Tüketicilerin Hizmet Deneyimleri ile Ağızdan Ağıza İletişim Davranışları Arasındaki İlişkiler

Yıl 2011, Cilt: 3 Sayı: 2, 331 - 342, 01.12.2011

Mutlu Uygun Öznur Ö. Taner Sena Özbay

Öz

Anahtar Kelimeler

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Tüketicilerin Hizmet Deneyimleri ile Ağızdan Ağıza İletişim Davranışları Arasındaki İlişkiler

Öz

Ağızdan-Ağıza-İletişim (AAİ) giderek tüketici satın alma kararlarında önemli rol oynamakta ve pazarlama iletişimindeki en önemli güçlerden biri kabul edilmektedir. Tüketiciler sıklıkla tüketim deneyimleriyle ilgili öyküleri başkalarıyla paylaştıklarından, işletmelerin bu iki olguyu bir arada ele almaları ve yönetmeleri gerekmektedir. Bu araştırmanın temel amacı, hizmet işletmeleri bağlamında tüketicilerin yaşadığı akılcı ve hedonik hizmet deneyimleri ile AAİ davranışları arasındaki ilişkileri incelemektir. Bu amaçla, ankete dayalı nicel bir araştırma yürütülmüştür. Kolayda örnekleme yöntemine göre 202 katılımcıdan toplanan veriler, Pearson Korelasyon Katsayısı ve Çok Değişkenli Varyans Analizi ile analiz edilmiştir. Sonuçlar, akılcı ve hedonik özellikler açısından hizmetlerin iyi bir performansa sahip olmasının, olumlu AAİ davranışını etkilediğini göstermektedir. Buna karşın, ekonomik değer dışındaki hizmet deneyimleri ile olumsuz AAİ davranışı arasında bir ilişki bulunamamıştır

Anahtar Kelimeler

Ağızdan Ağıza İletişim, Hizmet Deneyimleri, Pazarlama

Kaynakça

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