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 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.
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