Bilgi Araştırma Eğiliminin Tüketici İlgisi ile Müşteri Tatmini Arasındaki İlişkiye Etkisi

Yıl 2010, Cilt: 5 Sayı: 1, 73 - 89, 12.08.2014

Sami Saner Çiftyıldız

Öz

Müşteri tatmini günümüz pazarlama uygulamalarında öne çıkan en önemli konudur. Dolayısıyla, müşteri tatminini etkileyen faktörler ve tatmin duygusunun şekillenmesinde rol oynayan unsurların incelenmesi önemli bir araştırma konusu olarak karşımıza çıkmaktadır. Bu çalışmanın amacı, tüketici ilgisi ile müşteri tatmini kavramları arasındaki ilişki ile bu ilişkide tüketicinin bilgi araştırma eğiliminin rolünü incelemektir. Araştırma bağlamında Sakarya ilinde kolayda örnekleme yöntemiyle seçilen 390 lise ve üniversite öğrencisi üzerinde anket çalışması yapılmıştır. Araştırma bulguları, tüketicinin bilgi araştırma eğiliminin, müşteri memnuniyeti ve tüketici ilgisi arasındaki ilişkide etkili olduğunu ortaya koymaktadır.

Anahtar Kelimeler

müşteri tatmini, tüketici ilgisi, bilgi araştırma eğilimi

The Role of Consumers' Information Search Tendency on the Relationship between Customer Satisfaction and Consumer Involvement

Öz

Customer satisfaction is one of the most important concept in today's marketing. Hence, examining the antecdenets of customer satisfaction as well as the factors playing role in the formation of satisfaction feelings are of significant importance in marketing research. The aim of this study is to examine the relationship between customer satisfaction and consumer involvement as well as explore the role of consumers' information search tendency in this relationship. In the context of this study, a questionnaire was carried out in the province of Sakarya on 390 high-school and university students selected via convenience sampling. Findings indicated that consumers' information search tendency plays a significant role in the relationship between customer satisfaction and consumer involvement.

Anahtar Kelimeler

Customer satisfaction, consumer involvement, information search behavior

Kaynakça

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