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Bankalarda İlişkisel Bağ Stratejilerinin Müşteri Sadakatine Etkisi

Year 2009, Volume: 13 Issue: 2, 291 - 308, 29.04.2010

Abstract

Bu araştırmada, banka sektöründe ilişkisel bağlar, müşteri değerleri ve müşteri
sadakati arasındaki ilişkiler araştırılmıştır. Veriler, tesadüfî olmayan örnekleme metoduyla
belirlenen 236 banka müşterisinden elde edilmiştir. Sonuç olarak, ilişkisel bağların
(sosyal, finansal ve yapısal bağlar) ara faktörler vasıtasıyla (hazcı ve faydacı değerler)
müşteri sadakatini etkilediği bulunmuştur. Ara değişken durumunda olan faktörler de
(hazcı ve faydacı değerler) müşteri sadakatini pozitif yönde ve doğrudan etkilemektedir.
Bunun yanı sıra, finansal bağlar faydacı değeri, sosyal bağlar hazcı değeri ve yapısal
bağlar da hem faydacı hem de hazcı değeri doğrudan ve pozitif olarak etkilemektedir.
Böylece oluşturulan yedi hipotezin hepsi kabul edilmiştir.

References

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  • Babin, B.J., Darden, W.R., Griffin, M. (1994). “Work and/or fun: measuring hedonic and utilitarian shopping value”, Journal of Consumer Research, 20, pp.644-656.
  • Beatty, S., Mayer, M., Coleman, J., Reynolds, K., Lee, J. (1996). “Customer-sales asso- ciate retail relationships”, Journal of Retailing, 72(3), pp.223-247. In Chiu, H.C., Hsieh, Y.C., Li, Y.C., Lee, M. (2005). “Relationship marketing and consumer switching behavi- or”, Journal of Business Research, 58, pp.1681-1689.
  • Berry, L.L. (1995). “Relationship marketing of services: groving interest, emerging pers- pectives”, Journal of The Academy of Marketing Science, 23(4), pp.236-245. In Chiu, H.C., Hsieh, Y.C., Li, Y.C., Lee, M. (2005) “Relationship marketing and consumer swit- ching behavior”, Journal of Business Research, 58, pp.1681-1689.
  • Chandon, P., Wansink, B., Laurent, G. (2000). “A benefit congruency framework of sale promotion effectiveness”, Journal of Marketing, 64(4), pp.65-81.
  • Chaudhuri, A., Holbrook, M.B. (2001). “The chain of effects from brand trust and brand effect to brand performance: the role of brand royalty”, Journal of Marketing, 65(2), pp.81-93.
  • Chiu, H.C., Hsieh, Y.C., Li, Y.C., Lee, M. (2005). “Relationship marketing and consumer switching behavior”, Journal of Business Research, 58, pp.1681-1689.
  • Cravens, D.W, Piercy, N.F. (1994). “Relationship marketing and collabarative Networks in service organisations”, International Journal of Service Industry Management, 5(5), pp.39-53.
  • Cronin, J.J., Taylor, S.A. (1992). “Measuring service quality: a reexamination and exten- tion”, Journal of Marketing, 56(3), pp.55-68. In Chiu, H.C., Hsieh, Y.C., Li, Y.C., Lee, M. (2005). “Relationship marketing and consumer switching behavior”, Journal of Business Research, 58, pp.1681-1689.
  • Dalgıç, T. (2002). “Niş pazarlamanın ilkeleri: Gerillalar gorillere karşı”, Pi: Pazarlama ve İletişim Kültürü Dergisi, 1(1), ss.30-36.
  • Day, A. (1985). “Selling to the corporate customers”, International Journal of Bank Mar- keting, 3, pp.60-70.
  • Demerouti, E. (2004). “Structural equation modeling”, www.dmst.aueb.gr/gr 2/diafora2/ Prosopiko2/ visitors_ppts/Demerouti1.ppt:02.05.2005.
  • Dibb, S., Meadows, M. (2001). “The application of a relationship marketing perspective in retail banking”, The Service Industries Journal, 21(1), pp.169-194.
  • Fleshandbones (2005). “Path Analysis and Structural Equation Modeling”, http://64.233.183.104/search?q=cache:PAtoEgWmQVMJ:www.fleshandbones.com/rea- dingroom/pdf/946.pdf+Path+Analysis+and+Structural&hl=tr:02.05.2005.
  • Ganesh, J.M., Arnold, J., Reynolds, K.E. (2000). “Understanding the customer base of service providers: an examination of the differences between switchers and stayers”, Journal of Marketing, 64(3), pp.65-87. In Chiu, H.C., Hsieh, Y.C., Li, Y.C., Lee, M. (2005). “Relationship marketing and consumer switching behavior”, Journal of Business Research, 58, pp.1681-1689.
  • Garson, D. (2004). “Structural equation modeling”, http://www2.chass. ncsu.edu /garson /pa765/ structur.htm:02.05.2005.
  • Gronroos, C. (1983). Strategic management and marketing in the service sector, Swedish School of Economics and Business Administration: Helsingfors, Finland.
  • Hox, J.J., Bechger, T.M. (1995). “An introduction to structural equation modeling”, Fa- mily Science Review, 11, pp.354-373.
  • Hui, S. (2003). “Revision of genetic regulatory models using structural equation mode- ling/path analysis”, www.cs.uwaterloo.ca/~s2hui /Summary. doc: 02.05.2005.
  • Information Technology Services. (2005). “Structural equation modeling using AMOS: An Introduction”, http://www.utexas.edu/its/rc/ tutorials/stat/ amos/:01.05.2005.
  • Kline, R.B. (1998). Principles and practice of structural equation modelling, The Guil- ford Press: New York.
  • Lin, N.P., Weng, J.C.M., Hsieh, Y.C. (2003). “Relational bonds and customer’s trust and commitment-a study on the moderating effects of web site usage”. Service Industry Jour- nal, 23(3), pp.103-124. In Chiu, H.C., Hsieh, Y.C., Li, Y.C., Lee, M. (2005). “Relati- onship marketing and consumer switching behavior”, Journal of Business Research, 58, pp.1681-1689.
  • Gerhard, M. (2004). “Getting started with the student edition of Lisrel 8.53 for Win- dows”, http://www.psikolojiktestler.hacettepe.Edu.tr/l.doc :02.05.2005.
  • Morganoskay, M., Cude, B. (2002). “Trust, loyalty food realisers”, University of Illinois, pp.1-20.
  • Moriatry, R.T, Kimball, R.C, Gay, C.H. (1983). “The management of corporate banking relationships”, Sloan Management Review, 24, pp.3-16.
  • Peltier, J.W., Westfall, J. (2000). “Dissecting the HMO-benefits managers relationship: what to measure and why”, March Health Service, 20(2), pp.4-13.
  • Perrien, J., Ricard, L. (1995). “The meaning of a marketing relationship: A pilot study”, Industrial Marketing Management, 24, pp.37-43.
  • Reichheld, F.F, Kenny, D.W. (1990). “The hidden advantages of customer retention”, Journal of Retail Banking, 12(4), pp.19-23.
  • Reynolds, K., Beatty, S. (1999). “A relationship customer typology”, Journal of Retai- ling, 75(4), pp.509-523.
  • Sheth, J.N, Parvatiyar, A. (1995). “Relationship marketing in consumer markets: antece- dents and consequences”, Journal of The Academy of Marketing Science, 23(4), pp.225- 271.
  • Speed, R., Smith, G. (1993). “Customers’ strategy and performance”, International Jour- nal of Bank Marketing, 11(5), pp.3-11.
  • Tabachnick, B.G., Fidell, L.S. (1996). Using multivariate statistics, 3rd ed., New York: Harper Collins College Publishers.
  • Varinli, İ. (2006). Pazarlamada yeni yaklaşımlar, Ankara: Detay Yayınları.
  • Williams, J.D., Han, S.L., Qualls, W.J. (1998). “A conceptual model and study of cross- cultural business relationships”. J Bus Res, 42(2), pp.135-143. In Chiu, H.C., Hsieh, Y.C., Li, Y.C., Lee, M. (2005) “Relationship marketing and consumer switching behavior”, Journal of Business Research, 58, pp.1681-1689.
  • Yu, C.H. (2005). “Structural equation modelling”, http://seamonkey.ed. asu. edu/~alex /teac hing/ WBI/SEM.html:01.05.2005.
Year 2009, Volume: 13 Issue: 2, 291 - 308, 29.04.2010

Abstract

References

  • Ailawadai, K.L., Neslin, SA, Gedenk K. (2001). “Pursuing the value-conscious consumer: store brands versus national brand promotions”, Journal of Marketing, 65(1), pp.71-89.
  • Anderson, J.G. (2004). “The basic of structural equation model”, web.ics.purdue.edu/ ~janders1/Soc681/Soc%20681%20Basics%20of%20Structural%20Equation%20 Mode- ling%202002.ppt:01.05.2005.
  • Babin, B.J., Darden, W.R., Griffin, M. (1994). “Work and/or fun: measuring hedonic and utilitarian shopping value”, Journal of Consumer Research, 20, pp.644-656.
  • Beatty, S., Mayer, M., Coleman, J., Reynolds, K., Lee, J. (1996). “Customer-sales asso- ciate retail relationships”, Journal of Retailing, 72(3), pp.223-247. In Chiu, H.C., Hsieh, Y.C., Li, Y.C., Lee, M. (2005). “Relationship marketing and consumer switching behavi- or”, Journal of Business Research, 58, pp.1681-1689.
  • Berry, L.L. (1995). “Relationship marketing of services: groving interest, emerging pers- pectives”, Journal of The Academy of Marketing Science, 23(4), pp.236-245. In Chiu, H.C., Hsieh, Y.C., Li, Y.C., Lee, M. (2005) “Relationship marketing and consumer swit- ching behavior”, Journal of Business Research, 58, pp.1681-1689.
  • Chandon, P., Wansink, B., Laurent, G. (2000). “A benefit congruency framework of sale promotion effectiveness”, Journal of Marketing, 64(4), pp.65-81.
  • Chaudhuri, A., Holbrook, M.B. (2001). “The chain of effects from brand trust and brand effect to brand performance: the role of brand royalty”, Journal of Marketing, 65(2), pp.81-93.
  • Chiu, H.C., Hsieh, Y.C., Li, Y.C., Lee, M. (2005). “Relationship marketing and consumer switching behavior”, Journal of Business Research, 58, pp.1681-1689.
  • Cravens, D.W, Piercy, N.F. (1994). “Relationship marketing and collabarative Networks in service organisations”, International Journal of Service Industry Management, 5(5), pp.39-53.
  • Cronin, J.J., Taylor, S.A. (1992). “Measuring service quality: a reexamination and exten- tion”, Journal of Marketing, 56(3), pp.55-68. In Chiu, H.C., Hsieh, Y.C., Li, Y.C., Lee, M. (2005). “Relationship marketing and consumer switching behavior”, Journal of Business Research, 58, pp.1681-1689.
  • Dalgıç, T. (2002). “Niş pazarlamanın ilkeleri: Gerillalar gorillere karşı”, Pi: Pazarlama ve İletişim Kültürü Dergisi, 1(1), ss.30-36.
  • Day, A. (1985). “Selling to the corporate customers”, International Journal of Bank Mar- keting, 3, pp.60-70.
  • Demerouti, E. (2004). “Structural equation modeling”, www.dmst.aueb.gr/gr 2/diafora2/ Prosopiko2/ visitors_ppts/Demerouti1.ppt:02.05.2005.
  • Dibb, S., Meadows, M. (2001). “The application of a relationship marketing perspective in retail banking”, The Service Industries Journal, 21(1), pp.169-194.
  • Fleshandbones (2005). “Path Analysis and Structural Equation Modeling”, http://64.233.183.104/search?q=cache:PAtoEgWmQVMJ:www.fleshandbones.com/rea- dingroom/pdf/946.pdf+Path+Analysis+and+Structural&hl=tr:02.05.2005.
  • Ganesh, J.M., Arnold, J., Reynolds, K.E. (2000). “Understanding the customer base of service providers: an examination of the differences between switchers and stayers”, Journal of Marketing, 64(3), pp.65-87. In Chiu, H.C., Hsieh, Y.C., Li, Y.C., Lee, M. (2005). “Relationship marketing and consumer switching behavior”, Journal of Business Research, 58, pp.1681-1689.
  • Garson, D. (2004). “Structural equation modeling”, http://www2.chass. ncsu.edu /garson /pa765/ structur.htm:02.05.2005.
  • Gronroos, C. (1983). Strategic management and marketing in the service sector, Swedish School of Economics and Business Administration: Helsingfors, Finland.
  • Hox, J.J., Bechger, T.M. (1995). “An introduction to structural equation modeling”, Fa- mily Science Review, 11, pp.354-373.
  • Hui, S. (2003). “Revision of genetic regulatory models using structural equation mode- ling/path analysis”, www.cs.uwaterloo.ca/~s2hui /Summary. doc: 02.05.2005.
  • Information Technology Services. (2005). “Structural equation modeling using AMOS: An Introduction”, http://www.utexas.edu/its/rc/ tutorials/stat/ amos/:01.05.2005.
  • Kline, R.B. (1998). Principles and practice of structural equation modelling, The Guil- ford Press: New York.
  • Lin, N.P., Weng, J.C.M., Hsieh, Y.C. (2003). “Relational bonds and customer’s trust and commitment-a study on the moderating effects of web site usage”. Service Industry Jour- nal, 23(3), pp.103-124. In Chiu, H.C., Hsieh, Y.C., Li, Y.C., Lee, M. (2005). “Relati- onship marketing and consumer switching behavior”, Journal of Business Research, 58, pp.1681-1689.
  • Gerhard, M. (2004). “Getting started with the student edition of Lisrel 8.53 for Win- dows”, http://www.psikolojiktestler.hacettepe.Edu.tr/l.doc :02.05.2005.
  • Morganoskay, M., Cude, B. (2002). “Trust, loyalty food realisers”, University of Illinois, pp.1-20.
  • Moriatry, R.T, Kimball, R.C, Gay, C.H. (1983). “The management of corporate banking relationships”, Sloan Management Review, 24, pp.3-16.
  • Peltier, J.W., Westfall, J. (2000). “Dissecting the HMO-benefits managers relationship: what to measure and why”, March Health Service, 20(2), pp.4-13.
  • Perrien, J., Ricard, L. (1995). “The meaning of a marketing relationship: A pilot study”, Industrial Marketing Management, 24, pp.37-43.
  • Reichheld, F.F, Kenny, D.W. (1990). “The hidden advantages of customer retention”, Journal of Retail Banking, 12(4), pp.19-23.
  • Reynolds, K., Beatty, S. (1999). “A relationship customer typology”, Journal of Retai- ling, 75(4), pp.509-523.
  • Sheth, J.N, Parvatiyar, A. (1995). “Relationship marketing in consumer markets: antece- dents and consequences”, Journal of The Academy of Marketing Science, 23(4), pp.225- 271.
  • Speed, R., Smith, G. (1993). “Customers’ strategy and performance”, International Jour- nal of Bank Marketing, 11(5), pp.3-11.
  • Tabachnick, B.G., Fidell, L.S. (1996). Using multivariate statistics, 3rd ed., New York: Harper Collins College Publishers.
  • Varinli, İ. (2006). Pazarlamada yeni yaklaşımlar, Ankara: Detay Yayınları.
  • Williams, J.D., Han, S.L., Qualls, W.J. (1998). “A conceptual model and study of cross- cultural business relationships”. J Bus Res, 42(2), pp.135-143. In Chiu, H.C., Hsieh, Y.C., Li, Y.C., Lee, M. (2005) “Relationship marketing and consumer switching behavior”, Journal of Business Research, 58, pp.1681-1689.
  • Yu, C.H. (2005). “Structural equation modelling”, http://seamonkey.ed. asu. edu/~alex /teac hing/ WBI/SEM.html:01.05.2005.
There are 36 citations in total.

Details

Primary Language tr; en
Journal Section Makaleler
Authors

Ekrem Cengiz

Bünyamin Er This is me

Ekrem Cengiz This is me

Publication Date April 29, 2010
Published in Issue Year 2009 Volume: 13 Issue: 2

Cite

APA Cengiz, E., Er, B., & Cengiz, E. (2010). Bankalarda İlişkisel Bağ Stratejilerinin Müşteri Sadakatine Etkisi. Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 13(2), 291-308.

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