SavedAdd your journal

Journals / Uluslararası İktisadi ve İdari İncelemeler Dergisi / 2021 / Sayı: 30

EXAMINING THE IMPACT OF SOCIAL MEDIA ON CUSTOMER SATISFACTION, CUSTOMER LOYALTY AND CUSTOMER RETENTION IN CREATING COMPETITIVE ADVANTAGE

REKABET AVANTAJI YARATMADA SOSYAL MEDYANIN MÜŞTERİ TATMİNİ, MÜŞTERİ BAĞLILIĞI VE MÜŞTERİYİ ELDE TUTMA ÜZERİNDEKİ ETKİSİNİN İNCELENMESİ

Alkan ALKAYA
FATİH ŞAHİN
Pages
19–37
DOI
—
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

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

Findings show that positive effect of social media marketing activities on customer retention.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Social media platforms and tools, which have been on the agenda for a long time, have emerged as a new way for businesses to create competitive advantage.
📊
Key Findings & Data:The study conducted on the first two brands with the highest brand value in the smart mobile phone sector, the data used to test the research model were collected from Uşak province using simple random sampling technique and 462 valid data were collected.
💡
Conclusion & Impact:Findings show that positive effect of social media marketing activities on customer retention.
🔬Design:Modeling & Simulation
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

Social media platforms and tools, which have been on the agenda for a long time, have emerged as a new way for businesses to create competitive advantage. The main purpose of this study is to examine the effect of social media marketing activities on efforts of that customer satisfaction, customer loyalty, and customer retention in order to create the competitive advantage of smart phone brands. The study conducted on the first two brands with the highest brand value in the smart mobile phone sector, the data used to test the research model were collected from Uşak province using simple random sampling technique and 462 valid data were collected. Research model and hypotheses were analyzed by SPSS v.26 and AMOS v.24 using structural equation modeling. Findings show that positive effect of social media marketing activities on customer retention.

Özet

Sosyal medya platformları ve araçları işletmelerin rekabet avantajı yaratmasında yeni bir yol olarak karşımıza çıkmaktadır. Bu çalışmanın temel amacı akıllı cep telefonu markalarının rekabet avantajı yaratmak amacıyla müşteri tatmini, müşteri bağlılığı ve müşteriyi elde tutma çabaları üzerinde bu markaların sosyal medya pazarlama faaliyetlerinin etkisinin incelenmesidir. Akıllı cep telefonu sektöründe marka değeri en yüksek ilk iki marka üzerinden yürütülen bu çalışmada, araştırma modelinin test edilmesinde kullanılan veriler Uşak İl’inden basit tesadüfi örneklem tekniği kullanılarak anket aracılığı ile toplam 462 geçerli veriye ulaşılmıştır. Araştırma hipotezleri yapısal eşitlik modellemesi kullanılarak SPSS v.26 ve AMOS v.24 programıyla analiz edilmiştir. Elde edilen bulgular sosyal medya pazarlama faaliyetlerinin müşteriyi elde tutma oranı üzerinde olumlu etkileri olduğunu göstermektedir.

🔖

Cite This Article

ALKAYA, A., ŞAHİN, F. (2021). EXAMINING THE IMPACT OF SOCIAL MEDIA ON CUSTOMER SATISFACTION, CUSTOMER LOYALTY AND CUSTOMER RETENTION IN CREATING COMPETITIVE ADVANTAGE. Uluslararası İktisadi ve İdari İncelemeler Dergisi, Sayı: 30, 19–37. https://ajindex.com/articles/357486

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (10)

  1. Anderson, E. & Weitz, B. (1992). The Use of Pledges to Build and Sustain Commitment in Distribution Channels. Journal of Marketing Research, 18-34.
  2. Anderson, E. W. & Mittal, V. (2000). Strengthening the Satisfaction-Profit Chain. Journal of Service Research, 3(2), 107-120.
  3. Anderson, E.W. & Sullivan, M. W. (1993). The Antecedents and Consequences of Customer Satisfaction for Firms. Marketing Science, 12(2), 125-143.
  4. Andreasen, Alan R. (1977). A Taxonomy of Consumer Satisfaction/Dissatisfaction Measures. Journal of Consumer Affairs, 11(2), 11-24.
  5. Berkman, H. W. & Gilson, C. C. (1986). Consumer Behavior: Concepts and Strategies. Boston, USA: Kent Publishing Company. Blattberg, R. (2001). Customer Equity: Building and Managing Relationships as Valuable Assets. Boston, USA: Harvard Business School Press.
  6. Bloemer, J. M & Kasper, H. (1995). The Complex Relationship between Consumer Satisfaction and Brand Loyalty. Journal of Economic Psychology, 16(2), 311-329.
  7. Blossom, John (2011). Content Nation: Surviving and Thriving as Social Media Changes Our Work, Our Lives, and Our Future, Indianapolis. Indiana, USA: John Wiley & Sons. Bolton, Ruth N. (1998). A Dynamic Model of the Duration of the Customer's Relationship with a Continuous Service Provider: The Role of Satisfaction. Marketing Science, 17(1), 45-65.
  8. Bolton, Ruth N. & Lemon, K. N. (1999). A Dynamic Model of Customers' Usage of Services: Usage as an Antecedent and Consequence of Satisfaction. Journal of Marketing Research, 171- 186. Boulding, W.; Kalra, A.; Staelin, R. & Zeithaml, V. A. (1993). A Dynamic Process Model of Sevice Quality: From Expectations to Behavioral Intentions. Journal of Marketing Research, 30(1), 7-27.
  9. Bowen, John T. & Chen, S. (2001). The Relationship between Customer Loyalty and Customer Satisfaction. International Journal of Contemporary Hospitality Management, 13(5), 213- 217. Boyd, D. M. & Ellison, N. B. (2007). Social Network Sites: Definition, History, and Scholarship. Journal of Computer‐Mediated Communication, 13(1), 210-230.
  10. Bryman, A. (2012). Social Research Methods. New York: Oxford University Press Inc. Bulut, E., Erdoğan, E., ve Karabulut, M. Ş. (2017). KOBİ'lerin Sosyal Medyanın Tutundurma Etkisine Bakışlarının Uygunluk Analizi ile Araştırılması. Business and Economics Research Journal, 8(3), 591. Buttle, F. (2009). Customer Relationship Management: Concepts and Technology. Sydney: Butterworth-Heinemann. Carr, C. T & Hayes, R. A. (2015). Social Media: Defining, Developing, a