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THE MEDIATORY ROLE OF WANT TO CONTROL ON THE EFFECT OF TECHNOLOGY READINESS ON CUSTOMER LOYALTY

Yıl 2023, Cilt: 32 Sayı: 3 - Cumhuriyetimiz 100 Yaşında Özel Sayısı, 184 - 202, 30.12.2023
https://doi.org/10.35379/cusosbil.1322903

Öz

In 21st century, the new technologies which have become important on the field of service marketing, as many other fields, have made use of technology increasingly necessary in the way of providing service of businesses. In this context, in order to increase their growth, profitableness and competitiveness, business incorporate the new technologies which can be made with technology-based applications in the options of providing service. The aim of this study is to search the mediating role of the desire to control on the effect of the situations of consumers’ technology readiness on customer loyalty. In this respect data were collected from 552 participants by convenience sampling method. According to results, it has been found that the technology readiness of consumers has significant effect on the desire to control and customer loyalty. In addition, it was concluded that the desire to control has mediating role in the effect of technology readiness degree on customer loyalty.

Kaynakça

  • Aksoy, M., Koç, E., & Koç, E. (2019). Hizmetlerde müşteri katılımının müşterilerin kontrol eğilimleri üzerindeki etkisi. II. International Conference on Empirical Economics and Social Sciences,557-584.
  • Averill, J. R. (1973, Mart 15). Personal control over aversive stimuli and ıts relationship to stress. Psychological Bulletin, 80 (4), 286-303. https://doi.org/10.1037/h0034845
  • Barnes, J. G., Dunne, P. A. & Glynn, W. J. (2000). Self-service and technology: Unanticipated and unintended effects on customer relationships. TA Swartz ve D. Iacobucci (Eds.), Handbook of Services Marketing and Management, 89-102. Sage Publications. https://doi.org/10.4135/9781452231327.N8
  • Baron, R. M. & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology Copyright 1986 by the American Psychological Association, 51 (6), 1173-1182.
  • Bay, M., ve Paylı, M. (2022). Kontrol teorisi ile müşteri tatmini arasındaki ilişkinin yapısal eşitlik modeli (Yem) ile analizi: Karaman’da hizmet işletmesinde bir uygulama. İnsan ve Toplum Bilimleri Araştırmaları Dergisi, 11(4), 2222-2241. https://doi.org/10.15869/itobiad.1175267
  • Bayuk, N., & Küçük, F. (2007). Müşteri tatmini ve müşteri sadakati ilişkisi. Marmara Üniversitesi İ.İ.B.F. Dergisi, 22 (1), 285-292. https://dergipark.org.tr/tr/pub/muiibd/issue/490/4299
  • Bendapudi, N. & Leone, R. P. (2003, Ocak). Psychological implications of customer participation in co-production. Journal of Marketing, 67 (1), 14-28. https://doi.org/10.1509/jmkg.67.1.14.18592
  • Berndt, A. D., Saunders, S. G. & Petzer, D. J. (2010). Readiness for banking technologies in developing countries. Southern African Business Review, 14 (3), 47-76. https://hdl.handle.net/10520/EJC92913
  • Billari, F. C., Philipov, D. & Testa, M. R. (2009). Attitudes, norms and perceived behavioural control: Explaining fertility ıntentions in Bulgaria attitudes, normes et controle perçu du comportement: une explication des intentions de fecondite en Bulgarie. European Journal of Population, 25 (4), 439-465. https://doi.org/10.1007/s10680-009-9187-9
  • Bitner, M. J., Brown, S. W. & Meuter, M. L. (2000). Technology infusion in service encounters. Journal of the Academy of Marketing Science, 28 (1), 138-149. https://doi.org/10.1177/0092070300281013
  • Blut, M. & Wang, C. (2019, 5 Ağustos). Technology readiness: a meta-analysis of conceptualizations of the construct and its impact on technology usage. Journal of the Academy of Marketing Science, 48 (4), 649-669. https://doi.org/10.1007/s11747-019-00680-8
  • Caldeira, T. A., Ferreira, J. B., Freitas, A. & Falcao, R. P. Q. (2021). Adoption of mobile payments in Brazil: Technology readiness, trust and perceived quality. Brazilian Business Review, 18 (4), 415-432. https://doi.org/10.15728/bbr.2021.18.4.4
  • Chen, H. J. (2016, Eylül 22-24). Exploring the impact of attitude and perceived behavioral control on elementary school teachers’ use ıntention of in service e-teacher development. 2016 International Conference on Educational Innovation through Technology, Taiwan. https://doi.org/10.1109/EITT.2016.36
  • Cheung, M. F. Y. & To, W. M. (2011, 19 Şubat). Customer involvement and perceptions: The moderating role of customer co-production. Journal of Retailing and Consumer Services, 18 (4), 271-277. https://doi.org/10.1016/j.jretconser.2010.12.011
  • Chih, M. & Wang, H. (2012, 27 Mart). Determinants and consequences of consumer satisfaction with self-service technology in a retail setting. Managing Service Quality, 22 (2), 128-144. http://dx.doi.org/10.1108/09604521211218945
  • Cho, H., & Fiorito, S. S. (2010, Ocak). Self service technology in retailing. The case of retail kiosks. Symphonya Emerging Issues in Management, 1, 43-55. http://dx.doi.org/10.4468/2010.1.05cho.fiorito
  • Collier, J. E., & Sherrell, D. L. (2010, Kasım 10). Examining the ınfluence of control and convenience in a self-service setting. Journal of the Academy of Marketing Science, 38, 490-509. https://doi.org/10.1007/s11747-009-0179-4
  • Curran, J. M. & Meuter, M. L. (2005, Mart 1). Self-service technology adoption: Comparing three technologies. Journal of Services Marketing, 19 (2), 103-113. https://doi.org/10.1108/08876040510591411
  • Dabholkar, P. A. (1996, Şubat). Consumer evaluations of new technology-based self-service options: an investigation of alternative models of service quality. International Journal of Research in Marketing, 13 (1), 29-51. https://doi.org/10.1016/0167-8116(95)00027-5
  • Elliott, K. M., Hall, M. C. & Meng, J. (2013). Consumers’ intention to use self-scanning technology: The role of technology readiness and perceptions toward self-service technology. Academy of Marketing Studies Journal, 17 (1), 129-143.
  • Esmark, C. L., Noble, S. M., Bell, J. E. & Griffith, D. A. (2016). The effects of behavioral, cognitive, and decisional control in co-production service experiences. Marketing Letters, 27 (3), 423-436. http://dx.doi.org/10.1007/s11002-015-9348-z
  • Febrianti, R. A. M., Yoke, B. F. P. & Wicaksono, N. A. (2021). Perceived control, service convenience and swift guanxi online and their ımpact on repurchase ıntention. Review of International Geographical Education, 11 (5), 2060-2071. 10.48047/rigeo.11.05.112
  • Goutam, D., Ganguli, S. & Gopalakrishna, B. V. (2022). Technology readiness and e-service quality-impact on purchase intention and loyalty. Marketing Intelligence and Planning, 40 (2), 242-255. https://doi.org/10.1108/MIP-06-2021-0196
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TEKNOLOJİYE HAZIR BULUNUŞLUĞUN MÜŞTERİ SADAKATİNE ETKİSİNDE KONTROL İSTEĞİNİN ARACILIK ROLÜ

Yıl 2023, Cilt: 32 Sayı: 3 - Cumhuriyetimiz 100 Yaşında Özel Sayısı, 184 - 202, 30.12.2023
https://doi.org/10.35379/cusosbil.1322903

Öz

21. yüzyılda birçok alan gibi hizmet pazarlaması alanında da önem kazanan yeni teknolojiler, işletmelerin hizmet sunumlarında giderek artan oranlarda teknoloji kullanımını zorunlu hale getirmiştir. Bu bağlamda işletmeler büyümelerini, karlılıklarını ve rekabet güçlerini artırmak amacıyla hizmet sunum seçeneklerine yeni teknolojileri dahil etmektedir. Bu çalışmanın amacı, tüketicilerin teknolojiye hazır bulunuşluk durumlarının müşteri sadakati üzerindeki etkisinde kontrol etme isteğinin aracılık rolünü araştırmaktır. Bu kapsamda araştırmada kolayda örnekleme yöntemiyle 552 katılımcıdan veri toplanmıştır. Elde edilen sonuçlara göre, tüketicilerin teknolojiye hazır bulunuşluk durumunun, kontrol etme isteği ve müşteri sadakati üzerinde anlamlı etkisi olduğu saptanmıştır. Ayrıca, teknolojiye hazır bulunuşluk seviyesinin müşteri sadakati üzerindeki etkisinde kontrol etme isteğinin aracılık rolünün olduğu sonucuna ulaşılmıştır.

Kaynakça

  • Aksoy, M., Koç, E., & Koç, E. (2019). Hizmetlerde müşteri katılımının müşterilerin kontrol eğilimleri üzerindeki etkisi. II. International Conference on Empirical Economics and Social Sciences,557-584.
  • Averill, J. R. (1973, Mart 15). Personal control over aversive stimuli and ıts relationship to stress. Psychological Bulletin, 80 (4), 286-303. https://doi.org/10.1037/h0034845
  • Barnes, J. G., Dunne, P. A. & Glynn, W. J. (2000). Self-service and technology: Unanticipated and unintended effects on customer relationships. TA Swartz ve D. Iacobucci (Eds.), Handbook of Services Marketing and Management, 89-102. Sage Publications. https://doi.org/10.4135/9781452231327.N8
  • Baron, R. M. & Kenny, D. A. (1986). The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology Copyright 1986 by the American Psychological Association, 51 (6), 1173-1182.
  • Bay, M., ve Paylı, M. (2022). Kontrol teorisi ile müşteri tatmini arasındaki ilişkinin yapısal eşitlik modeli (Yem) ile analizi: Karaman’da hizmet işletmesinde bir uygulama. İnsan ve Toplum Bilimleri Araştırmaları Dergisi, 11(4), 2222-2241. https://doi.org/10.15869/itobiad.1175267
  • Bayuk, N., & Küçük, F. (2007). Müşteri tatmini ve müşteri sadakati ilişkisi. Marmara Üniversitesi İ.İ.B.F. Dergisi, 22 (1), 285-292. https://dergipark.org.tr/tr/pub/muiibd/issue/490/4299
  • Bendapudi, N. & Leone, R. P. (2003, Ocak). Psychological implications of customer participation in co-production. Journal of Marketing, 67 (1), 14-28. https://doi.org/10.1509/jmkg.67.1.14.18592
  • Berndt, A. D., Saunders, S. G. & Petzer, D. J. (2010). Readiness for banking technologies in developing countries. Southern African Business Review, 14 (3), 47-76. https://hdl.handle.net/10520/EJC92913
  • Billari, F. C., Philipov, D. & Testa, M. R. (2009). Attitudes, norms and perceived behavioural control: Explaining fertility ıntentions in Bulgaria attitudes, normes et controle perçu du comportement: une explication des intentions de fecondite en Bulgarie. European Journal of Population, 25 (4), 439-465. https://doi.org/10.1007/s10680-009-9187-9
  • Bitner, M. J., Brown, S. W. & Meuter, M. L. (2000). Technology infusion in service encounters. Journal of the Academy of Marketing Science, 28 (1), 138-149. https://doi.org/10.1177/0092070300281013
  • Blut, M. & Wang, C. (2019, 5 Ağustos). Technology readiness: a meta-analysis of conceptualizations of the construct and its impact on technology usage. Journal of the Academy of Marketing Science, 48 (4), 649-669. https://doi.org/10.1007/s11747-019-00680-8
  • Caldeira, T. A., Ferreira, J. B., Freitas, A. & Falcao, R. P. Q. (2021). Adoption of mobile payments in Brazil: Technology readiness, trust and perceived quality. Brazilian Business Review, 18 (4), 415-432. https://doi.org/10.15728/bbr.2021.18.4.4
  • Chen, H. J. (2016, Eylül 22-24). Exploring the impact of attitude and perceived behavioral control on elementary school teachers’ use ıntention of in service e-teacher development. 2016 International Conference on Educational Innovation through Technology, Taiwan. https://doi.org/10.1109/EITT.2016.36
  • Cheung, M. F. Y. & To, W. M. (2011, 19 Şubat). Customer involvement and perceptions: The moderating role of customer co-production. Journal of Retailing and Consumer Services, 18 (4), 271-277. https://doi.org/10.1016/j.jretconser.2010.12.011
  • Chih, M. & Wang, H. (2012, 27 Mart). Determinants and consequences of consumer satisfaction with self-service technology in a retail setting. Managing Service Quality, 22 (2), 128-144. http://dx.doi.org/10.1108/09604521211218945
  • Cho, H., & Fiorito, S. S. (2010, Ocak). Self service technology in retailing. The case of retail kiosks. Symphonya Emerging Issues in Management, 1, 43-55. http://dx.doi.org/10.4468/2010.1.05cho.fiorito
  • Collier, J. E., & Sherrell, D. L. (2010, Kasım 10). Examining the ınfluence of control and convenience in a self-service setting. Journal of the Academy of Marketing Science, 38, 490-509. https://doi.org/10.1007/s11747-009-0179-4
  • Curran, J. M. & Meuter, M. L. (2005, Mart 1). Self-service technology adoption: Comparing three technologies. Journal of Services Marketing, 19 (2), 103-113. https://doi.org/10.1108/08876040510591411
  • Dabholkar, P. A. (1996, Şubat). Consumer evaluations of new technology-based self-service options: an investigation of alternative models of service quality. International Journal of Research in Marketing, 13 (1), 29-51. https://doi.org/10.1016/0167-8116(95)00027-5
  • Elliott, K. M., Hall, M. C. & Meng, J. (2013). Consumers’ intention to use self-scanning technology: The role of technology readiness and perceptions toward self-service technology. Academy of Marketing Studies Journal, 17 (1), 129-143.
  • Esmark, C. L., Noble, S. M., Bell, J. E. & Griffith, D. A. (2016). The effects of behavioral, cognitive, and decisional control in co-production service experiences. Marketing Letters, 27 (3), 423-436. http://dx.doi.org/10.1007/s11002-015-9348-z
  • Febrianti, R. A. M., Yoke, B. F. P. & Wicaksono, N. A. (2021). Perceived control, service convenience and swift guanxi online and their ımpact on repurchase ıntention. Review of International Geographical Education, 11 (5), 2060-2071. 10.48047/rigeo.11.05.112
  • Goutam, D., Ganguli, S. & Gopalakrishna, B. V. (2022). Technology readiness and e-service quality-impact on purchase intention and loyalty. Marketing Intelligence and Planning, 40 (2), 242-255. https://doi.org/10.1108/MIP-06-2021-0196
  • Gupta, V. S. & Garg, R. (2016, 7 Ocak). Technology readiness ındex of e-banking users: some measurement and sample survey evidence. The IUP Journal of Bank Management, 14 (4), 43-58. https://ssrn.com/abstract=2712065
  • Gürbüz, S. & Şahin, F. (2018). Sosyal bilimlerde araştırma yöntemleri. Seçkin Yayıncılık.
  • Hoehle, H., Aljafari, R. & Venkatesh, V. (2016). Leveraging Microsoft’s mobile usability guidelines: Conceptualizing and developing scales for mobile application usability. International Journal of Human-Computer Studies, 89 (5), 35-53. https://doi.org/10.1016/j.ijhcs.2016.02.001
  • Hui, M. K. & Bateson, J. E. G. (1991, Eylül 1). Perceived control and the effects of crowding and consumer choice on the service experience. Journal of Consumer Research, 18 (2), 174-184. https://doi.org/10.1086/209250
  • Johnson, D. S., Bardhi, F. & Dunn, D. T. (2008). Understanding how technology paradoxes affect customer satisfaction with self-service technology: The role of performance ambiguity and trust in technology. Psychology&Marketing, 25 (5), 416-443. https://doi.org/10.1002/mar.20218
  • Joosten, H., Bloemer, J. & Hillebrand, B. (2016). Is more customer control of services always better? Journal of Service Management, 27 (2), 218-246. http://dx.doi.org/10.1108/JOSM-12-2014-0325
  • Kaushik, A. K. & Rahman, Z. (2015, Nisan 7). Innovation adoption across self-service banking technologies in India. International Journal of Banking Marketing, 33 (2), 96-121. https://doi.org/10.1108/IJBM-01-2014-0006
  • Koç, E (2021). Hizmet pazarlaması ve yönetimi. Seçkin Yayıncılık.
  • Koç, E., & Boz, H. (2017, 30 Ağustos). Development of scales to measure customers’ willingness to have control and the control offered by service businesses. EcoForum, 3 (13), 1-9.
  • Koufaris, M., Kambil, A. & LaBarbera, P. A. (2001). Consumer behavior in web-based commerce: An empirical study. International Journal of Electronic Commerce, 6 (2), 115-138. https://www.jstor.org/stable/27751014
  • Langeard, E., Bateson, J. E. G., Lovelock, C. H. & Eiglier, P. (1981). Service marketing: New ınsights from consumers and managers. MA: Marketing Science Institute.
  • Lee, C., Yeung, A. S. & Ip, T. (2017). University english language learners’ readiness to use computer technology for self-directed learning. System, 67, 99-110. https://doi.org/10.1016/j.system.2017.05.001
  • Lee, J. & Allaway, A. (2002, Kasım 1). Effects of personal control on adoption of self-service technology ınnovations. Journal of Services Marketing, 16 (6), 553-572. https://doi.org/10.1108/08876040210443418
  • Liljander,V., Gillberg, F., Gummerus, J. & Riel, A. (2006). Technology readiness and the evaluation and adoption of self-service technologies. Journal of Retailing and Consumer Services, 13 (3), 177-191. https://doi.org/10.1016/j.jretconser.2005.08.004
  • Lin, J. S. C. & Hsieh, P. L. (2006, Ekim 1). The role of technology readiness in customers’ perception and adoption of self-service technologies. International Journal of Service Industry Management, 17 (5), 497-517. http://dx.doi.org/10.1108/09564230610689795
  • Marzocchi, G. L. & Zammit, A. (2006, Eylül). Self-scanning technologies in retail: Determinants of adoption. The Service Industries Journal, 26 (6), 651-669. https://doi.org/10.1080/02642060600850790
  • Meuter, M. L., Ostrom, A. L., Roundtree, R. I. & Bitner, M. J. (2000). Self-service technologies: understanding customer satisfaction with technology-based service encounters. Journal of Marketing, 64 (3), 50-64. http://dx.doi.org/10.1509/jmkg.64.3.50.18024
  • Meuter, M. L., Ostrom, A. L., Bitner, M. J. & Roundtree, R. (2003). The influence of technology anxiety on consumer use and experiences with self-service technologies. Journal of Business Research, 56 (11), 899-906. https://doi.org/10.1016/S0148-2963(01)00276-4
  • Meuter, M. L., Bitner, M. J., Ostrom, A. L. & Brown, S. W. (2005). Choosing among alternative service delivery modes: An investigation of customer trial of self-service technologies. Journal of Marketing, 69 (2), 61-83. http://dx.doi.org/10.1509/jmkg.69.2.61.60759
  • Mick, D. G. & Fournier, S. (1998, Eylül 1). Paradoxes of technology: Consumer cognizance, emotions, and coping strategies. Journal of Consumer Reserach, 25 (2), 123-143. http://doi.org/10.1086/209531
  • Mummalaneni, V., Meng, J. & Elliott, K. M. (2016). Consumer technology readiness and e-service quality in e-tailing: What is the ımpact on predicting online purchasing? Journal of Internet Commerce, 15 (4), 311-331. http://dx.doi.org/10.1080/15332861.2016.1237232
  • Oliver, R. L. (1999, Ekim). Whence customer loyalty. Journal of Marketing, 63, 33-44. https://doi.org/10.2307/1252099
  • Oyedele, A. & Simpson, P. M. (2007, Temmuz). An empirical investigation f consumer control factors on intention to use selected self-service technologies. International Journal of Service Industry Management, 18 (3), 287-306. http://dx.doi.org/10.1108/09564230710751497
  • Parasuraman, A. (2000, Mayıs). Technology readiness ındex (TRI) a multiple-ıtem scale to measure readiness to embrace new technologies. Journal of Service Research, 2 (4), 307-320. https://doi.org/10.1177/109467050024001
  • Parasuraman, A. & Colby, C. L. (2015, Şubat 1). An updated and streamlined technology readiness ındex: TRI: 2.0. Journal of Service Research, 18 (1), 59-75. https://doi.org/10.1177/1094670514539730
  • Pham, L., Williamson, S., Lane, P., Limbu, Y., Nguyen, P. T. H. & Coomer, T. (2020). Technology readiness and purchase intention: Role of perceived value and online satisfaction in the context of Luxury Hotels. International Journal of Management of Decision Making, 19 (1), 91-117. https://doi.org/10.1504/IJMDM.2020.104208
  • Pires, P. J., Filho, B. A. C. & Cunha, J. C. (2011). Technology readiness index (trı) factors as differentiating elements between users and non users of ınternet banking, and as antecedents of the technology acceptance model (tam). Communications in Computer and Information Science, 215-229. International Conference on ENTERprise Information Systems. http://dx.doi.org/10.1007/978-3-642-24355-4_23
  • Raaij, W. F. V. & Pruyn, H. (1998, Aralık). Customer control and evaluation of service validity and reliability. Psychology&Marketing, 15 (8), 811-832. https://doi.org/10.1002/(SICI)1520-6793(199812)15:8%3C811::AID-MAR6%3E3.0.CO;2-8
  • Rippe, C. B., Spolter, S. W., Yurova, Y., Hale, D. & Sussan, F. (2016). Guiding when the consumer is in control: The moderating effect of adaptive selling on the purchase intention of the multichannel consumer. Journal of Consumer Marketing, 33 (6), 469-478. https://doi.org/10.1108/JCM-09-2015-1546
  • Scherer, A., Wünderlich, W. N. & Wangenheim, F. (2015). The value of self-servıce: Long-term effects of technology-based self-servıce usage on customer retentıon. MIS Quarterly, 39 (1), 177-200. https://doi.org/10.25300/MISQ/2015/39.1.08
  • Shi, S., Mu, R., Lin, L., Chen, Y., Kou, G. & Chen, X. J. (2018). The impact of perceived online service quality on swift guanxi: Implications for customer repurchase ıntention. Internet Research, 28 (2), 432-455. https://doi.org/10.1108/IntR-12-2016-0389
  • Uncles, M. D., Dowling, G. R. & Hammond, K. (2003). Customer loyalty and customer loyalty programs. Journal of Consumer Marketing, 20 (4), 294-316. https://doi.org/10.1108/07363760310483676
  • Yen, H. R. & Gwinner, K. P. (2003, Aralık). Internet retail customer loyalty: The mediating role of relational benefits. International Journal of Service Industry Management, 14 (5), 483-500. http://dx.doi.org/10.1108/09564230310500183
  • Zeithaml, V. A., Parasuraman, A. & Malhotra, A. (2002). Service quality delivery through web sites: A critical review of extant knowledge. Journal of the Academy of Marketing Science, 30 (4), 362-375. http://dx.doi.org/10.1177/009207002236911
  • Ward, J. C. & Barnes, J. W. (2001, Şubat). Control and affect: The influence of feeling in control of the retail environment on affect, involvement, attitude, and behavior. Journal of Business Research, 54 (2), 139-144. http://dx.doi.org/10.1016/S0148-2963(99)00083-1
  • Wathieu, L., Brenner, L., Carmon, Z., Chattopadhyay, A., Drolet, A., Gourville, J., Muthukrishnan, A. V., Novemsky, N., Ratner, R. K., Wertenbroch, K. & Wu, C. (2002). Consumer control and empowerment: A primer. Marketing Letters, 13 (3), 297-305. http://dx.doi.org/10.1023/A:1020311914022
  • Wirtz, J. & Lovelock, C. (2021). Services marketing: People, technology, strategy. World Scientific Publishing. http://dx.doi.org/10.1142/y0024
  • Wolfinbarger, M. & Gilly, M. C. (2001, Ocak). Shopping online for freedom, control, and fun. California Management Review, 43 (2), 34-55. https://doi.org/10.2307/41166074
Toplam 61 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Pazarlama (Diğer)
Bölüm Makaleler
Yazarlar

Murat Bay 0000-0002-2968-2258

Esra Uyar 0000-0002-1264-7544

Yayımlanma Tarihi 30 Aralık 2023
Gönderilme Tarihi 6 Temmuz 2023
Yayımlandığı Sayı Yıl 2023 Cilt: 32 Sayı: 3 - Cumhuriyetimiz 100 Yaşında Özel Sayısı

Kaynak Göster

APA Bay, M., & Uyar, E. (2023). TEKNOLOJİYE HAZIR BULUNUŞLUĞUN MÜŞTERİ SADAKATİNE ETKİSİNDE KONTROL İSTEĞİNİN ARACILIK ROLÜ. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 32(3), 184-202. https://doi.org/10.35379/cusosbil.1322903