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

Yıl 2021, Sayı: 30, 19 - 38, 25.01.2021

Alkan Alkaya , Fatih Sahin

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

Cited By: 1

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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