KULAKTAN KULAĞA İLETİŞİM: ALIŞVERİŞ MERKEZİ MÜŞTERİLERİ ÜZERİNDE BİR PİLOT ÇALIŞMA

Öz Çalışmanın amacı “alışveriş atmosferinde algılanan olumlu ve olumsuz etkiler” ve “hizmet kalitesi” değişkenlerinin, “hizmetten sağlanan faydasal ve hedonik değer” ve “müşteri memnuniyeti” üzerindeki; değer ve memnuniyet değişkenlerinin ise “kulaktan kulağa iletişim” üzerindeki etkileri araştırmaktır. Araştırmanın örneklemi İstanbul ilinin her iki yakasında bulunun 400 alışveriş merkezi müşterilerinden oluşmaktadır. Araştırmada yer alan ölçeklerin güvenilirlikleri Cronbach Alfa yöntemiyle test edilmiştir. Sonrasında, Çoklu Regresyon analizinden yararlanılarak araştırma hipotezleri test edilmiştir. Sonuçlar, faydasal ve hedonik değer ile hizmet kalitesinin müşteri memnuniyeti üzerinde; faydasal ve hedonik değer ile müşteri memnuniyetinin de kulaktan kulağa iletişim üzerinde olumlu yönde etki yarattığını göstermiştir.

___

Allard, T., Babin, B.J. ve Chebat, J.C. (2009) “When Income Matters: Customers Evaluation of Shopping Malls’ Hedonic and Utilitarian Orientations”, Journal of Retailing and Consumer Services, 16(1), ss.40-49.

Allsop, D.T., Bassett, B.R. ve Hoskins, J.A. (2007) “Word-of-Mouth Research: Principles and Applications”, Journal of Advertising Research, 47(4), ss.398-411.

Arnold, M.J. ve Reynolds, K.E. (2009) “Affect and Retail Shopping Behavior: Understanding the Role of Mood Regulation and Regulatory Focus”, Journal of Retailing, 85(3), ss.308-320.

Asubonteng, P., McCleary, K.J. ve Swan, J.E. (1996) “SERVQUAL Revisited: A Critical Review of Service Quality”, The Journal of Services Marketing, 10(6), ss.62-81.

Babin, B.J. ve Attaway, J.S. (2000) “Atmospheric Affect as a Tool for Creating Value and Gaining Share of Customer”, Journal of Business Research, 49(2), ss.91-99.

Babin, B.J., Lee, Y.K., Kim, E.J. ve Griffin, M. (2005) “Modeling Consumer Satisfaction and Word-of-Mouth: Restaurant Patronage in Korea”, Journal of Services Marketing, 19(3), ss.133-139.

Beerli, A., Martin, J.D. ve Quintana, A. (2004) “A Model of Customer Loyalty in the Retail Banking Market”, European Journal of Marketing, 38(1/2), ss.253-275.

Bloemer, J. ve Schröder, G.O. (2007) “The Psychological Antecedents of Enduring Customer Relationships: An Empirical Study in a Bank Setting, Journal of Relationship Marketing, 6(1), ss.21-43.

Bloemer, J., Ruyter, K. ve Peeters, P. (1998) “Investigating Drivers of Bank Loyalty: The Complex Relationship between Image, Service Quality and Satisfaction”, International Journal of Bank Marketing, 16(7), ss.276-286.

Bush V.D., Bush, A.J., Clark, P. ve Bush, R.P. (2005) “Girl Power and Word- of-Mouth Behavior in the Flourishing Sports Market”, Journal of Consumer Marketing, 22(5), ss.257-264.

Carpenter, J.M. (2008) “Consumer Shopping Value, Satisfaction and Loyalty in Discount Retailing”, Journal of Retailing and Consumer Services, 15(5), ss.358–363.

Caruana, A. (2002) “Service Loyalty: The Effects of Service Quality and the Mediating Role of Customer Satisfaction”, European Journal of Marketing, 36(7/8), ss.811-828.

Chumpitaz, R. ve Paparoidamis, N.G. (2004) “Service Quality and Marketing Performance in Business-to-Business Markets: Exploring the Mediating Role of Client Satisfaction”, Managing Service Quality, 14(2/3), ss.235- 248.

Diep, V.C.S. ve Sweeney, J.C. (2008) “Shopping Trip Value: Do Stores and Products Matter?”, Journal of Retailing and Consumer Services, 15(5), ss.399-409.

East, R., Hammond, K. ve Wright, M. (2007) “The Relative Incidence of Positive and Negative Word of Mouth: A Multi-Category Study”, International Journal Research in Marketing, 24(2), ss.175-184.

Ehigie, B.O. (2006) “Correlates of Customer Loyalty to Their Bank: A Case Study in Nigeria”, International Journal of Bank Marketing, 24(7), ss.494-508.

Gödekmerdan, L., Ünal, S. ve Can, P. (2008) “Marka Bağlılığında Hedonik ve Rasyonel Faydanın Rolü- Perakendeci Markalı Ürünler Üzerinde Bir Araştırma”, 13. Ulusal Pazarlama Kongresi, 25-29 Ekim, Nevşehir, ss.397-420.

Grace, D. ve O’Cass, A. (2005) “Examining the Effects of Service Brand Communications on Brand Evaluation”, Journal of Product & Brand Management, 14(2), ss.106-116.

Griffin, M., Babin, B.J. ve Modianos, D. (2000) “Shopping Values of Russian Consumers: The Impact of Habituation in a Developing Economy”, Journal of Retailing, 76(1), ss.33-52.

Holloway, B.B., Wang, S. ve Parish, J.T. (2005) “The Role of Cumulative Online Purchasing Experience in Service Recovery Management”, Journal of Interactive Marketing, 19(3), ss.54-66.

Ibanez, V.A, Hartmann, P. ve Calvo, P.Z. (2006) “Antecedents of Customer Loyalty in Residential Energy Markets: Service Quality, Satisfaction, Trust and Switching Costs”, The Service Industries Journal, 26(6), ss.633-650.

Ismail, I., Haron, H., Ibrahim, D.N ve Isa, S.M. (2006) “Service Quality, Client Satisfaction and Loyalty towards Audit Firms: Perceptions of Malaysian Public Listed Companies”, Managerial Auditing Journal, 21(7), ss.738-756.

Jones, M.A., Reynolds, K.E. ve Arnold, M.J. (2006) “Hedonic and Utilitarian Shopping Value: Investigating Differential Effects on Retail Outcomes”, Journal of Business Research 59(9), ss.974–981.

Kau, A.K. ve Loh, E.W.Y. (2006) “The Effects of Service Recovery on Consumer Satisfaction: A Comparison between Complainants and Non- Complainants”, Journal of Services Marketing, 20(2), ss.101-111.

Kurtuluş, K. (2004) Pazarlama Araştırmaları, Genişletilmiş 7. Baskı, Literatür Yayınları, İstanbul.

Lee, J., Lee, J. ve Feick, L. (2006) “Incorporating Word-of-Mouth Effects in Estimating Customer Lifetime Value”, Database Marketing & Customer Strategy Management, 14(1), ss.29-39.

McClain, S.C., Jang, S. ve Hu, C. (2005) “Service Quality Gap Analysis toward Customer Loyalty: Practical Guidelines for Casino Hotels”, International Journal of Hospitality Management, 24(3), ss.465-472.

Nagata, H., Satoh, Y., Gerrard, S. ve Kytömaki, P. (2004) “The Dimensions that Construct the Evaluation of Service Quality in Academic Libraries”, Performance Measurement and Metrics, 5(2), ss.53-65.

Nunnally, J.C. ve Bernstein, I.H. (1994) Psychometric Theory, Third Edition, McGraw-Hill, New York.

Oh, H. (1999) “Service Quality, Customer Satisfaction, and Customer Value: A Holistic Perspective”, International Journal of Hospitality Management, 18, ss.67-82.

Parasuraman, A., Zeithaml, V.A., Berry, L.L. (1985) “A Conceptual Model of Service Quality and Its Implications for Future Research”, Journal of Marketing, 49(4), ss.41-50.

Ranaweera, C. ve Prabhu, J. (2003) “On the Relative Importance of Customer Satisfaction and Trust as Determinants of Customer Retention and Positive Word of Mouth”, Journal of Targeting, Measurement and Analysis for Marketing, 12(1), ss.82-90.

Stokes, D. ve Lomax, W. (2002) “Taking Control of Word of Mouth Marketing: The Case of an Entrepreneurial Hotelier”, Journal of Small Business and Enterprise Development, 9(4), ss.349-357.

Teas, R.K. (1993) “Expectations, Performance Evaluation, and Consumers’

Perceptions of Quality”, Journal of Marketing, 57(4), ss.18-34.

Ting, S.C. ve Chen, C.N. (2002) “The Asymmetrical and Non Linear Effects of Store Quality Attributes on Consumer Satisfaction”, Total Quality Management, 13(4), ss.547-569.

Tsoukatos, E. ve Rand, G.K. (2006) “Path Analysis of Perceived Service Quality, Satisfaction and Loyalty in Greek Insurance”, Managing Service Quality, 16(5), ss.501-519.

Wang, M, Wang, J. ve Zhao, J. (2007) “An Empirical Study of the Effect of Customer Participation on Service Quality”, Journal of Quality Assurance in Hospitality & Tourism, 8(1), ss.49-73.

Wilkins, H., Merrilees, B. ve Herington, C. (2007) “Towards an Understanding of Total Service Quality in Hotels”, International Journal of Hospitality Management, 26(4), ss.840-853.

Wong, A. ve Sohal, A. (2003) “Service Quality and Customer Loyalty Perspectives on Two Levels of Retail Relationships”, Journal of Services Marketing, 17(5), ss.495-513.

Wong, A. (2004) “The Role of Emotional Satisfaction in Service Encounters”, Managing Service Quality, 14(5), ss.365-376.

Xu, Y., Goedegebuure, R. ve Heijden, B. (2006) “Customer Perception, Customer Satisfaction, and Customer Loyalty within Chinese Securities Business: Towards a Mediation Model for Predicting Customer Behavior”, Journal of Relationship Marketing, 5(4), ss.79-103.

Zulganef (2006) “The Existence of Overall Satisfaction in Service Customer Relationship”, Gadjah Mada International Journal of Business, 8(3), ss. 301-321.

Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi-Cover
  • ISSN: 1300-4646
  • Yayın Aralığı: Yılda 4 Sayı
  • Yayıncı: Atatürk Üniversitesi İİBF