REKABET AVANTAJI YARATMADA SOSYAL MEDYANIN MÜŞTERİ TATMİNİ, MÜŞTERİ BAĞLLIĞI VE MÜŞTERİYİ ELDE TUTMA ÜZERİNDEKİ ETKİSİNİN İNCELENMESİ

Alkan Alkaya; Fatih Sahin

doi:10.18092/ulikidince.755537

REKABET AVANTAJI YARATMADA SOSYAL MEDYANIN MÜŞTERİ TATMİNİ, MÜŞTERİ BAĞLLIĞI VE MÜŞTERİYİ ELDE TUTMA ÜZERİNDEKİ ETKİSİNİN İNCELENMESİ

Öz

Sosyal medya platformları ve araçları işletmelerin rekabet avantajı yaratmasında yeni bir yol olarak karşımıza çıkmaktadır. Bu çalışmanın temel amacı akıllı cep telefonu markalarının rekabet avantajı yaratmak amacıyla müşteri tatmini, müşteri bağlılığı ve müşteriyi elde tutma çabaları üzerinde bu markaların sosyal medya pazarlama faaliyetlerinin etkisinin incelenmesidir. Akıllı cep telefonu sektöründe marka değeri en yüksek ilk iki marka üzerinden yürütülen bu çalışmada, araştırma modelinin test edilmesinde kullanılan veriler Uşak İl’inden basit tesadüfi örneklem tekniği kullanılarak anket aracılığı ile toplam 462 geçerli veriye ulaşılmıştır. Araştırma hipotezleri yapısal eşitlik modellemesi kullanılarak SPSS v.26 ve AMOS v.24 programıyla analiz edilmiştir. Elde edilen bulgular sosyal medya pazarlama faaliyetlerinin dolaylı ve doğrudan müşteriyi elde tutma oranı üzerinde olumlu etkileri olduğunu göstermektedir.

Anahtar Kelimeler

Sosyal Medya Pazarlaması,Müşteri Tatmini,Müşteri Bağlılığı,Müşteriyi Elde Tutma

Kaynakça

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Ayrıntılar

Birincil Dil

Türkçe

Konular

-

Bölüm

Araştırma Makalesi

Yazarlar

Alkan Alkaya ^*
Türkiye

Fatih Sahin
0000-0002-4760-4413
Türkiye

Yayımlanma Tarihi

25 Ocak 2021

Gönderilme Tarihi

20 Haziran 2020

Kabul Tarihi

11 Kasım 2020

Yayımlandığı Sayı

Yıl 2021 Sayı: 30

DOI

https://doi.org/10.18092/ulikidince.755537

IZ

https://izlik.org/JA68CA75RE

APA

Alkaya, A., & Sahin, F. (2021). REKABET AVANTAJI YARATMADA SOSYAL MEDYANIN MÜŞTERİ TATMİNİ, MÜŞTERİ BAĞLLIĞI VE MÜŞTERİYİ ELDE TUTMA ÜZERİNDEKİ ETKİSİNİN İNCELENMESİ. Uluslararası İktisadi ve İdari İncelemeler Dergisi, 30, 19-38. https://doi.org/10.18092/ulikidince.755537

AMA

1.Alkaya A, Sahin F. REKABET AVANTAJI YARATMADA SOSYAL MEDYANIN MÜŞTERİ TATMİNİ, MÜŞTERİ BAĞLLIĞI VE MÜŞTERİYİ ELDE TUTMA ÜZERİNDEKİ ETKİSİNİN İNCELENMESİ. UİİİD. 2021;(30):19-38. doi:10.18092/ulikidince.755537

Chicago

Alkaya, Alkan, ve Fatih Sahin. 2021. “REKABET AVANTAJI YARATMADA SOSYAL MEDYANIN MÜŞTERİ TATMİNİ, MÜŞTERİ BAĞLLIĞI VE MÜŞTERİYİ ELDE TUTMA ÜZERİNDEKİ ETKİSİNİN İNCELENMESİ”. Uluslararası İktisadi ve İdari İncelemeler Dergisi, sy 30: 19-38. https://doi.org/10.18092/ulikidince.755537.

EndNote

Alkaya A, Sahin F (01 Ocak 2021) REKABET AVANTAJI YARATMADA SOSYAL MEDYANIN MÜŞTERİ TATMİNİ, MÜŞTERİ BAĞLLIĞI VE MÜŞTERİYİ ELDE TUTMA ÜZERİNDEKİ ETKİSİNİN İNCELENMESİ. Uluslararası İktisadi ve İdari İncelemeler Dergisi 30 19–38.

IEEE

[1]A. Alkaya ve F. Sahin, “REKABET AVANTAJI YARATMADA SOSYAL MEDYANIN MÜŞTERİ TATMİNİ, MÜŞTERİ BAĞLLIĞI VE MÜŞTERİYİ ELDE TUTMA ÜZERİNDEKİ ETKİSİNİN İNCELENMESİ”, UİİİD, sy 30, ss. 19–38, Oca. 2021, doi: 10.18092/ulikidince.755537.

ISNAD

Alkaya, Alkan - Sahin, Fatih. “REKABET AVANTAJI YARATMADA SOSYAL MEDYANIN MÜŞTERİ TATMİNİ, MÜŞTERİ BAĞLLIĞI VE MÜŞTERİYİ ELDE TUTMA ÜZERİNDEKİ ETKİSİNİN İNCELENMESİ”. Uluslararası İktisadi ve İdari İncelemeler Dergisi. 30 (01 Ocak 2021): 19-38. https://doi.org/10.18092/ulikidince.755537.

JAMA

1.Alkaya A, Sahin F. REKABET AVANTAJI YARATMADA SOSYAL MEDYANIN MÜŞTERİ TATMİNİ, MÜŞTERİ BAĞLLIĞI VE MÜŞTERİYİ ELDE TUTMA ÜZERİNDEKİ ETKİSİNİN İNCELENMESİ. UİİİD. 2021;:19–38.

MLA

Alkaya, Alkan, ve Fatih Sahin. “REKABET AVANTAJI YARATMADA SOSYAL MEDYANIN MÜŞTERİ TATMİNİ, MÜŞTERİ BAĞLLIĞI VE MÜŞTERİYİ ELDE TUTMA ÜZERİNDEKİ ETKİSİNİN İNCELENMESİ”. Uluslararası İktisadi ve İdari İncelemeler Dergisi, sy 30, Ocak 2021, ss. 19-38, doi:10.18092/ulikidince.755537.

Vancouver

1.Alkan Alkaya, Fatih Sahin. REKABET AVANTAJI YARATMADA SOSYAL MEDYANIN MÜŞTERİ TATMİNİ, MÜŞTERİ BAĞLLIĞI VE MÜŞTERİYİ ELDE TUTMA ÜZERİNDEKİ ETKİSİNİN İNCELENMESİ. UİİİD. 01 Ocak 2021;(30):19-38. doi:10.18092/ulikidince.755537

Cited By

Üniversitelerde Öğrenci Memnuniyetini ve Sadakatini Artırmanın Bir Aracı Olarak Sosyal Medya Pazarlama Aktiviteleri

Alanya Akademik Bakış

https://doi.org/10.29023/alanyaakademik.1121260

______________________________________________________

Adres: KTÜ-İİBF. Oda No:213 61080 TRABZON
e-mail : uiiidergisi@gmail.com

REKABET AVANTAJI YARATMADA SOSYAL MEDYANIN MÜŞTERİ TATMİNİ, MÜŞTERİ BAĞLLIĞI VE MÜŞTERİYİ ELDE TUTMA ÜZERİNDEKİ ETKİSİNİN İNCELENMESİ

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Üniversitelerde Öğrenci Memnuniyetini ve Sadakatini Artırmanın Bir Aracı Olarak Sosyal Medya Pazarlama Aktiviteleri