TÜKETİCİLERİN MARKAYI TEKRAR TERCİH ETME EĞİLİMİNİN HİZMET KALİTE ALGISI PERSPEKTİFİNDEN DEĞERLENDİRİLMESİ

Dilaysu Çınar; Buket Deniz Ortanca

doi:10.11611/yead.618580

Araştırma Makalesi

THE EVALUATION ON THE CONSUMERS’ RE-PREFERENCE TENDENCY THE BRAND FROM THE PERSPECTIVE OF SERVICE QUALITY PERCEPTION

Yıl 2021, , 57 - 76, 31.03.2021

Dilaysu Çınar , Buket Deniz Ortanca

https://doi.org/10.11611/yead.618580

Öz

The main purpose of this study is to examine how the perceptions regarding the quality of service provided by the firm have an impact on the tendency of consumers to re-preference the brand. As a result of the study conducted for this purpose, it was found that there was a high level of relationship between the tendency of consumers to re-preference the brand and assurance and responsiveness dimension, moderate level of empathy and reliability dimension, and low level of tangibles dimensions. Consequently, it is observed that as the level of each factor constituting the service quality perception increases, the tendency of consumers to re-preference the brand increases.

Anahtar Kelimeler

Brand, Re-preference Tendency, Service Quality Perception, Consumer Behavior, Health Institutions.

Kaynakça

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