Emine ŞENBABAOĞLU, Abdullah BAŞ, Emre Şahin DÖLARSLAN

İŞLETMELERİN MÜŞTERİ ODAKLILIK VE MÜŞTERİ TATMİNİ DÜZEYLERİNİN GÜVEN OLUŞUMUNA ETKİSİ

Rekabetçi baskıların yoğunlaşması ve sektörel değişim/dönüşümlerin artması nedeniyle, işletmeler rakiplerin eylemlerine hızlıca tepki vererek hem mevcut müşterilerini koruma hem de yeni müşteriler kazanmayı amaçlamaktadır. Özellikle son yıllarda sürdürülebilir rekabetçi üstünlük kazanmaya ve işletme başarısını değerlendirmeye yönelik güven, müşteri odaklılık ve müşteri tatmini gibi stratejik avantaj göstergeleri ön plana çıkmaktadır. Çalışmada, öncelikle işletmeye olan güvenin oluşumunda müşteri odaklılık ve müşteri tatmininin etkisi teorik açıdan değerlendirilmiştir. Çalışmada ayrıca, bir araştırma modeli oluşturulmuş ve test edilmiştir. Araştırmaya konu olan veriler 311 üniversite öğrencisinden elde edilmiştir. Çalışmadan elde edilen sonuçlara göre, müşteri odaklılık güveni direkt etkilemektedir ve müşteri odaklılık müşteri tatmini aracılığıyla da dolaylı olarak güveni etkilemektedir.

The Effect of Levels of Customer Orientation and Customer Satisfaction of Firms on Trust Formation: An Evaluation from Customer Perspective

Because of intensification of competitive pressure and increase of industrial change/transformation, firms aim both protecting the existing customers and gaining new ones through responding quickly to the actions of competitors.Strategic advantage indicators as trust, customer orientation and customer satisfaction plays a major role in gaining sustainable competitive advantage and evaluating the business success especially in the recent years. In this study, firstly, the effect of costumer orientation and customer satisfaction on trust to the firm is theoretically evaluated. Next, a research model was developed and tested. The data of this paper were gathered from 311 university students. The empirical findings of this study show that customer orientation directly influences the trust and customer orientation indirectly affects trust through customer satisfaction.

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