TÜKETİCİLERİN RASYONEL VE HEDONİK MARKA ALGILARININ MÜŞTERİ BAĞLILIĞI ÜZERİNDEKİ ETKİSİ

21. yüzyıl ekonomik hayatında hem işletmelerin hem de araştırmacıların üzerinde önemle durduğu konulardan bir tanesi üretim olanaklarının da gelişmesiyle birlikte pazardaki rakiplerin sayısının artmasıdır. Yoğun rekabet ortamının doğal sonuçlarından en önemlisi işletmelerin pazar paylarını artırmaktaki zorluktur. Böyle bir ortamda işletmeler, yeni pazarlara yönelmeden önce mevcut pazarlarını korumayı amaçlamaktadır. Yeni müşteri kazanma maliyetleri düşünüldüğünde mevcudu korumak, işletmeler için daha az maliyetli bir yoldur. Tüketicileri markaya bağlı birer müşteri haline getirmek ise bu yolun çıkacağı önemli kavşaklardandır. Bu noktada, tüketicilerin markaya bağlı bir müşteri olma sürecindeki baskın etkenlerden birisi markaların algılanan kaliteleridir. Bu sebeple tüketicilerin algılayış biçimleri sıkça araştırılan konular arasındadır. Tüketiciler markaları genellikle rasyonel ve hedonik olmak üzere iki biçimde algılamaktadır. Bu çalışmada ise, tüketicilerin markaları algılama biçimlerinin marka bağlılığı üzerindeki etkisi araştırılırken algılanan kalitenin bu ilişkiye etkisi ortaya konulmaya çalışılmıştır. Yapılan istatistiki analizler sonucunda, hedonik ve rasyonel marka algılarının, markaya ilişkin genel kalite algıları üzerinde pozitif yönlü ve anlamlı etkilerinin olduğu saptanmıştır. Çalışmada ayrıca genel kalite algısının, marka bağlılığı üzerinde etkisinin olduğu yönünde sonuçlara da ulaşılmıştır.

EFFECT OF CONSUMERS’ UTILITARIAN AND HEDONIC BRAND PERCEPTION ON BRAND LOYALTY

One of the crucial issues that both firms and researchers have emphasized is the increasing number of competitors in the market thanks to development of production possibilities in the 21st century. The most important outgrowth of the fierce competition environment is complexity of increasing market share. In such a case, brands are aiming to protect their existing markets rather than heading new market or segments. Considering costs of gaining new costumers, customer retention is the cheapest way for firms. Making the consumers into loyal costumers is the important junction on the way. Herein, one of the dominant factors in the process of consumers being a loyal customer is perceived quality. Consequently, consumers’ brand perceptions are underresearch topics in the marketing literature. Consumers perceive brands in two major forms: utilitarian and hedonic. The effect of consumers’ brand perceptions on brand loyalty is investigated in this study, and is revealed that effect of perceived quality on cited relationship. In the light of statistical analysis, it is determined that utilitarian and hedonic brand perceptions have positive and significiant effects on quality perceptions related to the brands. On the other hands, it is also found that quality perception has effect on brand loyalty

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