Araştırma Makalesi
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CUSTOMER LOYALTY DETERMINANTS IN AZERBAIJAN MARKET

Yıl 2023, Cilt: 7 Sayı: 7, 48 - 67, 03.01.2024

Öz

The current study examines the perceived (emotional and relational) value, the attractiveness of alter-natively, service quality, brand reliability, and customer satisfaction variables as the determinants of customer loyalty. This study also finds how customer satisfaction mediates the relationship between other research variables and customer loyalty. A sample of 450 mobile phone users in Azerbaijan was collected using a structured questionnaire. The data were analyzed as path modeling to test and validate the study’s research model and hypotheses. The study conducted empirical research. Con-firmatory factor analyses were conducted in order to test our measurement model. Correlation and path analysis was performed to evaluate the structure model and to test research hypothesizes. The results suggest that emotional value, brand reliability, service quality, and customer satisfaction have a positive influence, and that the attractiveness of alternatively has a negative effect on loyalty. The findings also reveal a mediating effect of satisfaction. This study puts emphasis on the importance of considering the attributes that not only functional utility, but also relational dimensions that influence customer loyalty for firms. Our findings showed that these variables are the key antecedents of cus-tomer loyalty. This study contributes to our understanding of customer-perceived value not as a sin-gle - item scale or a unidimensional construct of value but as a multidimensional construct (emonitial and relational).

Kaynakça

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  • Ball, D., Coelho, P.S., & Machas, A. (2003). The Role of Communication and Trust in Explaining Customer Loyalty: An Extension to the ECSİ Model. European Journal of Marketing,38(9/10):1272-1293.
  • Barutçu, S. (2008). Perakendecilik Sektöründe Teknolojik Değişim: E-perakendecilik E-Mağaza Bağlılığı ve E-Mağaza Bağlılığını Etkileyen Faktörler. Süleyman Demirel Üniversitesi, İktisadi ve İdari Bilimler Fakültesi Dergisi, 13(1): 317-334.
  • Bell, S. J., Auh, S., & Smalley, K. (2005). Customer relationship dynamics: service quality and customer loyalty in the context of varying levels of customer expertise and switching costs. Journal of the Academy of Marketing Science, 33(2), 169-183.
  • Berry, L. L. (1981). The employee as a customer. Journal of retail banking, 3(1), 33-40.
  • Bilgin, Y. & Kethüda,Ö. (2017). Restoran İşletmelerinde Hizmet Kalitesinin Müşteri Memnuniyetine ve Sadakatine Etkisi: Oba Restoran Örneği. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 7(2):147-170.
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  • Chaudhuri, A. & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.
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  • Chen, P. T., & Hu, H. H. (2010). The effect of relational benefits on perceived value in relation to customer loyalty: An empirical study in the Australian coffee outlets industry. International journal of hospitality management, 29(3), 405-412.
  • Choi, K. S., Cho, W. H., Lee, S., Lee, H., & Kim, C. (2004). The relationships among quality, value, satisfaction and behavioral intention in health care provider choice: A South Korean study. Journal of business research, 57(8), 913-921.
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  • Chuah, S. H. W., Marimuthu, M., Kandampully, J., & Bilgihan, A. (2017). What drives Gen Y loyalty? Understanding the mediated moderating roles of switching costs and alternative attractiveness in the value-satisfaction-loyalty chain. Journal of retailing and consumer services, 36, 124-136.
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AZERBAYCAN PAZARINDA MÜSTERİ SADAKATİNİN BELİRLEYİCİLERİ

Yıl 2023, Cilt: 7 Sayı: 7, 48 - 67, 03.01.2024

Öz

Bu çalışmanın temel amacı, müşteri sadakatinin belirleyicileri olarak algılanan (duygusal ve ilişkisel) değer, alternatifin çekiciliği, hizmet kalitesi, marka güvenilirliği ve müşteri memnuniyeti değişkenlerinin etkisini incelenyi amaçlamaktadır. Çalışmada, müşteri memnuniyetinin diğer araştırma değişkenleri ile müşteri sadakati arasındaki ilişkideki aracılık rolünün açığa çıkarılması hedeflenmektedir. Araştırma hipotezlerini test etmek amacıyla, tam yapılandırılmış bir form ile yüzyüze anket yöntemi kullanılarak toplandı. Araştırma, Azerbaycan'da cep telofonu kullanıcılarına uygulandı. Kolayda örneklem yöntemiyle 450 cep telefonu kullanıcısından veriler elde edildi. Araştırma modelini ve hipotezlerini test etmek ve doğrulamak için yol analizi yöntemi kullanıldı. Çalışmada, öncelikle ölçme modelinin test etmek amacıyla doğrulayıcı faktör analizi yapılmıştır. Sonrasında, yapısal araştırma modelini değerlendirmek ve araştırma hipotezlerini test etmek için korelasyon ve yol analizibe başvurulmuştur. Sonuçlar, duygusal değerin, marka güvenilirliğinin, hizmet kalitesinin ve müşteri memnuniyetinin pozitif etkiye sahip olduğunu, alternatif çekiciliğin ise sadakat üzerinde negatif etkiye sahip olduğunu göstermektedir. Bulgular aynı zamanda memnuniyetin aracılık etkisini de ortaya koymaktadır. Bu çalışma, firmalar için sadece fonksiyonel fayda değil, aynı zamanda müşteri sadakatini etkileyen ilişkisel boyutları da dikkate almanın önemine vurgu yapmaktadır. Araştırma bulguları, bu değişkenlerin müşteri sadakatinin temel öncülleri olduğunu göstermektedir. Çalışma, müşteri tarafından algılanan değerin tek maddelik bir ölçek veya tek boyutlu bir değer yapısı olarak değil, çok boyutlu bir yapı (duygusal ve ilişkisel) olarak anlaşılmasına katkı sağlamaktadır.

Kaynakça

  • Alam, A., Arshad, U., & Shabbir, S.A. (2012). Brand credibility, customer loyalty and the role of religious orientation. Asia Pacific Journal of Marketing and Logistics, 24(4):583-598.
  • Anderson, J. C., & Narus, J. A. (1984). A model of the distributor's perspective of distributor-manufacturer working relationships. Journal of marketing, 48(4), 62-74.
  • Arasıl, Ö., Karaçuha, E., Özer, G., & Aydın, S. (2004). Türk GSM Sektöründe Müşteri Sadakati, Memnuniyeti, Güven ve Değiştirme Maliyeti Arasındaki Dinamik İlişkiler: Yapısal denklem modelleme tekniği. İktisat İşletme ve Finans, 46-61.
  • Baek, T. H., & King, K. W. (2011). Exploring the consequences of brand credibility in services. Journal of Services Marketing., 25(4), 260-272.
  • Ball, D., Coelho, P.S., & Machas, A. (2003). The Role of Communication and Trust in Explaining Customer Loyalty: An Extension to the ECSİ Model. European Journal of Marketing,38(9/10):1272-1293.
  • Barutçu, S. (2008). Perakendecilik Sektöründe Teknolojik Değişim: E-perakendecilik E-Mağaza Bağlılığı ve E-Mağaza Bağlılığını Etkileyen Faktörler. Süleyman Demirel Üniversitesi, İktisadi ve İdari Bilimler Fakültesi Dergisi, 13(1): 317-334.
  • Bell, S. J., Auh, S., & Smalley, K. (2005). Customer relationship dynamics: service quality and customer loyalty in the context of varying levels of customer expertise and switching costs. Journal of the Academy of Marketing Science, 33(2), 169-183.
  • Berry, L. L. (1981). The employee as a customer. Journal of retail banking, 3(1), 33-40.
  • Bilgin, Y. & Kethüda,Ö. (2017). Restoran İşletmelerinde Hizmet Kalitesinin Müşteri Memnuniyetine ve Sadakatine Etkisi: Oba Restoran Örneği. Çankırı Karatekin Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 7(2):147-170.
  • Caruana, A. (2002). Service Loyalty, The Effects of Service Quality and Mediating Role of Customer Satisfaction. European Journal of Marketing, 36(7/8):811-828.
  • Chaudhuri, A. & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.
  • Chen, C. F., & Wang, J. P. (2016). Customer participation, value co-creation and customer loyalty–A case of airline online check-in system. Computers in Human Behavior, 62, 346-352.
  • Chen, P. T., & Hu, H. H. (2010). The effect of relational benefits on perceived value in relation to customer loyalty: An empirical study in the Australian coffee outlets industry. International journal of hospitality management, 29(3), 405-412.
  • Choi, K. S., Cho, W. H., Lee, S., Lee, H., & Kim, C. (2004). The relationships among quality, value, satisfaction and behavioral intention in health care provider choice: A South Korean study. Journal of business research, 57(8), 913-921.
  • Chomchai, A. (2021). Effects of service quality, satisfaction, and perceived loyalty in technology use of generation z consumers during the Covid-19 situation. Journal of Southwest Jiaotong University, 56(4).
  • Chuah, S. H. W., Marimuthu, M., Kandampully, J., & Bilgihan, A. (2017). What drives Gen Y loyalty? Understanding the mediated moderating roles of switching costs and alternative attractiveness in the value-satisfaction-loyalty chain. Journal of retailing and consumer services, 36, 124-136.
  • Chuah, S. H. W., Marimuthu, M., Kandampully, J., & Bilgihan, A. (2017). What drives Gen Y loyalty? Understanding the mediated moderating roles of switching costs and alternative attractiveness in the value-satisfaction-loyalty chain. Journal of retailing and consumer services, 36, 124-136.
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  • Kim, M. K., Wong, S. F., Chang, Y., & Park, J. H. (2016). Determinants of customer loyalty in the Korean smartphone market: Moderating effects of usage characteristics. Telematics and Informatics, 33(4), 936-949.
  • Kumar, V. & Shah, D. (2004). Building and sustaining profitable customer loyalty for the 21st century. Journal of retailing, 80(4), 317-329.
  • Ladhari, R. (2008). Alternative measures of service quality: a review. Managing Service Quality: An International Journal, 18(1), 65-86.
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  • Lee, G., & Kim, Y. (2022). Effects of Resistance Barriers to Service Robots on Alternative Attractiveness and Intention to Use. SAGE Open, 12(2), 21582440221099293.
  • Lee, K. H., Ou, C. Q., & Choi, C. I. (2021). Relational Benefits, Alternative Attractiveness and Customer Loyalty: Implication for Service Distribution Channels. Journal of Distribution Science, 19(1), 5-15.
  • Lee, Y. K., Ahn, W. K., & Kim, K. (2008). A study on the moderating role of alternative attractiveness in the relationship between relational benefits and customer loyalty. International Journal of hospitality & tourism administration, 9(1), 52-70.
  • Li, R., Laroche, M., Richard, M. O., & Cui, X. (2022). More than a mere cup of coffee: When perceived luxuriousness triggers Chinese customers’ perceptions of quality and self-congruity. Journal of Retailing and Consumer Services, 64, 102759. Lin, H. H., & Wang, Y. S. (2006). An examination of the determinants of customer loyalty in mobile commerce contexts. Information & management, 43(3), 271-282.
  • Little, T. D. (2013). Longitudinal structural equation modeling. Guilford press.
  • Loureiro, S. M. C., Jiménez-Barreto, J., & Romero, J. (2020). Enhancing brand coolness through perceived luxury values: Insight from luxury fashion brands. Journal of Retailing and Consumer Services, 57, 102211.
  • Mohammad, A. A. S. (2012). The Effect of Brand Trust and Perceived Value in Building Brand Loyalty. International Research Journal of Finance and Economics, 85, 111-126.
  • Moorman, C., Deshpande, R., & Zaltman, G. (1993). Factors affecting trust in market research relationships. Journal of marketing, 57(1), 81-101.
  • Morgan, R.M. & Hunt, S.D. (1994), “The commitment trust theory of relationship marketing”, Journal of Marketing, Vol. 58, July, pp. 20-38.
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  • Onaran, B., Bulut, Z.A., & Özmen, A. (2013). Müşteri Değerinin, Müşteri Tatmini, Marka Sadakati ve Müşteri İlişkileri Yönetimi Performansı Üzerindeki Etkilerinin İncelenmesine Yönelik Bir Araştırma. Business and Economics Research Journal ,4(2):37-53.
  • Ong, C. H., Md. Salleh, S., & Zien Yusoff, R. (2016). The role of emotional and rational trust in explaining attitudinal and behavioral loyalty: An insight into SME brands. Gadjah Mada International Journal of Business, 18(1), 1-19.
  • Park, J., & Kim, R. B. (2022). Importance of offline service quality in building loyalty of OC service brand. Journal of Retailing and Consumer Services, 65, 102493.
  • Patterson, P. G., & Smith, T. (2003). A cross-cultural study of switching barriers and propensity to stay with service providers. Journal of retailing, 79(2), 107-120.
  • Picón, A., Castro, I., & Roldán, J. L. (2014). The relationship between satisfaction and loyalty: A mediator analysis. Journal of business research, 67(5), 746-751.
  • Prentice, C., Dominique Lopes, S., Wang, X., 2020. The impact of artificial intelligence and employee service quality on customer satisfaction and loyalty. J. Hospit. Market. Manag. 29 (7), 739–756. https://doi.org/10.1080/19368623.2020.1722304.
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  • Reichheld, F.F. (1996), The Loyalty Effect: The Hidden Force Behind Growth, Profits, and Lasting Value , Harvard Business School Press, U.S.A.
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  • Uzir, M. U. H., Al Halbusi, H., Thurasamy, R., Hock, R. L. T., Aljaberi, M. A., Hasan, N., & Hamid, M. (2021). The effects of service quality, perceived value and trust in home delivery service personnel on customer satisfaction: Evidence from a developing country. Journal of Retailing and Consumer Services, 63, 102721.
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  • Wang, C.-Y. (2010). Service Quality, Perceived Value, Corporate Image, and Customer Loyalty in the Context of Varying Levels of Switching Costs. Psychology & Marketing, 27(3): 252–262.
  • Wangwacharakul, P., Medina, S. M., & Poksinska, B. B. (2021). Cross-cultural comparability of customer satisfaction measurement–the case of mobile phone service providers. International Journal of Quality and Service Sciences, 13(2), 236-252.
  • Wu, L. W. (2011). Satisfaction, inertia, and customer loyalty in the varying levels of the zone of tolerance and alternative attractiveness. Journal of Services Marketing, 25 (5), 310-322.
  • Yang, Y. C. & Liu, S. W. (2018). Links Between Switching Costs, Brand Trust, and Customer Loyalty in Mobile Phone Services. The International Journal of Organizational Innovation, 10(4):315-326.
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Toplam 91 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Müşteri İlişkileri Yönetimi, Pazarlama Yönetimi, Tüketici Davranışı
Bölüm Makaleler
Yazarlar

Hanifi Murat Mutlu 0000-0001-9757-6708

Hoşgedem Kerimova

Erken Görünüm Tarihi 18 Aralık 2023
Yayımlanma Tarihi 3 Ocak 2024
Gönderilme Tarihi 23 Kasım 2023
Kabul Tarihi 5 Aralık 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 7 Sayı: 7

Kaynak Göster

APA Mutlu, H. M., & Kerimova, H. (2024). CUSTOMER LOYALTY DETERMINANTS IN AZERBAIJAN MARKET. G.Ü. İslahiye İİBF Uluslararası E-Dergi, 7(7), 48-67.