Intermediary Role of Brand Trust in the Relationship between Customer Satisfaction and Customer Loyalty

Customer satisfaction, defined as the adequacy between the expectations of the customers before the purchasing activity and all that is acquired after the purchasing activity, represents a very important concept for businesses. The first step in the formation of customer satisfaction is the correct identification of requests and needs by businesses. Businesses that correctly identify their target audience aim to provide customer satisfaction with the action plan they will develop. Nowadays, the most important problem faced by businesses is the steady decline of loyal customers. Increasing competition and price advantages are the most important factors that trigger this problem. However, customer satisfaction alone is not enough to ensure customer loyalty. Consumers' confidence in the brands that produce the goods and services they demand is of great importance in increasing brand loyalty. This study focused on the intermediary role of trust in the relationship between customer satisfaction and customer loyalty. The aim of this study is to provide the perspective that trust in the brand will form a more dominant loyalty when combined with customer satisfaction for the marketing researchers studying customer loyalty. For this reason, the effect of customer satisfaction on customer loyalty was initially examined and then a comparative assessment was made by adding the intermediary role of trust in the brand. According to the results obtained from the participants using the same smart phone in their previous choice, it is observed that trust in the brand plays an intermediary role in the effect of customer satisfaction on customer loyalty. In order to determine the variables used in the study, explanatory and confirmatory factor analyzes were conducted and structural equation model was used to test the hypotheses.

Müşteri Memnuniyeti ve Müşteri Sadakati İlişkisinde Markaya Duyulan Güvenin Aracılık Rolü

Müşterilerin satınalma faaliyeti öncesi beklentileri ile satınalma faaliyeti sonrası elde ettikleri arasındaki yeterlilik olarak tanımlanan müşteri memnuniyeti işletmeler için oldukça önemli bir kavramı ifade etmektedir. Müşteri memnuniyetinin oluşmasında birinci aşama istek ve ihtiyaçların işletmeler tarafından doğru tespit edilmesidir. Hedef kitlesini doğru tespit eden işletmeler geliştirecekleri hareket planı ile müşteri memnuniyetini sağlamayı amaçlamaktadırlar. Günümüzde işletmelerin karşılaştıkları en önemli sorun sadık müşterilerin giderek azalmasıdır. Giderek artan rekabet ve fiyat avantajları ise bu sorunu tetikleyen en önemli faktörlerdir. Ancak müşteri sadakatinin sağlanabilmesi için yalnızca müşteri memnuniyeti tek başına yeterli değildir. Tüketicilerin talep ettikleri mal ve hizmetleri üreten markalara duydukları güven marka sadakatinin artmasında büyük önem taşımaktadır. Bu çalışma, müşteri memnuniyeti ve müşteri sadakati arasındaki ilişkide güvenin aracı rolü üzerine odaklanmıştır. Bu çalışmanın amacı, markaya olan güvenin, müşteri sadakati okuyan pazarlama araştırmacıları için müşteri memnuniyeti ile birleştirildiğinde daha baskın bir bağlılık oluşturacağı perspektifini sağlamaktır. Bu nedenle başlangıçta müşteri memnuniyetinin müşteri sadakati üzerindeki etkisi incelenmiş ve daha sonra markaya duyulan güvenin aracı rolü eklenerek karşılaştırmalı bir değerlendirme yapılmıştır. Çalışmada bir önceki tercihinde de aynı akıllı telefonu kullanan katılımcılardan elde edilen sonuçlar doğrultusunda markaya duyulan güvenin müşteri memnuniyetinin müşteri sadakatine etkisinde aracılık rolü üstlendiği görülmektedir. Araştırmada kullanılan değişkenleri belirlemek adına açıklayıcı ve doğrulayıcı faktör analizleri yapılmış, hipotezleri test etmek için yapısal eşitlik modeli kullanılmıştır.

PDF

___

Abratt, R., Russell J. (1999). “Relationship marketing in private banking in South Africa”. International Journal of Bank Marketing, 17(1): 5-19.

Albert, N., Merunka, D. (2013). “The role of brand love in consumer-brand relationships”. Journal of Consumer Marketing, 30(3): 258-266.

Anderson, E. W., Sullivan, M. W. (1993). “The antecedents and consequences of customer satisfaction for firms”, Marketing Science, 12(2): 125-143.

Aydın, S., Özer, G. (2005). “National customer satisfaction indices: an implementation in the Turkish mobile telephone market”, Marketing Intelligence & Planning, 23(5): 486-504.

Bagozzi, Richard P., Willem J. M. I. Verbeke, Wouter E. Van Den Berg, Wim J. R. Rietdijk, Roeland C. Dietvorst, Loek W. (2012). “Genetic and neurological foundations of customer orientation: field and experimental evidence”, Journal of the Academy of Marketing Science, 40(5): 639-658.

Bahari, C. (2016). “Determinants of customer loyalty: empirical study of semen gresik brand”. International Business Management, 10(3): 270-276

Batra, R., Ahuvia, A.C., Bagozzi, R. P. (2012). “Brand love”. Journal of Marketing, 76(2): 1-16.

Berman, B. & Evans, J. R., (2010). “Retail management”, New Jersey: Prentice Hall.

Blocker, Christopher P., Daniel J. Flint, Matthew B. Myers, Stanley F. Slater (2011). “Proactive customer orientation and its role for creating customer value in global markets”, Journal of the Academy of Marketing Science, 39(2): 216-233.

Bloemer, J. M., & Kasper, H. D. (1995). The complex relationship between consumer satisfaction and brand loyalty. Journal of Economic Psychology, 16, 311–329.

Bloemer, J. M., Pauwels, K. H., & Kasper, H. D. (1996). There is more to loyalty than just satisfaction: The effects of satisfaction and involvement on brand loyalty and dealer loyalty. Working Paper, Maastricht, The Netherlands: University of Limburg

Brach, S., Gianfranco, W., Thorsten H.-T., Markus, G. (2015). “A dyadic model of customer orientation: mediation and moderation effects”, British Journal of Management, 26(2): 292- 309.

Brady, M. K., Cronin, J. J. (2001). “Customer orientation effects on customer service perceptions and outcome behaviors”, Journal of Service Research, 3(3): 241-251.

Cetinkaya, C. N., (2019). “A comparative study on the effect of product positioning on the purchase intention of x generation living in Ankara and Cankiri”, Business & Management Studies An International Journal, 7(1): 224-256, doi:http://dx.doi.org/10.15295/bmij.v7i1. 1062

Chaudhuri, A., Holbrook, M. B. (2001). “The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty”. Journal of Marketing, 65(2): 81-93.

Chiu, C. M., Huang, H. Y., Yen, C. H. (2010). “Antecedents of trust in online auctions”. Electronic Commerce Research and Applications, 9(2): 148-159.

Davids, M. (2007). “Going beyond customer satisfaction to customer loyalty”, Newcomb Marketing Solutions, Debt 3, May/June: 19-22.

Dean, A. M. (2007). “The ımpact of the customer orientation of call center employees on customers’ affective commitment and loyalty”, Journal of Service Research, 10(2): 161-173.

Delgado-Ballester, E., Alemán, M. J. L. (2001). “Brand trust in the context of consumer loyalty”. European Journal of Marketing, 35(11/12): 1238-1258.

Deng, Z., et al., (2010). “Understanding customer satisfaction and loyalty: An empirical study of mobile instant messages in China”. International Journal Of İnformation Management, 30(4): 289-300.

Deng, Z., Lu, Y., Wei, K. K., Zhang, J., (2010). “Understanding customer satisfaction and loyalty: an empricial study of mobile ınstant messages in China”. International Journal of Information Management, 30: 289-300.

Elliott, R., Yannopoulou, N. (2007). “The Nature of Trust in Brands: A psychosocial model.” European Journal of Marketing, 41(9/10): 988-998.Ganesan, S. (1994). Determinants of long-term orientation in buyer-seller relationships. The Journal of Marketing, 58(2): 1-19.

Giovanis, A., Binioris, S., Polychronopoulos, G. (2009). “Developing and testing a model explaining customer conative loyalty formation in the mobile telecommunications services”, 2nd International Conference: Quantitative and Qualitative Methodologies in the Economic and Administrative Sciences, Greece, Athens, 25-27 May.

Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E. (2010). Multivariate data analysis. New Jersey: Prentice Hall.

Harris, L.C., Goode, M.M.H, (2004). “The four levels of loyalty and pivotal role of trust: a study of online service dynamics”, Journal of Retailing, 20: 139-158.

Hartmann, P., Ibanez, V. A., (2007). “Managing customer loyalty in liberalized residential energy markets: the ımpact of energy branding”, Energy Policy, 35: 2661-2672.

Heskett, J. L., Jones, T. O., Loveman, G. W., Sasser, W. E., Schlesinger, J. L. A. (1994). “Putting the service-profit chain to work”, Harward Business Review, March-April: 164-170.

Homburg, C., Giering A, (2001). “Personal characteristics as moderators of the relationship between customer satisfaction and loyalty- an emprical analysis”, Psychology&Marketing, 18(1): 43- 66.

Homburg, C., Müller, M., Klarmann, M. (2011). “When does sales people’s customer orientation lead to customer loyalty? the differential effects of relational and functional customer orientation”, Journal of the Academy of Marketing Science, 39(6): 795-812.

Johnson, M.D., Fornell, C. (1991). “A framework for comparing customer satisfaction across ındividuals and product categories”, Journal of Economic Psychology, 12(2): 267–286.

Jones, T. O., Sasser, W. E. (1995). “Why satisfied customers defects”, Harvard Business Review, NovemberDecember: 88-99.

Kalyoncuoglu, S. (2017). “The mediating role of brand love in the relationship of brand trust and brand loyalty: a research on starbucks as a brand”, Journal of Tourism and Gastronomy Studies, 156: 383-402.

Kennedy, K. N., Jerry R. G., Eric J. A. (2003). “Implementing a customer orientation: extension of theory and application”, Journal of Marketing, 67(4): 67-81.

Kohli, A. K., Jaworski B. J. (1990). “Market orientation: the construct, research propositions, and managerial ımplications”, Journal of Marketing, 54(2): 1-18.

Kotler P., Keller K.L., (2006). Marketing management, 12e, New Jersey: Prentice Hall.

Ladhari, L., (2007). “The effect of consumption emotion on satisfaction and word of mouth communication”, Psychology and Marketing, 24(12): 1085-1108.

Lau, G. T., Lee, S. H. (1999). “Consumers’ trust in a brand and the link to brand loyalty”. Journal of Market Focused Management, 4(4): 341-370.

Lee, J., Lee, J. & Feick, L. (2001). “The impact of switching costs on the customer satisfactionloyalty link: mobile phone service in France”. Journal of Services Marketing, 15(1): 35-48.

Lepojevic, V., Dukic, S., (2018). “Factors affecting customer loyalty in the business market- an empirical study in the Republic of Serbia”, Facta Universitatis, Economics and Organization, 15(3): 245-256.

Love, J. F. (1989). Altın kemer efsanesi, McDonald’s, Çev. Seçkin Selvi Cılızoğlu, İstanbul.

Martinez, P., Bosque, I., (2013). “The role of consumer identification on the effects of corporate social responsibility on consumer behaviour in the Spanish hotel ındustry”, Analisis Turistico 22, 2nd Semestre 2016: 12-27.

McIlraith, M., (2014). “Creating customer loyalty through service customization”. American Scientific Research Journal for Engineering, Technology, and Sciences (ASRJETS), 11 (1).

Mogan, R. M., Hunt, S. D. (1994). “The commitment trust theory of relationship marketing”. Journal of Marketing, 58(3): 20-38.

MutiaSobihah, A. H., NorAzman, M. M., Salim M. A. & Wan Zulqurnain Wan Ismail, (2015). “Relationship between e-commerce service quality, satisfaction, trust and customer loyalty in the hotel ındustry in the East Coast of Peninsular Malaysia”. International Business Management, 2(5): 25-31.

Narver, J. C., Slater, S.F. (1990). “The effect of a market orientation on business profitability”, Journal of Marketing, 54(4): 20-35.

Neumayer, O. (1996). “Customer satisfaction”, Standart, 35(413): 38-39.

Oliver, R. L. (1999). “Whence consumer loyalty”, Journal of Marketing, 63, Special Issue: 33-44.

Oyman M. (2002). “Musteri sakadati saglamada sadakat programlarının onemi”, Kurgu Dergisi, Sayı:19: 169-185.

Parasuraman, A., Zeithaml, V. A.& Berry, L.L. (1988). “SERVQUAL: A multiple-ıtem scale for measuring consumer perceptions of service quality”, Journal of Retailing, 64(1): 12–40.

Pizam, A., Ellis T. (1999). “Customer satisfaction and ıts measurement in hospitalty enterprises”, International Journal of Contemporary Hospitalty Management, 11(7): 326-339.

Rust, R. T., Zahorik, A. J. (1993). “Customer satisfaction, customer retention, and market share”. Journal of Retailing, 69: 193 – 215.

Rust, R. T., Zahorik, A. J., Keiningham, T. L. (1995). “Return on Quality (ROQ): Making service quality financially accountable”. Journal of Marketing, 59(2),: 58–70.

Sahin, E., Gültekin, C., (2017). “The effect of brand trust and ethnocentrism on brand loyalty: a trademark example”, Suleyman Demirel Universitesi Iktisadi Idari Bilimler Fakultesi Dergisi, 22(4): 993-1012.

Sanders, R. (1988). "The pareto principle: ıts use and abuse", Journal of Business and Industrial Marketing, 3(2): 37 – 40.

Schermelleh-Engel M., Moosbrugger, H. (2003). “Evaluating the fit of structural equation models: tests of significance and descriptive goodness-of-fit measures”, Methods of Psychological Research. 8(2),23-74, web:https://www.dgps.de/fachgruppen/methoden/mpronline/ issue20/art2/mpr130_ 1 3.pdf

Selnes, F., (1998). “Antecedents and consequences of trust and satisfaction in buyer-seller relationships”. European journal of marketing, 32 (3/4): 305-322.

Solomon M. (1996). Consumer behavior, 2nd. Edition ed. Allyn&Bacon. Boston.

Statt, D. A. (1997). “Understanding the customer”, London: MacMillan Press Ltd.

Tabaku, E., Çerri, S. (2015). “An empirical ınvestigation of consumer loyalty in telecommunication ındustry in Albania”, Mediterranean Journal of Social Sciences, 6(1): 224-231.

Tsiotsou, R. (2010). “Brand loyalty through brand attachment and brand trust: a relational perspective”. In Proceedings of 6th Thought Leaders International Conference in Brand Management, 18-20.

Uyar, A. (2019), “An analysis of the relationship between customer satisfaction and customer loyalty by the structural equation model: a questionnaire applied on automobile users”, Elektronik Sosyal Bilimler Dergisi, 18(69): 41-57.

Wang, C. (2010). “Service quality, perceived value, corporate ımage and customer loyalty in the context of varying levels of switching costs”. Psychology &Marketing, 27(3): 252-262.

www.techjury.net, 24/10/2019

Yang, Z., Peterson, R. T. (2004). “Customer percieved value, satisfaction and loyalty: the role of switching costs”. Psychology&Marketing, 21(10):799-822.

Zeithaml, V. A., Parasuraman, A., Berry, L. L. (1996). “The behavioral consequences of service quality”. Journal of Marketing, 60(April): 31-46.

Turkish Studies - Economics, Finance, Politics-Cover

ISSN: 2667-5625
Yayın Aralığı: Yılda 4 Sayı
Başlangıç: 2006
Yayıncı: ASOS Eğitim Bilişim Danışmanlık Otomasyon Yayıncılık Reklam Sanayi ve Ticaret LTD ŞTİ