Kişiselleştirmenin Müşteri Bağlılığına Etkisinde Kurumsal İmaj Algısının Aracılık Rolü

Öz

Bu çalışma, İstanbul’da yaşayan hazır giyim tüketicilerinde kişiselleştirme düzeyinin müşteri bağlılığı üzerindeki etkisini ortaya koymayı ve bu etkide kurumsal imaj algısının aracılık rolünü açıklamayı amaçlamaktadır. Böylece, tüketici-firma ilişkilerinin hangi psikolojik ve algısal mekanizmalar üzerinden şekillendiği daha sistematik bir biçimde değerlendirilmektedir. İlişkisel pazarlama yaklaşımı temelinde geliştirilen araştırma modeli, Bağlılık–Güven Teorisi ve Sosyal Kimlik Teorisi ile kuramsal olarak desteklenmiştir. Veriler, yüz yüze ve çevrim içi anket yöntemiyle kolayda örnekleme yoluyla elde edilmiştir. Ölçeklerin güvenirliği ve geçerliliği doğrulanmış, değişkenler arasındaki ilişkiler korelasyon ve hiyerarşik regresyon analizleriyle test edilmiştir. Bulgular, tüketicilerin algıladığı kişiselleştirme düzeyinin müşteri bağlılığını anlamlı ve pozitif yönde etkilediğini göstermektedir. Ayrıca kişiselleştirmenin kurumsal imaj algısını güçlendirdiği ve kurumsal imajın da müşteri bağlılığının önemli bir belirleyicisi olduğu tespit edilmiştir. Aracılık analizi sonuçları, kurumsal imajın kişiselleştirme ile müşteri bağlılığı arasındaki ilişkide kısmi aracı rol üstlendiğini ortaya koymaktadır. Bu durum, kişiselleştirmenin yalnızca doğrudan bağlılık oluşturmadığını, aynı zamanda kurumsal imajı güçlendirerek dolaylı bir etki mekanizması oluşturduğunu göstermektedir. Sonuçlar, hazır giyim işletmeleri için veri temelli kişiselleştirme uygulamalarının kurumsal imaj yönetimi ile bütünleşik biçimde ele alınmasının sürdürülebilir müşteri bağlılığı açısından stratejik önem taşıdığını ortaya koymaktadır.

Anahtar Kelimeler

• kişiselleştirme
• müşteri bağlılığı
• kurumsal imaj
• sosyal kimlik teorisi
• bağlılık-güven teorisi

The Mediating Role of Corporate Image Perception in The Impact of Personalization on Customer Loyalty

Öz

This study aims to examine the effect of personalization on customer loyalty among ready-to-wear consumers living in Istanbul and to explain the mediating role of perceived corporate image in this relationship. Thus, the psychological and perceptual mechanisms through which consumer–firm relationships are shaped are evaluated in a more systematic manner. The research model, developed based on the relational marketing approach, is theoretically supported by the Loyalty–Trust Theory and Social Identity Theory. Data were collected through face-to-face and online surveys using convenience sampling. The reliability and validity of the scales were confirmed, and the relationships between variables were tested using correlation and hierarchical regression analyses. The findings show that the level of personalization perceived by consumers has a significant and positive effect on customer loyalty. It has also been determined that personalization strengthens the perception of corporate image, and that corporate image is an important determinant of customer loyalty. Mediation analysis results reveal that corporate image plays a partial mediating role in the relationship between personalization and customer loyalty. This indicates that personalization not only creates direct loyalty but also establishes an indirect effect mechanism by strengthening corporate image. The results reveal that data-driven personalization applications for ready-to-wear businesses, when integrated with corporate image management, hold strategic importance for sustainable customer loyalty.

Anahtar Kelimeler

• personalization
• customer loyalty
• corporate image
• social identity theory
• loyalty–trust theory

Kaynakça

1. Abbas, U., Islam, K. A., Hussain, S., Baqir, M., & Muhammad, N. (2021). Impact of brand image on customer loyalty with the mediating role of customer satisfaction and brand awareness. International Journal of Marketing Research Innovation, 5(1), 1–15. https://doi.org/10.46281/ijmri.v5i1.987
2. Abd-El-Salam, E. M., Shawky, A. Y., & El-Nahas, T. (2013). The impact of corporate image and reputation on service quality, customer satisfaction and customer loyalty: Testing the mediating role. Case analysis in an international service company. Journal of Business and Retail Management Research, 8(1), 130-153. https://jbrmr.com/cdn/article_file/i-17_c-160.pdf
3. Abid, M. F., Siddique, J., Gulzar, A., Shamim, A., Dar, I. B., & Zafar, A. (2023). Integrating the commitment-trust theory to gauge customers loyalty in riding services. Journal of Promotion Management, 29(3), 305–337. https://doi.org/10.1080/10496491.2022.2143987
4. Aksoy, R., & Bayramoğlu, V. (2008). Sağlık işletmeleri için kurumsal imajın temel belirleyicileri: Tüketici değerlemeleri. Uluslararası Yönetim İktisat ve İşletme Dergisi, 4(7), 85-96. https://izlik.org/JA56UJ58EN Albarq, A. N. (2023). The impact of CKM and customer satisfaction on customer loyalty in Saudi banking sector: The mediating role of customer trust. Administrative Sciences, 13(3), Article 90. https://doi.org/10.3390/admsci13030090
5. Altunoğlu, A. E., & Saraçoğlu, N. T. (2013). Kurumsal sosyal sorumluluk uygulamalarının müşteri güveni, müşteri bağlılığı ve firma imajı üzerine etkileri: Otel işletmelerinde bir inceleme. Sakarya İktisat Dergisi, 2(2), 69–86. https://izlik.org/JA58DH79LR
6. Ashraf, S., Ilyas, R., Imtiaz, M., & Ahmad, S. (2018). Impact of service quality, corporate image and perceived value on brand loyalty with presence and absence of customer satisfaction: A study of four service sectors of Pakistan. International Journal of Academic Research in Business and Social Sciences, 8(2), 452–474. https://doi.org/10.6007/IJARBSS/v8-i2/3885
7. Banyte, J., Gadeikiene, A., Rutelione, A., & Kakneviciene, I. (2016). Expression of personalization while developing long-term relationships with service customers. Inžinerinė ekonomika, 27(4), 462–471. https://doi.org/10.5755/j01.ee.27.4.14159
8. Bartels, J., Pruyn, A., De Jong, M., & Joustra, I. (2007). Multiple organizational identification levels and the impact of perceived external prestige and communication climate. Journal of Organizational Behavior, 28(2), 173–190. https://doi.org/10.1002/job.420

9. Bayın, G., & Önder, Ö. R. (2015). Determination of the effect of corporate image of health institutions on patient loyalty. Ege Academic Review, 15(4), 577–586. https://izlik.org/JA42ZP23BP
10. Behera, R. K., Gunasekaran, A., Gupta, S., Kamboj, S., & Bala, P. K. (2020). Personalized digital marketing recommender engine. Journal of Retailing and Consumer Services, 53, Article 101799. https://doi.org/10.1016/j.jretconser.2019.03.026
11. Bricci, L., Fragata, A., & Antunes, J. (2016). The effects of trust, commitment and satisfaction on customer loyalty in the distribution sector. Journal of Economics, Business and Management, 4(2), 173–177. https://doi.org/10.7763/JOEBM.2016.V4.386
12. Can, A. (2022). SPSS ile bilimsel araştırma sürecinde nicel veri analizi. Pegem Akademi.
13. Chandra, S., Verma, S., Lim, W. M., Kumar, S., & Donthu, N. (2022). Personalization in personalized marketing: Trends and ways forward. Psychology & Marketing, 39(8), 1529–1562. https://doi.org/10.1002/mar.21670
14. Chellappa, R. K., & Sin, R. G. (2005). Personalization versus privacy: An empirical examination of the online consumer’s dilemma. Information Technology and Management, 6(2), 181–202. https://doi.org/10.1007/s10799-005-5879-y
15. Chen, C. C., Khan, A., Hongsuchon, T., Ruangkanjanases, A., Chen, Y. T., Sivarak, O., & Chen, S. C. (2021). The role of corporate social responsibility and corporate image in times of crisis: The mediating role of customer trust. International Journal of Environmental Research and Public Health, 18(16), Article 8275. https://doi.org/10.3390/ijerph18168275
16. Chen, Y., Prentice, C., Weaven, S., & Hsiao, A. (2022). The influence of customer trust and artificial intelligence on customer engagement and loyalty: The case of the home-sharing industry. Frontiers in Psychology, 13, Article 912339. https://doi.org/10.3389/fpsyg.2022.912339
17. Danurdara, A. B., & Masatif, A. (2025). Assessing the customer experience quality and customer loyalty: The mediating role of customer satisfaction. Innovative Marketing, 21(2), 248–259. https://doi.org/10.21511/im.21(2).2025.20
18. dela Peña, C., Ongue, S., Redo, A. S., Abellana, J. J., & Narit, S. R. (2025). Influence of personalized advertising towards consumer loyalty: The mediating effect of satisfaction and moderating effect of perceived quality. International Review of Management and Marketing, 15(6), 126. https://doi.org/10.32479/irmm.19308
19. Derin, N., & Demirel, E. T. (2010). Kurum imajının kurum kimliği açısından açıklanabilirliği: İnönü Üniversitesi Turgut Özal Tıp Merkezi örneği. Hacettepe Sağlık İdaresi Dergisi, 13(2), 155-193. https://izlik.org/JA55KR73TY
20. Deveci, F. G. (2025). Online personalized advertising: A systematic literature review. Anadolu Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 26(1), 511–537. https://doi.org/10.53443/anadoluibfd.1556284
21. El-Said, O. A. (2020). Impact of online reviews on hotel booking intention: The moderating role of brand image, star category, and price. Tourism Management Perspectives, 33, Article 100604. https://doi.org/10.1016/j.tmp.2019.100604
22. Endarwati, E. T., Indriany, Y., Rusdianto, R., Suarniki, N. N., & Pratiwi, L. (2024). The effect of product personalization, user experience, and consumer trust on the level of e-commerce consumer satisfaction in Indonesia. Jurnal Bisnisman: Riset Bisnis dan Manajemen, 6(1), 163–179. https://doi.org/10.52005/bisnisman.v6i1.239
23. Gilmore, J. H., II, & Pine, B. J. (1997). The four faces of mass customization. Harvard Business Review, 75(1), 91-102. https://link.gale.com/apps/doc/A19129098/AONE
24. Goldsmith, R. E., & Frieden, J. B. (2004). Have it your way: Consumer attitudes toward personalized marketing. Marketing Intelligence & Planning, 22(2), 228–239. https://doi.org/10.1108/02634500410525887
25. Gunawan, M. M., Tutik, T., Nugraheni, K. S., & Octafian, R. (2022). Trust in corporate image and its impact on customers' loyalty. Kontigensi: Jurnal Ilmiah Manajemen, 10(2), 217–221. https://doi.org/10.56457/jimk.v10i2.270
26. Hasan, I., Surachman, S., Rofiq, A., & Hussein, A. S. (2024). The influence of corporate image on customer loyalty through customer engagement as a mediating variable (Study on customers of PT Bank Syariah Indonesia in Malang City). In Proceedings of the 2nd International Conference on Multidisciplinary Sciences for Humanity in Society 5.0 Era (ICOMSH 2022) 166–179. Atlantis Press. https://doi.org/10.2991/978-2-38476-204-0_14
27. Hassan, N., Abdelraouf, M., & El-Shihy, D. (2025). The moderating role of personalized recommendations in the trust–satisfaction–loyalty relationship: An empirical study of AI-driven e-commerce. Future Business Journal, 11(1), Article 66. https://doi.org/10.1186/s43093-025-00476-z
28. Hilabi, A. H., & Zawawi, Z. (2025). The effect of customer experience and artificial intelligence (AI) personalization on Lazada customer loyalty in Surabaya. East Asian Journal of Multidisciplinary Research, 4(6), 3021–3036. https://doi.org/10.55927/eajmr.v4i6.207
29. Hsieh, A. T., & Li, C. K. (2008). The moderating effect of brand image on public relations perception and customer loyalty. Marketing Intelligence & Planning, 26(1), 26–42. https://doi.org/10.1108/02634500810847138
30. Jackson, D. W., Jr. (1994). Relationship selling: The personalization of relationship marketing. Asia-Australia Marketing Journal, 2(1), 45–54. https://doi.org/10.1016/S1320-1646(94)70277-X
31. Kalaycı, Ş. (2009). SPSS uygulamalı çok değişkenli istatistik teknikleri (5. baskı). Asil Yayın Dağıtım.
32. Karaköse, T. (2007). Örgütlerde itibar yönetimi. Akademik Bakış Uluslararası Hakemli Sosyal Bilimler E-Dergisi, 11, 1–12.
33. Karyose, H., Astuti, W., & Ferdiansjah, A. (2017). Customer loyalty: The effect of service quality, corporate image, customer relationship marketing and customer satisfaction as intervening variable—An empirical analysis of bank customers in Malang City. Marketing and Branding Research, 4, 336–347. https://ssrn.com/abstract=3345454
34. Keskin, H. (2024). Dijital reklamcılıkta kişiselleştirme: Algılanan kişiselleştirmenin, algılanan gözetim, gizlilik endişesi ve marka kullanım niyeti üzerindeki etkisi (Yayımlanmamış Doktora Tezi). Marmara Üniversitesi Sosyal Bilimler Enstitüsü. İstanbul.
35. Kim, H. S., & Yoon, C. H. (2004). Determinants of subscriber churn and customer loyalty in the Korean mobile telephony market. Telecommunications Policy, 28(9-10), 751–765. https://doi.org/10.1016/j.telpol.2004.05.013
36. Kim, S. S., Lee, J., & Prideaux, B. (2014). Effect of celebrity endorsement on tourists’ perception of corporate image, corporate credibility and corporate loyalty. International Journal of Hospitality Management, 37, 131–145. https://doi.org/10.1016/j.ijhm.2013.11.003
37. Koçyiğit, M. (2017). Halkla ilişkiler algısının marka imajı ve marka bağlılığı üzerindeki etkisi. Selçuk İletişim, 10(1), 85-97. https://doi.org/10.18094/josc.330935
38. Madyaratri, D. N., Martaleni, M., & Hendrakusuma, F. B. (2025). The effect of corporate image and service quality on loyalty with trust mediation. Journal of Economics and Management Sciences, 7(4), 829–835. https://doi.org/10.37034/jems.v7i4.231
39. Maslowska, E., Smit, E., & van den Putte, B. (2011). Is personalized communication superior? The effectiveness of personalization and the role of consumers' characteristics. Z. Yi, J. J. Xiao, J. Cotte & L. Price (Ed.), Asian Pacific Advances in Consumer Research içinde (Vol 9, s. 99–104). Association For Consumer Research.
40. Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20–38. https://doi.org/10.1177/002224299405800302
41. Motlani, S., Choudhary, S., & Jain, R. (2025). Customization and personalization: Driving engagement and loyalty in the digital marketplace. International Journal of Advances in Business and Management Research, 2(4), 42–53. https://doi.org/10.62674/ijabmr.2025.v2i04.005
42. Neetu, N., & Pandey, A. (2025). Topic: Enhancing customer loyalty through personalized experiences in e-commerce. Advances in Consumer Research, 2(5), 1811–1818. https://tinyurl.com/575xup6m
43. Nguyen, N., & Leblanc, G. (2001). Corporate image and corporate reputation in customers’ retention decisions in services. Journal of Retailing and Consumer Services, 8(4), 227–236. https://doi.org/10.1016/S0969-6989(00)00029-1
44. Nur, E., & Bakır, Y. (2025). Kariyer tatmininin mesleki özdeşleşmeye etkisinde örgütsel gururun aracılık rolü: Beyaz yakalılar üzerine bir araştırma. İşletme Araştırmaları Dergisi, 17(3), 2184–2204. https://doi.org/10.20491/isarder.2025.2089
45. Oktay, F. (2016). Çağdaş örgütlerde kurumsal imaj ve yenilikçi örgütsel vatandaşlık bağlamında bir analiz. Öneri Dergisi, 12(45), 341–356. https://doi.org/10.14783/od.v12i45.1000020016
46. Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(4_suppl1), 33–44. https://doi.org/10.1177/00222429990634s105
47. Osman, Z., Mohamad, L., & Mohamad, R. (2015). An empirical study of direct relationship of service quality, customer satisfaction and bank image on customer loyalty in Malaysian commercial banking industry. American Journal of Economics, 5(2), 168–176. https://doi.org/10.5923/c.economics.201501.20
48. Peppers, D., Rogers, M., & Dorf, B. (1999). Is your company ready for one-to-one marketing?. Harvard Business Review, 77(1), 151–160. https://tinyurl.com/npykzdrs
49. Petzer, D. J., & Roberts-Lombard, M. (2024). Revisiting the satisfaction–loyalty link in retail banking—An emerging market perspective. Journal of Economic and Financial Sciences, 17(1), Article 925. https://doi.org/10.4102/jef.v17i1.925
50. Reni, A. T. (2024). The influence of personalization, user experience, and digital marketing strategy on customer loyalty with churn rate as a mediating variable in the e-commerce industry. Jurnal Ilmu Sosial Mamangan, 12(3), 1522–1530. https://doi.org/10.22202/mamangan.v12i3.6278
51. Rosário, A., & Casaca, J. (2025). The impact of relationship marketing on customer loyalty: a systematic literature review. International Journal of Marketing, Communication and New Media, 13(24). https://doi.org/10.54663/2182-9306.2025.v.13.n.24.139-168
52. Sa’adah, V. U., & Susilowati, C. (2023). The impact of corporate image and relationship marketing on customer loyalty mediated by customer satisfaction at SMEs. International Journal of Research in Business and Social Science, 12(7), 126–135. https://doi.org/10.20525/ijrbs.v12i7.2878
53. Safitri, I. N., & Lestari, U. D. (2023). The effect of service quality on customer satisfaction, customer loyalty, and customer engagement for private bank customers in Tangerang. Formosa Journal of Sustainable Research, 2(9), 2305–2320. https://doi.org/10.55927/fjsr.v2i9.5641
54. Sallam, M. A. (2016). An investigation of corporate image effect on WOM: The role of customer satisfaction and trust. International Journal of Business Administration, 7(3), 27–35. https://doi.org/10.5430/ijba.v7n3p27
55. Sambamoorthi, S., Mohan, T., & Subramaniam, A. (2025). Brand loyalty in the digital age: The role of personalization and AI in consumer engagement. Journal of Information Systems Engineering and Management, 10, 716–721. https://doi.org/10.52783/jisem.v10i32s.5404
56. Santoso, S., & Christanto, Y. M. (2022). The influence of service quality, corporate image, and customer satisfaction on customer loyalty in banking sector in Yogyakarta. International Journal of Research in Business and Social Science, 11(7), 9–16. https://doi.org/10.20525/ijrbs.v11i7.2025
57. Shanahan, T., Tran, T. P., & Taylor, E. C. (2019). Getting to know you: Social media personalization as a means of enhancing brand loyalty and perceived quality. Journal of Retailing and Consumer Services, 47, 57–65. https://doi.org/10.1016/j.jretconser.2018.10.007
58. Siem, T. T., Nguyen, H. T. T., To, A. T., Phong, T. K., & Van, T. T. T. (2026). From branding to belonging: How employer image and social identity shape organizational attractiveness. Social Sciences & Humanities Open, 13, 102429. https://doi.org/10.1016/j.ssaho.2025.102429
59. Simonson, I. (2005). Determinants of customers’ responses to customized offers: Conceptual framework and research propositions. Journal of Marketing, 69(1), 32–45. https://doi.org/10.1509/jmkg.69.1.32.55512
60. Sungur, O. (2010). Korelasyon analizi. Ş. Kalaycı (Ed.), SPSS uygulamalı çok değişkenli istatistik teknikleri (5. baskı, s. 205-230). Asil Yayın Dağıtım.
61. Tam, K. Y., & Ho, S. Y. (2006). Understanding the impact of web personalization on user information processing and decision outcomes. MIS Quarterly, 30(4), 865–890. https://doi.org/10.2307/25148757
62. Theraiyan, E. (2025). A study on the impact of personalization in increasing customer engagement. International Journal for Research in Applied Science and Engineering Technology, 13(4), 10–22214. https://doi.org/10.22214/ijraset.2025.69213
63. Tong, C., Wong, S. K. S., & Lui, K. P. H. (2012). The influences of service personalization, customer satisfaction and switching costs on e-loyalty. International Journal of Economics and Finance, 4(3), 105–114. https://doi.org/10.5539/ijef.v4n3p105
64. Too, L. H., Souchon, A. L., & Thirkell, P. C. (2001). Relationship marketing and customer loyalty in a retail setting: A dyadic exploration. Journal of Marketing Management, 17(3-4), 287-319. https://doi.org/10.1362/0267257012652140
65. Tran, T. P. (2017). Personalized ads on Facebook: An effective marketing tool for online marketers. Journal of Retailing and Consumer Services, 39, 230-242. https://doi.org/10.1016/j.jretconser.2017.06.010
66. Tran, T. P., Lin, C. W., Baalbaki, S., & Guzmán, F. (2020). How personalized advertising affects equity of brands advertised on Facebook: A mediation mechanism. Journal of Business Research, 120, 1-15. https://doi.org/10.1016/j.jbusres.2020.06.027
67. Trigina, L., Aqsa, M., & Nadirah, A. (2025). Effect of social media content quality and ad personalization on student purchase intention. BIMA Journal (Business, Management, & Accounting Journal), 6(1), 449-462. https://doi.org/10.37638/bima.6.1.449-462
68. Tuncer, İ. (2019). Hizmet kalitesi, kurumsal imaj, müşteri memnuniyeti ve davranışsal niyet arasındaki ilişkinin incelenmesi: Kısmi en küçük kareler ile yapısal eşitlik modeli. Journal of Tourism & Gastronomy Studies, 7(3), 1788–1805. https://doi.org/10.21325/jotags.2019.448
69. Varma, K. V., Harish, M., Devendran, A., Pavithra, M., Singh, S., & Bhosale, Y. H. (2025). AI-Driven Brand Loyalty: How Machine Learning Personalization Strategies Foster Repeat Purchases in Digital Marketplaces. Advances in Consumer Research, 2(4), 3225-3232. https://tinyurl.com/2k62jpmj
70. Vesanen, J. (2007). What is personalization? A conceptual framework. European Journal of Marketing, 41(5/6), 409–418. https://doi.org/10.1108/03090560710737534
71. Yangınlar, G., & Tuna, F. (2020). Havayolu taşımacılığında hizmet kalitesinin kurumsal imaj, müşteri memnuniyeti ve müşteri sadakati üzerindeki etkisi. İşletme Araştırmaları Dergisi, 12(1), 173–187. https://doi.org/10.20491/isarder.2020.835
72. Yazıcıoğlu, Y., & Erdoğan, S. (2004). SPSS uygulamalı bilimsel araştırma yöntemleri. Detay Yayıncılık.
73. Younis, R. A. A., & Hammad, R. (2021). Employer image, corporate image and organizational attractiveness: The moderating role of social identity consciousness. Personnel Review, 50(1), 244–263. https://doi.org/10.1108/PR-02-2019-0058
74. Yum, K., & Yoo, B. (2023). The impact of service quality on customer loyalty through customer satisfaction in mobile social media. Sustainability, 15(14), Makale 11214. https://doi.org/10.3390/su151411214