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Journals / Business and Management Studies: An International Journal / 2016 / Cilt: 4 - Sayı: 2

THE MEDIATION ROLE OF RELATIONSIP QUALITY PERCEPTION ON THE RELATIONSHIP BETWEEN RELATIONSHIP MARKETING ACTIVITIES AND RE-PURCHASE INTENTION

BANKACILIKTA İLİŞKİSEL PAZARLAMA FAALİYETLERİNİN, TEKRAR SATIN ALMA NİYETİ ÜZERİNE ETKİSİNDE İLİŞKİSEL KALİTE ALGISININ ARACILIK ROLÜ ÜZERİNE BİR ARAŞTIRMA

ÖZER YILMAZ
Pages
142–161
DOI
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AI Summary & Key Takeaways

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

Results indicated that bank s' relationship mark eting operations significantly and positively affected consumers' intentions of repurchasing and relational quality perceptions of consumers had a complete mediator effect on this relationship.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This study attempted to determine the effect of bank s' relationship mark eting operations on consumers' intentions of repurchasing and the mediator role of relational quality perception on this effect.
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Key Findings & Data:Data used in this study were gathered through a questionnaire from 482 participants in Balıkesir city centre.
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Conclusion & Impact:Results indicated that bank s' relationship mark eting operations significantly and positively affected consumers' intentions of repurchasing and relational quality perceptions of consumers had a complete mediator effect on this relationship.
🔬Design:Lab & Field Experiment
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

This study attempted to determine the effect of bank s' relationship mark eting operations on consumers' intentions of repurchasing and the mediator role of relational quality perception on this effect. Data used in this study were gathered through a questionnaire from 482 participants in Balıkesir city centre. Descriptive statistics and structural equation modeling based on PLS algorithm (PLS-YEM) were used for the analysis. Results indicated that bank s' relationship mark eting operations significantly and positively affected consumers' intentions of repurchasing and relational quality perceptions of consumers had a complete mediator effect on this relationship.

Özet

Bu çalışma bankaların kullandığı ilişkisel pazarlama faaliyetlerinin, müşterilerin tekrar satın alma niyetleri üzerindeki etkisinin ve bu etkide ilişkisel kalite algısının aracılık rolünün tespitini amaçlamaktadır. Çalışmada kullanılan veriler Balıkesir il merkezinde482 kişi üzerine uygulanan bir anket sonucunda elde edilmiştir. Verilerin analizinde tanımlayıcı istatistiklerden ve PLS algoritmasına dayanan yapısal eşitlik modellemesinden (PLS-SEM) yararlanılmıştır. Araştırma sonucunda bankaların kullandığı ilişkisel pazarlama faaliyetlerininmüşterilerin tekrar satın alma eğilimlerini pozitif yönlü ve anlamlı şekilde etkilediği ve bu ilişkide müşterilerin ilişkisel kalite algısının tam aracılık etkisi olduğu sonucuna ulaşılmıştır.

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Cite This Article

YILMAZ, Ö. (2016). THE MEDIATION ROLE OF RELATIONSIP QUALITY PERCEPTION ON THE RELATIONSHIP BETWEEN RELATIONSHIP MARKETING ACTIVITIES AND RE-PURCHASE INTENTION. Business and Management Studies: An International Journal, Cilt: 4 - Sayı: 2, 142–161. https://ajindex.com/articles/210734

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