The Effects of Corporate Image on Customers’ Behaviour Kemal ÇEK

Yıl 2016, Sayı: 106, 101 - 128, 02.12.2016

Kemal Çek

https://doi.org/10.33203/mfy.312272

Öz

This research seeks to investigate customer behaviour in relation

to corporate image and corporate reputation. Studies were

conducted amongst students within the School of Management at

the University of Southampton. The corporate image’s effects on

the customers’ behaviours are found to be significant. However,

the results have implied that there are other factors influencing the

customers’ behaviours such as price and quality. Companies need

to manage their images in order to be more successful.

Anahtar Kelimeler

Corporate Image, Corporate Reputation, Customer Relations

Kurumsal İmaj’ın Firma ve Müşteriler Üzerindeki Etkileri

Öz

Bu çalışma, kurumsal imaj’ın müşteri davranışları üzerindeki

etkilerini öğrenci perspektifi ile incelemektedir. Araştırma, Southampton

Üniversitesi İşletme fakültesinde gerçekleştirilmiştir. Araştırma

sonuçları kurumsal imajın önemini ve müşteri davranışları

üzerindeli etkilerini doğrulamaktadır. Ancak, araştırma sonuçlarına göre fiyat ve kalite müşteri davranışları üzerinde daha etkin

bir rol oynamaktadır. Kurumsal imaj iyi yönetilmesi gereken bir

stratejik araçtır ve doğru bir yönetim firmaya katkı sağlamaktadır.

Anahtar Kelimeler

Kurumsal İmaj, Kurumsal Ün, Müşteri Davranışları

Kaynakça

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