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MÜŞTERİ VATANDAŞLIK DAVRANIŞININ ÖNCÜLLERİNİN BELİRLENMESİNE YÖNELİK BİR ARAŞTIRMA

EXPLORING THE ANTECEDENTS OF CUSTOMER CITIZENSHIP BEHAVIOR: AN EMPRICAL STUDY

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Abstract (2. Language): 
Within the highly competitive environment, customer citizenship behaviorhas been seen as an important promotion tool for service operations to survive their existence. The current studyhas been analyzed the factors that influence on customer citizenship behavior. Impacts of customer-company identification, company image, perceived external prestige and customer satisfaction on customer citizenship behavior has been explored and the best model which explains the customer citizenship behavior has been identified. 374 university students have been attended to the study. According to the results there is a positive relationship between customer citizenship behavior and customer-company identification, company image, perceived external prestige and customer satisfaction. The best model which explains the customer citizenship behavior is composed of the factors such as customer-company identification, perceived external prestige and customer satisfaction.
Abstract (Original Language): 
Hizmet işletmelerinde müşterilerin işletmeye karşıvatandaşlık davranışısergilemeleri, hızla artan rekabet ortamında işletmelerin varlıklarınısürdürebilmeleri için önemli bir tutundurma aracıolarak görülmektedir. Bu nedenle bu çalışmada, hizmet işletmelerinde müşteri vatandaşlık davranışınıetkileyen faktörler incelenmiştir. İşletme ile özdeşleşme, müşteri memnuniyeti, işletme imajıve işletme ünü kavramlarının müşteri vatandaşlık davranışıüzerinde etkisi incelenmişve müşteri vatandaşlık davranışınıen iyi açıklayan model belirlenmiştir. 374 üniversite öğrencisi ile görgül bir çalışma yapılmıştır. Araştırmanın sonuçlarına göre, müşteri vatandaşlık davranışıile işletmeyle özdeşleşme, müşteri memnuniyeti, işletme imajıve işletme ünü arasında olumlu ilişki tespit edilmiştir. İşletmeyle özdeşleşme, müşteri memnuniyeti ve işletme ünü değişkenlerinden oluşan modelin müşteri vatandaşlık davranışınıen iyi açıklayan model olduğu sonucuna varılmıştır.
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