Yıl: 2021 Cilt: 20 Sayı: 78 Sayfa Aralığı: 688 - 704 Metin Dili: Türkçe DOI: 10.17755/esosder.786996 İndeks Tarihi: 18-05-2021

MÜŞTERİ TATMİNİ VE BAĞLILIĞININ ONLİNE AĞIZDAN AĞIZA İLETİŞİME ETKİSİNİN İNCELENMESİ

Öz:
Araştırma, müşteri tatmini ve bağlılığının online ağızdan ağıza iletişime (yoğunluk ve değer) olan etkisinindeğerlendirilmesi amacıyla gerçekleştirilmiştir. Araştırmanın evrenini online alışveriş yapan tüketicileroluşturmaktadır. Araştırma kapsamında tesadüfi olmayan örneklemelerden „kolayda örneklem‟ yöntemiuygulanmıştır. Örneklem sayısı ise 427 anket formunda yer alan verilerden yola çıkarak değerlendirilmiştir.Araştırmada hipotezlerin test edilmesi için SPSS ve AMOS istatistik programları kullanılmıştır. Analizsonuçlarına göre müşteri tatmininin online ağızdan ağıza iletişimin yoğunluk ve değer boyutlarını pozitif yöndeetkilediği tespit edilmiştir. Benzer şekilde duygusal bağlılığın online ağızdan ağıza iletişimin yoğunluk ve değerboyutlarını pozitif yönde etkilediği belirlenmiştir. Son olarak yüksek fedakârlık bağlılığının online ağızdan ağızailetişimin yoğunluk ve değer boyutları üzerinde etkisinin olup olmadığı yapılan yol analizi ile test edilmiştir.Değişkenler arasındaki ilişki istatistiksel olarak anlamlı bulunmuştur ve yüksek fedakârlık bağlılığı ile yoğunlukdeğer arasında pozitif bir ilişki tespit edilmiştir. Fakat hipotezler yüksek fedakârlık bağlılığının yoğunluk vedeğer boyutları üzerinde etkisinin olmadığı yönünde belirlenmesi nedeniyle araştırma kapsamında oluşturulmuşhipotezler kabul edilmemiştir
Anahtar Kelime:

INVESTIGATING THE EFFECT OF CUSTOMER SATISFACTION AND COMMITMENT ON ONLINE WORD-OF-MOUTH

Öz:
The research was conducted to evaluate the effect of customer satisfaction and commitment on electronic wordof-mouth (volume and valence). The universe of the research is the consumers who shop online. Within the scope of the research, "convenience sampling" method was applied among non-random samples. The number of samples was evaluated on the basis of the data in the 427 questionnaire forms. SPSS and AMOS statistical programs were used to test the hypotheses in the study. According to the analysis results, it was determined that customer satisfaction positively affects the volume and valence dimensions of electronic word-of-mouth. Similarly, it was determined that affective commitment positively affects the volume and valence dimensions of electronic word-of-mouth. Finally, whether high sacrifice commitment has an effect on the volume and valence dimensions of electronic word-of-mouth communication was tested by path analysis. The relationship between the variables was found to be statistically significant and a positive relationship was found between high sacrifice commitment and volume-valence. However, the hypotheses created within the scope of the study were not accepted because the hypotheses were determined that high sacrifice commitment had no effect on the volume and valence dimensions.
Anahtar Kelime:

Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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APA çavuşoğlu s, demirağ b (2021). MÜŞTERİ TATMİNİ VE BAĞLILIĞININ ONLİNE AĞIZDAN AĞIZA İLETİŞİME ETKİSİNİN İNCELENMESİ. , 688 - 704. 10.17755/esosder.786996
Chicago çavuşoğlu sinan,demirağ bülent MÜŞTERİ TATMİNİ VE BAĞLILIĞININ ONLİNE AĞIZDAN AĞIZA İLETİŞİME ETKİSİNİN İNCELENMESİ. (2021): 688 - 704. 10.17755/esosder.786996
MLA çavuşoğlu sinan,demirağ bülent MÜŞTERİ TATMİNİ VE BAĞLILIĞININ ONLİNE AĞIZDAN AĞIZA İLETİŞİME ETKİSİNİN İNCELENMESİ. , 2021, ss.688 - 704. 10.17755/esosder.786996
AMA çavuşoğlu s,demirağ b MÜŞTERİ TATMİNİ VE BAĞLILIĞININ ONLİNE AĞIZDAN AĞIZA İLETİŞİME ETKİSİNİN İNCELENMESİ. . 2021; 688 - 704. 10.17755/esosder.786996
Vancouver çavuşoğlu s,demirağ b MÜŞTERİ TATMİNİ VE BAĞLILIĞININ ONLİNE AĞIZDAN AĞIZA İLETİŞİME ETKİSİNİN İNCELENMESİ. . 2021; 688 - 704. 10.17755/esosder.786996
IEEE çavuşoğlu s,demirağ b "MÜŞTERİ TATMİNİ VE BAĞLILIĞININ ONLİNE AĞIZDAN AĞIZA İLETİŞİME ETKİSİNİN İNCELENMESİ." , ss.688 - 704, 2021. 10.17755/esosder.786996
ISNAD çavuşoğlu, sinan - demirağ, bülent. "MÜŞTERİ TATMİNİ VE BAĞLILIĞININ ONLİNE AĞIZDAN AĞIZA İLETİŞİME ETKİSİNİN İNCELENMESİ". (2021), 688-704. https://doi.org/10.17755/esosder.786996
APA çavuşoğlu s, demirağ b (2021). MÜŞTERİ TATMİNİ VE BAĞLILIĞININ ONLİNE AĞIZDAN AĞIZA İLETİŞİME ETKİSİNİN İNCELENMESİ. Elektronik Sosyal Bilimler Dergisi (elektronik), 20(78), 688 - 704. 10.17755/esosder.786996
Chicago çavuşoğlu sinan,demirağ bülent MÜŞTERİ TATMİNİ VE BAĞLILIĞININ ONLİNE AĞIZDAN AĞIZA İLETİŞİME ETKİSİNİN İNCELENMESİ. Elektronik Sosyal Bilimler Dergisi (elektronik) 20, no.78 (2021): 688 - 704. 10.17755/esosder.786996
MLA çavuşoğlu sinan,demirağ bülent MÜŞTERİ TATMİNİ VE BAĞLILIĞININ ONLİNE AĞIZDAN AĞIZA İLETİŞİME ETKİSİNİN İNCELENMESİ. Elektronik Sosyal Bilimler Dergisi (elektronik), vol.20, no.78, 2021, ss.688 - 704. 10.17755/esosder.786996
AMA çavuşoğlu s,demirağ b MÜŞTERİ TATMİNİ VE BAĞLILIĞININ ONLİNE AĞIZDAN AĞIZA İLETİŞİME ETKİSİNİN İNCELENMESİ. Elektronik Sosyal Bilimler Dergisi (elektronik). 2021; 20(78): 688 - 704. 10.17755/esosder.786996
Vancouver çavuşoğlu s,demirağ b MÜŞTERİ TATMİNİ VE BAĞLILIĞININ ONLİNE AĞIZDAN AĞIZA İLETİŞİME ETKİSİNİN İNCELENMESİ. Elektronik Sosyal Bilimler Dergisi (elektronik). 2021; 20(78): 688 - 704. 10.17755/esosder.786996
IEEE çavuşoğlu s,demirağ b "MÜŞTERİ TATMİNİ VE BAĞLILIĞININ ONLİNE AĞIZDAN AĞIZA İLETİŞİME ETKİSİNİN İNCELENMESİ." Elektronik Sosyal Bilimler Dergisi (elektronik), 20, ss.688 - 704, 2021. 10.17755/esosder.786996
ISNAD çavuşoğlu, sinan - demirağ, bülent. "MÜŞTERİ TATMİNİ VE BAĞLILIĞININ ONLİNE AĞIZDAN AĞIZA İLETİŞİME ETKİSİNİN İNCELENMESİ". Elektronik Sosyal Bilimler Dergisi (elektronik) 20/78 (2021), 688-704. https://doi.org/10.17755/esosder.786996