SavedAdd your journal

Journals / Tüketici ve Tüketim Araştırmaları Dergisi / 2016 / Cilt: 8 - Sayı: 2

The Effects of Customer Orientation and Perceived Service Quality in the Formation of Customer Loyalty

Müşteri Odaklılık ve Algılanan Kalitenin Müşteri Sadakati Oluşumuna Etkisi1

Emine ŞENBABAOĞLU
Abdullah BAŞ
Emre Şahin DÖLARSLAN
Pages
95–124
Publication Date
2022-11-03
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)

The empirical findings of this study show that customer orientation directly influences the customer loyalty and customer orientation indirectly effects customer loyalty through perceived service quality.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Formation of customer loyalty by customer orientation and perceived quality provides competitive advantage in order to taking part among customer preferences and gaining business sustainability.
📊
Key Findings & Data:Data of the research model obtained from 311 university students.
💡
Conclusion & Impact:The empirical findings of this study show that customer orientation directly influences the customer loyalty and customer orientation indirectly effects customer loyalty through perceived service quality.
🔬Design:Modeling & Simulation
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

Formation of customer loyalty by customer orientation and perceived quality provides competitive advantage in order to taking part among customer preferences and gaining business sustainability. The aim of the this study is to evaluate the customer orientation as perceived by customers effects on customer loyalty which is one of the most important outcomes of firm activities in terms of perceived service quality by customers. In this study, firstly, the effect of costumer orientation and perceived service quality on customer loyalty is theoretically evaluated. A research model for this study have been created and tested done in GSM operators sector. Data of the research model obtained from 311 university students. The empirical findings of this study show that customer orientation directly influences the customer loyalty and customer orientation indirectly effects customer loyalty through perceived service quality.

Özet

Müşteri tercihleri arasında yer alma ve işletme sürdürülebilirliği elde edebilmek için müşteri odaklılık ve algılanan kalite aracılığıyla müşteri sadakati oluşumu rekabetçi avantaj sağlar. Bu çalışmanın amacı, işletmenin algılanan müşteri odaklılık düzeyinin işletme yönlü en önemli çıktılarından biri olarak kabul edilen müşteri sadakatine olan etkisini algılanan hizmet kalitesi kapsamında değerlendirmektir. Çalışmada, öncelikle müşteri sadakatinin oluşumunda müşteri odaklılık ve algılanan hizmet kalitesinin etkisi teorik açıdan değerlendirilmiştir. GSM operatörleri sektöründe yapılan bu çalışma kapsamında bir araştırma modeli oluşturulmuş ve test edilmiştir. Araştırma modeli verileri 311 üniversite öğrencisinden elde edilmiştir. Çalışmadan elde edilen sonuçlara göre, müşteri odaklılık müşteri sadakatini direkt etkilemektedir ve müşteri odaklılık algılanan hizmet kalitesi aracılığıyla da dolaylı olarak müşteri sadakatini etkilemektedir.

🔖

Cite This Article

ŞENBABAOĞLU, E., BAŞ, A., DÖLARSLAN, E. Ş. (2022). The Effects of Customer Orientation and Perceived Service Quality in the Formation of Customer Loyalty. Tüketici ve Tüketim Araştırmaları Dergisi, Cilt: 8 - Sayı: 2, 95–124. https://ajindex.com/articles/654664

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (11)

  1. Aaker, David A. (1996), "Measuring Brand Equity Across Products and Markets", California Management Review, 38(3), 102-120.
  2. Anderson, Rolph E. ve Srini S. Srinivasan (2003), "E-Satisfaction and E-Loyalty: A Contingency Framework", Psychology & Marketing, 20(2), 123-138.
  3. Asubonteng, Patrick., Karl J. McCleary ve John E. Swan (1996), "SER- VQUAL Revisited: a Critical Review of Service Quality", Journal of Services Marketing, 10(6), 62-81.
  4. Auka, Daniel Onwonga, Joseph N. Bosire, ve Victor Matern (2013), "Perceived Service Quality and Customer Loyalty in Retail Ban- king in Kenya", British Journal of Marketing Studies, 1(3), 32-61.
  5. Babakus, Emin, Carol C. Bienstock ve James R. Van Scotter (2004), "Linking Perceived Quality and Customer Satisfaction to Store Traffic and Revenue Growth", Decision Sciences, 35(4), 713-737.
  6. Bagozzi, Richard P. ve Youjae Yi (1988), "On The Evaluation of Stru- ctural Equation Models", Journal of The Academy of Marketing Science, 16(1), 74-94.
  7. Bagozzi, Richard P., Willem J. M. I. Verbeke, Wouter E. Van Den Berg, Wim J. R. Rietdijk, Roeland C. Dietvorst, Loek Worm (2012), "Genetic and Neurological Foundations of Customer Orientati- on: Field and Experimental Evidence", Journal of the Academy of Marketing Science, 40(5), 639-658.
  8. Baker, Dwayne A. ve John L. Crompton (2000), "Quality, Satisfaction and Behavioral Intentions", Annals of Tourism Research, 27(3), 785-804.
  9. Bei, Lien-Ti. ve Yu-Ching Chiao (2001), "An Integrated Model for the Effects of Perceived Product, Perceived Service Quality and Perce- ived Price Fairness on Consumer Satisfaction and Loyalty", Jour- nal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 125-140.
  10. Bell, Simon J., Seigyoung Auh ve Karen Smalley (2005), "Customer Re- lationship Dynamics: Service Quality and Customer Loyalty in the Context of Varying Levels of Customer Expertise and Switching Costs", Journal of the Academy of Marketing Science, 33(2), 169- 183. Berry, Leonard. L., A. Parasuraman, ve Valarie A. Zeithaml (1988), "The Service-Quality Puzzle", Business Horizons, 31(5), 35-43.
  11. Bilgili, Bilsen, Burcu Candan ve Songül Bilgili. (2014), "A Research Study on the Relationship Among Relational Benefit, Perceived Quality, Image and Customer Loyalty in Different Hospitality Bu- sinesses", International Journal of Management Cases, 16(3), 20- 39. Blocker, Christopher P., Daniel J. Flint, Matthew B. Myers, Stanley F. Slater (2011), "Proactive Customer Orientation and its Role for Creating Cu