Müşteri Değeri ve Tatmininin Satın Alım Sonrası Gelecek Eğilimlere Etkisi Üzerine Ampirik Bir Çalışma

Cevahir UZKURT

The Effect of Customer Value and Customer Satisfaction on Customer Future Intentions After - Buying

Journal Name:

Dumlupınar Üniversitesi Sosyal Bilimler Dergisi

Publication Year:

2007

Key Words:

Keywords (Original Language):

Author Name	University of Author	Faculty of Author
Cevahir UZKURT	Eskişehir Osmangazi Üniversitesi	İktisadi İdari Bilimler Fakültesi

Abstract (2. Language):

Customer satisfaction and customer value are usually mixed and the nuances between each other are eluded because of the familiarities in meaning of the concepts. In this study, the conceptual differences and relations between customer value and customer satisfaction are investigated. Besides, it’s researched that which one has a direct and more powerful effect on customer’s future intentions. For eliminating this uncertainty, two different models that have been developed from the literature findings are tested. One of them is the direct model that explains the direct effect of customer value on customer intentions after buying; the other is the indirect model that explains the determinism of customer value on after - buying intentions through customer satisfaction. The consistences of two structural equation models are analyzed with AMOS 5.0. The findings’ shown that customer value and customer satisfaction are different but related concepts and the second model that explains the indirect and more powerful effect of customer value on after – buying intensions through customer satisfaction is more adequate.

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Abstract (Original Language):

Müsteri tatmini ve müsteri değeri birbirine yakın kavramlar olması nedeniyle çoğu zaman birbirleriyle karıstırılmakta ve aralarındaki nüanslar gözden kaçmaktadır. Dolayısıyla bu çalısma da müsteri değeri ve tatmininin kavramsal farklılıkları ve birbiriyle iliskileri incelenmeye çalısılmıstır. Ayrıca satın alma sonrası müsterinin geleceğe iliskin eğilimleri üzerinde hangisinin doğrudan ve daha güçlü bir etkiye sahip olduğu da arastırılmıstır. Bu belirsizliği ortadan kaldırmak için literatür bulgularından da hareketle gelistirilmis iki ayrı model test edilmistir. Bu modellerden birisi müsteri değerinin satın alma sonrası eğilimleri üzerindeki doğrudan etkisini açıklayan doğrudan model, diğeri ise müsteri değerinin müsteri tatmini yoluyla satın alma sonrası eğilimler üzerindeki belirleyiciliğini açıklayan dolaylı modeldir. Gelistirilen iki yapısal esitlik modelinin verilere uyumu AMOS 5.0 istatistik paket programıyla analiz edilmistir. Bulgular, müsteri değeri ve tatmini kavramlarının birbirlerinden ayrı fakat iliskili kavramlar olduğunu ve müsteri değerinin, müsteri tatmini yoluyla satın alma sonrası eğilimler üzerinde dolaylı ve daha güçlü etkisini açıklayan ikinci modelin daha uygun model olduğunu ortaya çıkarmıstır.

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Turkish

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Müşteri Değeri ve Tatmininin Satın Alım Sonrası Gelecek Eğilimlere Etkisi Üzerine Ampirik Bir Çalışma

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