Satış Danışmanına Güvenin Ağızdan Ağıza İletişime Etkisinde Algılanan Kalitenin Düzenleyici Rolü

Öz

Satış elemanlarının performansının işletmelerin hedeflerine ulaşmasında oldukça kritik bir rolü bulunmaktadır. Güven beşeri ilişkiler açısından istenen sonuçlara ulaşılması bakımında oldukça önemli bir faktördür. Bu çalışmanın amacı satış danışmanına güvenin ağızdan ağıza iletişime etkisinde algılanan kalitenin düzenleyici rolünün araştırılmasıdır. Çalışmanın evrenini Türkiye’de yaşayan Thermomix TM6 ürününü satın alanlar oluşturmaktadır. Çalışmanın örneklemi ise 233 kişiden oluşmaktadır. Örnekleme Thermomix TM6 ürününü satın alanların oluşturduğu WhatsApp gruplarında paylaşılan anket formuyla ulaşılmıştır. Örnekleme ulaşmada kolayda örnekleme yöntemi kullanılmıştır. Hipotezlerin test edilmesi için yapısal eşitlik modellemesi ve Process Macro kullanılmıştır. Yapılan analizlere göre, satış danışmanına güvenin ağızdan ağıza iletişime etkisinde algılanan kalitenin düzenleyici rolünün olmadığı sonucuna ulaşılmıştır. Ayrıca satış danışmanına güvenin ağızdan ağıza iletişim üzerinde doğrudan etkisinin olmadığı bulunmuştur. Elde edilen diğer bulgulara göre, satış danışmanına güvenin algılanan kalite üzerinde doğrudan olumlu etkisinin olduğu ve algılanan kalitenin ağızdan ağıza iletişim üzerinde doğrudan olumlu etkisinin olduğu görülmüştür.

Anahtar Kelimeler

• Satış danışmanına güven
• ağızdan ağıza iletişim
• algılanan kalite
• Thermomix TM6

The Moderating Role of Perceived Quality in the Effect of Trust in Sales Consultant on Word of Mouth Communication

Öz

The performance of sales personnel plays a critical role in achieving the goals of businesses. Trust is a significant factor in achieving the desired results in terms of human relations. The aim of this study is to investigate the moderating role of perceived quality in the effect of trust in sales consultants on word of mouth communication (WOMC). The study population consists of those who purchase the Thermomix TM6 product living in Türkiye. The sample of the study consists of 233 people. The sample was reached through a survey form shared in WhatsApp groups formed by those who purchased Thermomix TM6. The convenience sampling method was used to reach the sample. Structural equation modeling and Process Macro were used to test the hypotheses. It was concluded that perceived quality does not have a moderating role in the effect of trust in sales consultants on WOMC. In addition, it was found that trust in sales consultants does not have a direct effect on WOMC. It was seen that trust in sales consultants has a direct positive effect on perceived quality and perceived quality has a direct positive effect on WOMC.

Anahtar Kelimeler

• Trust in sales consultant
• word of mouth communication
• perceived quality
• Thermomix TM6

Kaynakça

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