MÜŞTERİ ODAKLILIĞININ İYİ İŞVEREN ALGISI VE GÜVENİLİR FİNANSAL İMAJ ÜZERİNE ETKİSİ: ÜRÜNÜN KONFOR VE GÜVENLİK ÖZELLİKLERİNİN PARALEL ARACILIK ROLÜ

Çağla Pınar Utkutuğ

doi:10.17130/ijmeb.902217

MÜŞTERİ ODAKLILIĞININ İYİ İŞVEREN ALGISI VE GÜVENİLİR FİNANSAL İMAJ ÜZERİNE ETKİSİ: ÜRÜNÜN KONFOR VE GÜVENLİK ÖZELLİKLERİNİN PARALEL ARACILIK ROLÜ

Öz

Hizmet çalışanlarının sahip olduğu teknik becerilere, sosyal becerilere, motivasyon seviyesine ve karar verme gücüne bağlı olarak müşteri odaklılık seviyesinin müşteri tatmini üzerinde yüksek düzeyde etkili olduğunu ve ekonomik başarıya ulaşabilmek için kritik öneme sahip bir basamak olarak görülmesi gerektiği belirtmektedir. Bu araştırmanın amacı müşteri odaklılığı ile güvenilir finansal imaj ve iyi işveren imajı arasındaki ilişkilerde konfor ve güvenliğin paralel aracılık rolünü analiz etmektir. Bu doğrultuda, Türkiye’de faaliyet gösteren 8 bankanın dört temel paydaş grubuna (N= 782) kolayda ve amaçlı örnekleme yöntemleri ile ulaşılmıştır. Sonuçlara göre, müşteri odaklılığı paydaşların gözünde bankaların hem güvenilir finansal imajını hem de iyi işveren imajını güçlendiren önemli bir yapıtaşıdır. Ayrıca, ürün güvenliğinin her iki bağımlı değişken üzerinde aracı etkisi varken, konforun sadece güvenilir finansal imaj üzerinde aracılık etkisi olduğu tespit edilmiştir.

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Ayrıntılar

Birincil Dil

Türkçe

Konular

-

Bölüm

Araştırma Makalesi

Yazarlar

Çağla Pınar Utkutuğ Bu kişi benim
0000-0002-4147-9519
Türkiye

Yayımlanma Tarihi

31 Mart 2021

Gönderilme Tarihi

7 Ocak 2020

Kabul Tarihi

8 Ekim 2020

Yayımlandığı Sayı

Yıl 2021 Cilt: 17 Sayı: 1

DOI

https://doi.org/10.17130/ijmeb.902217

IZ

https://izlik.org/JA94SX74UZ

Kaynak Göster

RIS / Bibtex

APA

Utkutuğ, Ç. P. (2021). MÜŞTERİ ODAKLILIĞININ İYİ İŞVEREN ALGISI VE GÜVENİLİR FİNANSAL İMAJ ÜZERİNE ETKİSİ: ÜRÜNÜN KONFOR VE GÜVENLİK ÖZELLİKLERİNİN PARALEL ARACILIK ROLÜ. Uluslararası Yönetim İktisat ve İşletme Dergisi, 17(1), 206-221. https://doi.org/10.17130/ijmeb.902217