Öz

This study examines how different components of corporate reputation impacts on customer loyalty. Different aspects of a hypothetical firm’s reputation are systematically altered in a between subjects experimental design with eight treatments. In each treatment, one aspect of a fictitious company’s reputation was negatively manipulated by using company vignettes. Participants in the control treatment were provided with a company vignette depicting a perfect reputation in all aspects. 965 university students participated to the study. After reading the vignette, participants were asked to answer some questions regarding what they think about being a loyal customer of the narrated company. Analyses of variance verified that different aspects of corporate reputation impacts customer loyalty by varying magnitudes. Further, results of planned comparisons revealed that product and service quality is the most important reputation component that affected prospective customers’ intentions to be loyal customers of a company.

Anahtar Kelimeler

• Corporate Reputation,Customer Loyalty,Experimental Design,Reputation

KURUMSAL İTİBARI OLUŞTURAN FARKLI BİLEŞENLERİN MÜŞTERİ BAĞLILIĞI ÜZERİNDEKİ ETKİLERİ

Öz

Bu çalışmada, “İtibar Katsayısı” modeline göre kurumsal itibarı oluşturan yedi farklı bileşenin müşteri bağlılığı üzerindeki etkileri incelenmiştir. Bu amaçla, tek faktör itibar bileşeninin düzeyi ve buna bağlı sekiz alt gruptan oluşan özneler arası bir deneysel tasarım hazırlanmıştır. Her deney grubuna, kurgusal bir işletmenin itibarını oluşturan bileşenlerden birinin olumsuz, geri kalanların ise olumlu bir şekilde anlatıldığı farklı bir hikâye verilmiştir. Kontrol grubuna ise, tüm itibar bileşenlerinin olumlu bir çerçevede anlatıldığı bir hikâye verilmiştir. Kendilerine verilen hikâyeyi okuyan cevaplayıcıların, hikâyede bahsi geçen işletmenin sunduğu ürünleri satın alma ve onlara bağlılık göster‐me niyetleri ölçülmüştür. Araştırma, üniversite öğrencileri üzerinde gerçekleştirilmiş ve çalışma sonunda 965 cevaplayıcıdan toplanan veriler analiz edilmiştir. Hipotezlerin testinde varyans analizleri ve planlı karşılaştırmalar kullanılmıştır. Yapılan analizler sonucunda, farklı kurumsal itibar bileşenlerinin müşteri bağlılığını farklı düzeylerde etkilediği saptanmıştır. Buna ilaveten, ürün ve hizmet kalitesinde ortaya çıkacak bir olumsuzluk ya da yetersizliğin, müşteri bağlılığını diğer kurumsal itibar bileşenlerin‐den daha fazla etkileyeceği azaltacağı görülmüştür. Anahtar Kelimeler: Kurumsal İtibar, Müşteri Bağlılığı, Deneysel Tasarım, İtibar Katsa‐yısı.

Anahtar Kelimeler

• Kurumsal İtibar, Müşteri Bağlılığı, Deneysel Tasarım, İtibar Katsa‐ yısı.

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