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Journals / Yönetim ve Ekonomi Araştırmaları Dergisi / 2021 / Cilt: 19 - Sayı: 1

THE EVALUATION ON THE CONSUMERS’ RE-PREFERENCE TENDENCY THE BRAND FROM THE PERSPECTIVE OF SERVICE QUALITY PERCEPTION

TÜKETİCİLERİN MARKAYI TEKRAR TERCİH ETME EĞİLİMİNİN HİZMET KALİTE ALGISI PERSPEKTİFİNDEN DEĞERLENDİRİLMESİ

Dilaysu ÇINAR
Buket Deniz ORTANCA
Pages
57–76
Publication Date
2021-03-31
DOI
—
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AI Summary & Key Takeaways

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

As a result of the study conducted for this purpose, it was found that there was a high level of relationship between the tendency of consumers to re-preference the brand and assurance and responsiveness dimension, moderate level of empathy and reliability dimension, and low level of tangibles dimensions.

📌 3 Key Takeaways

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Objective & Hypothesis:The main purpose of this study is to examine how the perceptions regarding the quality of service provided by the firm have an impact on the tendency of consumers to re-preference the brand.
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Key Findings & Data:As a result of the study conducted for this purpose, it was found that there was a high level of relationship between the tendency of consumers to re-preference the brand and assurance and responsiveness dimension, moderate level of empathy and reliability dimension, and low level of tangibles dimensions.
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Conclusion & Impact:Consequently, it is observed that as the level of each factor constituting the service quality perception increases, the tendency of consumers to re-preference the brand increases.
🔬Design:Research Article
📍Scope:Comprehensive Sample
⚙️Variables:Marka · Tekrar Tercih Etme Eğilimi · Hizmet Kalite Algısı

Abstract

The main purpose of this study is to examine how the perceptions regarding the quality of service provided by the firm have an impact on the tendency of consumers to re-preference the brand. As a result of the study conducted for this purpose, it was found that there was a high level of relationship between the tendency of consumers to re-preference the brand and assurance and responsiveness dimension, moderate level of empathy and reliability dimension, and low level of tangibles dimensions. Consequently, it is observed that as the level of each factor constituting the service quality perception increases, the tendency of consumers to re-preference the brand increases.

Özet

Bu çalışmanın temel amacı, firma tarafından sunulan hizmetin kalitesine yönelik oluşan algılamaların tüketicilerin markayı tekrar tercih etme eğilimi üzerinde nasıl bir etkiye sahip olduğunu irdelemektir. Bu amaç doğrultusunda yapılan çalışma sonucunda, markayı tekrar tercih etme eğilimi düzeyi ile güven ve heveslilik boyutu arasında yüksek düzeyde, empati ve güvenilirlik boyutu arasında orta düzeyde ve fiziksel özellikler boyutu arasında düşük düzeyde anlamlı bir ilişki olduğu bulunulmuştur. Sonuç olarak, çalışmada, hizmet kalite algısını oluşturan her bir faktörün düzeyi arttıkça tüketicilerin de markayı tekrar tercih etme eğiliminin arttığı gözlemlenmiştir.

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Cite This Article

ÇINAR, D., ORTANCA, B. D. (2021). THE EVALUATION ON THE CONSUMERS’ RE-PREFERENCE TENDENCY THE BRAND FROM THE PERSPECTIVE OF SERVICE QUALITY PERCEPTION. Yönetim ve Ekonomi Araştırmaları Dergisi, Cilt: 19 - Sayı: 1, 57–76. https://ajindex.com/articles/220699

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References (1)

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