Müşterilerin kurumsal imaj algısının müşteri bağlılığı üzerindeki etkisi: hizmet sektöründe bir araştırma

Çalışmada, kurumsal kimliğe bağlı olarak oluşan kurumsal imaj faktörleri ve müşteri bağlılığı faktörleri ele alınmaktadır. Kuramda, müşterilerin kurumsal imaj algısının müşteri bağlılığı ile olan ilişkisinden söz edilmektedir. Bununla birlikte, müşterilerin kurumsal imaj algısının müşteri bağlılığı ile olan ilişkileri/etkilerini ortaya koymayı amaçlayan bir araştırma yer almaktadır. Tur operatörlüğü sektöründe faaliyet gösteren işletmelerden birinin Türkiye genelindeki tüm acentalarında gerçekleştirilen araştırmada, müşterilerin kurumsal imaj algısının müşteri bağlılığı ile olan ilişkisi ortaya konulmaya çalışılmıştır. Sonuçlar, müşterilerin kurumsal imaj algısı ile müşteri bağlılığı arasında istatistiksel olarak anlamlı bir ilişki olduğunu göstermiştir. Bu ilişkinin yanı sıra müşterilerin kurumsal imaj algısının müşteri bağlılığı üzerinde istatistiksel olarak anlamlı etkisi de olduğu belirlenmiştir.

Effect of perceived corporate image by customers on customer loyalty: a research at service sector

In this study, corporate image factors which depend on corporate identity and customer loyalty factors are examined. The relationships perceived corporate image by customers and customer loyalty are mentioned. However, the study includes a research about relationship between/effect of corporate image perceptions of customers and customer loyalty. In the research that is concluded by all agencies of an organization which have operations in tour operator sector throughout Turkey, the relationship betweeii corporate image perception and customer loyalty are find out. The results show there is a significant association between perceived corporate image by customer and customer loyalty. The results also show that there is a significant effect of perceived corporate image factors by customers on customer loyalty.

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