{"id":5352,"date":"2021-04-26T01:48:43","date_gmt":"2021-04-25T22:48:43","guid":{"rendered":"https:\/\/www.berjournal.com\/?p=5352"},"modified":"2021-04-27T23:49:11","modified_gmt":"2021-04-27T20:49:11","slug":"factors-determining-loyalty-and-word-of-mouth-marketing-behavior-of-corporate-customers-towards-their-main-banks-ankara-sample","status":"publish","type":"post","link":"https:\/\/www.berjournal.com\/tr\/factors-determining-loyalty-and-word-of-mouth-marketing-behavior-of-corporate-customers-towards-their-main-banks-ankara-sample","title":{"rendered":"T\u00fczel M\u00fc\u015fterilerin Ana Bankalar\u0131na Y\u00f6nelik Sadakat ve A\u011f\u0131zdan A\u011f\u0131za Pazarlama Davran\u0131\u015f\u0131n\u0131 Belirleyen Unsurlar: Ankara \u00d6rneklemi"},"content":{"rendered":"

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Makale Bilgileri<\/td>\n<\/tr>\n
\n\n\n\n\n\n\n\n\n\n\n\n\n\n\n
Dergi:<\/td>\nBusiness and Economics Research Journal<\/td>\n<\/tr>\n
Makalenin Ba\u015fl\u0131\u011f\u0131:<\/td>\nT\u00fczel M\u00fc\u015fterilerin Ana Bankalar\u0131na Y\u00f6nelik Sadakat ve A\u011f\u0131zdan A\u011f\u0131za Pazarlama Davran\u0131\u015f\u0131n\u0131 Belirleyen Unsurlar: Ankara \u00d6rneklemi<\/td>\n<\/tr>\n
Yazar(lar):<\/td>\nBerrin Arzu Eren<\/td>\n<\/tr>\n
Cilt:<\/td>\n12<\/td>\n<\/tr>\n
Say\u0131:<\/td>\n2<\/td>\n<\/tr>\n
Y\u0131l:<\/td>\n2021<\/td>\n<\/tr>\n
Sayfa:<\/td>\n419-442<\/td>\n<\/tr>\n
ISSN:<\/td>\n2619-9491<\/td>\n<\/tr>\n
DOI Numaras\u0131:<\/td>\n10.20409\/berj.2021.330<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n
\u00d6z<\/td>\n<\/tr>\n
Bu \u00e7al\u0131\u015fma t\u00fczel m\u00fc\u015fterilerin ana bankalar\u0131na y\u00f6nelik sadakatlerini; alg\u0131lanan hizmet kalitesi, m\u00fc\u015fteri g\u00fcveni, m\u00fc\u015fteri tatmini, kurumsal imaj, alg\u0131lanan de\u011fi\u015ftirme maliyetleri ve alternatiflerin cazibesi kapsam\u0131nda a\u00e7\u0131klamay\u0131 ama\u00e7lamaktad\u0131r. \u00c7al\u0131\u015fman\u0131n di\u011fer bir amac\u0131 ise hizmet kalitesi ve m\u00fc\u015fteri sadakati ile a\u011f\u0131zdan a\u011f\u0131za pazarlama aras\u0131ndaki ili\u015fkiyi ortaya koymakt\u0131r. Nicel ara\u015ft\u0131rma kapsam\u0131nda olan \u00e7al\u0131\u015fmada anket tekni\u011fi ile Ankara\u2019da yerle\u015fik 252 t\u00fczel m\u00fc\u015fteriden veri toplanm\u0131\u015f olup, elde edilen veri yap\u0131sal e\u015fitlik modellemesi ile analiz edilmi\u015ftir. \u00c7al\u0131\u015fmada elde edilen bulgulara g\u00f6re hizmet kalitesi, m\u00fc\u015fteri tatmini ve alternatiflerin cazibesi m\u00fc\u015fteri sadakatini belirleyen unsurlar iken; kurumsal imaj, m\u00fc\u015fteri g\u00fcveni ve alg\u0131lanan de\u011fi\u015ftirme maliyetleri ile m\u00fc\u015fteri sadakati aras\u0131nda bir ili\u015fki bulunmamaktad\u0131r. Alg\u0131lanan de\u011fi\u015ftirme maliyetleri tek ba\u015f\u0131nda m\u00fc\u015fteri sadakatini etkilemezken, m\u00fc\u015fteri tatmini ve sadakati aras\u0131ndaki ili\u015fkiyi g\u00fc\u00e7lendirici bir role sahiptir. Son olarak \u00e7al\u0131\u015fmada elde edilen di\u011fer bir bulgu ise m\u00fc\u015fteri sadakati ile a\u011f\u0131zdan a\u011f\u0131za pazarlama aras\u0131ndaki do\u011frusal ili\u015fkinin varl\u0131\u011f\u0131d\u0131r.<\/td>\n<\/tr>\n
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Anahtar Kelimeler:<\/td>\nAlternatiflerin Cazibesi, De\u011fi\u015ftirme Maliyetleri, A\u011f\u0131zdan A\u011f\u0131za Pazarlama, M\u00fc\u015fteri Sadakati, M\u00fc\u015fteri Tatmini<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n
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JEL S\u0131n\u0131fland\u0131rmas\u0131:<\/td>\nG21, M31, M39, O31<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n
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Makale Bilgileri Dergi: Business and Economics Research Journal Makalenin Ba\u015fl\u0131\u011f\u0131: T\u00fczel M\u00fc\u015fterilerin Ana Bankalar\u0131na Y\u00f6nelik Sadakat ve A\u011f\u0131zdan A\u011f\u0131za Pazarlama Davran\u0131\u015f\u0131n\u0131 Belirleyen Unsurlar: Ankara \u00d6rneklemi Yazar(lar): Berrin Arzu Eren Cilt: 12 Say\u0131: 2 Y\u0131l: 2021 Sayfa: 419-442 ISSN: 2619-9491 DOI Numaras\u0131: 10.20409\/berj.2021.330 \u00d6z Bu \u00e7al\u0131\u015fma t\u00fczel m\u00fc\u015fterilerin ana bankalar\u0131na y\u00f6nelik sadakatlerini; alg\u0131lanan hizmet kalitesi, m\u00fc\u015fteri […]<\/p>\n

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