Müşteri Değeri ve Tatmininin Satın Alım Sonrası Gelecek Eğilimlere Etkisi Üzerine Ampirik Bir Çalışma

Müşteri tatmini ve müşteri değeri birbirine yakın kavramlar olması nedeniyle çoğu zaman birbirleriyle karıştırılmakta ve aralarındaki nüanslar gözden kaçmaktadır. Dolayısıyla bu çalışma da müşteri değeri ve tatmininin kavramsal farklılıkları ve birbiriyle ilişkileri incelenmeye çalışılmıştır. Ayrıca satın alma sonrası müşterinin geleceğe ilişkin eğilimleri üzerinde hangisinin doğrudan ve daha güçlü bir etkiye sahip olduğu da araştırılmıştır. Bu belirsizliği ortadan kaldırmak için literatür bulgularından da hareketle geliştirilmiş iki ayrı model test edilmiştir. Bu modellerden birisi müşteri değerinin satın alma sonrası eğilimleri üzerindeki doğrudan etkisini açıklayan doğrudan model, diğeri ise müşteri değerinin müşteri tatmini yoluyla satın alma sonrası eğilimler üzerindeki belirleyiciliğini açıklayan dolaylı modeldir. Geliştirilen iki yapısal eşitlik modelinin verilere uyumu AMOS 5.0 istatistik paket programıyla analiz edilmiştir. Bulgular, müşteri değeri ve tatmini kavramlarının birbirlerinden ayrı fakat ilişkili kavramlar olduğunu ve müşteri değerinin, müşteri tatmini yoluyla satın alma sonrası eğilimler üzerinde dolaylı ve daha güçlü etkisini açıklayan ikinci modelin daha uygun model olduğunu ortaya çıkarmıştır.

The Effect of Customer Value and Customer Satisfaction on Customer Future Intentions After-Buying

Customer satisfaction and customer value are usually mixed and the nuances between each other are eluded because of the familiarities in meaning of the concepts. In this study, the conceptual differences and relations between customer value and customer satisfaction are investigated. Besides, it’s researched that which one has a direct and more powerful effect on customer’s future intentions. For eliminating this uncertainty, two different models that have been developed from the literature findings are tested. One of them is the direct model that explains the direct effect of customer value on customer intentions after buying; the other is the indirect model that explains the determinism of customer value on after - buying intentions through customer satisfaction. The consistences of two structural equation models are analyzed with AMOS 5.0. The findings’ shown that customer value and customer satisfaction are different but related concepts and the second model that explains the indirect and more powerful effect of customer value on after – buying intensions through customer satisfaction is more adequate.

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