Araştırma Makalesi
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Perakende İşletmelerinde Satılan Markaların Memnuniyet ve Güven İlişkisi İçerisinde Tekrar Satın Alma Niyetine Etkisi

Yıl 2021, Cilt: 13 Sayı: 25, 378 - 397, 28.11.2021

Sinan Çavuşoğlu Bülent Demirağ

https://doi.org/10.20990/kilisiibfakademik.876590
Cited By: 2

Öz

Amaç: Araştırma tüketicilerin markaya ve perakendeciye olan güven ve memnuniyet algılarının değerlendirilmesi ve bu algıların tekrar satın alma niyetlerine etkilerini belirlemek amacıyla gerçekleştirilmiştir.
Tasarım/Yöntem: Araştırma kapsamında tesadüfi olmayan örneklemelerden “kolayda örneklem” yöntemi uygulanmıştır. Örneklem sayısı 410 anket formunda yer alan verilerden yola çıkarak değerlendirilmiştir. Araştırmada hipotezlerin test edilmesi için Smart PLS 3 (Partial Least Squares) istatistik programı kullanılmıştır.
Bulgular: Elde edilen sonuçlara göre markaya duyulan memnuniyetin markaya duyulan güven ve perakende işletmesine duyulan memnuniyeti; perakende işletmesine duyulan memnuniyetin, perakende işletmesine duyulan güveni ve tekrar satın alma niyetini; markaya duyulan güvenin, perakende işletmesine duyulan güveni; perakende işletmesine duyulan güvenin de tekrar satın alma niyetini olumlu yönde etkilediği tespit edilmiştir. Araştırmada ayrıca markaya duyulan güven ve memnuniyetin perakende işletmesine yönelik tekrar satın alma niyeti üzerindeki etkisinde, perakende işletmesine duyulan güven ve memnuniyetin aracı etkisinin olduğu belirlenmiştir.
Sınırlılıklar: Araştırmanın ilk kısıtı örneklem sayısına ilişkindir. Gelecek çalışmalarda farklı büyüklükte bir örneklem tercih edilebilir. Ayrıca bu araştırmada sadece bilgisayar satın alan tüketiciler seçilmiştir. Bu durum, diğer ürünlere genelleştirilen sonuçlar üretmeyi zorlaştırmıştır.
Özgünlük/Değer: Araştırma, markalara ilişkin tüketici değerlendirmelerinin perakendeciye yönelik algıları etkileyebileceğini göstererek, perakende hizmet ortamlarındaki bulguları genişletmektedir. Araştırma bu yönüyle özgünlük göstermektedir.

Anahtar Kelimeler

Memnuniyet Güven Tekrar Satın Alma Niyeti Marka Perakendeci

Kaynakça

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  • Akter, S., & Ashraf, E. (2016). Factors affecting repurchase intention of customers: In the context of retail chain store ındustry in Bangladesh. European Journal of Business and Management, 8(32), 40-47. https://iiste.org/Journals/index.php/EJBM/article/view/33936
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  • Ariffin, S., Yusof, J. M., Putit, L. & Shah, M. I. A. (2016). Factors influencing perceived quality and repurchase intention towards green products. Procedia Economics and Finance, 37(2016), 391-396. https://doi.org/10.1016/S2212-5671(16)30142-3
  • Ashraf, M., Naeem, M., & Shahzadi, M. (2017). Impact of branding on consumer buying behavior: An evidence of footwear industry of Punjab, Pakistan. International Journal of Academic Research in Business and Social Sciences, 7(7), 592-603. https://doi.org/10.6007/IJARBSS/v7-i7/3124
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The Effect of Brands Sold in Retail Businesses on Repurchase Intention in a Relationship of Satisfaction and Trust

Yıl 2021, Cilt: 13 Sayı: 25, 378 - 397, 28.11.2021

Sinan Çavuşoğlu Bülent Demirağ

https://doi.org/10.20990/kilisiibfakademik.876590
Cited By: 2

Öz

Purpose: The study was carried out to evaluate consumers' perceptions of trust and satisfaction with the brand and the retailer and to determine the effects of these perceptions on repurchase intentions.
Design/Methodology: Within the scope of the research, “convenience sampling” method was applied from non-random samples. The number of samples was evaluated on the basis of the data in the 410 questionnaire forms. Smart PLS 3 (Partial Least Squares) statistics program was used to test the hypotheses in the study.
Findings: According to the results obtained, satisfaction with the brand, trust in the brand and satisfaction with the retail business; satisfaction with the retail business, trust in the retail business and repurchase intention; trust in the brand, trust in the retail business; It was also determined that the trust in the retail business positively affected the repurchase intention. In the study, it was also determined that trust and satisfaction with the retail business had a mediating effect to trust and satisfaction with the brand on repurchase intention of the retail business.
Limitations: The first constraint of the study is about the sample size. A different sized sample may be preferred in future studies. In addition, only consumers who bought computers were selected in this study. This situation made it difficult to produce results generalized to other sectors.
Originality/Value: The study expands the findings in retail service settings by showing that consumer evaluations of brands can affect perceptions towards the retailer. The study shows originality in this respect.

Anahtar Kelimeler

Satisfaction Trust Repurchase Intention Brand Retailer

Kaynakça

  • Ahmed, Z., Rizwan, M., Ahmad, M., & Haq, M. (2014). Effect of brand trust and customer satisfaction on brand loyalty in Bahawalpur. Journal of Sociological Research, 5(1), 306-326. https://doi.org/10.5296/jsr.v5i1.6568
  • Akter, S., & Ashraf, E. (2016). Factors affecting repurchase intention of customers: In the context of retail chain store ındustry in Bangladesh. European Journal of Business and Management, 8(32), 40-47. https://iiste.org/Journals/index.php/EJBM/article/view/33936
  • Alesina, A., & Ferrara, E. (2000). The determinants of trust. National Bureau of Economıc Research, Working Paper 7621. http://www.nber.org/papers/w7621
  • Ali, F., Rasoolimanesh, S. M., Sarstedt, M., Ringle, C. M., & Ryu, K. (2018). An assessment of the use of partial least squares structural equation modeling (PLS-SEM) in hospitality research. International Journal of Contemporary Hospitality Management, 30(1), 514-538. https://doi.org/10.1108/IJCHM-10-2016-0568
  • Ariffin, S., Yusof, J. M., Putit, L. & Shah, M. I. A. (2016). Factors influencing perceived quality and repurchase intention towards green products. Procedia Economics and Finance, 37(2016), 391-396. https://doi.org/10.1016/S2212-5671(16)30142-3
  • Ashraf, M., Naeem, M., & Shahzadi, M. (2017). Impact of branding on consumer buying behavior: An evidence of footwear industry of Punjab, Pakistan. International Journal of Academic Research in Business and Social Sciences, 7(7), 592-603. https://doi.org/10.6007/IJARBSS/v7-i7/3124
  • Balla, B. E., Ibrahim, S. B., & Ali, A. H. (2015). The impact of relationship quality on repurchase intention towards the customers of automotive companies in Sudan. British Journal of Marketing Studies, 3(4), 1-15. https://www.eajournals.org/journals/british-journal-of-marketing-studies-bjms/vol-3issue-4-may-2015/
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  • Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469. https://doi.org/10.1177/002224378001700405
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  • Ramanathan, U., Subramanian, N., & Parrott, G. (2017). Role of social media in retail network operations and marketing to enhance customer satisfaction. International Journal of Operations & Production Management, 37(1), 105-123. https://doi.org/10.1108/IJOPM-03-2015-0153
  • Saleem, M. A., Zahra, S., & Yaseen, A. (2017). Impact of service quality and trust on repurchase intentions-the case of Pakistan airline industry. Asia Pacific Journal of Marketing and Logistics, 29(5), 1136-1159. https://doi.org/10.1108/APJML-10-2016-0192
  • Sarwar, M. Z., Abbasi, K. S., & Pervaiz, S. (2012). The effect of customer trust on customer loyalty and customer retention: A moderating role of cause related marketing. Global Journal of Management and Business Research, 12(6), 27-36. http://www.journalofbusiness.org/index.php/GJMBR/article/view/685
  • Seçilmiş, C. (2012). Termal turizm destinasyonlarından duyulan memnuniyet düzeyinin tekrar ziyaret niyetine etkisi: “Sakarıılıca örneği”. Elektronik Sosyal Bilimler Dergisi, 11(39), 231-250. https://dergipark.org.tr/en/pub/esosder/issue/6153/82670
  • Semeijn, J., van Riel, A. C. R., & Ambrosini, A. B. (2004). Consumer evaluations of store brands: Effects of store image and product attributes. Journal of Retailing and Consumer Services, 11(2004), 247-258. https://doi.org/10.1016/S0969-6989(03)00051-1
  • Setiawan, H., & Sayuti, A. J. (2017). Effects of service quality, customer trust and corporate image on customer satisfaction and loyalty: An assessment of travel agencies customer in South Sumatra Indonesia. IOSR Journal of Business and Management, 19(5), 31-40. https://doi.org/10.9790/487X-1905033140
  • Setyorini, R., & Nugraha, P. (2016). The effect of trust towards online repurchase intention with perceived usefulness as an intervening variable: A study on KASKUS marketplace customers. The Asian Journal of Technology Management, 9(1), 1-7. http://perpustakaan.unmul.ac.id/ejournal/index.php/ji/article/view/25
  • Shamsher, R. (2016). Store image and its impact on consumer behaviour. Elk Asia Pacific Journal of Marketing and Retail Management, 7(2), 1-27. https://doi.org/10.16962/EAPJMRM/issn.
  • Sharma, R., & Gautam, A. (2016). Impact of retail formats on consumer buyer behavior-a study of fast moving consumer goods market in South Africa. Journal of Economics, Management and Trade, 11(3), 1-8. https://doi.org/10.9734/BJEMT/2016/21388
  • Shmueli, G., Ray, S., Velasquez Estrada, J. M., & Shatla, S. B. (2016). The elephant in the room: Evaluating the predictive performance of PLS models. Journal of Business Research, 69(10), 4552-4564. https://doi.org/10.1016/j.jbusres.2016.03.049
  • Shmueli, G., Sarstedt, M., Hair, J. F., Cheah, J.-H., Ting, H., Vaithilingam, S., & Ringle, C. M. (2019). Predictive model assessment in PLS-SEM: Guidelines for using PLSpredict. European Journal of Marketing, 53(11), 2322-2347. https://doi.org/10.1108/EJM-02-2019-0189
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  • Sohaib, M., Rehman, M. A. U., & Akram, U. (2016). Underlying effect of customer satisfaction on repurchase intentions: Mediating role of trust and commitment. European Journal of Business and Management, 8(10), 105-115. https://core.ac.uk/download/pdf/234627202.pdf
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  • Tran, Q., & Cox, C. (2009). Chapter 4 Building brand equity between manufacturers and retailers, In M. S. Glynn, & A. G. Woodside (Eds.) Business-to-business brand management: Theory, research and executivecase study exercises (Advances in business marketing and purchasing, Vol. 15) (pp.115-194). Emerald Group Publishing Limited. https://doi.org/10.1108/S1069-0964(2009)0000015008
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  • Zhao, X., Lynch Jr, J. G., & Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and truths about mediation analysis. Journal of consumer research, 37(2), 197-206. https://doi.org/10.1086/651257
Toplam 79 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Finans
Bölüm ARAŞTIRMA MAKALELERİ
Yazarlar

Sinan Çavuşoğlu 0000-0001-9365-8677

Bülent Demirağ 0000-0002-8718-1822

Yayımlanma Tarihi 28 Kasım 2021
Yayımlandığı Sayı Yıl 2021 Cilt: 13 Sayı: 25

Kaynak Göster

APA Çavuşoğlu, S., & Demirağ, B. (2021). Perakende İşletmelerinde Satılan Markaların Memnuniyet ve Güven İlişkisi İçerisinde Tekrar Satın Alma Niyetine Etkisi. Akademik Araştırmalar Ve Çalışmalar Dergisi (AKAD), 13(25), 378-397. https://doi.org/10.20990/kilisiibfakademik.876590
AMA Çavuşoğlu S, Demirağ B. Perakende İşletmelerinde Satılan Markaların Memnuniyet ve Güven İlişkisi İçerisinde Tekrar Satın Alma Niyetine Etkisi. Akademik Araştırmalar ve Çalışmalar Dergisi (AKAD). Kasım 2021;13(25):378-397. doi:10.20990/kilisiibfakademik.876590
Chicago Çavuşoğlu, Sinan, ve Bülent Demirağ. “Perakende İşletmelerinde Satılan Markaların Memnuniyet Ve Güven İlişkisi İçerisinde Tekrar Satın Alma Niyetine Etkisi”. Akademik Araştırmalar Ve Çalışmalar Dergisi (AKAD) 13, sy. 25 (Kasım 2021): 378-97. https://doi.org/10.20990/kilisiibfakademik.876590.
EndNote Çavuşoğlu S, Demirağ B (01 Kasım 2021) Perakende İşletmelerinde Satılan Markaların Memnuniyet ve Güven İlişkisi İçerisinde Tekrar Satın Alma Niyetine Etkisi. Akademik Araştırmalar ve Çalışmalar Dergisi (AKAD) 13 25 378–397.
IEEE S. Çavuşoğlu ve B. Demirağ, “Perakende İşletmelerinde Satılan Markaların Memnuniyet ve Güven İlişkisi İçerisinde Tekrar Satın Alma Niyetine Etkisi”, Akademik Araştırmalar ve Çalışmalar Dergisi (AKAD), c. 13, sy. 25, ss. 378–397, 2021, doi: 10.20990/kilisiibfakademik.876590.
ISNAD Çavuşoğlu, Sinan - Demirağ, Bülent. “Perakende İşletmelerinde Satılan Markaların Memnuniyet Ve Güven İlişkisi İçerisinde Tekrar Satın Alma Niyetine Etkisi”. Akademik Araştırmalar ve Çalışmalar Dergisi (AKAD) 13/25 (Kasım 2021), 378-397. https://doi.org/10.20990/kilisiibfakademik.876590.
JAMA Çavuşoğlu S, Demirağ B. Perakende İşletmelerinde Satılan Markaların Memnuniyet ve Güven İlişkisi İçerisinde Tekrar Satın Alma Niyetine Etkisi. Akademik Araştırmalar ve Çalışmalar Dergisi (AKAD). 2021;13:378–397.
MLA Çavuşoğlu, Sinan ve Bülent Demirağ. “Perakende İşletmelerinde Satılan Markaların Memnuniyet Ve Güven İlişkisi İçerisinde Tekrar Satın Alma Niyetine Etkisi”. Akademik Araştırmalar Ve Çalışmalar Dergisi (AKAD), c. 13, sy. 25, 2021, ss. 378-97, doi:10.20990/kilisiibfakademik.876590.
Vancouver Çavuşoğlu S, Demirağ B. Perakende İşletmelerinde Satılan Markaların Memnuniyet ve Güven İlişkisi İçerisinde Tekrar Satın Alma Niyetine Etkisi. Akademik Araştırmalar ve Çalışmalar Dergisi (AKAD). 2021;13(25):378-97.

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