MÜŞTERİ DENEYİMİ ALGISININ MÜŞTERİ SADAKATİ ÜZERİNE ETKİSİ: BANKACILIK SEKTÖRÜ ÜZERİNE BİR ARAŞTIRMA

Müşterilerin deneyimini yönetmek iş performansını artırmanın ayrılmaz bir parçası olarak değerlendirilmektedir. Müşteri deneyimi yönetiminin özü işletmeler ve müşteriler arasındaki ilişkiyi güçlendirmeye atfedilmiştir. Bir hizmetin kalitesinin hizmet etkileşiminin gücüyle belirlendiği hizmet sektöründe müşteri deneyimi yönetimine duyulan ihtiyaç daha belirgin hale gelmiştir. Aynı şekilde, bankacılık sektörü de müşterilerinin deneyimlerini geliştirmede ön sıralarda yer almaktadır. Araştırma müşteri deneyimi yönetimi boyutlarının (fiziksel, sanal ve hizmet etkileşim yönetimi) müşteri sadakati üzerine etkisini belirlemek amacıyla gerçekleştirilmiştir. Araştırmanın evrenini Bingöl’de yer alan bankaların müşterileri oluşturmaktadır. Araştırma modelinde yer alan hipotezler PLS-SEM aracılığıyla Consistent PLS Bootstrapping yapısal eşitlik modellemesi ile analiz edilmiştir. Yapılan yol analizi sonuçlarına göre fiziksel, sanal ve hizmet etkileşim yönetiminin müşteri sadakatini olumlu yönde etkilediği tespit edilmiştir.

Anahtar Kelimeler:

Müşteri Deneyimi Yönetimi, Fiziksel Etkileşim Yönetimi, Sanal Etkileşim Yönetimi, Hizmet Etkileşim Yönetimi, Müşteri Sadakati

THE EFFECT OF CUSTOMER EXPERIENCE PERCEPTION ON CUSTOMER LOYALTY: A STUDY ON THE BANKING SECTOR

Managing customers' experience is considered an integral part of improving business performance. The core of customer experience management is attributed to strengthening the relationship between businesses and customers. The need for customer experience management has become more evident in the service industry, where the quality of a service is determined by the power of service interaction. Likewise, the banking sector is at the forefront of improving the experience of its customers. The research was carried out to determine the effect of customer experience management dimensions (physical, virtual and service interaction management) on customer loyalty. The universe of the research consists of the customers of the banks located in Bingöl. The hypotheses in the research model were analyzed with Consistent PLS Bootstrapping structural equation modeling via PLS-SEM. According to the results of the path analysis, it has been determined that physical, virtual and service interaction management positively affects customer loyalty.

Keywords:

Customer Experience, Physical Interaction Management, Virtual Interaction Management, Service Interaction Management, Customer Loyalty,

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