MARKAYA BAĞLI MÜŞTERİ MARKA EVANGELİSTİ OLUR MU?

Yıl 2023, Sayı: 11, 25 - 38, 19.05.2023

Erkan Yıldız

https://doi.org/10.46236/jovosst.1280396

Öz

Bu araştırmada, “Müşterinin markaya bağlılık algısı müşterinin markanın evangelisti olmasını sağlar mı?” ve “Müşterinin markaya ilgisi varsa bağlılık algısının evangelizm üzerinde ne tür etkileri olur?” sorularına cevap aranmıştır. Bu amaçla bilişsel süreç, düşkünlük ve harekete geçirme boyutlarından oluşan müşteri marka bağlılığının marka evangelizmi üzerindeki etkileri test edilmiştir. Bununla birlikte müşteri ilgisinin düzenleyici rolü araştırılmıştır. Online alışveriş sitelerini kullanan müşteriler bu araştırmanın evreni olarak belirlenmiştir. Katılımcılara kolayda örnekleme yöntemi ile ulaşılmıştır. Anketi tam olarak dolduran 400 katılımcıya ait veriler analiz edilmiştir. Araştırma modelinin analiz edilmesinde kısmi en küçük kareler yol analizi kullanılmıştır. Veriler SmartPLS 4 istatistik programı kullanılarak analiz edilmiştir. Doğrulayıcı faktör analiziyle verilerin geçerlik ve güvenirlik analizleri yapılmıştır. Araştırma hipotezleri yapısal eşitlik modellemesiyle sınanmıştır. Analiz sonuçları, düşkünlük ve harekete geçirme boyutlarıyla müşteri ilgisinin marka evangelizm üzerinde anlamlı ve aynı yönlü etkilere sahip olduğunu ortaya çıkarmıştır. Aynı zamanda müşteri ilgisinin, bilişsel süreç boyutuyla marka evangelizm arasında pozitif; harekete geçirme boyutuyla marka evangelizm arasında ise negatif yönlü düzenleyici etkisi olduğu tespit edilmiştir.

Anahtar Kelimeler

Müşteri Marka Bağlılığı, Marka Evangelizm, Müşteri İlgisi

Kaynakça

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