An approach to measuring brand loyalty in the Turkish automotive sector

Türkiye otomotiv sektöründe empirik bir araştırmaya dayanan bu çalışmada, bulanık mantık teorisi ve yapısal eşitlik modeli kullanılarak satın alma düşüncesini etkileyen ve hizmet sağlayıcısının gücünü oluşturan üç gizil yapının arasındaki nedensel ilişkileri oluşturmak ve müşteri tatmini ile marka ününün müşteri sadakatine olan etkisini ortaya çıkarmak amaçlanmıştır. Elde edilen veriler bulanık mantık teorisine göre durulaştırılmıştır ve güvenilirlik, açıklayımcı ve doğrulayıcı faktör analizine tabi tutulmuştur. Geliştirilen marka sadakati modelinde konuyu etkilediği düşünülen faktörlerin etki dereceleri yapısal eşitlik modeli kullanılarak belirlenmiştir. Sonuçlarda müşteri tatminin marka sadakatinin bir önkoşulu olduğu bulunmuştur. Ayrıca müşterinin fiyat algısının ve aracın müşteriye kattığı değer algısının müşteri tatminin etkilediği bulunmuştur.

Türkiye otomotiv sektöründe marka sadakatini ölçmeye yönelik bir yaklaşım

In the study conducted on the basis of an empirical research in the Turkish automotive sector, it was aimed, using fuzzy logic theory and a structural equation modeling, to establish the casual relationship between three latent variables -which have an impact on purchase considerations and create the service supplier power- and customer satisfaction, and to reveal the effects of customer satisfaction and brand reputation on customer loyalty. The data obtained were defuzzified by fuzzy logic theory and were processed by reliability, exploratory and confirmatory factor analyses. The degree of influence of factors considered to have an impact on the subject in the developed brand loyalty modeling were determined using structural equation modeling application. In the results, it was found that customer satisfaction is a prerequisite of brand loyalty. It is seen that the price perception of consumers and their value perceptions regarding attributes of the vehicles have an impact on customer satisfaction.

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