Publication: İlişkisel pazarlama taktiklerinin ilişki kalitesi ve müşteri sadakati üzerine etkisi: gana mobil telekomünikasyon sektörü üzerine bir araştırma
Abstract
İLİŞKİSEL PAZARLAMA TAKTİKLERİNİN İLİŞKİ KALİTESİ VE MÜŞTERİ SADAKATİ ÜZERİNE ETKİSİ: GANA MOBİL TELEKOMÜNİKASYON SEKTÖRÜ ÜZERİNE BİR ARAŞTIRMA Günümüz iş dünyasında giderek daha fazla şiddetlenen rekabete bağlı olarak birçok işletimelerin müşterileriyle uzun süreli ve kârlı ilişkiler kurması, ayrıca hem müşteri memnuniyeti hem müşteri sadakati elde etmesi gerekmektedir. Müşteri Memnuniyeti ve müşteri sadakati özellikle hizmet sektöründe birçok işletme için iki önemli kavramıdır. Müşterilerini memnun edebilen, onları elinde tutabilen işletmeler müşteri sadakatini kazanabilmekte ve karlılıklarını istikrarlı hale getirebilmektedirler. Bu nedenle, ilişkisel pazarlama yirminci yüzyılın son on yılından beri bilhassa önemli hale gelmiştir. Bu çalışmanın amacı, Gana’daki mobil telekomünikasyon endüstrisinde ilişkisel pazarlama taktiklerinin ilişki kalitesi ve müşteri sadakati üzerindeki etkisini incelemesidir. Bu araştırma hizmet sektöründe görülen üç ilişkisel pazarlama taktiğini (hizmet kalitesi, fiyat algısı ve marka imajı) ve bunların Gana’daki mobil telekomünikasyon endüstrisinde ilişki kalitesi ve müşteri sadakatine etkisini incelemiştir. İlişki pazarlama taktikleri, ilişki kalitesi ve müşteri sadakati arasındaki ilişkileri test etmek için bir analitik model geliştirilmiştir. Bu araştırmada nicel yöntem tercih edilmiştir. Birincil verileri toplamak için kişilerin kendilerinin doldurdukları bir anket kullanılmıştır. Bu verilerin analizinde SPSS IBM sürüm 21.0 paket programlarından yararlanılmış ve analiz yöntemi olarak güvenirlik testi, faktör analizi, yüzde-frekans dağılımları, korelasyon ve regresyon analizleri kullanılmıştır. Araştırma sonucunda hizmet kalitesi, fiyat algısı ve marka imajının ilişki kalitesi ve müşteri sadakati aranasında olumlu ve anlamlı ilişki olduğunu göstermiştir. sel Pazarlama, İlişkisel Pazarlama Taktikleri, İlişki Kalitesi, Müşteri Memnuniyeti, Müşteri Sadakati
THE IMPACT OF RELATIONSHIP MARKETING TACTICS ON RELATIONSHIP QUALITY AND CUSTOMER LOYALTY: A CASE STUDY OF THE MOBILE TELECOMMUNICATION INDUSTRY IN GHANA. Due to more fierce competition in today’s business, many companies are required to establish long-term profitable relationship with customers and achieve both customer satisfaction and customer loyalty. Customer satisfaction and customer loyalty are two important concepts for many companies especially in the service industry. The firm which can satisfy its customers and can succeed in their retention, wıll obtain their loyalty which in turn makes their profitability more consistent. Therefore relationship marketing has become more important since the last decade of the 20th century. The purpose of this research was to examine the impact of the relationship marketing tactics on relationship quality and customer loyalty in the Ghanaian mobile telecommunication industry. The research adopted three relationship tactics (service quality, price perception and brand image) and examined their impact on relationship quality and customer loyalty. An analytical model was developed to test the relationship between the relationship marketing tactics, relationship quality and customer loyalty. A quantitative method was chosen in this study. A self- completion questionnaire was used as a method of primary data collection. The data obtained was analyzed by using SPSS IMB version 21.0 package program. Reliability test, factor analysis, frequency- percentage analysis, correlation and regression analysis were used. The results showed that, service quality, price perception, and brand image has positive and significant relationship on relationship quality and customer loyalty. Relationship Marketing, Relationship Marketing Tactics, Relationship Quality, Customer Satisfaction, Customer Loyalty.
THE IMPACT OF RELATIONSHIP MARKETING TACTICS ON RELATIONSHIP QUALITY AND CUSTOMER LOYALTY: A CASE STUDY OF THE MOBILE TELECOMMUNICATION INDUSTRY IN GHANA. Due to more fierce competition in today’s business, many companies are required to establish long-term profitable relationship with customers and achieve both customer satisfaction and customer loyalty. Customer satisfaction and customer loyalty are two important concepts for many companies especially in the service industry. The firm which can satisfy its customers and can succeed in their retention, wıll obtain their loyalty which in turn makes their profitability more consistent. Therefore relationship marketing has become more important since the last decade of the 20th century. The purpose of this research was to examine the impact of the relationship marketing tactics on relationship quality and customer loyalty in the Ghanaian mobile telecommunication industry. The research adopted three relationship tactics (service quality, price perception and brand image) and examined their impact on relationship quality and customer loyalty. An analytical model was developed to test the relationship between the relationship marketing tactics, relationship quality and customer loyalty. A quantitative method was chosen in this study. A self- completion questionnaire was used as a method of primary data collection. The data obtained was analyzed by using SPSS IMB version 21.0 package program. Reliability test, factor analysis, frequency- percentage analysis, correlation and regression analysis were used. The results showed that, service quality, price perception, and brand image has positive and significant relationship on relationship quality and customer loyalty. Relationship Marketing, Relationship Marketing Tactics, Relationship Quality, Customer Satisfaction, Customer Loyalty.