ALGILANAN YENİLİKÇİLİK, İŞLETMEYE DUYULAN GÜVEN VE MARKA SADAKATİ ÜZERİNE BİR ARAŞTIRMA

İşletmeler rakipleri karşısında müşteri kazanma ve kazandıkları müşterileri elde tutma amacıyla yenilik faaliyetlerine önem vermektedir. İşletmeler böyle bir rekabetçi avantajı sürdürebilmek için de sürekli yenilik yapabilecek bir yapıya sahip olmak istemektedir. Yenilik yapabilme yeteneği bir taraftan yeni müşteriler kazandırırken diğer taraftan mevcut müşterilerin elde tutulmasını, yani sadık müşteriler haline getirilmesini kolaylaştırmaktadır. Bu açıdan bakıldığında işletmenin yenilikçi bir işletme imajına sahip olması ve müşterilerin işletmenin yenilikçiliğine olan güveni, müşteri sadakatinin sağlanması açısından önem arz etmektedir. Bu bağlamda çalışmanın temel amacı işletmeler ile ilgili olarak müşterilerin algıladığı yenilikçilik düzeyi, işletmeye duyulan güven ve müşteri sadakati arasındaki ilişkinin incelenmesidir. Bu ilişkilerin incelenmesi amacıyla anket yönteminden yararlanılmıştır. Yapılan anket çalışmasında soruların hazırlanmasında akıllı cep telefonu üreticisi bir marka dikkate alınmış olup bir kamu üniversitesinde çalışan akademisyenler üzerine yapılan alan araştırmasının sonuçları bu çalışma kapsamında değerlendirilmiştir. Akademisyenlerin işletmenin algılanan yenilikçilik düzeyi, müşteri memnuniyeti ve müşteri sadakati arasında istatistiksel bakımdan anlamlı bir ilişkinin olduğu tespit edilmiştir.

A RESEARCH ON PERCEIVED INNOVATION, COMPANY TRUST AND CUSTOMER LOYALTY

Business enterprises attach importance to innovation activities so as to win customers over their competitors and to retain these customers. In order to sustain such a competitive advantage, business enterprises prefer to have a consistent innovative structure. The ability to innovate does not only help in attracting new customers but also makes it easier to retain existing customer who could become loyal customers of the business. From this perspective, it is important for the business to have an innovative business image that is trusted by the customers in order to ensure customer loyalty. In this context, the main purpose of the study is to examine the relationship between customers’ perceived level of the business innovation, trust in the business and customer loyalty. The survey method was used to examine these relationships. In the course of preparing the questions in this method, a brand manufacturer of smart mobile phones was taken into consideration and the results of the field study conducted on academics working at a public university were evaluated within the scope of this study. Based on the results, it was deduced that there is a statistically significant relationship between the academicians’ perceived level of the business innovation, customer satisfaction and customer loyalty.

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