REKABET AVANTAJI YARATMADA SOSYAL MEDYANIN MÜŞTERİ TATMİNİ, MÜŞTERİ BAĞLILIĞI VE MÜŞTERİYİ ELDE TUTMA ÜZERİNDEKİ ETKİSİNİN İNCELENMESİ

Sosyal medya platformları ve araçları işletmelerin rekabet avantajı yaratmasında yeni bir yol olarak karşımıza çıkmaktadır. Bu çalışmanın temel amacı akıllı cep telefonu markalarının rekabet avantajı yaratmak amacıyla müşteri tatmini, müşteri bağlılığı ve müşteriyi elde tutma çabaları üzerinde bu markaların sosyal medya pazarlama faaliyetlerinin etkisinin incelenmesidir. Akıllı cep telefonu sektöründe marka değeri en yüksek ilk iki marka üzerinden yürütülen bu çalışmada, araştırma modelinin test edilmesinde kullanılan veriler Uşak İl’inden basit tesadüfi örneklem tekniği kullanılarak anket aracılığı ile toplam 462 geçerli veriye ulaşılmıştır. Araştırma hipotezleri yapısal eşitlik modellemesi kullanılarak SPSS v.26 ve AMOS v.24 programıyla analiz edilmiştir. Elde edilen bulgular sosyal medya pazarlama faaliyetlerinin müşteriyi elde tutma oranı üzerinde olumlu etkileri olduğunu göstermektedir.

EXAMINING THE IMPACT OF SOCIAL MEDIA ON CUSTOMER SATISFACTION, CUSTOMER LOYALTY AND CUSTOMER RETENTION IN CREATING COMPETITIVE ADVANTAGE

Social media platforms and tools, which have been on the agenda for a long time, have emerged as a new way for businesses to create competitive advantage. The main purpose of this study is to examine the effect of social media marketing activities on efforts of that customer satisfaction, customer loyalty, and customer retention in order to create the competitive advantage of smart phone brands. The study conducted on the first two brands with the highest brand value in the smart mobile phone sector, the data used to test the research model were collected from Uşak province using simple random sampling technique and 462 valid data were collected. Research model and hypotheses were analyzed by SPSS v.26 and AMOS v.24 using structural equation modeling. Findings show that positive effect of social media marketing activities on customer retention.

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