TÜRKİYE'DE İNTERNET SERVİS SAĞLAYICILARI SEKTÖRÜNDE MÜŞTERİ SADAKATİ VE BİLEŞENLERİNİN YAPISAL EŞİTLİK MODELLEMESİ İLE İNCELENMESİ

Bu çalışmada Türkiye'de İnternet Servis Sağlayıcıları sektöründe müşteri sadakati ve bileşenleri arasındaki ilişkilerin modellenmesi amaçlanmaktadır. Söz konusu pazarda müşteri sadakati olgusunun bileşenleri olan kurumsal imaj, güven, firmaya yönelik beklentiler, müşteri şikâyetleri yönetimi, hizmet kalitesi, değiştirme maliyeti ve fiyat algısı değişkenleri arasındaki ilişkilerin teorik altyapıları ile incelenmesi ardından kuramsal model ve araştırma kapsamında belirlenen hipotezler yapısal eşitlik modellemesi kullanılarak istatistiksel olarak analiz edilmiştir. Araştırma sonucunda önerilen teorik modelin istatistiksel olarak geçerliliği belirlenmiş ve ileri sürülen on dört hipotezden yalnızca biri reddedilmiştir.

THE ANALYSIS OF CUSTOMER LOYALTY AND ITS ANTECEDENTS IN TURKISH INTERNET SERVICE PROVIDER SECTOR WITH STRUCTURAL EQUATION MODELING

The aim of this study is to determine a theoretical model that would explain the relationships between customer loyalty and its antecedents in Turkish Internet Service Providers Market. In accordance with this purpose, the constituents of customer loyalty; corporate reputation, trust, expectations from the company, handling of the customer complaints, service quality, switching cost and price perception criteria have been examined in together with their theoretical frameworks and then the hypotheses that were determined within the scope of theoretical model and research findings were analyzed statistically by using the structural equation modeling. As a result of the study, statistical validity of the theoretical model was determined and only one in fourteen suggested research hypotheses was rejected.

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