Tüketici İlgisinin Marka Bağlılığına Etkisi

Yıl 2007, Sayı: 13, 37 - 55, 01.06.2007

Saim Saner Çiftyıldız Nihal Sütütemiz

Öz

Günümüz pazarlarında artan rekabet sebebiyle, mevcut müşteri tabanının muhafazasına yönelik çalışmalar pazarlama yazımında giderek daha fazla önem kazanmaya başlamıştır. Bu nedenle, tüketici davranışlarının daha iyi anlaşılmasına yönelik yapılan çalışmaların sayısı artış göstermektedir. Bu çalışmada ise tüketici ilgisi, müşteri tatmini ve marka güveni olgularının müşteri bağlılığına etkisi araştırılmıştır. Analizler neticesinde elde edilen bulgular, bu değişkenlerin marka bağlılığına olumlu etkilerinin olduğunu göstermektedir

Anahtar Kelimeler

tüketici ilgisi, müşteri tatmini, marka güveni, marka bağlılığı

Kaynakça

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