Tüketici Tatmininde Ürün Yeniliklerinin Etkisini Belirleme: Yeşil Perspektif
İlgili makale müşterilerin çevresel tatmin seviyelerinin ürün değişimlerinden nasıl etkilendiğini irdelemektedir. Araştırmada yeşil ürün inovasyonlarına odaklanılmış olup, amacı ise; ürünlerin çevre dostu oluşu ve yeşil ürünler için müşterilerin sahip olduğu memnuniyet seviyeleri arasındaki ilişkiyi analiz etmektir. Şirketler, müşteri tutumlarının nasıl değiştiği ve ürün değişimleri ile, müşteri beklentilerini nasıl tatmin edecekleri hususuna vakıf olmalıdır. Çoğunlukla dile getirilen sorular ise; “Müşterilerin yeşil ürünlere karşı olan farkındalıkları arttı mı? ve “Pazardaki mevcut yeşil ürünler müşteri beklentilerini tatmin edebiliyor mu?” şeklindedir. Araştırmada, toplam 206 kişi ile Suki’nin 2015 yılında çalışma**sında kullandığı ölçekler uygulanarak elde edilen veriler kullanılmıştır. Hiyerarşik regresyon analizi sonuçları, yeşil ürün satın alma niyeti ile müşterilerin çevresel ürün satın alma memnuniyetleri arasında pozitif anlamlı ilişki olduğunu göstermiştir.
Asseing The Effect Of Product Innovations On Consumer Satisfaction: A Green Perspective
This article is organized around the idea of scrutinizing the effect of product innovationson environmental satisfaction levels of consumers on products change. Thegreen product innovations are focused. The purpose of this study is to analyse therelationship between environmental friendliness of products and consumers’ satisfactionlevel of the green products. Companies need to be aware of how customer’sattitudes change and how the customer expectations through product innovationscan be managed. The question mostly asked are “Are the customers more aware ofthe green products?” and “Do the existing green products in the market satisfy thecustomer expectations?”. This study a scale by Suki (2015) was adapted and conductedover 206 respondents. The results was analysed by hierarchical regression.According to the findings, the effect of green product purchase intention on greenproduct satisfaction was significant.
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