Hizmet Kalitesi, Firma İmajı ve Değiştirme Maliyetlerinin Sadakate Etkisi: Alternatiflerin Çekiciliğinin Düzenleyici Rolü

Yıl 2020, Cilt: 13 Sayı: 1, 165 - 194, 01.06.2020

Ümit Doğrul Cansu Tor Kadıoğlu

Öz

İnternetin günlük hayatımızdaki öneminin gün geçtikçe artması, abone sayılarının çok hızlı bir şekilde büyümesine neden olmuştur. Bu durum, İnternet servis sağlayıcı firmalar arasındaki rekabetin şiddetinin artmasını beraberinde getirmiştir. Şiddetli rekabet, sektörde müşteri sadakati sağlayacak değişkenlerin ortaya çıkartılmasını gerekli kılmıştır. Bu çalışmanın amacı, İnternet Servis Sağlayıcıları ISS sektöründe hizmet kalitesi, firma imajı ve değiştirme maliyetlerinin sadakate etkilerini ortaya koymaktır. Ayrıca çalışmada, hizmet sektörü açısından önemli bir değişken olan alternatiflerin çekiciliğinin de bu etkiler üzerindeki düzenleyici rolü belirlenmeye çalışılmıştır

Anahtar Kelimeler

Müşteri sadakati, değiştirme maliyeti, alternatiflerin çekiciliği, firma imajı

THE EFFECT OF SERVICE QUALITY, CORPORATE IMAGE AND SWITCHING COSTS ON CUSTOMER LOYALTY: MODERATION ROLE OF ALTERNATIVES’ ATTRACTIVENESS

Öz

The increasing importance of the Internet in our daily lives has caused the number of subscribers to grow very rapidly. This has led to an increase in the intensity of competition among Internet service providers. Severe competition necessitated the discovery of variables that would provide loyalty in the sector. This study aims to reveal the effects of service quality, corporate image, and switching costs on customer loyalty in the Internet Service Providers ISP sector. Also, we explored the moderation role of the attractiveness of the alternatives, which is an important variable in the service sector

Anahtar Kelimeler

Customer loyalty, switching cost, attractiveness of alternatives, corporate image

Kaynakça

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