KONFEKSİYON SEKTÖRÜNDE MÜŞTERİ SADAKATİNE ETKİ EDEN FAKTÖRLER

Bu çalışma, konfeksiyon sektöründe müşteri sadakatini etkileyen faktörleri, kişisel bazda demografik ve davranışsal farklılıklarla ilgili bu faktörler üzerinde müşteri görüşlerini ve sektörle ilgili müşteri sadakati algılamasını ortaya koymayı amaçlamaktadır. Bu amaçla, farklı yaş, gelir, meslek, medeni durum, eğitim düzeyi ve cinsiyete mensup 400 kişiyle yüz yüze anket yapılmıştır. Anket sonuçları spearman korelasyon, kruskal-wallis ve mann whitney-u testleri ile analiz edilmiştir.

Anahtar Kelimeler:

Müşteri sadakati, demografik ve davranışsal değişkenler

This study aims to study the parameters effecting customer loyalty in ready-made clothes sector, to determine customer’s view in these parameters regarding demographics and behaviroal differences in individual base, and to identify the factors effecting customer’s loyalty in the sector. For this purpose, a face to face questionnaire including 400 test subject and different age, income, occupation, marital status,education level and sex grups is being applied. The questionnaire results are being analyzed by spearman coorelation test, kruskal-wallis test and mann whitney-u test.

Keywords:

Customer’s loyalty, demographical and bahoviorial variables,

PDF

___

BABIN, H.J. ve W.R. DARDEN (1996), “Good and Bad Shopping and Patronage Safisfaction”, Journal of Business Research, 204-205.
BEBKO, C.P. (2000), “Service intangibilty and its impact on consumer expectations of service guality”, Journal of Services Marketing, 17.
CHIOU, Jyh-Shen (2003), “The antecedents of consumers loyalty foward Internet Service Providers”, Information and Management, 8.
CROSS, R. ve J. SMITH (1995), Customer Bonding, NTC Business Boks, Illions, USA, 29-55.
DUBE, L. ve L. M. RENAGHAN (1999), “Building Customer Loyalty”, Cornell University, 80-87.
ERİKSSON, K. ve A.L. VAGHULT (2000), “Customer Retention, Purchasing, Behavior and Relationship Substance in Professional Services”, Industrial Marketing Management, 369.
FLAVIAN, C. ve E. MARTINEZ ve Yolanda POLO (2001), “Loyalty to grocery stores in the Spanish market of the 1990s”, Journal of Retailing and Consumer Services, 89-91.
GRIFFIN, J. (1995), Customer Loyalty, Lexıngton Books, New York, 5-7.
LA TROBE, H. (2001), “Farmers markets: consuming local rural produce”, International Journal of Consumer Studies, 188.
MAGI, A.W. (2003), “Share of wallet in retailing: the effect of customer satisfaction, loyalty cards and shopper characteristics”, Journal of Retailing, 102.
MC GOLDRICK, P, J. ve E. ANDRE (1997), “Consumer misbehaviour: promiscuity or loyalty in grocery shopping”, Journal of Retailing and Consumer Services, 78-79.
METHLIE, L.B. ve H. NYSVEEN (1999), “Loyalty of on-linebank customers”, Journal of Informaiton Techology, 780-781.
NAIDU, G.M., A. PARVATİYAR, J. N. SHETH ve L. WESTGATE (1999), “Does Relationship Marketing Pay? An Empricial ınvestigation of Relationship Marketing Practices in Hospitals”, Journal of Business Research, 213-214.
NAUDE, P. ve F. BUTTLE (2000), “Assessing Relationship Quality”, Industrial Marketing Management, 2000, 355.
NGUYEN, N. ve G. LEBLANC (2001), “Corporate image and carporate reputation in customers retention decisions in services”, Journal of Retailing and Consumer Services, 232.
NORDSTROM, R.D. ve J.E. WAN (2001), “Does a Change in Customer Layalty Occur When a New Car Agency is Sold?”, Journal of Marketing Research, 175.
REED, Z., H. MC LLVEEN, ve C. STRUGNELL (2000), “The retailing enviranment in Ireland and its effect on the chilled ready meal market”, J Consumer Studies and Hole Economics, 239.
SANJUAN, A.I., M. SANCHEZ, J.M. GIL, A. GRACIA, ve F. SOLER (2003), “Brakes to organic market enlargement in Spain: cansumers and retailers attitudes and willingness to pay”, International Journal of Consumer Studies, 136.
SELNES, F. ve K. GONHAUG (2000), “Effects of Supplier Reliability and Benevolence in Business Marketing”. Journal of Business Research, 264-265.
YIM, Chi Kin ve P. K. KANNAN (1999), “Consumer Behavioral Loyalty: A Segmentation Model and Analysis”, Journal of Business Research, 84.