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

Yıl 2021, Cilt: 17 Sayı: 1, 206 - 221, 31.03.2021

Çağla Pınar Utkutuğ

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

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.

Anahtar Kelimeler

Güvenilir Finansal İmaj, İyi İşveren İmajı, Müşteri Odaklılığı, Konfor, Güvenlik

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