Türkiye'de cep telefonu cihazı pazarında marka sadakati için bir model denemesi

Yapısal Eşitlik Modelleri aracılığıyla marka sadakatine etki eden unsurların belirlenmeye çalışıldığı bu makalede marka sadakati, güven, müşteri memnuniyeti, algılanan ürün değeri, algılanan kalite, müşteri beklentileri ve marka imajı latent değişkenleri için ölçme modeli kurulduktan sonra bu latent değişkenler arasındaki eşanlı ilişkiler belirlenmiş ve Türkiye’de cep telefonu cihazı pazarında, cep telefonu markaları için bir marka sadakati modeli oluşturulmuştur. 770 cep telefonu kullanıcısına (üniversite öğrencisine) uygulanan anketin verileri kullanılarak, modeldeki değişkenler arasındaki ilişkiler test edilmiş ve kuramsal olarak ortaya konulan; müşteri memnuniyetinin, güveninin ve algılanan ürün kalitesinin sadakat üstünde; güvenin ve algılanan değerin müşteri memnuniyeti üstünde; marka imajı, algılanan kalite ve üründen beklentilerin algılanan değer üstünde; marka imajı ve algılanan kalitenin güvenin üstünde doğrudan etkileri bulunmaktadır hipotezleri desteklenmiştir.

Anahtar Kelimeler:

Türkiye

A model of brand loyalty in Turkish cellular phone market

In this article, after building the measurement model for the latent variables of brand loyalty, trust, customer satisfaction, perceived product value, perceived quality, customer expectations, brand switching cost, and brand image, the relationships between these factors and brand loyalty, and the relationships among these factors are examined in the Turkish mobile telephone machine market. Data was obtained from 770 university students among mobile telephone users via questionnaire, and have been analyzed by SEM (Structural Equation Modeling) in order to test all the relationships among variables in the model. The findings supported the most of maintained hypotheses, which are consistent with the theoretical framework: The direct effects of customer satisfaction, trust, and perceived quality on brand loyalty; trust and perceived value on customer satisfaction; brand image, perceived quality, and customer expectations on perceived value; brand image and perceived quality on trust were empirically supported.

Keywords:

Turkey,

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