Sevtap ÜNAL, Hatice Dağcı BÜYÜK, Hatice AYDIN

Perakende Akaryakıt Sektöründe Marka Sadakatine Etki Eden Faktörlerin Belirlenmesi Üzerine Bir Araştırma / A Research on the Factor Affecting of Brand Loyalty in the Retail Fuel Sector

Öz: 20. yüzyılın başlarından itibaren üretim ve tüketim biçimlerinde yaşanan hızlı

Anahtar Kelimeler:

Marka Sadakati, Perakendecilik, Akaryakıt Sektörü

-

At the begining of the twentieth century, the rapid manners of production and consumption developments and changing enhanced competition in the fuel oil sector as well as in all sectors. In the fuel sectors to counter competition, retraining customers and creating a loyal customers are, among the important issues. The loyal customers of fuel oil companies are not only ensure warranty sales but also describe the cost. The study tried to determine the factors affecting brand loyalty in the fuel sector. The research had carried out through face-to-face survey, who got service consumers at gas stations in the central district Erzurum. Following the research, the brand image, brand reputation, brand liking, brand satisfaction, position of the gas station effective to built up the trust and loyalty, were determined.

Keywords:

Brand Loyalty, Retailing, Fuel Sector,

PDF

___

Afsal, H., Khan, M. ve K. Rehman (2010). “ Consumer’s Trust in the Brand: Can it Be Built Through Brand Reputation, Brand Competence and Brand Predictability”. International Businnes Research, 3(1), 43-51.
Başarır, Ö. (2009). Algılanan Marka İmajının Tüketici Satın alma Davranışları Üzerine Etkisi ve Kozmetik Sektöründe Bir Uygulama. (Yayımlanmamış Yüksek Lisans Tezi). İstanbul: Marmara Üniversitesi, Sosyal Bilimler Enstitüsü. Bearden, W.O., Netemeyer, R.G. ve J.E. Tell (1989). “Measurement of Consumer Susceptibility to Interpersonel Influence”. Journal of Consumer Research, 15, 473-481
Benett, R. ve S. Rundle-Thiele (2002). “A comparison of Additional Loyalty Measurement Approaches”. Journal of Brand Management, 9(3), 193-207.
Bowen, J. T. ve S.L. Chen (2001).” The Relationship Between Customer Loyalty and Customer Satisfaction”. İnternetional Journal of Contemporary Hospitality Management. 13(4), 213-217.
Dick, A. ve K. Basu (1994). “Consumer Loyalty: Toward on İntegrated Conceptual Framework”. Journal of The Academy of Marketing, 22(2), 99-113.
Dion, P., Easterling, D. ve S.J. Millerf ( 1995). “ What is Really Necessary in Successful Buyer / Seller Relationships? ”. Industrial Marketing Management. 24(1), 1Doney, P., J. Cannon (1997). “An Examination of The Nature of Trust in Buyer-Seller Relationship” The Journal of Marketing, 61(2), 35-51.
Herbig, P. ve J. Milewicz (1993). “The Relationship of Peputation and Credibility to Brand Succes”. The Journal of Consumer Marketing,10(3), 18-24
Jacopy N. ve D. B. Keyner (1973) “Brand Loyalty vs. Repeat Purchasing Behavior”. Journal Marketing Research, 10(1), 1-9
Jarvenpaa, S., L.Tractinsky, N. ve M. Vitale (2000). “Consumer Trust in a İnternet Store”. Information Technology and Management, 200(1). 45-71
Kasperson, R.E., Golding, D. ve S. Tuler (1992) “Social Distrust as a Factor in Siting Hazardous Facilities and Communicating Risks”. Journal of Social Issues, 48(4), 161-187
Keller, K.L. (1993). “Coceptualizing Measuring and Managing Customer-Based Brand Equity”. Journal Of Mraketing, 57(1), 1-22
Kim, S. ve C. Jones (2009). “Online Shopping and Moderating Role of Offline Brand Trust”. Direct Marketing: An International Journal, 3(4), 282-300.
Knox, S. ve D. Walker (2001). “Measuring and managing brand loyalty”. Journal of Strategic Marketing, 9(2) , 111-128.
Kurtuluş, K.,(1998), “Pazarlama Araştırmaları”, Avcıol Basım Yayım, İstanbul
Lau, G.T. ve S.H. Lee (1999). “Consumers’ Trust in a Brand and the Link to Brand Loyalty”. Journal of Marked-Focused Management, 4(4), ss.341-370.
Oliver, R. L. (1999). “ Whence consumer loyalty?”. Journal of Marketing, 63, 33-44
Ranaweera, C. ve J. Prabhu (2003). “On the Relative İmportance of Customer Satisfaction and Trust as Determinants of Customer Retention and Positive Word of Mouth”. Journal of Targeting, Measurement and Analysis for Marketing, 12(1), 82-90
Rowley, J. (2000). “Loyalty kiosks: making loyalty cards work”. British Food Jornal. 102(5/6). 390-398
Uncles, M., Graheme, D. ve K. Hammond (2003). “Customer Loyalyt and Customer Loyalty Programs”. The Journal of Consumer Marketing, 4(5), 294- 316 Vanhonacker, W.R. (2007). “Brand extension naming strategies: An exploratory study of the impact of brand traits”. Marketing Letters, 18, 61-72
Yee, W.F. ve Y. Sideh (2008). “Influence of Brand Loyalty on Consumer Sportswear”. Journal of Economics and Management, 2(2), 221-236
Yılmaz, M. ve R. Altunışık (2003). Perakende Sektöründe Kuruluş Yeri Seçiminde Coğrafi Bilgi Sisteminin Kullanılması. Kayseri: 8. Ulusal Pazarlama Kongresi: Konjoktürel Pazarlama.