Marka imajının tutumsal marka sadakati üzerindeki etkisinin incelenmesi: Bingöl otelleri örneği

Yıl 2019, Cilt: 1 Sayı: 1, 15 - 22, 30.06.2019

Bülent Demirağ , Sinan Çavuşoğlu

Öz

Bu
çalışmanın amacı, marka imajının tutumsal marka sadakatine olan etkisini
belirlemektir. Araştırmanın evrenini Bingöl’de yer alan işletme belgeli ve
belediye belgeli tesislerde konaklayan otel müşterileri oluşturmaktadır.
Kolayda örneklem yöntemiyle 272 kişiye ulaşılmış olup, kullanılan ölçeklerin
geçerlilik ve güvenilirliği test edilmiştir. Araştırma bulgularında, araştırma
amacına uygun olarak oluşturulan hipotezler test edilmiştir. Hipotezler
korelasyon ve yol analizi ile incelenmiş olup, elde edilen bulgular bu kapsamda
yorumlanmıştır. Araştırma sonuçlarına göre marka imajının; tutumsal marka
sadakati boyutlarından bilişsel, duygusal ve çabasal boyutlara etkisi olduğu
görülmektedir. Ayrıca, marka imajı ve bilişsel, duygusal ve çabasal marka
sadakati arasındaki ilişki anlamlı bulunmuştur. 

Anahtar Kelimeler

Marka imajı, Tutumsal marka sadakati, Tutumsal marka sadakati boyutları

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