MÜŞTERİ ŞİKÂYETLERİNİN MÜŞTERİ SADAKATİ ÜZERİNDE ETKİSİNDE ŞİKÂYET YÖNETİMİNİN VE MÜŞTERİ İLİŞKİLERİ YÖNETİMİNİN ARACI ROLÜ

Bu çalışmadaki amaç, müşteri şikâyetlerinin müşteri sadakati üzerindeki etkisinde şikâyet yönetiminin ve müşteri ilişkileri yönetiminin aracı rolü olup olmadığını araştırmaktır. Bu amaç doğrultusunda, 18 yaş üzeri yaş üzeri bireylere anket uygulanarak 425 veri elde edilmiştir. Elde edilen verilerin analizinde SPSS 25.0 paket programı kullanılarak aracılık analizi yapılmıştır. Yapılan aracılık analizi ile müşteri şikâyetlerinin müşteri sadakati üzerinde etkisinde şikâyet yönetiminin ve müşteri ilişkileri yönetiminin aracılık rolü olduğu sonucu elde edilmiştir.

Anahtar Kelimeler:

Müşteri Şikâyeti, Şikâyet Yönetimi, MİY, Müşteri Sadakati

THE MEDIATOR ROLE OF COMPLAINT MANAGEMENT AND CUSTOMER RELATIONSHIP MANAGEMENT IN THE IMPACT OF CUSTOMER COMPLAINTS ON CUSTOMER LOYALTY

The aim of this study is to distinguish whether complaint management and customer relationship management have a mediator role on customer complaint impact on customer loyalty. In line with this purpose, 425 data were obtained by applying surveys to individuals over the age of 18. For data analysis, SPSS 25.0 pocket program was used and mediator analysis was applied. Reached conclusions with the conducted mediator analysis that complaint management and customer relations management have a mediator role in the impact of customer complaints on customer loyalty

Keywords:

Customer Complaint, Complaint Management, CRM, Customer Loyalty.,

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