Hatice DAĞCI BÜYÜK, Aysel ERCİŞ, Bahar TÜRK

Ambalajlı Dondurma Sektöründe Marka Sadakatine Etki Eden Faktörler

Firmalar sürdürülebilir rekabet avantajı sağlamak, pazar payını arttırmak ve yüksek kar elde edebilmek için, sadık tüketici kitleleri yaratmak zorundadır. Bu yüzden marka sadakatinde etkili olan faktörlerin iyi analiz edilmesi gerekmektedir. Araştırmanın amacını ambalajlı dondurma sektöründe marka sadakatine etki eden faktörlerin belirlenmesi oluş- turmaktadır. Bu amaçla Rize kent merkezde 336 tüketiciye anket uygulanmış ve tüketicilerin ambalajlı dondurma sektöründe yer alan markalara yönelik sadakatine etki eden faktörler belirlenmeye çalışılmıştır. Elde edilen sonuçlara göre marka imajı, marka değeri, hedonik değer ve faydacı değerin marka güvenine; marka imajı ve faydacı değerin ise marka memnuniyetine olan etkileri belirlenmiştir. Araştırma sonucunda marka güveninin ve marka memnuniyetinin hem davranışsal, hem tutumsal sadakat üzerinde etkili olduğu tespit edilmiştir. Ayrıca marka güveni ve marka memnuniyeti arasında pozitif yönde bir ilişki olduğu belirlenmiştir.

Anahtar Kelimeler:

Marka Değeri, Marka Memnuniyeti, Marka İmajı, Marka Güveni, Hedonik ve Faydacı Değer, Marka Sadakati

Companies must create loyal consumer audiences to provide the sustainable competitive advantage, increase market share and achieve high profits. For this reason, the factors effecting on brand loyalty should be well analyzed. The purpose of this study is to determine factors effecting on brand loyalty in packaged ice cream industry. 336 person in downtown area of the city of Rize were applied the survey and the factor effecting on consumer brand loyalty in packed ice cream sector were determined. According to these results; brand image, brand value, hedonic and utilitarian value have effected on brand trust, and brand image and utilitarian value have effected on the brand satisfaction. The brand trust and brand satisfaction were found to effect on both behavioral and attitudional loyalty, as a result of research. Also, it is determined to be a positive relationship among the brand trust and brand satisfaction

Keywords:

Brand Equity, Brand Satisfaction, Brand İmage, Brand Trust, Hedonic and,

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