Marka Güvenilirliği, Hizmet Kalitesi, Değiştirme Maliyeti ve Ağızdan Ağza (WOM) Pazarlama İletişimi Arasındaki İlişkiler

Amaç – Bu araştırmanın amacı, otomobil sektöründe tüketicilerin ağızdan ağza (WOM) pazarlama iletişimini, marka güvenilirliği, hizmet kalitesi ve değiştirme maliyeti arasındaki doğrudan ve dolaylı (aracı) etkileri araştırmaktır. Bu amaca yönelik olarak, marka güvenirliğinin tüketicilerin değiştirme maliyetlerini, hizmet kalite algılarını ve ağızdan ağza (WOM) pazarlama iletişim davranışlarını doğrudan ve olumlu etkilediği ve ayrıca değiştirme maliyeti ile hizmet kalitesi değişkenlerinin aracı etkilere sahip olduğu varsayımları ortaya koyulmuştur. Yöntem – Araştırma amacı bir saha araştırması ile gerçekleştirilmiştir. Bu çalışma nicel araştırma yöntemlerinden betimsel ve ilişkisel tarama yöntemleri kullanılarak gerçekleştirilmiştir. Bu araştırmada incelenen değişkenler arasındaki yapısal ilişkiyi ortaya koymaya yönelik olarak anket yöntemi kullanılmıştır. Araştırma İstanbul ilinde yaşayan otomobil tüketicileri üzerinde gerçekleştirilmiştir. 650 kişinin katılım sağladığı bu araştırma, kısmi en küçük kareler yöntemi (partial least squares) yapısal eşitlik modeli tekniği ile ve SmartPLS (v.3.3.7) yazılımı kullanılarak analiz edilmiştir. Araştırma modelinde incelenen değişkenlere ilişkin yapı, uyum ve ayrışma geçerlilikleri hesaplanmıştır. Araştırma amacı doğrultusunda ortaya koyulan hipotezler önyükleme (bootstrapping) tekniği ile test edilmiştir. Ayrıca, araştırma model yol analizi ile hipotezlerin doğruluğu incelenmiştir. Ayrıca, araştırma modeline ilişkin model dışı tahmin gücü (PLS-predict) incelenmiş ve önem-performans analizi (IPMA) gerçekleştirilmiştir. Bulgular – Araştırma sonuçlarına göre, marka güvenilirliği, tüketicilerin değiştirme maliyetini, ağızdan ağza iletişim davranışlarını ve hizmet kalitesi algılarını doğrudan ve olumlu etkilediği ortaya koyulmuştur. Değiştirme maliyeti ve hizmet kalitesi değişkenleri marka güvenilirliği ile ağızdan ağza (WOM) pazarlama iletişim değişkenleri arasında ilişkide aracı etkilere sahip olduğu ortaya koyulmuştur. Tartışma – Marka güvenilirliği, tüketicilerin ağızdan ağza (WOM) pazarlama iletişim davranışlarını belirgin ölçüde etkilerken, aynı zamanda tüketicilerde hizmet kalitesi algısını ve değiştirme maliyeti olgularını geliştirmede belirleyici bir role sahiptir. Bu araştırma sonuçlarına göre pazarlama yöneticileri; (1) marka güvenilirliği, hizmet kalitesi, değiştirme maliyetini geliştirmeye yönelik stratejiler oluşturmaya ve sürdürmeye, (2) etkin pazarlama iletişim programları geliştirmeye, (3) hizmet kalitesini sürekli geliştirmeye yönelik yatırımlar yapmaları gerektiğini göstermiştir.

The Relationship Between Brand Credibility, Service Quality, Switching Costs and Wordof-Mouth

Purpose – This paper aims to analyze the relationship between brand creditibilityand word-ofmouth communication of consumers, considering one hand, the direct relationship and on the other hand, the possible mediation of perceived service quality and switching costs of consumers in automotive industry. Design/methodology/approach – The purpose of the research was carried out with a field study. This study was carried out using descriptive and relational survey methods, which are among the quantitative research methods. In this study, the questionnaire method was used to reveal the structural relationship between the variables examined. The research was conducted on automobile consumers living in the city of Istanbul, using a questionnaire method. This research, in which 650 consumers participated, was analyzed with the partial least squares method and using the SmartPLS (v.3.3.3) software. The construct, convergent and discriminant validity of the variables examined in the research model were calculated. The hypotheses put forward for the purpose of the research were tested with the bootstrapping technique. In addition, the accuracy of the hypotheses was examined with the research model path analysis. In addition, out of the model predictive power (PLS-predict) of the research model was examined and importance-performance analysis (IPMA) was performed. Findings – Results reveal significant effects of brand creditibilityon perceived service quality, switching costs and word-of-mouth communication of consumers. In addition to the direct relationships, results demonstrate that service quality and switching costs of consumers has mediating roles in the model. Discussion – The results show that creditibilityis a crucial determinant of service quality, switching costs, and word-of-mouth. Brand creditibilityaffects service quality, consumers’ switching costs and word-of-mouth behaviors. Managerial implications are articulated in a few key guidelines for manager: (1) developing and sustaining consistent marketing strategies for developing brand trust, service quality and switching costs, (2) developing effective marketing communication programs (3) leveraging investments in service quality.

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