Tüketici Temelli Marka Denkliği Unsurlarının Marka Bağlılığına Etkisi: Otel İşletmeleri Üzerine Bir Araştırma

Bu araştırmanın amacı; otel işletmelerinde “Tüketici Temelli Marka Denkliği” sonuçlarını belirlemek, marka denkliği ve marka bağlılığı arasındaki ilişkileri tespit etmektir. Araştırma kapsamında, marka bağlılığı marka denkliğinin bir sonucu olarak kabul edilmiştir. Araştırma amacı doğrultusunda veri toplama aracı olarak üç bölümden oluşan bir anketten faydalanılmıştır. Araştırmanın evrenini, Antalya ve Konya illerindeki zincir otel işletmelerine aşina olan kişiler oluşturmaktadır. Türkçeye uyarlanmış, geçerliliği ve güvenirliği kanıtlanan anket formu amaçsal örnekleme yöntemi ile seçilen Konya ve Antalya illerindeki 782 kişiye uygulanmıştır. Elde edilen veriler Yapısal Eşitlik Modellemesine tabi tutulmuştur. Araştırma bulguları, marka denkliğinin "benlik kavramı" ve "fiziksel nitelik" boyutlarının marka bağlılığı üzerinde olumlu etkisinin olduğunu göstermektedir. Bu sonuçlar, otel yöneticilerine tüketici temelli marka denkliği kapsamında işletmelerinin fiziksel nitelik ve benlik imajlarını iyileştirmelerinin, marka bağlılığı oluşturmada oldukça önemli olduğunu göstermiştir. Bu bulguların dış geçerliliğini sağlamak için sonraki çalışmalarda farklı bölgeler ve farklı pazar kategorilerine yönelik araştırmaların gerçekleştirilmesi önemlidir. Bu yüzden bu araştırma bulguları üzerine inşa edilerek gerçekleştirilecek sonraki araştırmalara ve konu ile ilgili daha ayrıntılı incelemelerin yapılmasına ihtiyaç duyulmaktadır.

Impact of Consumer Based Brand Equity Dimensions on Brand Loyalty: A Research in the Hotel Indusrty

The purpose of this research is to determine the the consequences of "Consumer Based Brand Equity" and to determine the relationships between brand equity and brand loyalty in hotel enterprises. Within the scope of the research, brand loyalty was accepted as a result of brand equity. For the purpose of the research, a questionnaire consisting of three sections was used as a data collection tool. The population of the research consists of people who are familiar with the chain hotel enterprises in Antalya and Konya. The questionnaire, which was adapted to Turkish and whose validity and reliability proved, was applied to 782 people in Konya and Antalya provinces selected by purposive sampling method. The data obtained were subjected to Structural Equation Modeling. The findings of the research show that the dimensions of brand self-concept and physical quality have a positive effect on brand loyalty. These results showed that the improvement of the physical quality and self-concept of the enterprises within the scope of consumer based brand equity is really crucial in creating brand loyalty. In order to ensure the external validity of these findings, it is important to conduct research in different regions and different market categories in the subsequent studies. Therefore, future research should build upon these research findings and subject to further, rigorous examination.

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Kaynak Göster

  • ISSN: 2147-8775
  • Yayın Aralığı: Yılda 4 Sayı
  • Başlangıç: 2013

4.2b 2.4b

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