The Effect of Trust, Commitment and Relational Satisfaction among The Relationship Quality Dimensions on Consumer-Based Brand Equity Dimensions: A Model Proposal

In this study, the effect of relationship quality dimensions of trust, loyalty, and relational satisfaction on consumer-based brand value has been examined and a model is proposed. Since no examples of the study were found in the literature, it was necessary to examine. Turkey's two cities (Istanbul, Istanbul) who work within the framework of consumers Karabuk University of Social Sciences and Humanities Research Ethics Committee dated 16.09.2020 No. 2020/11 survey was distributed to a total of 390 people prepared according to the decision. Due to the COVID-19 epidemic experienced by the whole world, 388 questionnaires were returned in the data collection method performed on the internet via e-mail instead of face-to-face surveys. SPSS 21 program was used for demographic analysis of the data and for the explanatory factor analysis and reliability analysis of the scales. LISREL 8.7 programs were used for confirmatory factor analysis of scales and analysis of hypotheses. The hypotheses of the study were tested by the structural equation modeling method. The findings, respectively, relationship quality dimensions; While trust, commitment, and relational satisfaction have a positive relationship between consumer-based brand value dimensions, brand loyalty, and perceived quality, the effect of trust and relational satisfaction on brand awareness/association were found to be negatively meaningless. The results provide important contributions to consumer-based brand equity, relationship quality issues, and provide a way for both academic marketing and business owners and marketing professionals to understand the power of relationships. Evaluating the quality of the relationship remains a problematic issue despite the acknowledged importance of relationships in marketing strategies, this study tries to fill this gap

İlişkisel Kalite Boyutlarından, Güven, Taahhüt ve İlişkisel Memnuniyetin Tüketici Temelli Marka Değeri Üzerine Etkisi

Bu çalışmada ilişkisel kalite boyutlarından güven, bağlılık ve ilişkisel memnuniyetin tüketici temelli marka değeri üzerine etkisini incelenmiştir ve bir model önerisinde bulunulmuştur. Literatürde çalışmanın örneğine rastlanmadığı için inceleme gereği duyulmuştur. Türkiye’nin iki şehrinde (İstanbul, Karabük) yaşayan tüketiciler arasında çalışma çerçevesinde Karabük Üniversitesi Sosyal ve Beşeri Bilimler Araştırmaları etik kurulu 16.09.2020 tarihli 2020/11 sayılı kararına göre hazırlanan anket toplam 390 kişiye dağıtılmıştır. Tüm dünyanın yaşadığı COVID-19 salgını sebebi ile yüz yüze anket uygulaması yerine e-posta yolu ile internet ortamında gerçekleştirilen veri toplama yönteminde geri dönüş 388 adet anket olmuştur. Verilerin demografik analizi için ve ölçeklerin açıklayıcı faktör analizi ve güvenirlilik analizi için SPSS 21 programı kullanılmıştır. Yine ölçeklerin doğrulayıcı faktör analizi ve hipotezlerin analizi için LISREL 8.7 programları kullanılmıştır. Çalışmanın hipotezleri yapısal eşitlik modellemesi yöntemi ile test edilmiştir. Bulgular, sırası ile ilişkisel kalite boyutlarından; güven, taahhüt ve ilişkisel memnuniyetin, tüketici temelli marka değeri boyutlarından marka sadakati ve algılanan kalite arasında pozitif bir ilişki olduğunu gösterirken güven ve ilişkisel memnuniyetin marka bilinirliği/çağrışımı üzerine etkisi negatif yönde anlamsız çıkmıştır. Sonuçlar tüketici temelli marka değeri, ilişkisel kalite konularına önemli katkılar sağlamak ile birlikte hem akademik pazarlama dünyasına hem de işletme sahipleri ve pazarlama uzmanlarına ilişkilerin gücünü anlayabilmeleri için bir yol göstermektedir. İlişkinin kalitesini değerlendirmek, pazarlama stratejilerinde ilişkilerin kabul edilen önemine rağmen sorunlu bir konu olmaya devam etmektedir, bu çalışma bu eksikliği gidermeye çalışmaktadır.

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