TÜKETİCİLERİN MARKAYI TEKRAR TERCİH ETME EĞİLİMİNİN HİZMET KALİTE ALGISI PERSPEKTİFİNDEN DEĞERLENDİRİLMESİ

Bu çalışmanın temel amacı, firma tarafından sunulan hizmetin kalitesine yönelik oluşan algılamaların tüketicilerin markayı tekrar tercih etme eğilimi üzerinde nasıl bir etkiye sahip olduğunu irdelemektir. Bu amaç doğrultusunda yapılan çalışma sonucunda, markayı tekrar tercih etme eğilimi düzeyi ile güven ve heveslilik boyutu arasında yüksek düzeyde, empati ve güvenilirlik boyutu arasında orta düzeyde ve fiziksel özellikler boyutu arasında düşük düzeyde anlamlı bir ilişki olduğu bulunulmuştur. Sonuç olarak, çalışmada, hizmet kalite algısını oluşturan her bir faktörün düzeyi arttıkça tüketicilerin de markayı tekrar tercih etme eğiliminin arttığı gözlemlenmiştir.

THE EVALUATION ON THE CONSUMERS’ RE-PREFERENCE TENDENCY THE BRAND FROM THE PERSPECTIVE OF SERVICE QUALITY PERCEPTION

The main purpose of this study is to examine how the perceptions regarding the quality of service provided by the firm have an impact on the tendency of consumers to re-preference the brand. As a result of the study conducted for this purpose, it was found that there was a high level of relationship between the tendency of consumers to re-preference the brand and assurance and responsiveness dimension, moderate level of empathy and reliability dimension, and low level of tangibles dimensions. Consequently, it is observed that as the level of each factor constituting the service quality perception increases, the tendency of consumers to re-preference the brand increases.

Kaynakça

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Kaynak Göster

Bibtex @araştırma makalesi { yead618580, journal = {Yönetim ve Ekonomi Araştırmaları Dergisi}, issn = {2148-029X}, eissn = {2148-029X}, address = {}, publisher = {Bandırma Onyedi Eylül Üniversitesi}, year = {2021}, volume = {19}, pages = {57 - 76}, doi = {10.11611/yead.618580}, title = {TÜKETİCİLERİN MARKAYI TEKRAR TERCİH ETME EĞİLİMİNİN HİZMET KALİTE ALGISI PERSPEKTİFİNDEN DEĞERLENDİRİLMESİ}, key = {cite}, author = {Çınar, Dilaysu and Ortanca, Buket Deniz} }
APA Çınar, D , Ortanca, B . (2021). TÜKETİCİLERİN MARKAYI TEKRAR TERCİH ETME EĞİLİMİNİN HİZMET KALİTE ALGISI PERSPEKTİFİNDEN DEĞERLENDİRİLMESİ . Yönetim ve Ekonomi Araştırmaları Dergisi , 19 (1) , 57-76 . DOI: 10.11611/yead.618580
MLA Çınar, D , Ortanca, B . "TÜKETİCİLERİN MARKAYI TEKRAR TERCİH ETME EĞİLİMİNİN HİZMET KALİTE ALGISI PERSPEKTİFİNDEN DEĞERLENDİRİLMESİ" . Yönetim ve Ekonomi Araştırmaları Dergisi 19 (2021 ): 57-76 <
Chicago Çınar, D , Ortanca, B . "TÜKETİCİLERİN MARKAYI TEKRAR TERCİH ETME EĞİLİMİNİN HİZMET KALİTE ALGISI PERSPEKTİFİNDEN DEĞERLENDİRİLMESİ". Yönetim ve Ekonomi Araştırmaları Dergisi 19 (2021 ): 57-76
RIS TY - JOUR T1 - TÜKETİCİLERİN MARKAYI TEKRAR TERCİH ETME EĞİLİMİNİN HİZMET KALİTE ALGISI PERSPEKTİFİNDEN DEĞERLENDİRİLMESİ AU - Dilaysu Çınar , Buket Deniz Ortanca Y1 - 2021 PY - 2021 N1 - doi: 10.11611/yead.618580 DO - 10.11611/yead.618580 T2 - Yönetim ve Ekonomi Araştırmaları Dergisi JF - Journal JO - JOR SP - 57 EP - 76 VL - 19 IS - 1 SN - 2148-029X-2148-029X M3 - doi: 10.11611/yead.618580 UR - Y2 - 2021 ER -
EndNote %0 Yönetim ve Ekonomi Araştırmaları Dergisi TÜKETİCİLERİN MARKAYI TEKRAR TERCİH ETME EĞİLİMİNİN HİZMET KALİTE ALGISI PERSPEKTİFİNDEN DEĞERLENDİRİLMESİ %A Dilaysu Çınar , Buket Deniz Ortanca %T TÜKETİCİLERİN MARKAYI TEKRAR TERCİH ETME EĞİLİMİNİN HİZMET KALİTE ALGISI PERSPEKTİFİNDEN DEĞERLENDİRİLMESİ %D 2021 %J Yönetim ve Ekonomi Araştırmaları Dergisi %P 2148-029X-2148-029X %V 19 %N 1 %R doi: 10.11611/yead.618580 %U 10.11611/yead.618580
ISNAD Çınar, Dilaysu , Ortanca, Buket Deniz . "TÜKETİCİLERİN MARKAYI TEKRAR TERCİH ETME EĞİLİMİNİN HİZMET KALİTE ALGISI PERSPEKTİFİNDEN DEĞERLENDİRİLMESİ". Yönetim ve Ekonomi Araştırmaları Dergisi 19 / 1 (Mart 2021): 57-76 .
AMA Çınar D , Ortanca B . TÜKETİCİLERİN MARKAYI TEKRAR TERCİH ETME EĞİLİMİNİN HİZMET KALİTE ALGISI PERSPEKTİFİNDEN DEĞERLENDİRİLMESİ. Yönetim ve Ekonomi Araştırmaları Dergisi. 2021; 19(1): 57-76.
Vancouver Çınar D , Ortanca B . TÜKETİCİLERİN MARKAYI TEKRAR TERCİH ETME EĞİLİMİNİN HİZMET KALİTE ALGISI PERSPEKTİFİNDEN DEĞERLENDİRİLMESİ. Yönetim ve Ekonomi Araştırmaları Dergisi. 2021; 19(1): 57-76.
IEEE D. Çınar ve B. Ortanca , "TÜKETİCİLERİN MARKAYI TEKRAR TERCİH ETME EĞİLİMİNİN HİZMET KALİTE ALGISI PERSPEKTİFİNDEN DEĞERLENDİRİLMESİ", Yönetim ve Ekonomi Araştırmaları Dergisi, c. 19, sayı. 1, ss. 57-76, Mar. 2021, doi:10.11611/yead.618580