YİYECEK-İÇECEK İŞLETMELERİNDE MÜŞTERİ SADAKATİ OLUŞUM SÜRECİ VE MÜŞTERİ TATMİNİ VE ATALETİN BU SÜRECE ETKİSİ

Yıl 2013, Cilt: 2 Sayı: 1, 4 - 23, 01.01.2013

Selma Meydan Uygur Kemal Gürkan Küçükergin

Öz

Amaç: Bu araştırmada, yiyecek-işletmeleri için müşteri sadakati oluşum sürecinin tespit edilmesi ve bu süreçte müşteri tatmini ve ataletin nasıl bir rol oynadığının belirlenmesi amaçlanmıştır. Bu araştırmada müşteri sadakatinin tutumsal ve eylemsel boyutunu birlikte dikkate alan Oliver (1997)’ın dört aşamalı sadakat modeli esas alınmıştır. Böylece, müşteri sadakatinin sebeplerinin incelenmesi de amaçlanmıştır

Anahtar Kelimeler

Müşteri sadakati, müşteri tatmini, atalet

CUSTOMER LOYALTY FORMATION PROCESS AND THE EFFECT OF CUSTOMER SATISFACTION AND INERTIA TO THIS PROCESS IN FOOD AND BEVERAGE COMPANIES

Öz

Purpose: In this research, the purpose is to determine customer loyalty formation process and the role of inertia and consumer satisfaction for food and beverage companies in this process. The research model was based on Oliver’s (1997) four-stage model considering both attitudinal and behavioral aspects of customer satisfaction. Thus, it is aimed to examine the reasons of customer loyalty

Anahtar Kelimeler

Customer loyalty, customer satisfaction, intertia

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