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Dergiler / İktisadi İdari ve Siyasal Araştırmalar Dergisi / 2026 / Sayı: 29

Kişiselleştirmenin Müşteri Bağlılığına Etkisinde Kurumsal İmaj Algısının Aracılık Rolü

The Mediating Role of Corporate Image Perception in The Impact of Personalization on Customer Loyalty

Yonca Bakır(HARRAN ÜNİVERSİTESİ)0000-0002-8498-2050
Baran Arslan(HARRAN ÜNİVERSİTESİ)0000-0001-7582-749X
Kasım Kaya(HARRAN ÜNİVERSİTESİ)0000-0001-8942-4659
Sayfa
346–367
Yayın Tarihi
2026-05-03
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⚡ TL;DR(1 Cümlede Hızlı Çıkarım)

Bulgular, tüketicilerin algıladığı kişiselleştirme düzeyinin müşteri bağlılığını anlamlı ve pozitif yönde etkilediğini göstermektedir.

📌 3 Maddede Bu Makale

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Amaç & Hipotez:Bu çalışma, İstanbul’da yaşayan hazır giyim tüketicilerinde kişiselleştirme düzeyinin müşteri bağlılığı üzerindeki etkisini ortaya koymayı ve bu etkide kurumsal imaj algısının aracılık rolünü açıklamayı amaçlamaktadır.
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Temel Bulgular & Veri:Böylece, tüketici-firma ilişkilerinin hangi psikolojik ve algısal mekanizmalar üzerinden şekillendiği daha sistematik bir biçimde değerlendirilmektedir.
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Sonuç & Katkı:Bulgular, tüketicilerin algıladığı kişiselleştirme düzeyinin müşteri bağlılığını anlamlı ve pozitif yönde etkilediğini göstermektedir.
🔬Tür:Uygulamalı Anket & Alan Araştırması
📍Kapsam:Genişletilmiş Akademik Örneklem
⚙️Değişkenler:kişiselleştirme · müşteri bağlılığı · kurumsal imaj

Özet

Bu çalışma, İstanbul’da yaşayan hazır giyim tüketicilerinde kişiselleştirme düzeyinin müşteri bağlılığı üzerindeki etkisini ortaya koymayı ve bu etkide kurumsal imaj algısının aracılık rolünü açıklamayı amaçlamaktadır. Böylece, tüketici-firma ilişkilerinin hangi psikolojik ve algısal mekanizmalar üzerinden şekillendiği daha sistematik bir biçimde değerlendirilmektedir. İlişkisel pazarlama yaklaşımı temelinde geliştirilen araştırma modeli, Bağlılık–Güven Teorisi ve Sosyal Kimlik Teorisi ile kuramsal olarak desteklenmiştir. Veriler, yüz yüze ve çevrim içi anket yöntemiyle kolayda örnekleme yoluyla elde edilmiştir. Ölçeklerin güvenirliği ve geçerliliği doğrulanmış, değişkenler arasındaki ilişkiler korelasyon ve hiyerarşik regresyon analizleriyle test edilmiştir. Bulgular, tüketicilerin algıladığı kişiselleştirme düzeyinin müşteri bağlılığını anlamlı ve pozitif yönde etkilediğini göstermektedir. Ayrıca kişiselleştirmenin kurumsal imaj algısını güçlendirdiği ve kurumsal imajın da müşteri bağlılığının önemli bir belirleyicisi olduğu tespit edilmiştir. Aracılık analizi sonuçları, kurumsal imajın kişiselleştirme ile müşteri bağlılığı arasındaki ilişkide kısmi aracı rol üstlendiğini ortaya koymaktadır. Bu durum, kişiselleştirmenin yalnızca doğrudan bağlılık oluşturmadığını, aynı zamanda kurumsal imajı güçlendirerek dolaylı bir etki mekanizması oluşturduğunu göstermektedir. Sonuçlar, hazır giyim işletmeleri için veri temelli kişiselleştirme uygulamalarının kurumsal imaj yönetimi ile bütünleşik biçimde ele alınmasının sürdürülebilir müşteri bağlılığı açısından stratejik önem taşıdığını ortaya koymaktadır.

Abstract

This study aims to examine the effect of personalization on customer loyalty among ready-to-wear consumers living in Istanbul and to explain the mediating role of perceived corporate image in this relationship. Thus, the psychological and perceptual mechanisms through which consumer–firm relationships are shaped are evaluated in a more systematic manner. The research model, developed based on the relational marketing approach, is theoretically supported by the Loyalty–Trust Theory and Social Identity Theory. Data were collected through face-to-face and online surveys using convenience sampling. The reliability and validity of the scales were confirmed, and the relationships between variables were tested using correlation and hierarchical regression analyses. The findings show that the level of personalization perceived by consumers has a significant and positive effect on customer loyalty. It has also been determined that personalization strengthens the perception of corporate image, and that corporate image is an important determinant of customer loyalty. Mediation analysis results reveal that corporate image plays a partial mediating role in the relationship between personalization and customer loyalty. This indicates that personalization not only creates direct loyalty but also establishes an indirect effect mechanism by strengthening corporate image. The results reveal that data-driven personalization applications for ready-to-wear businesses, when integrated with corporate image management, hold strategic importance for sustainable customer loyalty.

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Bu Makaleye Atıf Yap

Bakır, Y., Arslan, B., Kaya, K. (2026). Kişiselleştirmenin Müşteri Bağlılığına Etkisinde Kurumsal İmaj Algısının Aracılık Rolü. İktisadi İdari ve Siyasal Araştırmalar Dergisi, Sayı: 29, 346–367. https://doi.org/10.25204/iktisad.1890874

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