SATIŞ SONRASI HİZMETLER VE ÜRÜN GARANTİLERİNİN MÜŞTERİ TATMİNİ, MEMNUNİYETİ VE MARKA SADAKATİ ÜZERİNDEKİ ETKİLERİ

Müşteri tabanını korumayı sağlayan güvenilir araçlar olmalarından dolayı satış sonrası hizmetler ve ürün garantilerine atfedilen öneme rağmen, bunların marka sadakati üzerindeki etkileri ilgilenilmemiş bir konu olarak kalmıştır. Bu çalışmanın amacı, bahsedilen faktörlerin marka sadakati üzerindeki etkilerini detaylı olarak açıklayacak teorik ve ampirik bir taban oluşturmaktır. Bu amaç doğrultusunda, teorik inceleme sonuçlarına dayanan bir araştırma modeli geliştirilmiş ve Kısmi En Küçük Kareler (PLS) izleği takip edilerek model yapısının geçerliliği doğrulanmıştır. Araştırma bulguları, satış sonrası hizmetler ve garantilerin, marka sadakatini belirleyen temel faktörler üzerinde doğrudan ve dolaylı etkilerinin olduğunu göstermektedir.

Anahtar Kelimeler:

Ürün garantileri, satış sonrası hizmetler, müşteri tatmini, müşteri memnuniyeti, marka sadakati, PLS

The Effects of After Sale Services and Product Guaranties on Customer Satisfaction, Delight and Brand Loyalty

Despite the mentioned importance of after sale services and product guaranties as reliable tools ensuring to protect the consumer base, their effects on brand loyalty has remained an unattended issue. The aim of this study is to establish a theoretical and empirical basis providing a comprehensive insight into the regarded effects on brand loyalty. According to the aim, the research model based on the theoretical review was developed and Partial Least Squares (PLS) procedure was utilized to confirm the model structure. The findings suggest that after sale services and guaranties have direct and indirect influences on the main determinants of brand loyalty.

Keywords:

Product guaranties, after sale services, customer satisfaction, customer delight, brand loyalty, PLS,

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