{"id":5356,"date":"2021-04-26T01:55:40","date_gmt":"2021-04-25T22:55:40","guid":{"rendered":"https:\/\/www.berjournal.com\/?p=5356"},"modified":"2021-04-27T23:47:12","modified_gmt":"2021-04-27T20:47:12","slug":"the-mediating-role-of-customer-satisfaction-in-the-effect-of-brand-image-on-purchase-intention-a-study-on-the-university-students","status":"publish","type":"post","link":"https:\/\/www.berjournal.com\/tr\/the-mediating-role-of-customer-satisfaction-in-the-effect-of-brand-image-on-purchase-intention-a-study-on-the-university-students","title":{"rendered":"Marka \u0130maj\u0131n\u0131n Sat\u0131n Alma Niyetine Etkisinde M\u00fc\u015fteri Tatmininin Arac\u0131 Rol\u00fc: \u00dcniversite \u00d6\u011frencileri \u00dczerine Bir Ara\u015ft\u0131rma"},"content":{"rendered":"
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Makale Bilgileri<\/td>\n<\/tr>\n
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Dergi:<\/td>\n
Business and Economics Research Journal<\/td>\n<\/tr>\n
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Makalenin Ba\u015fl\u0131\u011f\u0131:<\/td>\n
Marka \u0130maj\u0131n\u0131n Sat\u0131n Alma Niyetine Etkisinde M\u00fc\u015fteri Tatmininin Arac\u0131 Rol\u00fc: \u00dcniversite \u00d6\u011frencileri \u00dczerine Bir Ara\u015ft\u0131rma<\/td>\n<\/tr>\n
Global d\u00fcnyada teknolojik geli\u015fmelerin etkisiyle ak\u0131ll\u0131 telefon markalar\u0131 i\u015flevsel \u00f6zelliklerini kullanarak farkl\u0131la\u015fmaktad\u0131r. M\u00fc\u015fteriler ise sat\u0131n alma niyetlerine g\u00f6re kendilerine yak\u0131n bulduklar\u0131 markalar\u0131 se\u00e7mektedirler. M\u00fc\u015fterilerin sat\u0131n alma niyetini a\u00e7\u0131klamaya y\u00f6nelik daha \u00f6nceki ara\u015ft\u0131rmalar \u00e7o\u011funlukla psikolojik, demografik ve alg\u0131sal fakt\u00f6rler \u00fczerinden ger\u00e7ekle\u015ftirilmi\u015ftir. M\u00fc\u015fteriler sat\u0131n alma niyetinde olduklar\u0131 mal ve hizmetleri marka imaj\u0131 \u00fczerinden ele ald\u0131klar\u0131ndan, i\u015fletmelerin m\u00fc\u015fteri tatmini esasl\u0131 ili\u015fkiyi s\u00fcrd\u00fcrmeleri \u00f6nemlidir. Bu \u00e7al\u0131\u015fman\u0131n amac\u0131, \u00fcniversite \u00f6\u011frencilerinin ak\u0131ll\u0131 telefon kullan\u0131m\u0131 \u00f6zelinde, marka imaj\u0131 de\u011fi\u015fkeninin sat\u0131n alma niyeti \u00fczerindeki etkisinin, m\u00fc\u015fteri tatmininin arac\u0131 de\u011fi\u015fken rol\u00fc \u00fczerinden incelenmesidir. Ara\u015ft\u0131rmada, \u0130stanbul\u2019daki bir vak\u0131f \u00fcniversitesinden kolayda \u00f6rneklem metoduyla se\u00e7ilen 352 \u00f6\u011frenciden anket verisi elde edilmi\u015ftir. Elde edilen verilerle \u00f6ncelikle tan\u0131mlay\u0131c\u0131 istatistiksel analizler yap\u0131lm\u0131\u015f ve sonras\u0131nda ara\u015ft\u0131rmada kullan\u0131lan \u00f6l\u00e7eklerin ge\u00e7erlik ve g\u00fcvenirlikleri test edilmi\u015ftir. De\u011fi\u015fkenler aras\u0131ndaki ili\u015fkinin tespitine y\u00f6nelik olarak korelasyon analizi yap\u0131lm\u0131\u015ft\u0131r. Ara\u015ft\u0131rma hipotezlerini test etmek i\u00e7in \u201cprocess macro\u201d kullan\u0131lm\u0131\u015ft\u0131r. \u00c7al\u0131\u015fman\u0131n bulgular\u0131; marka imaj\u0131n\u0131n sat\u0131n alma niyetini anlaml\u0131 ve pozitif y\u00f6nde etkiledi\u011fini ve m\u00fc\u015fteri tatmininin bu ili\u015fkide tam arac\u0131 rol\u00fc oldu\u011funu g\u00f6stermi\u015ftir. \u00c7al\u0131\u015fman\u0131n bulgular\u0131n\u0131n sat\u0131n alma niyetine y\u00f6nelik literat\u00fcr\u00fc geni\u015fletece\u011fi, ak\u0131ll\u0131 telefon sekt\u00f6r\u00fcnde faaliyet g\u00f6steren firmalar\u0131n da ilgisini \u00e7ekece\u011fi de\u011ferlendirilmektedir.<\/td>\n<\/tr>\n
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Anahtar Kelimeler:<\/td>\n
Sat\u0131n Alma Niyeti, Marka \u0130maj\u0131, M\u00fc\u015fteri Tatmini, Ak\u0131ll\u0131 Telefon Kullan\u0131m\u0131<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/td>\n<\/tr>\n
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