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Journals / Fiscaoeconomia / 2026 / Volume: 7 Issue: 1

Examining the Relationship Between Relationship Marketing, Cognitive Dissonance, Customer Satisfaction and Repurchase Behavior: A Study on Online Purchasing Behavior

İlişkisel Pazarlama, Bilişsel Çelişki, Müşteri Memnuniyeti ve Yeniden Satın Alma Davranışı Arasındaki İlişkinin İncelenmesi: Çevrimiçi Satın Alma Davranışı Üzerine Bir Araştırma

Eda Dişli Bayraktar(GÜMÜŞHANE ÜNİVERSİTESİ)0000-0002-7334-1725
Pages
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Publication Date
2023-01-25
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Moreover, it was detected that CD had a negative and significant impact on customer satisfaction and repurchase behavior.

📌 3 Key Takeaways

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Objective & Hypothesis:Especially the rapid technological development of and the rise in internet usage have diversified online shopping sites.
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Key Findings & Data:In this direction, the objective of the study was to investigate the impact of bond strategies on cognitive dissonance behavior and the impact of the cognitive dissonance on satisfaction and repurchase behavior of customers in RM.
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Conclusion & Impact:Moreover, it was detected that CD had a negative and significant impact on customer satisfaction and repurchase behavior.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Relationship marketing · cognitive dissonance · customer satisfaction

Abstract

Especially the rapid technological development of and the rise in internet usage have diversified online shopping sites. Thus, consumers have started to evaluate alternatives in their online shopping site preferences. This situation can create a cognitive dissonance in them. In this direction, the objective of the study was to investigate the impact of bond strategies on cognitive dissonance behavior and the impact of the cognitive dissonance on satisfaction and repurchase behavior of customers in RM. The survey questionnaire forms prepared for this purpose were delivered to the participants using both online and face-to-face questionnaires. Totally 401 responses were submitted. Whether or not a relationship exists between the variables in the model was determined using the LISREL 8.7 software within the framework of the structural equation model. Study results revealed that social, structural, and financial bonds had negative and significant impacts on CD. In other words, it is determined that a one-unit increase in the social, structural, and financial bonds of the participants would have an adverse impact on their CD levels. Moreover, it was detected that CD had a negative and significant impact on customer satisfaction and repurchase behavior.

Özet

Özellikle teknolojinin hızlı gelişimi ve internet kullanım oranının artması çevrimiçi alışveriş sitelerini de çeşitlendirmiştir. Böylece tüketiciler internet alışveriş sitesi tercihlerinde alternatifleri değerlendirmeye başlamışlardır. Bu durum onlarda bilişsel olarak çelişki yaratabilmektedir. Bu doğrultuda çalışmanın amacı, ilişkisel pazarlamada bağ stratejilerinin bilişsel çelişki davranışına etkisi ile bilişsel çelişki yaşayan müşterilerin memnuniyet ve yeniden satın alma davranışına etkisini incelemektir. Bu amaçla hazırlanan anket formu gerek yüz yüze gerekse de çevrimiçi anket yöntemiyle katılımcılara ulaştırılmıştır. Ankete toplamda 401 geri dönüş sağlanmıştır. Modeldeki değişkenler arasında ilişki bulunup bulunmadığı yapısal eşitlik modeli yardımıyla LISREL 8.7 programından yararlanarak tespit edilmiştir. Araştırma sonuçlarına göre, sosyal bağların, yapısal bağların ve finansal bağların bilişsel çelişki üzerinde negatif yönlü anlamlı bir etkisi olduğu belirlenmiştir. Diğer bir deyişle katılımcıların sosyal, yapısal ve finansal bağlar düzeylerinde meydana getirdikleri bir birimlik artış bilişsel çelişki düzeyleri üzerinde negatif yönde bir etki yapacağı belirlenmiştir. Ayrıca araştırma da bilişsel çelişkinin müşteri memnuniyeti ve tekrar satın alma davranışına da olumsuz ve anlamlı bir etkisi bulunduğu saptanmıştır.

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Cite This Article

Bayraktar, E. D. (2023). Examining the Relationship Between Relationship Marketing, Cognitive Dissonance, Customer Satisfaction and Repurchase Behavior: A Study on Online Purchasing Behavior. Fiscaoeconomia, Volume: 7 Issue: 1. https://doi.org/10.25295/fsecon.1186447

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