THE MEDIATING ROLE OF CUSTOMER TRUST IN THE EFFECT OF MARKET MAVENS ON WORD OF MOUTH COMMUNICATION

Yıl 2019, , 259 - 275, 01.01.2019

Emine Şenbabaoğlu

https://doi.org/10.17130/ijmeb.2019149869

Öz

Every business that provides the customer’s trust will get back to the day with a strong loyalty output is that WOM. The market mavens that have been confronted as the consumer group, which has recently been examined by WOM from the most influential communication tools of today. These are studied in detail in the scope of the study. The aim of the study is to investigate both theoretically and empirically the relationships between market mavens, customer trust and WOM. Within the research model, analyzes were performed using SPSS and AMOS programs with Structural Equation Modeling SEM . According to the results obtained from the study, it is revealed that direct relations between the factors, consumer trust plays an important mediating role in the effect of market mavens on WOM

Anahtar Kelimeler

Market Mavens, Customer Trust, WOM, SEM, Mediating Effect

PAZAR KURTLARININ AĞIZDAN AĞIZA İLETİŞİME ETKİSİNDE MÜŞTERİ GÜVENİNİN ARACILIK ROLÜ

Öz

Müşterilerinin güvenini sağlayan her işletme, gittikçe önemi artan güçlü bir sadakat çıktısı olan ağızdan ağıza iletişim WOM ile geri dönüş alacaktır. Günümüzün en etkili iletişim araçlarından WOM ile son zamanlarda incelenen tüketici grubu olarak karşımıza çıkan pazar kurtları, çalışma kapsamında detaylı bir şekilde incelenmektedir. Çalışmanın amacı, pazar kurtları, müşteri güveni ve WOM arasındaki ilişkilerin hem teorik hem de ampirik olarak araştırmaktır. Araştırma modeli kapsamında, Yapısal Eşitlik Modellemesi YEM ile analizler SPSS ve AMOS programları kullanılarak gerçekleştirilmiştir. Çalışmadan elde edilen sonuçlara göre faktörler arasındaki doğrudan ilişkilerin yanında pazar kurtlarının WOM’a olan etkisinde müşteri güveninin önemli aracı rol üstlendiği tespit edilmiştir.

Anahtar Kelimeler

Pazar Kurtları, Müşteri Güveni, WOM, YEM, Aracı Etki

Kaynakça

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