TH E EFFECT OF PERCEIVED QUALITY AND BRAND IMAGE ON IMPACT CUSTOMER LOYALTY: AN APPLICATION

Yıl 2016, Cilt: 2 Sayı: 2, 19 - 32, 01.01.2016

Atif Kaya Fatma Zanco

Öz

In today’s competitive environment, firms have to create strong brand in order to be ahead of their competitors, corner the market and survive. Because branding and brand management have a vital effect on consumers’ buying behaviour. The aim of this study in brand loyalty with an image of the mark of the white goods sector to examine the impact on perceived quality. For this purpose, a field work conducted and obtained the data was applied regression analysis to from the SPSS 20.0 program. As a result of the study, was determined perceived quality and brand image impact customer loyalty

Anahtar Kelimeler

Brand image, perceived quality, customer loyalty

Marka İmajı Ve Algılanan Kalitenin Marka Sadakatine Etkisi: Bir Uygulama

Öz

Günümüz rekabet ortamında firmaların rakiplerinden öne geçebilmeleri, böylece piyasa payının önemli bölümünü ele geçirerek hayatta kalabilmeleri güçlü bir marka oluşturabilmelerine bağlıdır. Çünkü markalaşma ve güçlü bir marka yönetimi tüketici satın alma davranışları üzerinde önemli bir etkiye sahiptir. Bu çalışmanın amacı; beyaz eşya sektöründe mark imajı ile algılanan kalitenin marka sadakatine etkisini incelemektir. Bu amaçla alan araştırması yapılmış, elde edilen veriler SPSS 20,0 programında regresyon analizi uygulanmıştır. Çalışma sonucunda algılanan kalite ve marka imajının müşteri sadakatini etkilediği belirlenmiştir.

Anahtar Kelimeler

Marka imajı, algılanan kalite, müşteri sadakati

Kaynakça

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