Futbol takımlarında tüketici tatmini ve marka güveninin marka sadakati ile ilişkisinin araştırılması: Bir yapısal eşitlik modeli uygulaması

Bu araştırmanın amacı, futbol takımlarında tüketici tatmini ve marka güveni ile marka sadakati arasındaki ilişkiyi incelemektir. Araştırmanın örneklemi, Beşiktaş A.Ş., Fenerbahçe S.K. ve Galatasaray S.K. futbol takımı taraftarı olan 850 kişiden oluşmaktadır. Tüketici tatminini ölçmek için Oliver(1980) tarafından geliştirilen tüketici tatmini maddeleri, marka güvenini ölçmek için Chaudri ve Hollbrook(2001) tarafından geliştirilen marka güveni maddeleri ve marka sadakatini ölçmek için Bauer, Stokburger-Sauer ve Exler(2008) tarafından ilgili literatürden uyarlanan marka sadakati maddeleri kullanılmıştır. Araştırma sonucunda tüketici tatmininin ve marka güveninin, marka sadakati üzerinde istatistiksel olarak anlamlı bir etkiye sahip olduğu bulunmuştur. Marka güveninin, tüketici tatmini ve marka sadakati arasındaki aracılık etkisi test edilmiş, ve bu etki istatistiksel olarak anlamlı bulunamamıştır.

Anahtar Kelimeler:

tüketici memnuniyeti

Investigation of the relationship consumer satisfaction and brand trust between brand loyalties on soccer teams: An application of structural equation modeling

The purpose of this study is investigating the relationship of the consumer satisfaction and brand trust between brand loyalties on soccer teams. Sample of the study has been constituted of 850 individuals, who supported Beşiktaş A.Ş., Fenerbahçe S.K. ve Galatasaray S.K. Items, which developed by Oliver (1980) was used to measure consumer satisfaction and items, which developed by Chaudri ve Hollbrook(2001) was used to measure brand trust and items, which adapted by Bauer, Stokburger-Sauer ve Exler (2008) from the related literature was used to measure brand loyalty. Results of the study showed that the consumer satisfaction and brand trust has a positive effect on the brand loyalty. Mediation effect of brand trust between consumer satisfaction and brand loyalty was tested but this effect couldn’t be found statistically significant.

Keywords:

consumer satisfaction,

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