THE RELATIONSHIP BETWEEN CONSUMERS’ TENDENCY TO FORGIVE AND THEIR BRAND LOYALTY: A NEW STRATEGY PROPOSAL

Yıl 2020, Cilt: 11 Sayı: Ek, 134 - 149, 20.12.2020

Aybike Tuba Özden

https://doi.org/10.21076/vizyoner.716084

Cited By: 2

Öz

The study is conducted to find out the relationship between the tendencies of consumers from different cultures to forgive others and their brand loyalty. The study also aims to investigate the loyalty level shown by consumers who experienced problems with a brand they bought for the first time when their problems are solved. With these purposes, a questionnaire is applied to 735 consumers from Azerbaijan and Turkey. According to the results obtained, participants with both low and high tendency to forgive others are found to have high brand loyalty irrespective of their tendency to forgive others when their problem with the brand is solved satisfactorily. In this case, it can be said that consumers heroize brands and show loyalty. It is thought that the study is a comprehensive study in terms of the number of consumers reached, the fact that it is conducted in two different countries and three different cities and in terms of its results. Thus, the study is important in that it discusses the relationship between tendency to forgive and brand loyalty and in terms of its suggestions developed in line with the results obtained and in terms of its originality. 

Anahtar Kelimeler

Brand Loyalty, Tendency to Forgive, Demographic Characteristics, Consumer Behaviour, Azerbaijan

TÜKETİCİLERİN AFFETME EĞİLİMLERİ İLE MARKA SADAKATİ ARASINDAKİ İLİŞKİ: YENİ BİR STRATEJİ ÖNERİSİ

Öz

Bu çalışma, farklı kültürlerden olan tüketicilerin, başkalarını affetme eğilimleri ile marka sadakatleri arasındaki ilişkiyi incelemek amacıyla yapılmıştır. Araştırmada ayrıca, ilk kez satın aldıkları markada sorun yaşayan tüketicilerin, sorunları çözüldüğünde gösterdikleri sadakat düzeylerinin araştırılması amaçlanmıştır. Bu amaçlarla, Azerbaycan ve Türkiye’den 735 tüketiciye anket uygulanmıştır. Elde edilen sonuçlara göre katılımcıların, başkalarını affetme eğilimi düşük olan da yüksek olan da marka ile yaşanılan sorun tatmin edici şekilde çözüldüğünde, başkalarını affetme eğilimleri fark etmeksizin marka sadakatleri yüksek olmaktadır. Bu durumda, tüketicilerin markaları kahramanlaştırdıkları ve sadakat gösterdikleri söylenebilir. Çalışmanın ulaşmış olduğu tüketici sayısı, iki farklı ülke ile 3 farklı şehirde yürütülmüş olması ve sonuçları açısından, kapsayıcı olduğu düşünülmektedir. Dolayısıyla bu çalışma, affetme eğilimi ve marka sadakati arasındaki ilişkiyi farklı bir yaklaşımla ele almış olması, elde edilen sonuçlar doğrultusunda geliştirilmiş olunan önerileri ve özgünlüğü açısından önem taşımaktadır. 

Anahtar Kelimeler

Marka Sadakati, Affetme Eğilimi, Demografik Özellikler, Tüketici Davranışı, Azerbaycan

Kaynakça

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