Tüketici Ataleti Dinamiği Üzerine Bir İnceleme

Öz

Atalet kavramı birçok disiplinle bağlantılı olmasına ve literatürde yoğun çalışılmasına rağmen çok iyi anlaşılamamıştır. Bu çalışmada atalet kavramı, tüketici davranışı ve pazarlama disiplini açısından incelenmektedir. Bu bağlamda, güncel literatüre dayanarak tüketici ataleti ile ilgili diğer benzer kavramlara da değinilmiş ve konu ayrıntılı bir şekilde incelenmiştir. Çalışmada, tüketici ataleti gibi soyut bir kavramın nasıl ölçülebileceği ve modellenebileceği literatür ışığında sunulmuştur. Araştırma bulguları, tüketici ataleti ve ilişkili kavramlara yönelik kavram karmaşasının devam ettiğini göstermektedir. Buna ek olarak, tüketici ataletinin ülke ekonomisi ve ilişkili sektörlerin büyümesi ve yenilikçilik için kritik öneme sahip olduğu tespit edilmiştir. Ayrıca, işletmelerin tüketici ataleti kavramını müşteri sadakatiyle karıştırabilecekleri de ortaya konmuştur. Çalışmanın sonucunda, elde edilen bulgular ışığında araştırma sonuçları değerlendirilmiş ve gelecek çalışmalar için öneriler sunulmuştur. Çalışmanın, farklı sektörlerde ampirik çalışma yapacak olan araştırmacılara detaylı bir perspektif sunacağı düşünülmektedir.

Anahtar Kelimeler

• Tüketici ataleti
• tüketici davranışı
• telekomünikasyon

An Examination on the Dynamics of Consumer Inertia

Abstract

Despite its frequent exploration across various disciplines and extensive coverage in the literature, the concept of inertia remains inadequately comprehended. This study undertakes an exploration of the notion of inertia, specifically within the realms of consumer behavior and marketing. Within this context, the study also references analogous concepts linked to consumer inertia as elucidated in contemporary literature, subjecting them to comprehensive examination. Moreover, this research endeavors to illustrate how an abstract concept like consumer inertia can be quantified and conceptualized, drawing upon insights from existing scholarly works. The research findings indicate that the confusion regarding the concept of consumer inertia and related concepts continues. Additionally, it is important to emphasize that consumer inertia plays a pivotal role in shaping a country's economy and influencing the growth and innovation within associated industries. Moreover, it is worth noting that businesses often conflate the concept of consumer inertia with customer loyalty. In conclusion, at the culmination of this study, the research findings are critically assessed in relation to the discovered insights, and suggestions for future research directions are put forth. It is anticipated that this study will offer a comprehensive viewpoint to researchers engaged in empirical investigations across diverse sectors.

Keywords

• Consumer inertia
• Consumer behavior
• telecommunications

Kaynakça

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