Kurumsal İmaj’ın Firma ve Müşteriler Üzerindeki Etkileri

Bu çalışma, kurumsal imaj’ın müşteri davranışları üzerindekietkilerini öğrenci perspektifi ile incelemektedir. Araştırma, SouthamptonÜniversitesi İşletme fakültesinde gerçekleştirilmiştir. Araştırmasonuçları kurumsal imajın önemini ve müşteri davranışlarıüzerindeli etkilerini doğrulamaktadır. Ancak, araştırma sonuçlarına göre fiyat ve kalite müşteri davranışları üzerinde daha etkinbir rol oynamaktadır. Kurumsal imaj iyi yönetilmesi gereken birstratejik araçtır ve doğru bir yönetim firmaya katkı sağlamaktadır.

Anahtar Kelimeler:

Kurumsal İmaj, Kurumsal Ün, Müşteri Davranışları

The Effects of Corporate Image on Customers’ Behaviour Kemal ÇEK

This research seeks to investigate customer behaviour in relationto corporate image and corporate reputation. Studies wereconducted amongst students within the School of Management atthe University of Southampton. The corporate image’s effects onthe customers’ behaviours are found to be significant. However,the results have implied that there are other factors influencing thecustomers’ behaviours such as price and quality. Companies needto manage their images in order to be more successful.

Keywords:

Corporate Image, Corporate Reputation, Customer Relations,

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