Türkiye Genelindeki Beş Market Zincirinde İlişkisel Pazarlama ve Kurumsal İmajın Pozitif Ağızdan Ağıza Pazarlama ve Sadakat Üzerindeki Etkisinde İlişki Kalitesinin Aracı Etkisi: Bayburt İli Örneği

Yıl 2025, Cilt: 10 Sayı: 2, 150 - 165, 21.06.2025

Halil Hakdan Öz , Emel Yıldız

https://doi.org/10.23834/isrjournal.1586202

Öz

Geleneksel pazarlama uygulamalarının yetersiz kaldığı günümüzde firmaların karlılıklarını artırmak ve sürdürülebilirliklerini sağlamak için müşteriler ile yakın ilişkiler kurması zorunluluk haline gelmiştir. Pazarda rekabet avantajı kazanmak firmaların müşterilerle sağlıklı ilişkiler geliştirmesine ve onların nezdinde olumlu bir imaj yaratmasına bağlıdır. Bu bağlamdan yola çıkılarak bu araştırma ile ilişkisel pazarlamanın ve kurumsal imajın ilişki kalitesine, müşteri sadakatine ve pozitif ağızdan ağıza pazarlamaya olan etkilerinin analiz edilmesi ve bu etkilerde ilişki kalitesinin aracılık rolünün belirlenmesi amaçlanmaktadır. Bu amaç doğrultusunda Türkiye’deki en büyük beş market zincirinin Bayburt’taki müşterileri üzerinde ankete dayalı bir araştırma gerçekleştirilmiştir. Anket tekniği ile elde edilen veriler SPSS ve AMOS istatistik paket programları aracılığıyla korelasyon ve yapısal eşitlik analizlerine tabi tutulmuştur. Elde edilen sonuçlara göre ilişkisel pazarlama ve kurumsal imajın ilişki kalitesi, sadakat ve pozitif ağızdan ağıza pazarlama üzerinde anlamlı ve pozitif bir etkiye sahip olduğu belirlenmiştir. Ayrıca ilişkisel pazarlama ve kurumsal imajın sadakat ve pozitif ağızdan ağıza pazarlama üzerindeki etkisinde ilişki kalitesinin aracılık rolünün olduğu belirlenmiştir.

Anahtar Kelimeler

İlişkisel Pazarlama , Kurumsal İmaj , İlişki Kalitesi , Sadakat , Pozitif Ağızdan Ağıza Pazarlama

The Mediating Effect of Relationship Quality on the Effect of Relationship Marketing and Corporate Image on Positive Word-of-Mouth Marketing and Loyalty in Five Grocery Chains in Turkey: The Case of Bayburt Province

Öz

Today, when traditional marketing practices are insufficient, it has become a necessity for companies to establish close relationships with customers in order to increase their profitability and ensure their sustainability. Gaining competitive advantage in the market depends on developing healthy relationships with customers and creating a positive image in their eyes. Based on this context, this study aims to analyse the effects of relationship marketing and corporate image on relationship quality, customer loyalty and positive word-of-mouth marketing and to determine the mediating role of relationship quality in these effects. For this purpose, a survey-based research was conducted on the customers of the five largest supermarket chains in Turkey in Bayburt. The data obtained through survey technique were subjected to correlation and structural equation analyses through SPSS and AMOS statistical package programmes. According to the results obtained, it was determined that relationship marketing and corporate image have a significant and positive effect on relationship quality, loyalty and positive word-of-mouth marketing. In addition, relationship quality has a mediating role in the effect of relationship marketing and corporate image on loyalty and positive word-of-mouth marketing.

Anahtar Kelimeler

Relationship marketing , corporate image , relationship quality , loyalty , positive word-of-mouth marketing

Kaynakça

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