TÜKETİCİ YENİLİKÇİLİĞİNİN TÜKETİCİ SADAKATİ ÜZERİNDEKİ ETKİSİNDE TÜKETİCİ GÜVENİNİN ARACI ROLÜ

Öz

Sürdürülebilir olmak isteyen her işletme için tüketici sadakatini etkileyen faktörlerin belirlenmesi önem arz etmektedir. Tüketici sadakatinin oluşturan en büyük faktörlerden biri de güven unsurudur. Tüketici güveni tüketicilerin beklentileri açısından bir işletmenin yükümlülüklerini ve taahhütlerini yerine getirme kapasitesi ile ilişkilendirilen bir kavramdır. Tüketici yenilikçiliği, tüketici sadakati ve güven arasındaki ilişkiye ilişkin anlayışın derinleştirilmesi ile ilgili literatüre de katkı sağlanacağı öngörülmektedir. Bu bağlamda bu çalışmanın amacı, tüketici yenilikçiliğinin, tüketici sadakati üzerine etkisinde tüketici güveninin aracılık rolünün incelenmesidir. Bu bağlamda kartopu örneklem yöntemi ile 389 tüketiciden elde edilen veriler analiz edilmiştir. Analiz sonucunda tüketici yenilikçiliği, tüketici güveni ve tüketici sadakati arasında ilişki olduğu ve tüketici yenilikçiliğinin tüketici sadakati üzerindeki etkisine tüketici güveninin kısmi aracılık ettiği bulgusuna ulaşılmıştır.

Anahtar Kelimeler

• Tüketici
• Tüketici Davranışı
• Tüketici Yenilikçiliği
• Tüketici Sadakati
• Tüketici Güveni

MEDİATOR ROLE OF CONSUMER TRUST IN THE EFFECT OF CONSUMER INNOVATİON ON CONSUMER LOYALTY

Öz

It is important to determine the factors affecting consumer loyalty for every business that wants to be sustainable. One of the biggest factors that creates consumer loyalty is the element of trust. Consumer confidence is a concept associated with the capacity of a business to fulfill its obligations and commitments in terms of consumers' expectations. It is expected to contribute to the literature on deepening the understanding of the relationship between consumer innovativeness, consumer loyalty and trust. In this context, the aim of this study is to examine the mediating role of consumer trust in the effect of consumer innovativeness on consumer loyalty. In this context, the data obtained from 389 consumers were analyzed with the snowball sampling method. As a result of the analysis, it was found that there is a relationship between consumer innovativeness, consumer trust and consumer loyalty and that consumer trust partially mediates the effect of consumer innovativeness on consumer loyalty.

Anahtar Kelimeler

• Consumer
• Consumer Behavior
• Consumer Innovation
• Consumer Loyalty
• Consumer Trust

Kaynakça

1. Beal, G. M. ve Bohlen, J. M. (1957). The diffusion process. Ames: Iowa Cooperative Extension Service Report 18.
2. Bell, G. G. (2005). Clusters, networks, and firm innovativeness. Strategic Management Journal, 26(3), 287-295.
3. Boonlertvanich, K. (2019). Service quality, satisfaction, trust, and loyalty: the moderating role of main-bank and wealth status, International Journal of Bank Marketing, 37(1), 278-302.
4. Bülbül, H. ve Özoğlu, B. (2014). Tüketici yenilikçiliği ve algılanan riskin satın alma davranışına etkisi, Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 44, 43-58.
5. Chauhan, V., Yadav, R. ve Choudhary, V. (2019). Analyzing the impact of consumer innovativeness and perceived risk in internet banking adoption: A study of Indian consumers. International Journal of Bank Marketing. 37(1), 323-339.
6. Chu, K. M. ve Shiu, C. (2009). The construction model of customer trust, perceived value and customer loyalty. The Journal of American Academy of Business, Cambridge, 14(2), 98-103.
7. Cui, F., Lin, D. ve Qu, H. (2018). The impact of perceived security and consumer innovativeness on e-loyalty in on-line travel shopping. Journal of Travel & Tourism Marketing, 35(6), 819-834.
8. Danneels, E. ve Kleinschmidtb, E. J. (2001). Product innovativeness from the firm’s perspective: Its dimensions and their relation with project selection and performance. Journal of Product Innovation Management, 18(6), 357-373.

9. Dobre, C., Dragomir, A. ve Preda, G. (2009). Consumer Innovativeness: A Marketing Approach. Management & Marketing, 4(2), 19-34.
10. Fauzi, A.A. ve Suryani, T. (2019). Measuring the effects of service quality by using CARTER model towards customer satisfaction, trust and loyalty in Indonesian Islamic banking, Journal of Islamic Marketing, 10(1), 269-289.
11. Foroudi, P., Jin, Z., Gupta, S., Melewar, T. C. ve Foroudi, M. M. (2016). Influence of innovation capability and customer experience on reputation and loyalty. Journal of Business Research, 69(11), 4882-4889.
12. Garcia, R. ve Calantone, R. (2002). A critical look at technological innovation typology and innovativeness terminology: a literature review. Journal of Product Innovation Management, 19(2), 110– 132.
13. Goldsmith, R. E. ve Hofacker, C. F., (1991). Measuring consumer innovativeness, Journal of the Academy of Marketing Science, 19(3), 209-221.
14. Hirschman, E. C. (1980). Innovativeness, Novelty Seeking, and Consumer Creativity, Journal of Consumer Research, 7, 283-95.
15. Hong, K. S. ve Lee, D. (2018). Impact of operational innovations on customer loyalty in the healthcare sector. Service Business, 12(3), 575-600.
16. Hurley, R. F. ve Hult, G. T. M. (1998). Innovation, market orientation, and organizational learning: An integration and empirical examination. Journal of Marketing, 62(3), 42-54.
17. Ing, P. G., Lin, N. Z., Xu, M. ve Thurasamy, R. (2019). Customer loyalty in Sabah full service restaurant. Asia Pacific Journal of Marketing and Logistics.
18. Issock, P.B.I., Roberts-Lombard, M. ve Mpinganjira, M. (2020). The importance of customer trust for social marketing interventions: a case of energy-efficiency consumption, Journal of Social Marketing, 10(2), 265-286.
19. Jarvenpaa, S.L., Tractinsky, N. ve Saarinen, L. (1999). Consumer trust in an Internet store: a crosscultural validation, Journal of Computer-Mediated Communication, 5(2), 78-80.
20. Jin, N., Line, N. D. ve Merkebu, J. (2016). Examining the impact of consumer innovativeness and innovative restaurant image in upscale restaurants. Cornell Hospitality Quarterly, 57(3), 268-281.
21. Kalinic, Z. ve Marinkovic, V. (2016). Determinants of users’ intention to adopt m-commerce: an empirical analysis. Information Systems and e-Business Management, 14(2), 367-387.
22. Kaushik, A. K., ve Rahman, Z. (2014). Perspectives and dimensions of consumer innovativeness: A literature review and future agenda. Journal of International Consumer Marketing, 26(3), 239-263.
23. Kim, E., Tang, L. ve Bosselman, R. (2019). Customer perceptions of innovativeness: An accelerator for value co-creation. Journal of Hospitality & Tourism Research, 43(6), 807-838.
24. Kim, E., Nicolau, J. L. ve Tang, L. (2021). The impact of restaurant innovativeness on consumer loyalty: The mediating role of perceived quality. Journal of Hospitality & Tourism Research, 45(8), 1464-1488.
25. Kunz, W., Schmitt, B. ve Meyer, A. (2011). How does perceived firm innovativeness affect the consumer? Journal of Business Research, 64(8), 816-822.
26. Lee, K., Khan, S. ve Mirchandani, D. (2013). Hierarchical effects of product attributes on actualized innovativeness in the context of high-tech products. Journal of Business Research, 66(12), 2634–2641.
27. Lemon, K. N. ve Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96.
28. Lau, G. T., & Lee, S. H. (1999). Consumers’ trust in a brand and the link to brand loyalty. Journal of Market Focused Management, 341-370.
29. Michel, S., Brown, S. W. ve Gallan, A. S. (2008). Service-logic innovations: how to innovate customers, not products. California Management Review, 50(3), 49–65.
30. Moorman, C., Zaltman, G., ve Deshpande, R. (1992). Relationships between providers and users of market research: The dynamics of trust within and between organizations. Journal of marketing research, 29(3), 314-328.
31. Nguyen, N., Leclerc, A. ve LeBlanc, G. (2013). The mediating role of customer trust on customer loyalty. Journal of Service Science and Management, 6, 96-109.
32. Oliver, R. L. (1999). Whence consumer loyalty? Journal of Marketing, 63(4), 33-44.
33. Paparoidamis, N.G., Katsikeas, C.S. ve Chumpitaz, R. (2019). The role of supplier performance in building customer trust and loyalty: a cross-country examination, Industrial Marketing Management, 78,183-197.
34. Pappu, R., & Quester, P. G. (2016). How does brand innovativeness affect brand loyalty?. European Journal of Marketing. DOI: 10.1108/EJM-01-2014-0020
35. Parasuraman, A. ve Colby, C.L. (2001). Techno-Ready Marketing: How and Why Your Customers Adopt Technology, The Free Press, New York, NY.
36. Park, H. H., ve Noh, M. J. (2012). The influence of consumers' innovativeness and trust on acceptance intention of sensor-based smart clothing. Fashion & Textile Research Journal, 14(1), 24-36.
37. Raskovic, M., Ding, Z., Skare, V., Dosen, D. O. ve Zabkar, V. (2016). Comparing consumer innovativeness and ethnocentrism of young-adult consumers. Journal of Business Research, 69(9), 3682-3686.
38. Rasool, S., Kiyani, A. A., Siali, F. B., Ting, H., & Shakur, M. M. A. (2017). Consumer innovativeness in consumer-company relationship and mediating role of consumer value: an empirical study of cell phone users in Pakistan. International Review of Management and Marketing, 7(1), 379-388.
39. Ray, S., Ow, T. ve Kim., S. S. (2011). Security assurance: How online service providers can influence security control perceptions and gain trust. Decision Sciences, 42(2), 391–412.
40. Roehrich, G. (2004). Consumer innovativeness: Concepts and measurements. Journal of Business Research, 57(6), 671-677.
41. Rogers, E.M. ve Shoemaker, F.F. (1971). Communication of Innovations, The Free Press, New York, NY.
42. Schoorman, F. D., Mayer, R. C., ve Davis, J. H. (2007). An integrative model of organizational trust: Past, present, and future. Academy of Management Review, 32(2), 344-354.
43. Srinivasan, S., K. Pauwels, J. Silva-Risso, ve D. M. Hanssens. (2009). Product innovations, advertising, and stock returns. Journal of Marketing 73, 24–43.
44. Stank, T., Goldsby, T. and Vickery, S. (1999). Effect of service supplier performance on satisfaction and loyalty of store managers in the fast food industry, Journal of Operations Management, 17(4), 429–447.
45. Vandecasteele, B. and Geuens, M. (2010). Motivated consumer innovativeness: Concept, measurement, and validation, International Journal of Research in Marketing, 27, p. 308- 318.
46. Urban, G. (2004). The emerging era of customer advocacy, MIT Sloan Management Review, 45(2), 75-82.
47. Yadav, B.K. ve Singh, V. (2018). Customer relationship management (CRM), relationship quality and customer loyalty in the Indian banking sector: a conceptual approach, BHU Management Review I, 6(1&2), 12-25.
48. Quoquab, F., Abdullah, N. L., ve Mohammad, J. (2016). Investigating the effects of consumer innovativeness, service quality and service switching costs on service loyalty in the mobile phone service context. Gadjah Mada International Journal of Business, 18(1), 21-53.