GENİŞ BANT İNTERNET HİZMETLERİNDE FAKTÖRLERİN KURUMSAL MÜŞTERİLERİN TEKRAR SATIN ALMA NİYETİNE ETKİSİ: İTME ÇEKME BAĞLAMA TEORİSİ

Öz

Ticari alanda faaliyet gösteren kurumsal firmalara sağlanan geniş bant internet hizmetleri, önemli bir pazar oluşturmaktadır. Kurumsal düzeydeki geniş bant internet kullanıcılarının hizmet deneyimleri, bireysel kullanıcılarınkinden önemli ölçüde farklılık göstermektedir. Sektördeki rekabet dinamikleri, pazarlama stratejileri kapsamında müşteri segmentasyonu ve konumlandırmayı gerekli kılabilir. Bu çalışma, kurumsal düzeyde hizmet veren müşteri grubuna odaklanmaktadır. Literatürde, kurumsal müşteri segmentinde geniş bant internet kullanımını inceleyen mevcut bir çalışma bulunmamaktadır. Bu bakımdan, bu araştırma benzersiz bir akademik katkı sağlamayı amaçlamaktadır. Araştırmada kullanılan veri seti, geniş bant internet hizmetlerini kullanan kurumsal müşterilerle yüz yüze yapılan anketler yoluyla elde edilmiştir ve 192 şirket temsilcisinin katılımıyla gerçekleştirilmiştir. Sonuçlar, fiyat adaleti algısı ve satış temsilcilerinin marka imajı ve tekrar satın alma niyeti üzerinde pozitif ve anlamlı etkilerinin olduğunu ve marka imajının tekrar satın alma niyeti üzerinde pozitif ve anlamlı bir etkisinin olduğunu göstermektedir. Ancak, değiştirme maliyetlerinin tekrar satın alma niyeti üzerinde anlamlı bir etkisinin olmadığı tespit edilmiştir. Fiyat adaleti algısı, satış temsilciliği ve marka imajı değişkenlerinin tekrar satın alma niyeti üzerindeki etkisinde alternatiflerin çekiciliğinin düzenleyici etkisi bulunmamıştır.

Anahtar Kelimeler

• Fiyat Adalet Algısı
• Satış Temsilcisi
• Marka İmaji
• Değiştirme Maliyetleri
• Alternatiflerin Çekiciliği
• Tekrar Satın Alma Niyeti

FACTORS AFFECTING CORPORATE CONSUMERS’ REPURCHASE INTENTION IN THE BROADBAND INTERNET SERVICES: PUSH PULL MOORING THEORY

Öz

Broadband internet services provided to corporate firms operating in the commercial sector constitute a significant market segment. The service experiences of corporate-level broadband internet users differ substantially from those of individual users. Competitive dynamics in the sector may necessitate customer segmentation and targeted positioning within marketing strategies. This study focuses specifically on a defined group of corporate customers. There is no existing study in the literature that investigates broadband Internet usage within the corporate customer segment. In this regard, this research aims to provide a unique academic contribution. The dataset utilized in this research was obtained through face-to-face surveys conducted with corporate customers using broadband internet services, involving the participation of 192 company representatives. The results indicate significant effects of price fairness perception and sales representatives on brand image and repurchase intention, as well as a significant effect of brand image on repurchase intention. However, switching costs were not found to have a significant effect on repurchase intention. No moderating effect of alternative attractiveness as a moderator variable was found in the effect of price fairness perception, sales representative and brand image variables on repurchase intention.

Anahtar Kelimeler

• Price Fairness Perception
• Sales Representative
• Brand Image
• Switching Cost
• Alternative Attractiveness

Kaynakça

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