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CEP TELEFONU PAZARINDA MÜŞTERİ SADAKATİNİN YAPISAL EŞİTLİK MODELLEMESİ İLE İNCELENMESİ

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Abstract (2. Language): 
Companies adopt a customer centric marketing approach in recent years to gain sustainable competitive advantage in the market. The most crucial constituent of this approach is the process of creating customer loyalty. In this study, the relationship between the elements of customer loyalty; percived quality, switching cost and corporate reputation variables, and various customer loyalty models used to explain customer loyalty phenomena are covered, together with the respective customer loyalty elements, to examine via the structural equation modeling. Using the survey results conducted on 300 mobile phone users; theoretical hypotheses and the relationship between the subjected variables are tested for the mobile phone market.
Abstract (Original Language): 
Günümüzde işletmeler, rakiplerine karşı sürdürülebilir bir rekabet avantajı elde etmek için müşteri odaklı bir pazarlama anlayışı benimsemektedirler. Bu anlayışın en temel bileşeni müşteri sadakati oluşturma sürecidir. Bu çalışmada, müşteri sadakati olgusunun bileşenleri olan algılanan kalite, değiştirme maliyeti ve kurumsal imaj değişkenleri arasındaki ilişkiler ve söz konusu bileşenlerin birlikte müşteri sadakati olgusunu açıklamasında kullanılan farklı müşteri sadakati modelleri ele alınıp, yapısal eşitlik modellemesi ile sınanması amaçlanmaktadır. 300 cep telefonu kullanıcısı ile yapılan anket çalışmasına ait veriler kullanılarak cep telefonu pazarı için söz konusu değişkenler arasındaki ilişkiler incelenmekte ve kuramsal hipotezler test edilmektedir.
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