CUSTOMER LOYALTY DETERMINANTS IN AZERBAIJAN MARKET

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

Hanifi Murat Mutlu , Hoşgedem Kerimova

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).

Anahtar Kelimeler

loyalty, satisfaction, perceived value, attractiveness of alternatively, service quality

AZERBAYCAN PAZARINDA MÜSTERİ SADAKATİNİN BELİRLEYİCİLERİ

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.

Anahtar Kelimeler

sadakat, memnuniyet, algılanan değer, altenatiflerin çekiciliği, hizmet kalitesi

Kaynakça

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