Research Article
Marka Deneyimi, Tatmin, Marka Aşkı ve Marka Sadakati Arasındaki İlişkiler: Havayolu Uçuş Hizmeti Uygulaması
Abstract
Günümüzde tüketiciler ürün veya marka tercihi yaparken ürünün özelliklerinin yanı sıra marka, ambalaj, tasarım gibi deneyimlerini de göz önünde bulundurmaktadırlar. Deneyim marka sadakati ve tatmin oluşturmada önemli bir değişkendir. Temeli deneyimlere dayalı olan bir başka değişken de marka aşkıdır. Dolayısıyla bu çalışmanın temel amacı tüketicilerin marka deneyimi, marka aşkı, tatmin ve marka sadakati arasındaki ilişkileri belirlemektir. Bu amaçla havayolları seyahati deneyimi olan tüketiciler üzerinde bir anket yapılmış ve elde edilen 351 kişilik örnekleme tanımlayıcı istatistikler, doğrulayıcı faktör analizi ve yol analizi uygulanmıştır. Verilerin analizinde SPSS21 VE Lisrel 8.7 programları kullanılmıştır. Araştırmada tüketicilerin havayolu uçuş hizmeti deneyimlerine ilişkin marka deneyimi ile marka sevgisi ve müşteri memnuniyeti arasında pozitif ve anlamlı bir ilişki olduğu, benzer şekilde aynı ilişkinin marka sevgisi ile müşteri memnuniyeti ve marka sadakati arasında olduğu sonucuna ulaşılmıştır.
References
- Aaker, D. A. (1991), ‘’Managing brand equity’’, New York, Free Press. Akyıldız, M. (2010), ‘’Boş zaman pazarlanmasında deneyimsel boyutlar: 2009 Rock’n Coke katılımcılarına yönelik bir araştırma’’, Yayımlanmamış Yüksek Lisans Tezi, Anadolu Üniversitesi Sağlık Bilimleri Enstitüsü, Eskişehir. Albert, N. and Merunka, D. (2013), ‘’The role of brand love in consumer‐brand relationships’’, Journal of Consumer Marketing, Vol. 30 No. 3, pp. 258-266. Albert, N., Merunka, D. and Valette-Florence, P., (2008), ‘’When consumers love their brands: Exploring the concept and its dimensions’’, Journal of Business Research, Vol.61, pp.1062–1075. Altunışık, R., Özdemir, Ş. and Torlak, Ö. (2014), ‘’Pazarlama ilkeleri ve yönetimi’’, Ankara, Beta. Anderson, E. and Sullivan, M. (1993), ‘’The antecedents and consequences of customer satisfaction for firms’’, Management Science, Vol.12 No.2, pp.125-143. Anderson, E. W. , Fornell , C., Lehmann , D.R., Fornell, C. and Rust, R.T. (1997), “Customer satisfaction, productivity, and profitability: Differences between goods and services”, Marketing Science, Vol.16 No.2, pp.129-145. Anderson, E.W. and Mittal, V. (2000), ‘’Strengthening the satisfaction-profit chain’’, Journal of Service Research, Vol.3 No. 2, pp. 107-120. Arnold, M. J., Kristy E. R., Nicole, P., and Jason E. L. (2005), ‘’Customer delight in a retail context: Investigating delightful and terrible shopping experiences’’, Journal of Business Research, Vol.58 No.8, pp.1132-1145. Bagozzi, R. P., Batra, R. and Ahuvia, A. C. (2014), ‘’Brand love: Construct validity, managerial utility, and new conceptual insights'', Working paper. Ann Arbor, MI: University of Michigan. Baldinger, A.L. and Rubinson, J. (1996), ‘’Brand loyalty: the link between attitude and behavior’’, Journal of Advertising Research, Vol. 36 No. 6, pp. 22-39. Ballester, E.D. and Alleman, J.L.M. (2001), ‘’Brand trust in the context of consumer loyalty’’, European Journal of Marketing, Vol.35 No.11-12, pp.1238-1258. Batra, R., Ahuvia, A. and Bagozzi, R.P. (2012), ‘’Brand love’’, Journal of Marketing, Vol. 76 No. 2, pp. 1-16. Bergkvist, L., and T. Bech-Larsen (2010), “Two studies of consequences and actionable antecedents of brand love”, Journal of Brand Management, Vol. 17, pp. 504–518. Berry, L. ( 2000), ‘’Cultivating service brand equity.’’, Journal of the Academy of Marketing Science, Vol.28 No.1, pp. 129 – 137. Bıçakçıoğlu, N., İpek, İ. and Bayraktaroğlu, G. (2018), ‘’Antecedents and outcomes of brand love: the mediating role of brand loyalty’’, Journal of Marketing Communications, Vol. 24 No.8, pp.863-877. Bloamer, J. and Kasper, H. (1995), ‘’The complex relationship between consumer satisfaction and brand loyalty’’, Journal of Academic Psychology, Vol.16 No.12, pp.311-329. Bowen, J.T. and Chen, S.L. (2001), ‘’The relationship between customer loyalty and customer satisfaction’’, International Journal of Contemporary Hospitality Management, Vol. 13 No. 5, pp. 213-217. Brakus, J.J., Schmitt, B.H. and Zarantonell, L. (2009), ‘’Brand experience: What is it? How is it measured? Does it affect loyalty?’’, Journal of Marketing, Vol. 73 No. 3, pp. 52-68. Carman, J.M. (1970), ‘’Correlates of brand loyalty: Some positive results’’, Journal of Marketing Research, Vol. 7 No. 1, pp. 67-76. Carroll, B.A. and Ahuvia, A.C. (2006), ‘’Some antecedents and outcomes of brand love’’, Marketing Letters, Vol. 17, pp. 79–89. Cronin, J. and Taylor, S. (1992), ‘’Measuring service quality: a reexamination and extension’’, Journal of Marketing, Vol. 56, pp.55-68. Çabuk, S. and Örel, F.D. (2008), ‘’Marka karakteristikleri ile marka ve üretici firmaya duyulan güven arasındaki ilişkilerin belirlenmesi: Çukurova Üniversitesi ölçeğinde bir araştırma’’, Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, Vol. 17 No. 1, pp.103-116. Day, G.S. (1969), “A two-dimensional concept of brand loyalty”, Journal of Advertising Research, Vol. 9, pp. 29-36. Önder, L.G, Deniz, A. (2016), “Marka aşkını etkileyen faktörler arasındaki İlişkiler: Giresun ilinde bir uygulama”, 1. Uluslararası Karadeniz İşletmecilik Kongresi, Trabzon. Dirsehan, T. (2010), ‘’Örneklerle temel deneyimsel pazarlama’’, İstanbul, İkinci Adam. Drennana, J, Bianchib, C., Cacho-Elizondoc, S., Lourierod, S., Guiberte, N. and Prouda, W. (2015), ‘’Examining the role of wine brand love on brand loyalty: A multi-country comparison’’, International Journal of Hospitality Management, Vol. 49, pp. 47–55. Ekici Nezahat (2012), ‘’Deneyimsel pazarlama ve seyahat deneyimi: Türk Hava Yolları örneği’’, Yayımlanmamış Yüksek Lisans Tezi, Karamanoğlu Mehmetbey Üniversitesi Sosyal Bilimler Enstitüsü, Karaman. Engel, J., Blackwell, R. and Miniard, P. (1990), ‘’Consumer behavior’’, New Jersey, The Dryden Press. Fornell, C.(1992), ‘’A national customer satisfaction barometer: the Swedish experience’’, Journal of Marketing, Vol.56, pp.6-21. Fournier, S. (1998), ‘’Consumers and their brands: Developing relationship theory in consumer research’’, Journal of Consumer Research, Vol. 24 No. 4, pp. 343-353. Ganesan, S. (1994), ‘’Determinants of long-term orientation in buyer-seller relationships’’, Journal of Marketing, Vol. 58 No. 2, pp. 1-19. Groot, I.M., Antonides, G., Read, D. and Raaij, W.F. (2009), ‘’The effects of direct experience on consumer product evaluation’’, Journal of Socio-Economics, Vol. 38, pp.509-518. Günay, G.N. (2008), ‘’Hizmet pazarlamasından deneyimsel pazarlamaya: Bir güzellik merkezinde uygulama’’, 13. Ulusal Pazarlama Kongresi, Nevşehir Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, Nevşehir. a, H.Y. (2004), ‘’Factors influencing consumer perception on brand trust on the on-line’’, Journal of Product and Brand Management, Vol. 13 No.5, pp.329–342. Ha, H.Y. and Perks, H.(2005), ‘’ Effects of consumer perceptions of brand experience on the web: Brand familiarity, satisfaction and brand trust’’, Journal of Consumer Behaviour, Vol. 4 No.6, pp. 438–452. Hoolbrook, M.B. and Hirscman, E.C. (1982), ‘’The experiential aspects of consumption: Consumer fantasies, feelings, and fun’’, Journal of Consumer Research, Vol. 9 No. 2, pp. 132-140. Hwang, J. and Kandampully, J. (2012), ‘’The role of emotional aspects in younger consumer-brand relationships’’, Journal of Product & Brand Management, Vol. 21 No.2, pp. 98 – 108. Jacoby, J. (1971), “A model of multi‐brand loyalty”, Journal of Advertising Research, Vol. 11, pp. 25‐31. Kotler, P. and Keller, K.L. (2009), ‘’Marketing Management’’, New Jersey, Pearson Education Inc. Langner, T., D. Bruns, A. Fischer, and J. R. Rossiter (2014), “Falling in love with brands: A dynamic analysis of the trajectories of brand love.”, Marketing Letters, Vol. 27, pp. 1–12. Oliver, R.L. (1980), ‘’A cognitive model of the antecedents and consequences of satisfaction decisions’’, Journal of Marketing Research, Vol. 17 No. 4, pp. 460-469. Oliver, R.L. (1997), “Emotional expression in the satisfaction response. Satisfaction: A behavioral perspective on the consumer’’, Boston, Irwin. Öztürk, A.S. (2010), ‘’Hizmet pazarlaması’’, Eskişehir, Ekin. Prahalad, CK and Ramaswamy, V. (2004), ‘’Co-creation experiences: The next practice in value creation’’, Journal of Interactive Marketing, Vol.18, pp. 5-14. Reichheld, F. and Schefter, P. (2000) ‘’E-loyalty: Your secret weapon on the web’’, Harvard Business Review, Vol. 78, pp. 105–114. Roy, S.K., Eshghi, A. and Sarkar, A. (2013), ‘’Antecedents and consequences of brand love.’’, Journal of Brand Management, Vol. 20, pp.325 – 332. Schmitt, B. (1999), ‘’Experiential marketing’’, Journal of Marketing Management, Vol.15 No.1-3, pp. 53-67. Sheth, J.N. (1969), ‘’Using factor analysis to estimate parameters’’, Journal of the American Statistical Association, Volume 64 No.327, pp.808-827. Solomon, M.R. (2014), ‘’Consumer behavior: Buying, having, and being’’, New Jersey, Prentice-Hall, Englewood Cliffs. Stern, B. (1997) “Advertising intimacy: Relationship marketing and the services consumer” Journal of Advertising, Vol.16 No.4, pp. 7-19. Yulianti, I. and Tung, V. (2013), ‘’The relationship among brand experience, brand image and customer satisfaction of facebook users in Indonesia’’, Abstract of Economic, Finance and Management Outlook, Vol. 1 No.16, pp.162-177.
Relationships Between Brand Experience, Customer Satisfaction, Brand Love and Brand Loyalty: Airline Flight Service Application
Abstract
Nowadays, when consumers make their choice of product or brand, they take into account their experiences such as brand, packaging, and design as well as product characteristics. Experience is an important variable in building brand loyalty and satisfaction. Another variable based on experience is brand love. Therefore, the main purpose of this study is to determine the relationship between consumers' brand experience, brand love, satisfaction, and brand loyalty. For this purpose, a survey was conducted on consumers with the experience of airline travel, and the 351-person sampling descriptive statistics, confirmatory factor analysis, and path analysis were applied. SPSS21 and Lisrel 8.7 programs were used in the analysis of the data. In the study, it was concluded that there is a positive and significant relationshi between brand experiences of consumers regarding airline flight service and brand love and customer satisfaction, and similarly, the same relationship is between brand love and customer satisfaction and brand loyalty.
References
- Aaker, D. A. (1991), ‘’Managing brand equity’’, New York, Free Press. Akyıldız, M. (2010), ‘’Boş zaman pazarlanmasında deneyimsel boyutlar: 2009 Rock’n Coke katılımcılarına yönelik bir araştırma’’, Yayımlanmamış Yüksek Lisans Tezi, Anadolu Üniversitesi Sağlık Bilimleri Enstitüsü, Eskişehir. Albert, N. and Merunka, D. (2013), ‘’The role of brand love in consumer‐brand relationships’’, Journal of Consumer Marketing, Vol. 30 No. 3, pp. 258-266. Albert, N., Merunka, D. and Valette-Florence, P., (2008), ‘’When consumers love their brands: Exploring the concept and its dimensions’’, Journal of Business Research, Vol.61, pp.1062–1075. Altunışık, R., Özdemir, Ş. and Torlak, Ö. (2014), ‘’Pazarlama ilkeleri ve yönetimi’’, Ankara, Beta. Anderson, E. and Sullivan, M. (1993), ‘’The antecedents and consequences of customer satisfaction for firms’’, Management Science, Vol.12 No.2, pp.125-143. Anderson, E. W. , Fornell , C., Lehmann , D.R., Fornell, C. and Rust, R.T. (1997), “Customer satisfaction, productivity, and profitability: Differences between goods and services”, Marketing Science, Vol.16 No.2, pp.129-145. Anderson, E.W. and Mittal, V. (2000), ‘’Strengthening the satisfaction-profit chain’’, Journal of Service Research, Vol.3 No. 2, pp. 107-120. Arnold, M. J., Kristy E. R., Nicole, P., and Jason E. L. (2005), ‘’Customer delight in a retail context: Investigating delightful and terrible shopping experiences’’, Journal of Business Research, Vol.58 No.8, pp.1132-1145. Bagozzi, R. P., Batra, R. and Ahuvia, A. C. (2014), ‘’Brand love: Construct validity, managerial utility, and new conceptual insights'', Working paper. Ann Arbor, MI: University of Michigan. Baldinger, A.L. and Rubinson, J. (1996), ‘’Brand loyalty: the link between attitude and behavior’’, Journal of Advertising Research, Vol. 36 No. 6, pp. 22-39. Ballester, E.D. and Alleman, J.L.M. (2001), ‘’Brand trust in the context of consumer loyalty’’, European Journal of Marketing, Vol.35 No.11-12, pp.1238-1258. Batra, R., Ahuvia, A. and Bagozzi, R.P. (2012), ‘’Brand love’’, Journal of Marketing, Vol. 76 No. 2, pp. 1-16. Bergkvist, L., and T. Bech-Larsen (2010), “Two studies of consequences and actionable antecedents of brand love”, Journal of Brand Management, Vol. 17, pp. 504–518. Berry, L. ( 2000), ‘’Cultivating service brand equity.’’, Journal of the Academy of Marketing Science, Vol.28 No.1, pp. 129 – 137. Bıçakçıoğlu, N., İpek, İ. and Bayraktaroğlu, G. (2018), ‘’Antecedents and outcomes of brand love: the mediating role of brand loyalty’’, Journal of Marketing Communications, Vol. 24 No.8, pp.863-877. Bloamer, J. and Kasper, H. (1995), ‘’The complex relationship between consumer satisfaction and brand loyalty’’, Journal of Academic Psychology, Vol.16 No.12, pp.311-329. Bowen, J.T. and Chen, S.L. (2001), ‘’The relationship between customer loyalty and customer satisfaction’’, International Journal of Contemporary Hospitality Management, Vol. 13 No. 5, pp. 213-217. Brakus, J.J., Schmitt, B.H. and Zarantonell, L. (2009), ‘’Brand experience: What is it? How is it measured? Does it affect loyalty?’’, Journal of Marketing, Vol. 73 No. 3, pp. 52-68. Carman, J.M. (1970), ‘’Correlates of brand loyalty: Some positive results’’, Journal of Marketing Research, Vol. 7 No. 1, pp. 67-76. Carroll, B.A. and Ahuvia, A.C. (2006), ‘’Some antecedents and outcomes of brand love’’, Marketing Letters, Vol. 17, pp. 79–89. Cronin, J. and Taylor, S. (1992), ‘’Measuring service quality: a reexamination and extension’’, Journal of Marketing, Vol. 56, pp.55-68. Çabuk, S. and Örel, F.D. (2008), ‘’Marka karakteristikleri ile marka ve üretici firmaya duyulan güven arasındaki ilişkilerin belirlenmesi: Çukurova Üniversitesi ölçeğinde bir araştırma’’, Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, Vol. 17 No. 1, pp.103-116. Day, G.S. (1969), “A two-dimensional concept of brand loyalty”, Journal of Advertising Research, Vol. 9, pp. 29-36. Önder, L.G, Deniz, A. (2016), “Marka aşkını etkileyen faktörler arasındaki İlişkiler: Giresun ilinde bir uygulama”, 1. Uluslararası Karadeniz İşletmecilik Kongresi, Trabzon. Dirsehan, T. (2010), ‘’Örneklerle temel deneyimsel pazarlama’’, İstanbul, İkinci Adam. Drennana, J, Bianchib, C., Cacho-Elizondoc, S., Lourierod, S., Guiberte, N. and Prouda, W. (2015), ‘’Examining the role of wine brand love on brand loyalty: A multi-country comparison’’, International Journal of Hospitality Management, Vol. 49, pp. 47–55. Ekici Nezahat (2012), ‘’Deneyimsel pazarlama ve seyahat deneyimi: Türk Hava Yolları örneği’’, Yayımlanmamış Yüksek Lisans Tezi, Karamanoğlu Mehmetbey Üniversitesi Sosyal Bilimler Enstitüsü, Karaman. Engel, J., Blackwell, R. and Miniard, P. (1990), ‘’Consumer behavior’’, New Jersey, The Dryden Press. Fornell, C.(1992), ‘’A national customer satisfaction barometer: the Swedish experience’’, Journal of Marketing, Vol.56, pp.6-21. Fournier, S. (1998), ‘’Consumers and their brands: Developing relationship theory in consumer research’’, Journal of Consumer Research, Vol. 24 No. 4, pp. 343-353. Ganesan, S. (1994), ‘’Determinants of long-term orientation in buyer-seller relationships’’, Journal of Marketing, Vol. 58 No. 2, pp. 1-19. Groot, I.M., Antonides, G., Read, D. and Raaij, W.F. (2009), ‘’The effects of direct experience on consumer product evaluation’’, Journal of Socio-Economics, Vol. 38, pp.509-518. Günay, G.N. (2008), ‘’Hizmet pazarlamasından deneyimsel pazarlamaya: Bir güzellik merkezinde uygulama’’, 13. Ulusal Pazarlama Kongresi, Nevşehir Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, Nevşehir. a, H.Y. (2004), ‘’Factors influencing consumer perception on brand trust on the on-line’’, Journal of Product and Brand Management, Vol. 13 No.5, pp.329–342. Ha, H.Y. and Perks, H.(2005), ‘’ Effects of consumer perceptions of brand experience on the web: Brand familiarity, satisfaction and brand trust’’, Journal of Consumer Behaviour, Vol. 4 No.6, pp. 438–452. Hoolbrook, M.B. and Hirscman, E.C. (1982), ‘’The experiential aspects of consumption: Consumer fantasies, feelings, and fun’’, Journal of Consumer Research, Vol. 9 No. 2, pp. 132-140. Hwang, J. and Kandampully, J. (2012), ‘’The role of emotional aspects in younger consumer-brand relationships’’, Journal of Product & Brand Management, Vol. 21 No.2, pp. 98 – 108. Jacoby, J. (1971), “A model of multi‐brand loyalty”, Journal of Advertising Research, Vol. 11, pp. 25‐31. Kotler, P. and Keller, K.L. (2009), ‘’Marketing Management’’, New Jersey, Pearson Education Inc. Langner, T., D. Bruns, A. Fischer, and J. R. Rossiter (2014), “Falling in love with brands: A dynamic analysis of the trajectories of brand love.”, Marketing Letters, Vol. 27, pp. 1–12. Oliver, R.L. (1980), ‘’A cognitive model of the antecedents and consequences of satisfaction decisions’’, Journal of Marketing Research, Vol. 17 No. 4, pp. 460-469. Oliver, R.L. (1997), “Emotional expression in the satisfaction response. Satisfaction: A behavioral perspective on the consumer’’, Boston, Irwin. Öztürk, A.S. (2010), ‘’Hizmet pazarlaması’’, Eskişehir, Ekin. Prahalad, CK and Ramaswamy, V. (2004), ‘’Co-creation experiences: The next practice in value creation’’, Journal of Interactive Marketing, Vol.18, pp. 5-14. Reichheld, F. and Schefter, P. (2000) ‘’E-loyalty: Your secret weapon on the web’’, Harvard Business Review, Vol. 78, pp. 105–114. Roy, S.K., Eshghi, A. and Sarkar, A. (2013), ‘’Antecedents and consequences of brand love.’’, Journal of Brand Management, Vol. 20, pp.325 – 332. Schmitt, B. (1999), ‘’Experiential marketing’’, Journal of Marketing Management, Vol.15 No.1-3, pp. 53-67. Sheth, J.N. (1969), ‘’Using factor analysis to estimate parameters’’, Journal of the American Statistical Association, Volume 64 No.327, pp.808-827. Solomon, M.R. (2014), ‘’Consumer behavior: Buying, having, and being’’, New Jersey, Prentice-Hall, Englewood Cliffs. Stern, B. (1997) “Advertising intimacy: Relationship marketing and the services consumer” Journal of Advertising, Vol.16 No.4, pp. 7-19. Yulianti, I. and Tung, V. (2013), ‘’The relationship among brand experience, brand image and customer satisfaction of facebook users in Indonesia’’, Abstract of Economic, Finance and Management Outlook, Vol. 1 No.16, pp.162-177.
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Details
| Primary Language | English |
|---|---|
| Journal Section | Articles |
| Authors | |
| Publication Date | October 25, 2020 |
| Submission Date | March 5, 2020 |
| Published in Issue | Year 2020 Volume: 11 Issue: 3 |
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