Mustafa ALP, Nilay KOLEOGLU, Binnaz CİNAR

KARGO FİRMALARININ MÜŞTERİ MEMNUNİYETİ VE FİRMA İTİBARI AÇISINDAN İNCELENMESİ

Amaç- Bu çalışmanın temel amacı, üniversite öğrencileri açısından kargo firmalarının firma itibarının ve müşteri memnuniyetinin incelenmesiyle, firma itibarının müşteri memnuniyeti üzerindeki etkisinin belirlenmesidir.Yöntem- Bu amaca ulaşmak için, Balıkesir Üniversitesi Necatibey Eğitim Fakülte’sinde öğrenim gören 280 öğrenciden veriler elde edilmiştir. Toplam 245 anket dikkate alınarak analizler gerçekleştirilmiştir.Bulgular- Öncelikle değişkenlerin güvenilir ve geçerli oldukları test edilmiştir. Devamında regresyon analizi yapılarak değişkenler arası ilişki gözlenmiştir.Sonuç- Yapılan analizler sonucunda, firma itibarının müşteri memnuniyetini pozitif ve anlamlı bir şekilde etkilediği belirlenmiştir.

Anahtar Kelimeler:

Kargo firmaları, firma itibarı, müşteri memnuniyeti, geçerlilik, regresyon

THE RESEARCH OF CARGO COMPANIES IN TERMS OF CUSTOMER SATISFACTION AND COMPANY REPUTATION

Purpose- The main aim of this study is to determine the effect of company reputation on customer satisfaction by examining the company reputation and customer satisfaction of cargo companies in terms of university students.Methodology- In order to achieve this aim, 280 students from Balikesir University Necatibey Education Faculty were obtained. Totally 245 questionnaires were analyzed.Findings- First, variables are tested to be reliable and valid. After that relationship between the variables was observed by performing regression analysis.Conclusion- As a result of the analysis, it has been determined that firm reputation affects customer satisfaction positively and significantly.

Keywords:

Cargo companies, company reputation, customer satisfaction, validity, regression,

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