Gsm Sektöründe Müşteri Sadakati, Memnuniyeti, Degiştirme Maliyeti Ve Güven Arasindaki İlişki (The Relationship between Customer Satisfaction, Loyalty, Switching Cost and Trust in GSM Sector)
Year: 2009
Type: preprint
Study design: Observational Study
Abstract: Turkish Abstract: Ozet: Musteri sadakatinin saglanmasinda degistirme maliyetinin oynadigi stratejik rol, gerek akademisyenler gerekse uygulamacilar tarafindan onemli oranda kabul gormektedir. Bununla birlikte degistirme maliyetinin hem kavramsallastirilmasinda hem de olcumunde bir fikir birliginin bulundugunu soylemek mumkun degildir. Bu cercevede calismanin amaci, GSM sektorunde; (1) degistirme maliyetinin farkli alt boyutlarinin dahil edildigi bir model gelistirerek guvenirliligini ve gecerliligini ortaya koymak ve(2) musteri sadakati, memnuniyeti, degistirme maliyeti ve alt boyutlari ile guven arasindaki iliskileri analiz etmektir. Toplam 1662 cep telefonu hatti kullanicisindan anket yoluyla elde edilen veriye kesifsel ve dogrulayici faktor analizi uygulanmasi sonucu ulasilan bulgular, degistirme maliyeti icin gelistirilen modelin guvenirlik ve gecerliliginin (ayristirma ve yakinsak) bulundugunu ve calismada incelenen degiskenler arasinda beklendigi gibi istatistiki olarak anlamli iliskiler oldugunu ortaya koymaktir.
English Abstract: Both academicians and practitioners approve the strategic role of customer switching cost on ensuring customer loyalty. However, it's not possible to say that there is a consensus on neither conceptualization nor measuring customer switching costs in this context, the aims of this study are (1) to develop a model by using different sub-constructs of customer switching costs to prove this model's reliability and validity (discriminant and convergence) and (2) to analysis relationships among customer loyalty, customer satisfaction, trust and switching costs' sub constructs in GSM sector. To this end, the data were obtained from 1662 GSM users by using a questionnaire. The findings, reached from data by analyzing exploratory and confirmatory factor analysis, show that the model of customer switching costs is reliable and valid; and there are statistically significant relations among variables as expected.
Source: SSRN Electronic Journal
Authors: Serkan Aydın, Gökhan Özer
Institution: Gebze Technical University
Language: Turkish
Subfield: Marketing
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W2606777554