitesi

CUSTOMER LOYALTY DETERMINANTS IN AZERBAIJAN MARKET

Öz

The current study examines the perceived (emotional and relational) value, the attractiveness of alter-natively, service quality, brand reliability, and customer satisfaction variables as the determinants of customer loyalty. This study also finds how customer satisfaction mediates the relationship between other research variables and customer loyalty. A sample of 450 mobile phone users in Azerbaijan was collected using a structured questionnaire. The data were analyzed as path modeling to test and validate the study’s research model and hypotheses. The study conducted empirical research. Con-firmatory factor analyses were conducted in order to test our measurement model. Correlation and path analysis was performed to evaluate the structure model and to test research hypothesizes. The results suggest that emotional value, brand reliability, service quality, and customer satisfaction have a positive influence, and that the attractiveness of alternatively has a negative effect on loyalty. The findings also reveal a mediating effect of satisfaction. This study puts emphasis on the importance of considering the attributes that not only functional utility, but also relational dimensions that influence customer loyalty for firms. Our findings showed that these variables are the key antecedents of cus-tomer loyalty. This study contributes to our understanding of customer-perceived value not as a sin-gle - item scale or a unidimensional construct of value but as a multidimensional construct (emonitial and relational).

Anahtar Kelimeler

• loyalty
• satisfaction
• perceived value
• attractiveness of alternatively
• service quality

Kaynakça

1. Alam, A., Arshad, U., & Shabbir, S.A. (2012). Brand credibility, customer loyalty and the role of religious orientation. Asia Pacific Journal of Marketing and Logistics, 24(4):583-598.
2. Anderson, J. C., & Narus, J. A. (1984). A model of the distributor's perspective of distributor-manufacturer working relationships. Journal of marketing, 48(4), 62-74.
3. Arasıl, Ö., Karaçuha, E., Özer, G., & Aydın, S. (2004). Türk GSM Sektöründe Müşteri Sadakati, Memnuniyeti, Güven ve Değiştirme Maliyeti Arasındaki Dinamik İlişkiler: Yapısal denklem modelleme tekniği. İktisat İşletme ve Finans, 46-61.
4. Baek, T. H., & King, K. W. (2011). Exploring the consequences of brand credibility in services. Journal of Services Marketing., 25(4), 260-272.
5. Ball, D., Coelho, P.S., & Machas, A. (2003). The Role of Communication and Trust in Explaining Customer Loyalty: An Extension to the ECSİ Model. European Journal of Marketing,38(9/10):1272-1293.
6. Barutçu, S. (2008). Perakendecilik Sektöründe Teknolojik Değişim: E-perakendecilik E-Mağaza Bağlılığı ve E-Mağaza Bağlılığını Etkileyen Faktörler. Süleyman Demirel Üniversitesi, İktisadi ve İdari Bilimler Fakültesi Dergisi, 13(1): 317-334.
7. Bell, S. J., Auh, S., & Smalley, K. (2005). Customer relationship dynamics: service quality and customer loyalty in the context of varying levels of customer expertise and switching costs. Journal of the Academy of Marketing Science, 33(2), 169-183.
8. Berry, L. L. (1981). The employee as a customer. Journal of retail banking, 3(1), 33-40.

9. Bilgin, Y. & Kethüda,Ö. (2017). Restoran İşletmelerinde Hizmet Kalitesinin Müşteri Memnuniyetine ve Sadakatine Etkisi: Oba Restoran Örneği. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 7(2):147-170.
10. Caruana, A. (2002). Service Loyalty, The Effects of Service Quality and Mediating Role of Customer Satisfaction. European Journal of Marketing, 36(7/8):811-828.
11. Chaudhuri, A. & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.
12. Chen, C. F., & Wang, J. P. (2016). Customer participation, value co-creation and customer loyalty–A case of airline online check-in system. Computers in Human Behavior, 62, 346-352.
13. Chen, P. T., & Hu, H. H. (2010). The effect of relational benefits on perceived value in relation to customer loyalty: An empirical study in the Australian coffee outlets industry. International journal of hospitality management, 29(3), 405-412.
14. Choi, K. S., Cho, W. H., Lee, S., Lee, H., & Kim, C. (2004). The relationships among quality, value, satisfaction and behavioral intention in health care provider choice: A South Korean study. Journal of business research, 57(8), 913-921.
15. Chomchai, A. (2021). Effects of service quality, satisfaction, and perceived loyalty in technology use of generation z consumers during the Covid-19 situation. Journal of Southwest Jiaotong University, 56(4).
16. Chuah, S. H. W., Marimuthu, M., Kandampully, J., & Bilgihan, A. (2017). What drives Gen Y loyalty? Understanding the mediated moderating roles of switching costs and alternative attractiveness in the value-satisfaction-loyalty chain. Journal of retailing and consumer services, 36, 124-136.
17. Chuah, S. H. W., Marimuthu, M., Kandampully, J., & Bilgihan, A. (2017). What drives Gen Y loyalty? Understanding the mediated moderating roles of switching costs and alternative attractiveness in the value-satisfaction-loyalty chain. Journal of retailing and consumer services, 36, 124-136.
18. Chuah, S.H.W., Marimuthu, M., Kandampully, J., Bilgihan, A., 2017. What drives Gen Y loyalty? Understanding the mediated moderating roles of switching costs and alternative attractiveness in the value-satisfaction-loyalty chain. J. Retailing Consum. Serv. 36 (January), 124–136. https://doi.org/10.1016/jjretconser.2017.01.010.
19. Chung, T., Lee, K. Y., & Kim, U. (2022). The Impact of Sustainable Management Strategies of Sports Apparel Brands on Brand Reliability and Purchase Intention through Single Person Media during COVID-19 Pandemic: A Path Analysis. Sustainability, 14(12), 7076.
20. Dam, S. M., & Dam, T. C. (2021). Relationships between service quality, brand image, customer satisfaction, and customer loyalty. The Journal of Asian Finance, Economics and Business, 8(3), 585-593.
21. de Morais Watanabe, E. A., Alfinito, S., Curvelo, I. C. G., & Hamza, K. M. (2020). Perceived value, trust and purchase intention of organic food: a study with Brazilian consumers. British Food Journal, 122 (4), 1170-1184.
22. Delgado‐Ballester, E., & Munuera‐Alemán, J. L. (2005). Does brand trust matter to brand equity?. Journal of product & brand management.
23. Deng, Z., Lu, Y., Wei, K.K., & Zhang, J. (2010). Understanding Customer Satisfaction and Loyalty: An Empirical Study of Mobile İnstant Messages in China. International Journal of Information Management,30:289–300. Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the academy of marketing science, 22(2), 99-113.
24. Dogan, S., & Erdogan, B. Z. (2014, September). Effects Of Trust, Satisfaction, Alternative Attractiveness And Resistance To Change On Attitudinal And Behavioural Loyalty, 1. In 7th Annual Conference of the EuroMed Academy of Business. Conference Readings Book Proceedings Edited by: Demetris Vrontis, Yaakov Weber, Evangelos Tsoukatos pp. 599-612
25. El-Adly, M. I. (2019). Modeling the relationship between hotel perceived value, customer satisfaction, and customer loyalty. Journal of Retailing and Consumer Services, 50, 322-332.
26. Fazal-e-Hasan, S.M., Ahmadi, H., Mortimer, G., Grimmer, M., & Kelly, L.(2018). Examining the role of consumer hope in explaining the impact of perceived brand value on customer–brand relationship outcomes in an online retailing environment. Journal of Retailing and Consumer Services, 41:101-111.
27. Ghazali, E., Nguyen, B., Mutum, D. S., & Mohd-Any, A. A. (2016). Constructing online switching barriers: examining the effects of switching costs and alternative attractiveness on e-store loyalty in online pure-play retailers. Electronic Markets, 26(2), 157-171.
28. Giovanis, A. N., & Athanasopoulou, P. (2018). Consumer-brand relationships and brand loyalty in technology-mediated services. Journal of Retailing and Consumer Services, 40, 287-294.
29. Giovanis, A., & Athanasopoulou, P. (2017). Gen Y-ers’ brand loyalty drivers in emerging devices. Marketing Intelligence & Planning, 35 (6), 805-821.
30. Gounaris, S. P., Tzempelikos, N. A., & Chatzipanagiotou, K. (2007). The relationships of customer-perceived value, satisfaction, loyalty and behavioral intentions. Journal of Relationship Marketing, 6(1), 63-87.
31. Gremler, D. D., & Brown, S. W. (1996). Service loyalty: its nature, importance, and implications. Advancing service quality: A global perspective, 5(1), 171-181.
32. Grönroos, C. (1984). A Service Quality Model and Its Marketing Implications. European Journal of Marketing, 18(4), 36-44.
33. Gürbüz, A. & Doğan, M. (2013). Tüketicilerin Markaya Duyduğu Güven ve Marka Bağlılığı İlişkisi. Uluslararası Yönetim İktisat ve İşletme Dergisi, 19:240-258.
34. Guseynov, S., Abdullaev, R., Mehdiyev, T., & Edelkina, A. (2021). Information & communication technologies (ICT) and economic development of the Azerbaijan Republic. Journal of World Economy: Transformations & Transitions, 1(01).
35. Ha, Y. W., & Park, M. C. (2013). Antecedents of customer satisfaction and customer loyalty for emerging devices in the initial market of Korea: an equity framework. Psychology & Marketing, 30(8), 676-689.
36. Harris, L.C. & Goode, M.M.H. (2004). The Four Levels of Loyalty and Pivotal Role of Trust: A Study of Online Service Dynamics. Journal of Retailing, 80:139- 158.
37. Hayes, A. F., & Scharkow, M. (2013). The relative trustworthiness of inferential tests of the indirect effect in statistical mediation analysis: does method really matter?. Psychological science, 24(10), 1918-1927.
38. Helgesen, Ø. (2006). Are loyal customers profitable? Customer satisfaction, customer (action) loyalty and customer profitability at the individual level. Journal of Marketing Management, 22(3-4), 245-266.
39. Hess, J., Story, J., & Danes, J. (2011). A three‐stage model of consumer relationship investment. Journal of Product & Brand Management.
40. Hsiao, M.H. (2021), “Post-purchase behaviour from customer perceived value of mobile payment services”, Journal of Modelling in Management,doi:10.1108/JM2-11-2020-0293/FULL/PDF.
41. Islam, T., Islam, R., Pitafi, A. H., Xiaobei, L., Rehmani, M., Irfan, M., & Mubarak, M. S. (2021). The impact of corporate social responsibility on customer loyalty: The mediating role of corporate reputation, customer satisfaction, and trust. Sustainable Production and Consumption, 25, 123-135.
42. Jiang, Y. & Kim, Y. (2015), “Developing multi-dimensional green value: extending social exchange theory to explore customers’ purchase intention in green hotels – evidence from Korea”, International Journal of Contemporary Hospitality Management, Vol. 27 No. 2, pp. 308-334.
43. Jones, M. A., Mothersbaugh, D. L., & Beatty, S. E. (2000). Switching barriers and repurchase intentions in services. Journal of retailing, 76(2), 259-274.
44. Kandampully, J., & Suhartanto, D. (2000). Customer loyalty in the hotel industry: the role of customer satisfaction and image. International journal of contemporary hospitality management. 12(6):346-351.
45. Karafakıoğlu, M. (1998). Sağlık hizmetleri pazarlaması. İstanbul: İşletme Fakültesi Yayın.
46. Karunaratna, A. C., & Kumara, P. A. P. (2018). Determinants of customer loyalty: A literature review. Journal of customer behaviour, 17(1-2), 49-73.
47. Kim, J. (2021). Platform quality factors influencing content providers’ loyalty. Journal of Retailing and Consumer Services, 60, 102510.
48. Kim, K. H., & Park, D. B. (2017). Relationships among perceived value, satisfaction, and loyalty: Community-based ecotourism in Korea. Journal of Travel & Tourism Marketing, 34(2), 171-191.
49. Kim, M. K., Wong, S. F., Chang, Y., & Park, J. H. (2016). Determinants of customer loyalty in the Korean smartphone market: Moderating effects of usage characteristics. Telematics and Informatics, 33(4), 936-949.
50. Kumar, V. & Shah, D. (2004). Building and sustaining profitable customer loyalty for the 21st century. Journal of retailing, 80(4), 317-329.
51. Ladhari, R. (2008). Alternative measures of service quality: a review. Managing Service Quality: An International Journal, 18(1), 65-86.
52. Lau, G. T., & Lee, S. H. (1999). Consumers’ trust in a brand and the link to brand loyalty. Journal of Market-Focused Management, 4(4), 341-370.
53. Lee, D. H. (2022). The trinity of extended service quality, distinct perceived value, and customer loyalty facilitators. Asia Pacific Journal of Marketing and Logistics, DOI 10.1108/APJML-01-2022-0048.
54. Lee, G., & Kim, Y. (2022). Effects of Resistance Barriers to Service Robots on Alternative Attractiveness and Intention to Use. SAGE Open, 12(2), 21582440221099293.
55. Lee, K. H., Ou, C. Q., & Choi, C. I. (2021). Relational Benefits, Alternative Attractiveness and Customer Loyalty: Implication for Service Distribution Channels. Journal of Distribution Science, 19(1), 5-15.
56. Lee, Y. K., Ahn, W. K., & Kim, K. (2008). A study on the moderating role of alternative attractiveness in the relationship between relational benefits and customer loyalty. International Journal of hospitality & tourism administration, 9(1), 52-70.
57. Li, R., Laroche, M., Richard, M. O., & Cui, X. (2022). More than a mere cup of coffee: When perceived luxuriousness triggers Chinese customers’ perceptions of quality and self-congruity. Journal of Retailing and Consumer Services, 64, 102759. Lin, H. H., & Wang, Y. S. (2006). An examination of the determinants of customer loyalty in mobile commerce contexts. Information & management, 43(3), 271-282.
58. Little, T. D. (2013). Longitudinal structural equation modeling. Guilford press.
59. Loureiro, S. M. C., Jiménez-Barreto, J., & Romero, J. (2020). Enhancing brand coolness through perceived luxury values: Insight from luxury fashion brands. Journal of Retailing and Consumer Services, 57, 102211.
60. Mohammad, A. A. S. (2012). The Effect of Brand Trust and Perceived Value in Building Brand Loyalty. International Research Journal of Finance and Economics, 85, 111-126.
61. Moorman, C., Deshpande, R., & Zaltman, G. (1993). Factors affecting trust in market research relationships. Journal of marketing, 57(1), 81-101.
62. Morgan, R.M. & Hunt, S.D. (1994), “The commitment trust theory of relationship marketing”, Journal of Marketing, Vol. 58, July, pp. 20-38.
63. Omar, S., Mohsen, K., Tsimonis, G., Oozeerally, A., & Hsu, J. H. (2021). M-commerce: The nexus between mobile shopping service quality and loyalty. Journal of Retailing and Consumer Services, 60, 102468.
64. Onaran, B., Bulut, Z.A., & Özmen, A. (2013). Müşteri Değerinin, Müşteri Tatmini, Marka Sadakati ve Müşteri İlişkileri Yönetimi Performansı Üzerindeki Etkilerinin İncelenmesine Yönelik Bir Araştırma. Business and Economics Research Journal ,4(2):37-53.
65. Ong, C. H., Md. Salleh, S., & Zien Yusoff, R. (2016). The role of emotional and rational trust in explaining attitudinal and behavioral loyalty: An insight into SME brands. Gadjah Mada International Journal of Business, 18(1), 1-19.
66. Park, J., & Kim, R. B. (2022). Importance of offline service quality in building loyalty of OC service brand. Journal of Retailing and Consumer Services, 65, 102493.
67. Patterson, P. G., & Smith, T. (2003). A cross-cultural study of switching barriers and propensity to stay with service providers. Journal of retailing, 79(2), 107-120.
68. Picón, A., Castro, I., & Roldán, J. L. (2014). The relationship between satisfaction and loyalty: A mediator analysis. Journal of business research, 67(5), 746-751.
69. Prentice, C., Dominique Lopes, S., Wang, X., 2020. The impact of artificial intelligence and employee service quality on customer satisfaction and loyalty. J. Hospit. Market. Manag. 29 (7), 739–756. https://doi.org/10.1080/19368623.2020.1722304.
70. Quy Nguyen-Phuoc, D., Oviedo-Trespalacios, O., Vo, N.S., Thi Le, P., Van Nguyen, T., 2021. How does perceived risk affect passenger satisfaction and loyalty towards ridesourcing services? Transport. Res. Transport Environ. 97 https://doi.org/10.1016/jtrd.2021.102921.
71. Raza, S.A., Umer, A., Qureshi, M.A., Dahri, A.S., 2020. Internet banking service quality, e-customer satisfaction and loyalty: the modified e-SERVQUAL model. TQM Journal 32 (6), 1443–1466. https://doi.org/10.1108/TQM02-2020-0019.
72. Reichheld, F.F. (1996), The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value , Harvard Business School Press, U.S.A.
73. Rust, R. T., & Zahorik, A. J. (1993). Customer satisfaction, customer retention, and market share. Journal of retailing, 69(2), 193-215.
74. Şahin, A., Zehir, C., & Kitapçı, H. (2011). The Effects of Brand Experiences, Trust and Satisfaction on Building Brand Loyalty; An Empirical Research On Global Brands. Procedia Social and Behavioral Sciences 24:1288–1301.
75. Sánchez, G. I., & Curras-Perez, R. (2019). Is satisfaction a necessary and sufficient condition to avoid switching? The moderating role of service type. European Journal of Management and Business Economics, 29(1), 54–83
76. Seegebarth, B., Behrens, S.H., Klarmann, C., Hennings, N., & Scribner, L.L. (2016), “Customer value perception of organic food: cultural differences and cross-national segments”, British Food Journal, Vol. 118 No. 2, pp. 396-411.
77. Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of business research, 22(2), 159-170.
78. Sivadas, E. & Baker-Prewitt, J. L. (2000). An Examination Of The Relationship Between Service Quality, Customer Satisfaction, and Store Loyalty. International Journal of Retail & Distribution Management ,28(2):73-82.
79. Su, D. N., Nguyen-Phuoc, D. Q., Duong, T. H., Dinh, M. T. T., Luu, T. T., & Johnson, L. (2022). How does quality of mobile food delivery services influence customer loyalty? Gronroos’s service quality perspective. International Journal of Contemporary Hospitality Management, (ahead-of-print).
80. Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of retailing, 77(2), 203-220.
81. Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of retailing, 77(2), 203-220.
82. Tajeddini, K., Gamage, T. C., Hameed, W. U., Qumsieh-Mussalam, G., Chaijani, M. H., Rasoolimanesh, S. M., & Kallmuenzer, A. (2022). How self-gratification and social values shape revisit intention and customer loyalty of Airbnb customers. International Journal of Hospitality Management, 100, 103093.
83. Türkmendağ, T. & Hassan, A. (2018). Müşteri Sadakati Oluşturmada Algılanan Değerin Etkisi: Bir Cağ Kebap Restoranı Örneği. MANAS Sosyal Araştırmalar Dergisi,7(3):747-775.
84. Uzir, M. U. H., Al Halbusi, H., Thurasamy, R., Hock, R. L. T., Aljaberi, M. A., Hasan, N., & Hamid, M. (2021). The effects of service quality, perceived value and trust in home delivery service personnel on customer satisfaction: Evidence from a developing country. Journal of Retailing and Consumer Services, 63, 102721.
85. Vigripat, T., & Chan, P. (2007). An empirical investigation of the relationship between service quality, brand Image, trust, customer satisfaction, repurchase intention and recommendation to others. International DSI/Asia and Pacific DSI.
86. Wang, C.-Y. (2010). Service Quality, Perceived Value, Corporate Image, and Customer Loyalty in the Context of Varying Levels of Switching Costs. Psychology & Marketing, 27(3): 252–262.
87. Wangwacharakul, P., Medina, S. M., & Poksinska, B. B. (2021). Cross-cultural comparability of customer satisfaction measurement–the case of mobile phone service providers. International Journal of Quality and Service Sciences, 13(2), 236-252.
88. Wu, L. W. (2011). Satisfaction, inertia, and customer loyalty in the varying levels of the zone of tolerance and alternative attractiveness. Journal of Services Marketing, 25 (5), 310-322.
89. Yang, Y. C. & Liu, S. W. (2018). Links Between Switching Costs, Brand Trust, and Customer Loyalty in Mobile Phone Services. The International Journal of Organizational Innovation, 10(4):315-326.
90. Zeithaml, V.A. (1988). Consumers’ Perceptions of Price, Quality, and Value: A Meansend Model and Synthesis of Evidence. Journal of Marketing, 52:2-22.
91. Zhang, Q., Ariffin, S. K., Richardson, C., & Wang, Y. (2023). Influencing factors of customer loyalty in mobile payment: A consumption value perspective and the role of alternative attractiveness. Journal of Retailing and Consumer Services, 73, 103302.