Bankacılık Sektöründe Müşteri Değerinin Marka Algıları ve Müşteri Sadakati Çerçevesinde İncelenmesi

Yıl 2013, Cilt: 19 Sayı: 19, - , 01.06.2013

Leyla Özer , Bahar Burul Beyza Gültekin

Öz

Bu çalışmanın amacı bankacılık sektöründe marka algıları, hizmet kalitesi ve maliyetlerin müşteri değerine etkisi ile müşteri değerinin müşteri sadakatine etkisinin incelenmesidir. Banka müşterilerinden 354 kullanılabilir anket formu elde edilmiştir. Yapılan analizler sonucunda marka algılarının ve hizmet kalitesinin olumlu yönde; maliyetin ise, müşteri değerini olumsuz yönde etkilediği belirlenmiştir. Marka ve firma imajının yanı sıra çalışanlara ve firmaya güvenin müşteri değerini olumlu yönde etkilediği tespit edilmiştir. Ayrıca müşteri değerinin müşteri sadakati üzerinde olumlu bir etkiye sahip olduğu belirlenmiştir.

Anahtar Kelimeler

-

Kaynakça

• Aaker, D.A. (1991), Managing Brand Equity: Capitalizing on the value of a brand name, New York, Free Press.
• Bagozzi, R.P. (1997), “Goal-Directed Behaviors in Marketing: Cognitive and Emotional Perspectives”, Psychology and Marketing, 14(6), 539–43.
• Bloemer J., K. Ruyter & P. Peeters (1998), “Investigating Drivers of Bank Loyalty: the Complex Relationship Between Image, Service Quality and Satisfaction”, International Journal of Bank Marketing, 16 (7), 276-86.
• Brodie, R.J., J.R.M. Whittome & G.J. Brush (2009), “Investigating The Service Brand: A customer value perspective”, Journal of Business Research, 62, 345-55.
• Brown, T.J. ve P.A. Dacin (1997), “The Company and the Product: Corporate Associations and Consumer Product Responses”, Journal of Marketing, 61, 64–68.
• Burul, G. (2012), “Müşteri değeri, müşteri sadakati ve marka algıları arasındaki ilişki”, Hacettepe Üniversitesi Sosyal Bilimler Enstitüsü, Yayınlanmamış Yüksek Lisans Tezi, Ankara.
• Chen, C.F. ve M.H. Tsai (2008), “Perceived Value, Satisfaction, And Loyalty of Travel Product Shopping: Involvement as a Moderator”, Tourism Management, 29, 1166–171.
• Cretu, A.E., R.J. Brodie (2007), “The Influence of Brand Image and Company Reputation Where Manufacturers Market to Small Firms: A Customer Value Perspective”, Industrial Marketing Management, 36, 230-40.
• Cronin, J.J., vd. (1997), “A Cross-Sectional Test of the Effect and Conceptualization of Service Value", Journal of Services Marketing, 11(6), 375-91.
• Doney, P.M. ve J.P. Cannon (1997), “An Examination of the Nature of Trust in Buyer-Seller Relationships”, Journal of Marketing, 61, 35–51.
• Eggert, A. ve W. Ulaga (2002), “Customer perceived value: a substitute for satisfaction in business markets”, Journal of Business and Industrial Marketing, 17(2/3), 107–118.
• Erdem, T. ve J. Swait (1998), “Brand Equity as a Signaling Phenomenon”, Journal of Consumer Psychology, 7(2), 131–57.
• Erdem, T., J. Swait, A. Valenzuela (2006), “Brands as Signals: A Cross-Country Validation Study”, Journal of Marketing, 70, 34-49.
• Hair, J.F., vd. (2006), Multivariate data analysis. New Jersey, USA: Pearson Prentice Hall.
• Hansen, H., vd. (2008), “Customer Perceived Value in B-to-B Service Relationships: Investigating the Importance of Corporate Reputation”, Industrial Marketing Management, 37, 206-17.
• Higgins, T.K. (1998), “The Value of Customer Value Analysis”, Marketing Research, 39–44.
• Karjaluoto, H., vd. (2012), “How value and trust influence loyalty in wireless telecommunications industry”, Telecommunications Policy, 36(8), 636-49.
• Kotler, P. (2003), Marketing Management, Upper Saddle River, N.J., Prentice Hall International.
• Kotler, P. ve G. Armstrong (2012), Principles of Marketing, Pearson Education.
• Lai, F., vd. (2009), “How quality, value, image, and satisfaction create loyalty at a Chinese telecom”, Journal of Business Research, 62, 980-86.
• Lapierre, J. (2000), “Customer Perceived Value in Industrial Contexts”, Journal of Business and Industrial Marketing, 15(2), 122–40.
• Lee, M. ve L.F. Cunningham ( 2001), “A Cost/Benefit Approach to Understanding Service Loyalty”, Journal of Services Marketing, 15(2), 113–30.
• Li, M. ve R.D. Green (2010), “A mediating influence on customer loyalty: The role of perceived value”, Journal of Management and Marketing Research, 1–12.
• Liu, A.H., M.P. Leach ve K.L. Bernhardt (2005), “Examining Customer Value perceptions of Organizational Buyers When Sourcing from Multiple Vendors”, Journal of Business Research, 58(5), 559-68.
• Lovelock, C.H. (1996), Services Marketing, Third Edition, Prentice Hall: New Jersey.
• Macintosh, G. ve L.S. Locksin (1997),”Retail relationships and store loyalty: A multi-level perspective”, Research in Marketing, 14, 487–97.
• Morgan, R. ve S. Hunt (1994), “The commitment–trust theory of relationship marketing”, Journal of Marketing, 58(3), 20–38.
• Mudambi, S.M., P. Doyle, V. Wong (1997), “An Exploration of Branding in Industrial Markets”, Industrial Marketing Management, 26, 433-46.
• Murray, D., G. Howat (2002), “The Relationships among Service Quality, Value, Satisfaction, and Future Intentions of Customers at an Australian Sports and Leisure Centre”, Sport Management Review, 5, 25-43.
• Nasution, H.N. ve F.T. Mavondo (2008), “Customer Value in the Hotel Industry: What Managers Believe They Deliver and What Customer Experience”, International Journal of Hospitality Management, 27, 204–13.
• Oh, H. (2000), The Effect of Brand Class, Brand Awareness, and Price on Customer Value and Behavioral Intentions, Journal of Hospitality & Tourism Research, 24, 136–62.
• Oliver, Richard L. (1999), “Whence Consumer Loyalty?”, Journal of Marketing, 63, 33–44.
• Parasuraman, A. Vd. (1988), “Servqual: A Multiple Item-Scale for Measuring Consumer Perception of Service Quality”, Journal of Retailing, 64, 1, 12–40.
• Parasuraman, A. vd. (2000), “The Impact of Technology on the Quality-Value-Loyalty Chain: A Research Agenda”, Journal of the Academy of Marketing Science, 28 (1), 168–74.
• Payne, A. ve S. Holt (2001), “Diagnosing Customer Value: Integrating the Value Process and Relationship Marketing”, British Journal of Management, 12, 2, 159–82.
• Peterson, R.A. (1994), “A Meta-Analysis of Cronbach's Coefficient Alpha”, Journal of Consumer Research, 21, 381–91.
• Roig J.C.F. vd. (2006). Customer Perceived Value in Banking Services. International Journal of Bank Marketing, 24(5), 266–83.
• Rousseau D. vd. (1998), “Not So Different After All: A Cross Dicipline of Trust”, Academy of Management Review, 23(3), 383–404.
• Sirdeshmukh D. vd. (2002), “Consumer Trust, Value, and Loyalty in Relational Exchanges”, Journal of Marketing, 66 (1), 15–37.
• Spiteri, J. M. ve P.A. Dion (2004), “Customer value, overall satisfaction, end-user loyalty, and market performance in detail intensive industries”, Industrial Marketing Management, 33, 675–87.
• Sweeney, J.C. ve G.N. Soutar (2001), “Consumer Perceived Value: The Development of A Multiple Item Scale”, Journal of Retailing, 77 (2) , 203–20.
• Tabachnick, B.G. ve L.S. Fidel (2001), Using Multivariate Statistics, International Student Edition, 4th Edition, USA: Ally and Bacon, A Pearson Education Company.
• Tam, J.L.M. (2004), “Customer Satisfaction, Service Quality and Perceived Value: An Integrative Model”, Journal of Marketing Management, 20, 897–917.
• Tek, B.Ö. (2006), Pazarlamada değer yaratmak: Pazarlamada değer çağı Türkiye’de değer pazarlaması, İstanbul: Bilge Matbaacılık.
• Ulaga, W. (2001), “Customer Value in Business Markets”, Industrial Marketing Management, 30, 315–19.
• Uzkurt, C. ve Ö. Torlak (2007), “İşletmelerin Müşteri Değeri Yaratma Çabaları Üzerinde Öğrenme ve Pazar Odaklı Kültürün Etkileri”, H.Ü. İktisadi ve İdari Bilimler Fakültesi Dergisi, 25 (1), 239–57.
• Uzunoğlu, E. (2007), “Müşteri Odaklı Pazarlama Anlayışına Göre Değer Yaratma: Bir Model Olarak Değer İletim Sistemi”, Eskişehir Osmangazi Üniversitesi, İİBF Dergisi, 2, 1, 11–29.
• Wang, Y. vd. (2004), “An Integrated Framework for Customer Value and Customer-relationship-management performance: A Customer-Based Perspective from China”, Managing Service Quality, 14, 2/3, 169–82.
• Woodruff , R.B. (1997), “Customer Value: The Next Source for Competitive Advantage”, Journal of the Academy of Marketing Science, 25(2), 139-53.
• Zeithaml, V.A. vd. (1996), “The Behavioral Consequences of Service Quality”, Journal of Marketing, 60, 31–46.
• Zeithaml V.A. (1988), “Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence”, Journal of Marketing, 52, 2–22.