Araştırma Makalesi
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Marka imajının tutumsal marka sadakati üzerindeki etkisinin incelenmesi: Bingöl otelleri örneği

Yıl 2019, Cilt: 1 Sayı: 1, 15 - 22, 30.06.2019

Bülent Demirağ Sinan Çavuşoğlu

Öz

Bu
çalışmanın amacı, marka imajının tutumsal marka sadakatine olan etkisini
belirlemektir. Araştırmanın evrenini Bingöl’de yer alan işletme belgeli ve
belediye belgeli tesislerde konaklayan otel müşterileri oluşturmaktadır.
Kolayda örneklem yöntemiyle 272 kişiye ulaşılmış olup, kullanılan ölçeklerin
geçerlilik ve güvenilirliği test edilmiştir. Araştırma bulgularında, araştırma
amacına uygun olarak oluşturulan hipotezler test edilmiştir. Hipotezler
korelasyon ve yol analizi ile incelenmiş olup, elde edilen bulgular bu kapsamda
yorumlanmıştır. Araştırma sonuçlarına göre marka imajının; tutumsal marka
sadakati boyutlarından bilişsel, duygusal ve çabasal boyutlara etkisi olduğu
görülmektedir. Ayrıca, marka imajı ve bilişsel, duygusal ve çabasal marka
sadakati arasındaki ilişki anlamlı bulunmuştur. 

Anahtar Kelimeler

Marka imajı Tutumsal marka sadakati Tutumsal marka sadakati boyutları

Kaynakça

  • Aaker, D. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York, The Free Press.
  • Aaker, D.A. (1996). Building Strong Brands. New York: The Free Press-A division of Simon&Schuster Inc.
  • Akın, E. (2012). Literature Review and Discussion on Customer Loyalty and Consciousness. European Journal of Economics, Finance and Administrative Sciences, 51, 158-173.
  • Anderson, J. C.,& Gerbing, D. W. (1988). Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach. Psychological Bulletin, 103(3), 411-423.
  • Arnold, D. (1992). The Handbook of Brand Management. Century Business, The Economist Books.
  • Back, K. & Parks, S. C. (2003). A Brand Loyalty Model Involving Cognitive, Affective, and Conative Brand Loyalty and Customer Satisfaction. Journal of Hospitality & Tourism Research, 27(4), 419-435.
  • Back, K. (2005). The Effects of Image Congruence on Customers' Brand Loyalty in the Upper Middle-Class Hotel Industry. Journal of Hospitality & Tourism Research, 29(4), 448-467.
  • Bingöl Kültür Turizm (2019). Bingöl İl Kültür ve Turizm Müdürlüğü, http://www.bingolkulturturizm.gov.tr/TR-208422, Erişim tarihi: 20.06.2019.
  • Bloemer, J., Ruyter, K. & Peeters, P. (1998). Investigating Drivers of Bank Loyalty: The Complex Relationship Between Image, Service Quality and Satisfaction. The International Journal of Bank Marketing, 16(7), 276-286.
  • Bowen, J. T. & Chen, S. (2001). The Relationship Between Customer Loyalty and Customer Satisfaction. International Journal of Hospitality Management, 13(5), 213-217.
  • Chahal, H.,& Bala, M. (2012). Significant Components of Service Brand Equity in Healthcare Sector. International Journal of Health Care Quality Assurance, 25(4), 343-362.
  • Chaudhuri, A. & Holbrook, M.B. (2002). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 141-149.
  • Cheng, B.L. & Rashid, Z.A. (2015). Interrelationships of Service Quality, Customer Satisfaction, Corporate Image and Customer Loyalty of Malaysian Hotel Industry. In book: Cultural Tourism in a Digital Era.
  • Chiang, C. F. & Jang, S. C. (2008). An Expectancy Theory Model for Hotel Employee Motivation. International Journal of Hospitality Management, 27, 313–322.
  • Chitty, B., Ward, S.& Chua, C. (2007). An Application of the ECSI Model as a Predictor of Satisfaction and Loyalty for Backpacker Hostels. Marketing Intelligence & Planning, 25, 563-580.
  • Faullant, R., Matzler, K. & Füller, J. (2008). The Impact of Satisfaction and Image on Loyalty: The case of Alpine Ski Resorts. Managing Service Quality, 18, 163-178.
  • Gremler, D. D. & Brown, S.W. (1997). Service Loyalty: Its Nature, Importance, and Implications. Advancing Service Quality: A Global Perspective, Edvardsson et al., (Eds.) Quiz 5 Conference Processing, University of Karlstad, Sweden, 171-181.
  • Gupta, S., Schivinski, B.&Brzozowska-Woś, M. (2017). Antecedents and Consequences of Brand Loyalty. Handel Wewnętrzny, 5(370), 200-212.
  • Gürbüz, S. & Şahin, F. (2016). Sosyal Bilimlerde Araştırma Yöntemleri. (3.Baskı). Ankara: Seçkin Yayıncılık.
  • Hallowell, R. (1996). The Relationships of Customer Satisfaction, Customer Loyalty, and Profitability: an Empirical Study", International Journal of Service Industry Management, 7(4), 27-42.
  • Han, H. & Back, K. (2008). Relationships among Image Congruence, Consumption Emotions, and Customer Loyalty in the Lodging Industry. Journal of Hospitality and Tourism Research, 32 (4), 467–490.
  • Helgesen, Q. & Nesset, W. (2007). Images, satisfaction and antecedents: Drivers of student loyalty? A case study of a Norwegian university collage. Corporate Reputation Review, 10(1), 38-59.
  • Hsieh, A.T. &C. Kai Li (2008). The Moderating Effect of Brand Image on Public Relations Perception and Customer Loyalty. Marketing Intelligence and Planning, 26(1), 26-42.
  • Jacoby, J. & Chestnut, R. W. (1978). Brand Loyalty: Measurement and management New York Wiley.
  • Jani, D. & Han, H. (2014). Personality, Satisfaction, Image, Ambience, and Loyalty: Testing their Relationships in the Hotel Industry. International Journal of Hospitality Management, 37, 11–20.
  • Jones, T. & Taylor, S. F. (2007). The Conceptual Domain of Service Loyalty: How many Dimensions?.The Journal of Services Marketing, 21(1), 36-51.
  • Kalaycı, Ş. (2005). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri. Asil Yayın Dağıtım, Ankara.
  • Kandampully, J. & Suhartanto, D. (2000). Customer Loyalty in the Hotel Industry: The Role of Customer Satisfaction and Image. International Journal of Contemporary Hospitality Management, 12(6), 346-351.
  • Kandampully, J.&Hu, H.H. (2007). Do Hoteliers need to Manage Image to Retain Loyal Customers?.International Journal of Contemporary Hospitality Management, 19(6), 435-443.
  • Kayaman, R. & Arasli, H. (2007). Customer Based Brand Equity: Evidence from the Hotel Industry. Managing Service Quality, 17, 92-109.
  • Lahap, J., Ramli, N.S., Said, N.M., Radzi, S.M. & Zain, R.A. (2016). A Study of Brand Image towards Customer’s Satisfaction in the Malaysian Hotel Industry. Procedia-Social and Behavioral Sciences, 224, 149–157.
  • Lai, F., Griffin, M. & Babin, B. J. (2009). How Quality, Value, Image, and Satisfaction Create Loyalty at a Chinese Telecom. Journal of Business Research, (62), 980-986.
  • Laroche, M., Habibi, M.R., Richard, M.O. & Sankaranarayanan, R. (2012): The Effects of Social Media Based Brand Communities on Brand Community Markers, Value Creation Practices, Brand Trust and Brand Loyalty. Computers in Human Behavior, 28, 1755–1767.
  • Lau, G.T. & Lee, S.H. (1999). Consumer’s Trust in a Brand and the Link to Brand. Journal of Market Management, (4), 341-370.
  • Li, C.P. (2017). Effects of Brand Image, Perceived Price, Perceived Quality, and Perceived Value on the Purchase Intention towards Sports and Tourism Products of the 2016 Taichung International Travel Fair. The Journal of International Management Studies, 12(2), 97-107.
  • Lien, C-H., Wen, M-J., Huang,L-C. & Wu, K-L. (2015). Online Hotel Booking: The Effects of Brand Image, Price, Trust and Value on Purchase Intentions. Asia Pacific Management Review, 20, 210-218.
  • Mazanec, J. A. (1995). Positioning Analysis With Self-Organizing Maps: An Explanatory Study On Luxury Hotels. Cornell H.R.A. Quarterly, 36(6), 80-92.
  • Nazir,B., Ali, M.& Jamil, M. (2016). The Impact of Brand Image on the Customer Retention: A Mediation Role of Customer Satisfaction in Pakistan. International Journal of Business and Management Invention, 5(3), 56-61.
  • Neupane, R. (2015). The Effects of Brand Image on Customer Satisfaction and Loyalty Intention in Retail Super Market Chain UK. International Journal of Social Sciences and Management, 2(1), 9-26.
  • Ntimane, V. & Tichaawa, T.M. (2017). Customers’s Perceptions of Value in Relation to Hotels in Gauteng, South Africa.Acta Universitatis Danubius, 13(2), 17-30.
  • Oliver, R. L. (1999). Whence Consumer Loyalty?. Journal of Marketing, Fundamental Issues and Directions for Marketing, 63(4), 33-44.
  • Oliver, R.L. (1997). Loyalty and Profit: Long-Term Effects of Satisfaction. Satisfaction: A Behavioural Perspective on the Consumer, McGraw-Hill Companies, Inc., New York, NY.
  • Paswan, A. K. & Ganesh, G. (2009). Higher Education Institutions: Satisfaction and Loyalty among International Students. Journal of Marketing for Higher Education, 19(1), 65-84.
  • Poiesz, T.B.C. (1989). The Image Concept: Its Place in Consumer Psychology. Journal of Economic Psychology, 10(4), 457-472.
  • Pura, M. (2005). Linking Perceived Value and Loyalty in Location-Based Mobile Services. Journal of Service Theory and Practice, 15(6):509-538
  • Rai, A. K. & Medha, S. (2013). The Antecedents of Customer Loyalty: An Empirical Investigation in Life Insurance Context. Journal of Competitiveness, 5(2), 139-163.
  • Reichheld, F., Markey, R., & Hopton, C. (2000). E-Customer Loyalty-Applying the Traditional Rules of Business for Online Success. European Business Journal, 12(4), 173–180.
  • Riezebos, R. K. (2003). Brand Management-A Theoretical and Practical Approach. Harlow: Pearson Education Limited.
  • Saleem, H. & Raja, N.S. (2014). The Impact of Service Quality on Customer Satisfaction, Customer Loyalty and Brand Image: Evidence from Hotel Industry of Pakistan. Middle East Journal of Scientific Research, 19(5), 706-711.
  • Sever, E. & Ling, K. C. (2013). The Mediating Effects of Brand Association, Brand Loyalty, Brand Image and Perceived Quality on Brand Equity, Asian Social Science, 9 (3), 125-137.
  • Shankar, V., Smith, A.K. & Rangaswamy, A. (2003). Customer Satisfaction and Loyalty in Online and Offline Environment. International Journal of Research in Marketing, 20(2), 153-175.
  • Shao, A. T. (2002). Marketing Research: An Aid to Decision Making, Cincinnati, Ohio: South-Western/Thomson Learning.
  • Sirgy, M. Joseph & A. Coskun Samli (1985). A Path Analytic Model of Store Loyalty Involving Self-Concept, Store Image, Socioeconomic Status, and Geographic Loyalty. The Journal of the Academy of MarketingScience, 13, 265-291.
  • Sondoh, S. L., Omar, M. W., Wahid, N. A., Ismail, I., & Haru, A. (2007). The Effect of Brand Image on Overall Satisfaction and Loyalty Intention in the Context of Color Cosmetic. Journal Asian Academy of Management, 12(1), 83−107.
  • Sulibhavi, B & Shıvashankar, K. (2017). The Impact Of Brand Image On Customer’s Loyalty Towards Prıvate Label Brands: The Medıatıng Effect Of Satısfactıon. Hublı-Dharwad Conglomerate Cıty Of Karnataka. International Journal of Marketing & Financial Management, ISSN: 2348 –3954 (online) ISSN: 2349 –2546 (print), Volume 5,(Issue8, Aug-2017), pp 43-50.
  • Walsh, G., Evanschitzky, H. &Wunderlich, M. (2008). Identification and Analysis of Moderator Variables: Investigating the Customer Satisfaction-Loyalty Link. European Journal of Marketing, 42(9), 977-1004.
  • Watson, G., Beck, J., Henderson, C. & Palmatier, R. W. (2015). Building, Measuring, and Profiting from Customer Loyalty. Journal of the Academy of Marketing Science, 43(6), 790-825.
  • Wijaya, B.S. (2013). Dimensions of Brand Image: A Conceptual Review from the Perspective of Brand Communication. European Journal of Business and Management, 5(31), 55-66.
  • Wu, C.C. (2011). The Impact of Hospital Brand Image on Service Quality, Patient Satisfaction and Loyalty. African Journal of Business Management, 5(12), 4873-4882.
  • Yang, Z. & Peterson, R.T. (2004). Customer Perceived Value, Satisfaction, and Loyalty: The Role of Switching Costs. Psychology and Marketing, 21(10), 799-822.
  • Yu, Y.T. &Dean, A. (2001). The Contribution of Emotional Satisfaction to Consumer Loyalty. International Journal of Service Industry Management, 12(3), 234-250.
  • Zins, A. H. (2001). Relative Attitudes and Commitment in Customer Loyalty Models. International Journal of Service Industry Management, 12(3), 269-294.

Yıl 2019, Cilt: 1 Sayı: 1, 15 - 22, 30.06.2019

Bülent Demirağ Sinan Çavuşoğlu

Öz

Kaynakça

  • Aaker, D. (1991). Managing Brand Equity: Capitalizing on the Value of a Brand Name. New York, The Free Press.
  • Aaker, D.A. (1996). Building Strong Brands. New York: The Free Press-A division of Simon&Schuster Inc.
  • Akın, E. (2012). Literature Review and Discussion on Customer Loyalty and Consciousness. European Journal of Economics, Finance and Administrative Sciences, 51, 158-173.
  • Anderson, J. C.,& Gerbing, D. W. (1988). Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach. Psychological Bulletin, 103(3), 411-423.
  • Arnold, D. (1992). The Handbook of Brand Management. Century Business, The Economist Books.
  • Back, K. & Parks, S. C. (2003). A Brand Loyalty Model Involving Cognitive, Affective, and Conative Brand Loyalty and Customer Satisfaction. Journal of Hospitality & Tourism Research, 27(4), 419-435.
  • Back, K. (2005). The Effects of Image Congruence on Customers' Brand Loyalty in the Upper Middle-Class Hotel Industry. Journal of Hospitality & Tourism Research, 29(4), 448-467.
  • Bingöl Kültür Turizm (2019). Bingöl İl Kültür ve Turizm Müdürlüğü, http://www.bingolkulturturizm.gov.tr/TR-208422, Erişim tarihi: 20.06.2019.
  • Bloemer, J., Ruyter, K. & Peeters, P. (1998). Investigating Drivers of Bank Loyalty: The Complex Relationship Between Image, Service Quality and Satisfaction. The International Journal of Bank Marketing, 16(7), 276-286.
  • Bowen, J. T. & Chen, S. (2001). The Relationship Between Customer Loyalty and Customer Satisfaction. International Journal of Hospitality Management, 13(5), 213-217.
  • Chahal, H.,& Bala, M. (2012). Significant Components of Service Brand Equity in Healthcare Sector. International Journal of Health Care Quality Assurance, 25(4), 343-362.
  • Chaudhuri, A. & Holbrook, M.B. (2002). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing, 65(2), 141-149.
  • Cheng, B.L. & Rashid, Z.A. (2015). Interrelationships of Service Quality, Customer Satisfaction, Corporate Image and Customer Loyalty of Malaysian Hotel Industry. In book: Cultural Tourism in a Digital Era.
  • Chiang, C. F. & Jang, S. C. (2008). An Expectancy Theory Model for Hotel Employee Motivation. International Journal of Hospitality Management, 27, 313–322.
  • Chitty, B., Ward, S.& Chua, C. (2007). An Application of the ECSI Model as a Predictor of Satisfaction and Loyalty for Backpacker Hostels. Marketing Intelligence & Planning, 25, 563-580.
  • Faullant, R., Matzler, K. & Füller, J. (2008). The Impact of Satisfaction and Image on Loyalty: The case of Alpine Ski Resorts. Managing Service Quality, 18, 163-178.
  • Gremler, D. D. & Brown, S.W. (1997). Service Loyalty: Its Nature, Importance, and Implications. Advancing Service Quality: A Global Perspective, Edvardsson et al., (Eds.) Quiz 5 Conference Processing, University of Karlstad, Sweden, 171-181.
  • Gupta, S., Schivinski, B.&Brzozowska-Woś, M. (2017). Antecedents and Consequences of Brand Loyalty. Handel Wewnętrzny, 5(370), 200-212.
  • Gürbüz, S. & Şahin, F. (2016). Sosyal Bilimlerde Araştırma Yöntemleri. (3.Baskı). Ankara: Seçkin Yayıncılık.
  • Hallowell, R. (1996). The Relationships of Customer Satisfaction, Customer Loyalty, and Profitability: an Empirical Study", International Journal of Service Industry Management, 7(4), 27-42.
  • Han, H. & Back, K. (2008). Relationships among Image Congruence, Consumption Emotions, and Customer Loyalty in the Lodging Industry. Journal of Hospitality and Tourism Research, 32 (4), 467–490.
  • Helgesen, Q. & Nesset, W. (2007). Images, satisfaction and antecedents: Drivers of student loyalty? A case study of a Norwegian university collage. Corporate Reputation Review, 10(1), 38-59.
  • Hsieh, A.T. &C. Kai Li (2008). The Moderating Effect of Brand Image on Public Relations Perception and Customer Loyalty. Marketing Intelligence and Planning, 26(1), 26-42.
  • Jacoby, J. & Chestnut, R. W. (1978). Brand Loyalty: Measurement and management New York Wiley.
  • Jani, D. & Han, H. (2014). Personality, Satisfaction, Image, Ambience, and Loyalty: Testing their Relationships in the Hotel Industry. International Journal of Hospitality Management, 37, 11–20.
  • Jones, T. & Taylor, S. F. (2007). The Conceptual Domain of Service Loyalty: How many Dimensions?.The Journal of Services Marketing, 21(1), 36-51.
  • Kalaycı, Ş. (2005). SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri. Asil Yayın Dağıtım, Ankara.
  • Kandampully, J. & Suhartanto, D. (2000). Customer Loyalty in the Hotel Industry: The Role of Customer Satisfaction and Image. International Journal of Contemporary Hospitality Management, 12(6), 346-351.
  • Kandampully, J.&Hu, H.H. (2007). Do Hoteliers need to Manage Image to Retain Loyal Customers?.International Journal of Contemporary Hospitality Management, 19(6), 435-443.
  • Kayaman, R. & Arasli, H. (2007). Customer Based Brand Equity: Evidence from the Hotel Industry. Managing Service Quality, 17, 92-109.
  • Lahap, J., Ramli, N.S., Said, N.M., Radzi, S.M. & Zain, R.A. (2016). A Study of Brand Image towards Customer’s Satisfaction in the Malaysian Hotel Industry. Procedia-Social and Behavioral Sciences, 224, 149–157.
  • Lai, F., Griffin, M. & Babin, B. J. (2009). How Quality, Value, Image, and Satisfaction Create Loyalty at a Chinese Telecom. Journal of Business Research, (62), 980-986.
  • Laroche, M., Habibi, M.R., Richard, M.O. & Sankaranarayanan, R. (2012): The Effects of Social Media Based Brand Communities on Brand Community Markers, Value Creation Practices, Brand Trust and Brand Loyalty. Computers in Human Behavior, 28, 1755–1767.
  • Lau, G.T. & Lee, S.H. (1999). Consumer’s Trust in a Brand and the Link to Brand. Journal of Market Management, (4), 341-370.
  • Li, C.P. (2017). Effects of Brand Image, Perceived Price, Perceived Quality, and Perceived Value on the Purchase Intention towards Sports and Tourism Products of the 2016 Taichung International Travel Fair. The Journal of International Management Studies, 12(2), 97-107.
  • Lien, C-H., Wen, M-J., Huang,L-C. & Wu, K-L. (2015). Online Hotel Booking: The Effects of Brand Image, Price, Trust and Value on Purchase Intentions. Asia Pacific Management Review, 20, 210-218.
  • Mazanec, J. A. (1995). Positioning Analysis With Self-Organizing Maps: An Explanatory Study On Luxury Hotels. Cornell H.R.A. Quarterly, 36(6), 80-92.
  • Nazir,B., Ali, M.& Jamil, M. (2016). The Impact of Brand Image on the Customer Retention: A Mediation Role of Customer Satisfaction in Pakistan. International Journal of Business and Management Invention, 5(3), 56-61.
  • Neupane, R. (2015). The Effects of Brand Image on Customer Satisfaction and Loyalty Intention in Retail Super Market Chain UK. International Journal of Social Sciences and Management, 2(1), 9-26.
  • Ntimane, V. & Tichaawa, T.M. (2017). Customers’s Perceptions of Value in Relation to Hotels in Gauteng, South Africa.Acta Universitatis Danubius, 13(2), 17-30.
  • Oliver, R. L. (1999). Whence Consumer Loyalty?. Journal of Marketing, Fundamental Issues and Directions for Marketing, 63(4), 33-44.
  • Oliver, R.L. (1997). Loyalty and Profit: Long-Term Effects of Satisfaction. Satisfaction: A Behavioural Perspective on the Consumer, McGraw-Hill Companies, Inc., New York, NY.
  • Paswan, A. K. & Ganesh, G. (2009). Higher Education Institutions: Satisfaction and Loyalty among International Students. Journal of Marketing for Higher Education, 19(1), 65-84.
  • Poiesz, T.B.C. (1989). The Image Concept: Its Place in Consumer Psychology. Journal of Economic Psychology, 10(4), 457-472.
  • Pura, M. (2005). Linking Perceived Value and Loyalty in Location-Based Mobile Services. Journal of Service Theory and Practice, 15(6):509-538
  • Rai, A. K. & Medha, S. (2013). The Antecedents of Customer Loyalty: An Empirical Investigation in Life Insurance Context. Journal of Competitiveness, 5(2), 139-163.
  • Reichheld, F., Markey, R., & Hopton, C. (2000). E-Customer Loyalty-Applying the Traditional Rules of Business for Online Success. European Business Journal, 12(4), 173–180.
  • Riezebos, R. K. (2003). Brand Management-A Theoretical and Practical Approach. Harlow: Pearson Education Limited.
  • Saleem, H. & Raja, N.S. (2014). The Impact of Service Quality on Customer Satisfaction, Customer Loyalty and Brand Image: Evidence from Hotel Industry of Pakistan. Middle East Journal of Scientific Research, 19(5), 706-711.
  • Sever, E. & Ling, K. C. (2013). The Mediating Effects of Brand Association, Brand Loyalty, Brand Image and Perceived Quality on Brand Equity, Asian Social Science, 9 (3), 125-137.
  • Shankar, V., Smith, A.K. & Rangaswamy, A. (2003). Customer Satisfaction and Loyalty in Online and Offline Environment. International Journal of Research in Marketing, 20(2), 153-175.
  • Shao, A. T. (2002). Marketing Research: An Aid to Decision Making, Cincinnati, Ohio: South-Western/Thomson Learning.
  • Sirgy, M. Joseph & A. Coskun Samli (1985). A Path Analytic Model of Store Loyalty Involving Self-Concept, Store Image, Socioeconomic Status, and Geographic Loyalty. The Journal of the Academy of MarketingScience, 13, 265-291.
  • Sondoh, S. L., Omar, M. W., Wahid, N. A., Ismail, I., & Haru, A. (2007). The Effect of Brand Image on Overall Satisfaction and Loyalty Intention in the Context of Color Cosmetic. Journal Asian Academy of Management, 12(1), 83−107.
  • Sulibhavi, B & Shıvashankar, K. (2017). The Impact Of Brand Image On Customer’s Loyalty Towards Prıvate Label Brands: The Medıatıng Effect Of Satısfactıon. Hublı-Dharwad Conglomerate Cıty Of Karnataka. International Journal of Marketing & Financial Management, ISSN: 2348 –3954 (online) ISSN: 2349 –2546 (print), Volume 5,(Issue8, Aug-2017), pp 43-50.
  • Walsh, G., Evanschitzky, H. &Wunderlich, M. (2008). Identification and Analysis of Moderator Variables: Investigating the Customer Satisfaction-Loyalty Link. European Journal of Marketing, 42(9), 977-1004.
  • Watson, G., Beck, J., Henderson, C. & Palmatier, R. W. (2015). Building, Measuring, and Profiting from Customer Loyalty. Journal of the Academy of Marketing Science, 43(6), 790-825.
  • Wijaya, B.S. (2013). Dimensions of Brand Image: A Conceptual Review from the Perspective of Brand Communication. European Journal of Business and Management, 5(31), 55-66.
  • Wu, C.C. (2011). The Impact of Hospital Brand Image on Service Quality, Patient Satisfaction and Loyalty. African Journal of Business Management, 5(12), 4873-4882.
  • Yang, Z. & Peterson, R.T. (2004). Customer Perceived Value, Satisfaction, and Loyalty: The Role of Switching Costs. Psychology and Marketing, 21(10), 799-822.
  • Yu, Y.T. &Dean, A. (2001). The Contribution of Emotional Satisfaction to Consumer Loyalty. International Journal of Service Industry Management, 12(3), 234-250.
  • Zins, A. H. (2001). Relative Attitudes and Commitment in Customer Loyalty Models. International Journal of Service Industry Management, 12(3), 269-294.
Toplam 62 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Araştırma Makaleleri
Yazarlar

Bülent Demirağ 0000-0002-8718-1822

Sinan Çavuşoğlu 0000-0001-9365-8677

Yayımlanma Tarihi 30 Haziran 2019
Gönderilme Tarihi 20 Haziran 2019
Kabul Tarihi 26 Haziran 2019
Yayımlandığı Sayı Yıl 2019 Cilt: 1 Sayı: 1

Kaynak Göster

APA Demirağ, B., & Çavuşoğlu, S. (2019). Marka imajının tutumsal marka sadakati üzerindeki etkisinin incelenmesi: Bingöl otelleri örneği. Tourism and Recreation, 1(1), 15-22.
 Kapak Resmi İndir

24661

Tourism and Recreation tarafından yayınlanan eserler Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International Lisence ile lisanslanmaktadır.