MÜŞTERİ BAĞLILIĞININ ÖLÇÜLMESİ: CEP TELEFONU PAZARI ÜZERİNE BİR UYGULAMA

Tüketicilerin satın alma niyetini etkileyen en önemli faktörlerden biri müşteri bağlılığıdır. Dolayısıyla müşteri bağlılığının ölçülmesi ve elde edilen bulguların müşteri bağlılığı açısından yorumlanabilmesi işletmeler açısından oldukça önemlidir. Özellikle, inovatif teknolojiler sebebiyle tüketici talebinin hala yüksek olduğu ve pazar büyüklüğü açısından muazzam seviyelere ulaşan cep telefonu pazarında bu ölçüm daha da önemli hale gelmektedir. Bu çalışmada, Keiningham vd. (2015) tarafından önerilen müşteri bağlılığı modeli kullanılarak; üniversite öğrencilerinin cep telefonu marka bağlılıkları ölçülmüştür. Örnek büyüklüğü 690 olan veri kümesinden hareketle, Açıklayıcı Faktör Analizi (AFA) uygulanmış; duygusal bağlılık, normatif bağlılık, ekonomik bağlılık, zoraki bağlılık ve alışılmış bağlılık olmak üzere beş faktörlü yapı keşfedilmiştir. Elde edilen faktör yapısı Doğrulayıcı Faktör Analizi (DFA) ve Yarı Doğrulayıcı Faktör Analizi (YDFA) ile test edilmiştir. Veri analizi kısmında son olarak, parametrik olmayan hipotez testlerin Mann-Whitney U testi uygulanmıştır. Çalışma neticesinde, 15 maddeden oluşan dil ve kültür uyarlaması yapılmış ölçme aracının, geçerli ve güvenilir olduğu sonucuna ulaşılmıştır.

Anahtar Kelimeler:

Müşteri Bağlılığı, Satın Alma Niyeti, Cep Telefonu, Yarı Doğrulayıcı Faktör Analizi

Measuring Customer Commitment: A Case Study from Mobile Phone Market

One of the important factors of repurchase intention is customer commitment. Therefore, measuring customer commitment and interpreting the findings in terms of customer commitment is of importance for firms.This measurement becomes even more important especially in mobile phone industry, where consumer demand is still high due to innovative technologies and the market size has reached tremendous levels. In this study, mobile phone customer commitment of university students has been measured, using the customer commitment model of Keiningham et al. (2015). The sample for this study includes 690 undergraduate students. Exploratory Factor Analysis (EFA) was applied with the obtained data. Five factors were identified as a result of the EFA and they were named as affective commitment, normative commitment, economic commitment, forced commitment and habitual commitment. Confirmatory Factor Analysis (CFA) and Semi-Confirmatory Factor Analysis (SCFA) were used to verify the factor structure. Finally, The Mann-Whitney U test was employed. The findings shows that the scale is a reliable and valid measure could be used as a measurement tool.

Keywords:

Customer Commitment, Repurchase Intentions, Mobile Phone, Semi-Confirmatory Factor Analysis,

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