Tüzel Segment Müşterilerin Ana Bankalarına Yönelik Tekrarlayan Satın Alma Niyetlerinin Müşteri Memnuniyeti, Güven ve Değiştirme Engelleri Kapsamında İncelenmesi

Gerek dünya gerekse Türkiye ekonomisinde son yıllarda yaşanan daralma ile birlikte bankalar için müşteri sayılarını korumanın yanı sıra mevcut müşterilerinde derinleşebilmek giderek daha da önem kazanmaktadır. Bu noktada bankaların müşterilerinin ana bankası olmaları sayesinde sahip oldukları avantaj ve fırsatları koruyabilmesi zorlu koşulların gerekliliğidir. Bu nedenle çalışmanın amacı tüzel segmentte yer alan müşterilerin ana bankalarına yönelik tekrarlayan satın alma niyetlerini müşteri tatmini, güven, değiştirme maliyetleri, kişilerarası ilişkiler ve alternatiflerin çekiciliği kapsamında ortaya koymaktır. Bu amaç doğrultusunda Ankara’ da yerleşik 252 tüzel segment banka müşterisinden on-line olarak anket aracılığı ile veri toplanmış ve değişkenler arasındaki ilişkiyi ortaya koymak için veriye Yapısal Eşitlik Modellemesi uygulanmıştır. Analiz sonuçları tüzel segment müşterilerin ana bankalarından aldıkları hizmete yönelik memnuniyetleri ve ana bankaları ile olan kişilerarası ilişkilerinin, ana bankalarından tekrarlayan satın alma niyetlerini olumlu yönde etkilediğini göstermektedir. Müşterilerin ana bankalarına duydukları güven, algılanan değiştirme maliyetleri ve alternatif bankaların çekici teklifleri müşterilerin ana bankalarından tekrarlayan satın alma niyetini etkilememektedir. Bununla birlikte müşterilerin bankaya duyduğu güven, müşterilerin ana bankalarından aldıkları hizmete yönelik tatminini olumlu yönde etkilemektedir. Son olarak tüzel müşterilerin ana bankalarına yönelik algıladıkları değiştirme maliyetleri ana bankalarına yönelik tekrarlayan satın alma niyetini tek başına etkilemezken, değiştirme maliyetleri müşteri tatmini ve tekrarlayan satın alma arasındaki ilişkiyi güçlendirmektedir.

Anahtar Kelimeler:

Müşteri Tatmini, Güven, Tekrarlayan Satın Alma Niyeti, Kişilerarası İlişkiler, Değiştirme Maliyetleri, Alternatiflerin Çekiciliği

An Examination of Repurchase Intentions of the Corporate Segment Customers' from Their Main Bank within the Scope of Customer Satisfaction, Trust, and Switching Barriers

It is becoming more and more important for banks to be able to deepen in their existing customers as well as preserve their number of customers together with the contraction in recent years in world and Turkish economy. At this point, the banks' ability to preserve the advantages and opportunities they have thanks to being the main bank of their customers is a necessity of difficult conditions. Therefore, the aim of the study is to reveal the repurchase intentions of the customers in corporate segment towards their main banks within the scope of customer satisfaction, trust, switching costs, interpersonal relationships, and attractiveness of alternatives. In line with this purpose, data was collected from 252 corporate segment bank customers located in Ankara through an on-line questionnaire, and Structural Equation Modeling was used to investigate the relationships between the variables. Analysis results show that the satisfaction of corporate segment customers regarding the service they receive from their main banks and their interpersonal relations with their main banks positively affect their repurchase intentions from their main banks. Customers' trust toward their main banks, perceived switching costs and attractive offers from alternative banks do not affect customers' repurchase intentions from their main banks. In addition, customers' trust toward the bank positively affects customers' satisfaction regarding the service they receive from their main banks. Finally, while switching costs perceived by corporate customers towards their main banks do not affect the repurchase intention towards their main banks, switching costs reinforce the relationship between customer satisfaction and repurchase intentions.

Keywords:

Customer Satisfaction, Trust, Repurchase Intentions, Interpersonal Relationship, Switching Costs, Alternatives Attributes,

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