MARKA GÜVENİ, MARKA MEMNUNİYETİ VE MÜŞTERİ DEĞERİNİN TÜKETİCİLERİN MARKA SADAKATİ ÜZERİNE ETKİSİ

Bu çalışmanın amacı, piliç eti sektöründe tüketicilerin davranışsal ve tutumsal marka sadakati üzerine marka güveni, marka memnuniyeti ve müşteri değeri gibi bağımsız değişkenlerin etkilerini tespit etmektir. Çalışma dört ana bölümden oluşmaktadır. Giriş bölümünde, marka ve marka sadakatinin önemine, ikinci bölümde araştırmada yer alan değişkenlerle ilgili tanımlamalara ve açıklamalara yer verilmiştir. Çalışmanın üçüncü bölümünde, araştırma metodolojisine ilişkin bilgiler, veri toplama yöntemi, kullanılan ölçekler, istatistiksel analiz ve bulgulara yer verilmiştir. Çalışmanın teorik bölümünde ortaya atılan hipotezler, Bolu ilinde yaşayan 442 müşteriden toplanan verilerle test edilmiştir. Son bölümde ise araştırmada elde edilen genel sonuçlar ve marka yöneticileri ve gelecekte yapılacak çalışmalar için öneriler yer almaktadır. Araştırma bulguları, marka güveninin ve marka memnuniyetinin davranışsal ve tutumsal marka sadakati üzerinde etkili olduğu belirlenmiştir. Fonksiyonel, sembolik ve parasal müşteri değerinin davranışsal marka sadakati üzerinde pozitif etkilerinin olduğu, ancak tecrübeye dayalı müşteri değerinin davranışsal marka sadakati üzerinde pozitif etkisinin olmadığı sonucuna varılmıştır. Ayrıca fonksiyonel ve sembolik müşteri değerinin tutumsal marka sadakati üzerinde pozitif etkilerinin olduğu fakat tecrübeye dayalı ve parasal müşteri değerinin tutumsal marka sadakati üzerinde etkisinin olmadığı saptanmıştır

Anahtar Kelimeler:

Marka sadakati, marka güveni, marka memnuniyeti, müşteri değeri

MARKA GÜVENİ, MARKA MEMNUNİYETİ VE MÜŞTERİ DEĞERİNİN TÜKETİCİLERİN MARKA SADAKATİ ÜZERİNE ETKİSİ

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