REKABETÇİ ÖRGÜTLERDE MÜŞTERİ DAVRANIŞI: TÜKENMİŞLİK ALGISININ MÜŞTERİ SADAKATİNE ETKİSİ

Öz

Bu araştırmanın amacı; yoğun rekabet ortamında faaliyet gösteren hizmet işletmesi çalışanlarının müşterilere yönelik tutum ve davranışlarını incelemek, müşterilerin bu tutum ve davranışlar içerisindeki tükenmişlik algısını tespit etmek, bu algıların müşteri sadakatine etkisi olup olmadığını saptamaktır. Bu doğrultuda rekabetçi bir işletmenin 145 müşterisinden yüz yüze anket yöntemiyle veri elde edilmiş ve bu veriler istatistiksel olarak analiz edilmiştir. Gerçekleştirilen analizler sonucunda; algılanan tükenmişlik ile müşteri sadakati arasında ise negatif yönde anlamlı bir ilişki saptanmıştır. Regresyon analizi sonucunda; müşterilerin hizmet sunan personele yönelik 1 birimlik tükenmişlik algısının müşteri sadakati üzerinde 0.320 birimlik bir azalışa neden olduğu saptanmıştır. Bununla birlikte müşteri sadakatinin hizmet satın alınan süreye göre ve hizmet satın alma sıklığına göre anlamlı bir farklılık göstermediği ancak cinsiyete göre anlamlı bir farklılık gösterdiği ve kadın müşterilerde müşteri sadakatinin daha yüksek olduğu belirlenmiştir. Algılanan tükenmişlik düzeyinin ise hizmet satın alınan süreye göre anlamlı bir farklılık göstermediği anlaşılmıştır.

Anahtar Kelimeler

• Müşteri Sadakati
• Örgütsel Tükenmişlik
• Müşteri Algısı

CUSTOMER BEHAVIOR IN COMPETITIVE ORGANIZATIONS: EFFECT OF BURNOUT PERCEPTION ON CUSTOMER LOYALTY

Öz

The purpose of this research is to examine the attitudes and behaviors of service workers operating in an intensely competitive environment towards customers, to detect the perception of burnout in these attitudes and behaviors of customers and to determine whether these perceptions have an impact on customer loyalty. Accordingly, data has been obtained from 145 customers of a competitive business by face-to-face survey method and this data has been analyzed statistically. As a result of the analyses carried out; a significant and negative relationship has been found between perceived burnout and customer loyalty. As a result of regression analysis; it has been determined that the perception of 1 unit burnout for the personnel serving customers causes a decrease of 0.320 units on customer loyalty. However, it has been determined that customer loyalty does not vary significantly according to the time service is purchased and the frequency of service purchases, but varies significantly by gender and customer loyalty is higher in female customers. It is understood that the level of perceived burnout does not vary significantly according to the time the service is purchased.

Anahtar Kelimeler

• Customer Loyalty
• Organizational Burnout
• Customer Perception

Kaynakça

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