Marka Farkındalığının, Marka Tatmini ve Marka Sadakatine Etkisinde Marka Deneyiminin Aracı Rolü: Sağlık Sektöründe Bir Araştırma

Bu çalışmada, marka farkındalığı ve marka deneyiminin, marka memnuniyeti ve marka sadakati üzerindeki etkisinin incelenmesi amaçlanmaktadır. Buna bağlı olarak Ankara'da 138 Özel Hastane çalışanı üzerinde nicel bir araştırma yapılmıştır. Daha önce güvenirliği ve geçerliliği test edilen ölçme araçları kullanılmıştır. Değişkenler arasındaki ilişkileri araştırmak ve araştırma hipotezlerini test etmek amacıyla korelasyon ve bir dizi regresyon analizi uygulanmıştır. Korelasyon analizine göre marka farkındalığı, marka deneyimi, marka memnuniyeti ve marka sadakati arasında pozitif yönde anlamlı ilişkiler mevcuttur. Regresyon analizleri sonucunda marka farkındalığı ve marka deneyiminin, marka memnuniyeti ve marka sadakati üzerinde anlamlı bir etkisi olduğu tespit edilmiştir. Aracılık etkisini test etmek için Baron ve Kenny (1986) tarafından önerilen dört aşamalı prosedür gerçekleştirilmiştir. Araştırma bulguları, marka farkındalığının, marka memnuniyeti ve marka sadakati değişkenleri üzerindeki etkisinde marka deneyiminin kısmen aracılık rolüne sahip olduğunu göstermektedir.

The Mediating Role of Brand Experience in the Brand Awareness’s Effect on Brand Satisfaction and Brand Loyalty: A Research on Hospital Employees

In this study, it is aimed to examine the effect of brand awareness and brand experience on brand satisfaction and brand loyalty. A quantitative research was employed on 138 Private Hospital employees in Ankara. Measurement instruments that were previously tested for reliability and validity were used. Correlation and series of regression analyses were applied for investigating relationships and testing research hypotheses. According to the correlation analysis, there are significant positive correlations between brand awareness, brand experience, brand satisfaction, and brand loyalty. As a result of regression analyses, brand awareness and brand experience have a meaningful effect on brand satisfaction and brand loyalty. To test the mediation effect, the four-step procedure proposed by Baron and Kenny (1986) was performed. Research findings show that the effect of brand awareness is partially mediated by brand experience on brand satisfaction and brand loyalty variables.

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