Aslı Elif AYDIN, PINAR YILDIRIM, Jansanem Jular ÖZFİDAN

Ağızdan Ağıza İletişimi Belirleyen Faktörler: Perakende Sektöründe Bir Araştırma

Amaç – Bu çalışmanın amacı ağızdan ağıza iletişimi etkileyen faktörleri perakende sektöründe süpermarket örneği üzerinden incelemektir. Süpermarkete olan sadakat, süpermarketin algılanan kalitesi, süpermarket alışverişine olan ilgilenim gibi değişkenlerin yanı sıra fiyat odaklılık, marka bilinci, alışkanlık odaklılık gibi faktörlerin ağızdan ağıza iletişimi ne ölçüde etkilediği araştırılmıştır. Yöntem –Araştırma betimsel olarak tasarlanan uygulamalı bir araştırmadır. 226 katılımcıya bir anket uygulanmış ve elde edilen veri regresyon analizine tabi tutulmuştur. Bulgular –Araştırmada elde edilen bulgulara göre tüketicilerin süpermarketlere olan sadakati, algılanan hizmet kalitesi, marka bilinci ve alışkanlık odaklılık temelli karar verme stilleri ile ağızdan ağıza iletişimi arasında pozitif ilişkiler belirlenmiştir. Fiyat odaklılık ile ağızdan ağıza iletişim arasında anlamlı bir ilişki bulunamamıştır. Bunlara ilaveten tüketicilerin artan yaş ve ilgilenim seviyesi ile ağızdan ağıza iletişimlerinde de artış olduğu saptanmıştır. Tartışma – Süpermarketler sadakat programları aracılığıyla sadık, ilgilenim düzeyi yüksek ve alışkanlık odaklı müşterilerini tespit edebilir ve onlara çeşitli mecralar üzerinden görüşlerini açıklamaya teşvik edecek bir takım uygulamalar geliştirebilir. Algılanan hizmet kalitesini arttırmaya yönelik çalışmalar, müşterilerin ağızdan ağıza iletişim faaliyetlerini de olumlu yönde etkileyecektir. Süpermarketlerin marka değerini arttırması ve marka bilinci yüksek müşterileri kendine çekmesi, satışları olduğu kadar müşterilerinin olumlu AAİ faaliyetlerinde bulunma olasılığını da arttıracak ve uzun vadede müşteri kazanımı açısından da fayda sağlayacaktır. Ayrıca süpermarketlerin AAİ’yi arttırıcı stratejiler geliştirirken, genç müşterilere kıyasla yaş ortalaması daha yüksek müşterileri hedef alması bu stratejilerin etkisini arttıracaktır.

Factors Influencing Word of Mouth Communication: A Study in Retail Industry

Purpose – The study investigates the effects of loyalty, perceived quality, involvement, price consciousness, brand consciousness and habit driven shopping on word of mouth communication (WOM). The factors that influence WOM are analyzed in retail industry using the example of supermarkets. Design/methodology/approach – This study is a descriptive one; linear regression analysis is performed on the survey data collected from 226 Turkish participants. Findings –WOM communication is positively associated with loyalty, perceived service quality, brand conscientiousness, and habitual based decision style. In addition, the study shows that as consumers get older and their level of involvement increase, the extent of their WOM communication aslo increases. No significant relationship between price consciousness and WOM is found. Discussion – Supermarkets can identify their loyal, highly involved, habit driven customers, and encourage them to explain their opinions through a variety of channels. Efforts to improve the perceived quality of the supermarket will affect customers' WOM activities positively. Increasing the brand value of the supermarket and attracting brand conscious customers will increase the likelihood of positive WOM activities and not only increase the sales but also help the supermarket to acquire new customers in the long term. In addition, supermarkets may get better results if they aim their WOM enhancing activities to a relatively older customer group.

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