Araştırma Makalesi
Yıl 2021,
Sayı: 21, 253 - 276, 27.04.2020
Öz
İşletmeler rakipleri karşısında müşteri kazanma ve kazandıkları
müşterileri elde tutma amacıyla yenilik faaliyetlerine önem vermektedir.
İşletmeler böyle bir rekabetçi avantajı sürdürebilmek için de sürekli yenilik
yapabilecek bir yapıya sahip olmak istemektedir. Yenilik yapabilme yeteneği bir
taraftan yeni müşteriler kazandırırken diğer taraftan mevcut müşterilerin elde
tutulmasını, yani sadık müşteriler haline getirilmesini kolaylaştırmaktadır. Bu
açıdan bakıldığında işletmenin yenilikçi bir işletme imajına sahip olması ve
müşterilerin işletmenin yenilikçiliğine olan güveni, müşteri sadakatinin
sağlanması açısından önem arz etmektedir. Bu bağlamda çalışmanın temel amacı
işletmeler ile ilgili olarak müşterilerin algıladığı yenilikçilik düzeyi, işletmeye
duyulan güven ve müşteri sadakati arasındaki ilişkinin incelenmesidir. Bu
ilişkilerin incelenmesi amacıyla anket yönteminden yararlanılmıştır. Yapılan
anket çalışmasında soruların hazırlanmasında akıllı cep telefonu üreticisi bir
marka dikkate alınmış olup bir kamu üniversitesinde çalışan akademisyenler
üzerine yapılan alan araştırmasının sonuçları bu çalışma kapsamında
değerlendirilmiştir. Akademisyenlerin işletmenin algılanan yenilikçilik düzeyi,
müşteri memnuniyeti ve müşteri sadakati arasında istatistiksel bakımdan anlamlı
bir ilişkinin olduğu tespit edilmiştir.
Anahtar Kelimeler
Yenilikçilik Algılanan Yenilikçilik İşletmeye Duyulan Güven Marka Sadakati Müşteri Sadakati
Kaynakça
- ALEXANDER D.L., Lynch J.G. Jr., and Wang Q., (2008), “ As Time Goes By: Do Cold Feet Follow Warm Intentions For Really New Versus Incrementally New Products?”, J. Mark. Res., 45, pp. 307-319
- AMBILE, Teresa M. (1988), “A Model of Creativity And Innovation in Organizations”, Research in Organizational behavior, 10, 123-167.
- BACK, K., (2005). “The Effects of Image Congruence on Customers' Brand ,loyalty in The Upper Middle-Class Hotel Industry” Journal of Hospitality & Tourism Research, 29(4): 448–467
- BACK, K. and Parks, S. C. (2003), “A Brand Loyalty Model Involving Cognitive, Affective and Conative Brand Loyalty and Customer Satisfaction”, Journal of Hospitality and Tourism Research, 27(4): 419–435.
- BAREGHEH, Anahita, Rowley, Jennifer, and Sambrook, Sally (2009), “Towards a Multidisciplinary Definition of Innovation”, Management Decision, 47(8), 1323 – 1339
- BAYUK, M. Nedim ve Küçük, Ferit (2007) , “Müşteri Tatmini ve Müşteri Sadakati İlişkisi”, Marmara Üniversitesi, İİBF Dergisi, Cilt XXII, Sayı I 285-292
- ÇİFTÇİ, Sertaç (2012), “Tüketicilerin Yeni Ürünlere Yönelik Adaptasyon Tutumları Üzerinde Tüketicilerin ve Firmaların Yenilikçilik Düzeylerinin Etkisi”, Dumlupinar University Journal of Social Science / Dumlupınar Üniversitesi Sosyal Bilimler Dergisi 34.
- DELGADO-BALLESTER, Elena, Munuera-Aleman, Jose Luis and Yague-Guillen, Maria Jesus (2003), “Development and Validation of a Brand Trust Scale.”, International Journal of Market Research 45(1), 35-54
- DELGADO-BALLESTER, E., and J. Luis Munuera-Aleman, (2005), “Does Brand Trust Matter to Brand Equity,?” Journal of Product & Brand Management 14, no. 3: 187-196.
- DICK, A. S. and Basu, K. (1994), “Customer Loyalty: Toward an Integrated Conceptual Framework”, Journal of the Academy of Marketing Science, 22: 99–113.
- DRIGGS, Woody ve Jeffrey Stier (2014), “How to Growth Customer Trust”, Customer Relationship Management, October, 10.
- DUYGUN, A , Yücel, M . (2018), “Yolcu Tercihlerinde Havayolunun Algılanan Yenilikçilik Düzeyinin Rolü Üzerine Bir Araştırma”, Seyahat ve Otel İşletmeciliği Dergisi , 15 (2) , 443-460 . DOI:10.24010/soid.382827
- DWYER, F. R., Schurr, P. H., and Oh, S. (1987), “Developing Buyer-Seller Relationships”. The Journal of Marketing, 11-27.
- ELLINGSTAD, Beena.S.S.P. (2016), “Social Innovation Model For Business Performance and Innovation”, International Journal of Productivity and Performance Management, 65 Iss 2, 256-274
- EREN, Selim Said, ve Aydın Erge (2012), “Marka Güveni, Marka Memnuniyeti ve Müşteri Değerinin Tüketicilerin Marka Sadakati Üzerine Etkisi" Journal of Yasar University 26(7), 4455-4482
- EVANSCHTIZKY, H. and Wunderlich, M. (2006), “An Examination of Moderator Effects: The Four Stage Loyalty Model”. Journal of Service Research, 8(4): 330–345.
- GARBARINO, E. ve Johnson, M. S. (1999), “The Different Roles of Satisfaction, Trust and Commitment in Customer Relationship”, Journal of Marketing, 63(2), 70- 87
- GURVIEZ, Patricia, and Michael Korchia (2003), “Proposal for a Multidimensional Brand Trust Scale." 32nd Emac-Conference-Glasgow, Marketing: Responsible and Relevant.
- http://www.tdk.gov.tr/index.php?option=com_gts&arama=gts&guid=TDK.GTS.5b3b42ddf04de8.18589820, E.T. 03.05.2020
- JIN, S.-A A. & Lee, K. M. (2010), “The Influence of Regulatory Fit and Interactivity on Brand Satistaction and Trust in E-Health Marketing Inside”, 3d Virtual Worlds (Second Life). Cyberpsychology, Behavior, And Social Networking, 13(6), 673–680
- KIM ,Moon-Koo, Wong Siew Fan, Chang Younghoon, Park Jong-Hyun, (2016), “Determinants of Customer Loyalty in The Korean Smartphone Market: Moderating Effects of Usage Characteristics”, Telematics and Informatics, Volume 33, Issue 4, November, Pages 936-949November 2016, Pages 936-949
- KUHL, J. and Beckmann, J. (1985), “Historical Perspectives in the Study of Action Control”. In Action Control: From Cognition to Behavior, Edited by: Kuhl, J. and Beckmann, J. 89–100. Berlin,Germany: Springer Verlag.
- KUMAR, V. I. S. W. A. N. A. T. H. A. N., and Denish Shah (2004), "Building and Sustaining Profitable Customer Loyalty For The 21st Century." Journal of retailing 80(4), 317-329.
- KUNZ, Werner, Schmitt, Bernd and Meyer, Anton (2011), “How Does Perceived Firm Innovativeness Affect the Consumer?”, Journal of Business Research 64(8), 816-822
- LA, Suna and Choi Beomjoon (2012), “The Role of Customer Affection and Trust in Loyalty Rebuilding After Service Failure and Recovery”, The Service Industries Journal, 32 (1): 105-125.
- LASSOUED R. and Hobbs J E. (2015), “Consumer Confidence in Credence Attributes: The Role of Brand Trust”, Food Policy, Volume 52, April 2015, Pages 99-107
- LAU, Geok Theng and Sook Han Lee (1999), “Consumer’s Trust in a Brand and Link to Brand Loyalty”, Journal of Market Focused Management, 4 (4): 341- 370.
- LISTECHI, Mihai and Brancu, Laura (2014), “The Entrepreneurship Concept as a Subject of Social Innovation”, Procedia – Social and Behavioral Sciences, 124 (2014) 87 – 92
- LUK, S. T.K. & Yıp, L. S. C. (2008), “The Moderator Effect of Monetary Sales Promotion of the Relationship Between Brand Trust and Purchase Behaviour. Brand Management, 15(6), 452–464.
- MOORMAN, Christine, Gerald Zaltman and Rohit Deshpande (1992), “Relationships Between Providers and Users of Market Research: The Dynamics of Trust Within and Between Organizations”, Journal of Marketing Research, 29 (3): 314-328.
- MOREAU P. , Markman A. and Lehmann D. (2001),“What is it? Categorization Flexibility and Consumers’ Responses to Really New Products, J. Consum. Res., 27, pp. 489-498
- NAUMANN, Earl (1992), “Ten Easy Ways to Lose Your Customer’s Trust”, Business Horizons, September-October, 30-34.
- OLIVER, R. L. (1999), “Whence Consumer Loyalty?" The Journal of Marketing, 33-44.
- OLIVER, R. L. (1997), “Satisfaction: A Behavioral Perspective on the Consumer”, New York, NY: McGraw-Hill.
- OLSHAVSKY R.W. and Spreng R.A. , (1996), “An Exploratory Study of the Innovation Evaluation Process”, J. Prod. Innov. Manage., 13, pp. 512-529
- PEDERSEN, P. E. and Nysveen, H. (2001), “Shopbot Banking: An Exploratory Study of Customer Loyalty Effects”, International Journal of Bank Management, 19(4): 146–155.
- PIERCE, Jon L. and Delbecq, Andre L. (1977), “Organization Structure, Individual Attitudes and Innovation” The Academy of Management Review, 2, No. 1, 27-37
- ROBERT Jr., L. P., Dennis, A. R. & Hung, Y. T. C. (2009), “Individual Swift Trust and Knowledge-Based Trust in Face-to-Face and Virtual Team Members”, Journal Of Management Information Systems/Fall, 26(2), 241–279.
- ROGERS, Everett (1971), Diffusion of Innovations (2nd edition). New York: The Free Press
- SHAMS, R., Alpert, F. and Brown, M. (2015), "Consumer Perceived Brand Innovativeness: Conceptualization and Operationalization", European Journal of Marketing, Vol. 49 No. 9/10, pp. 1589-1615. https://doi.org/10.1108/EJM-05-2013-0240
- SHOEMAKER, Stowe and Lewis, Robert C. (1999), “Customer Loyalty: The Future of Hospitality Marketing”, International Journal of Hospitality Management 18(4), 345-370.
- SODANO, V. (2002), “Trust, Economic Performance and the Food System: Can Trust Leadup to Unwanted Results? Paradoxes in Food Chains and Networks”, In: Proceedings of the 5th International Conference on Chain and Network Management in Agribusiness and the Food Industry, Netherlands, 6–8 June, pp. 104–118
- SUBRAMANIAN, Ashok and Sree Nilakanta (1996), “Organizational Innovativeness: Exploring the Relationship Between Organizational Determinants of Innovation, Types of Innovations, and Measures of Organizational Performance”, Omega 24(6), 631-647
- YAZICIOĞLU, Yahşi ve Erdogan, Samiye (2004), SPSS Uygulamalı Bilimsel Araştırma Yöntemleri. Ankara: Detay Yayıncılık, 49-50.
Yıl 2021,
Sayı: 21, 253 - 276, 27.04.2020
Öz
Business enterprises attach importance to innovation activities so as to win
customers over their competitors and to retain these customers. In order to sustain
such a competitive advantage, business enterprises prefer to have a consistent
innovative structure. The ability to innovate does not only help in attracting new
customers but also makes it easier to retain existing customer who could become
loyal customers of the business. From this perspective, it is important for the
business to have an innovative business image that is trusted by the customers in
order to ensure customer loyalty. In this context, the main purpose of the study is
to examine the relationship between customers’ perceived level of the business
innovation, trust in the business and customer loyalty. The survey method was
used to examine these relationships. In the course of preparing the questions in
this method, a brand manufacturer of smart mobile phones was taken into
consideration and the results of the field study conducted on academics working
at a public university were evaluated within the scope of this study. Based on the
results, it was deduced that there is a statistically significant relationship between
the academicians’ perceived level of the business innovation, customer
satisfaction and customer loyalty.
Anahtar Kelimeler
Kaynakça
- ALEXANDER D.L., Lynch J.G. Jr., and Wang Q., (2008), “ As Time Goes By: Do Cold Feet Follow Warm Intentions For Really New Versus Incrementally New Products?”, J. Mark. Res., 45, pp. 307-319
- AMBILE, Teresa M. (1988), “A Model of Creativity And Innovation in Organizations”, Research in Organizational behavior, 10, 123-167.
- BACK, K., (2005). “The Effects of Image Congruence on Customers' Brand ,loyalty in The Upper Middle-Class Hotel Industry” Journal of Hospitality & Tourism Research, 29(4): 448–467
- BACK, K. and Parks, S. C. (2003), “A Brand Loyalty Model Involving Cognitive, Affective and Conative Brand Loyalty and Customer Satisfaction”, Journal of Hospitality and Tourism Research, 27(4): 419–435.
- BAREGHEH, Anahita, Rowley, Jennifer, and Sambrook, Sally (2009), “Towards a Multidisciplinary Definition of Innovation”, Management Decision, 47(8), 1323 – 1339
- BAYUK, M. Nedim ve Küçük, Ferit (2007) , “Müşteri Tatmini ve Müşteri Sadakati İlişkisi”, Marmara Üniversitesi, İİBF Dergisi, Cilt XXII, Sayı I 285-292
- ÇİFTÇİ, Sertaç (2012), “Tüketicilerin Yeni Ürünlere Yönelik Adaptasyon Tutumları Üzerinde Tüketicilerin ve Firmaların Yenilikçilik Düzeylerinin Etkisi”, Dumlupinar University Journal of Social Science / Dumlupınar Üniversitesi Sosyal Bilimler Dergisi 34.
- DELGADO-BALLESTER, Elena, Munuera-Aleman, Jose Luis and Yague-Guillen, Maria Jesus (2003), “Development and Validation of a Brand Trust Scale.”, International Journal of Market Research 45(1), 35-54
- DELGADO-BALLESTER, E., and J. Luis Munuera-Aleman, (2005), “Does Brand Trust Matter to Brand Equity,?” Journal of Product & Brand Management 14, no. 3: 187-196.
- DICK, A. S. and Basu, K. (1994), “Customer Loyalty: Toward an Integrated Conceptual Framework”, Journal of the Academy of Marketing Science, 22: 99–113.
- DRIGGS, Woody ve Jeffrey Stier (2014), “How to Growth Customer Trust”, Customer Relationship Management, October, 10.
- DUYGUN, A , Yücel, M . (2018), “Yolcu Tercihlerinde Havayolunun Algılanan Yenilikçilik Düzeyinin Rolü Üzerine Bir Araştırma”, Seyahat ve Otel İşletmeciliği Dergisi , 15 (2) , 443-460 . DOI:10.24010/soid.382827
- DWYER, F. R., Schurr, P. H., and Oh, S. (1987), “Developing Buyer-Seller Relationships”. The Journal of Marketing, 11-27.
- ELLINGSTAD, Beena.S.S.P. (2016), “Social Innovation Model For Business Performance and Innovation”, International Journal of Productivity and Performance Management, 65 Iss 2, 256-274
- EREN, Selim Said, ve Aydın Erge (2012), “Marka Güveni, Marka Memnuniyeti ve Müşteri Değerinin Tüketicilerin Marka Sadakati Üzerine Etkisi" Journal of Yasar University 26(7), 4455-4482
- EVANSCHTIZKY, H. and Wunderlich, M. (2006), “An Examination of Moderator Effects: The Four Stage Loyalty Model”. Journal of Service Research, 8(4): 330–345.
- GARBARINO, E. ve Johnson, M. S. (1999), “The Different Roles of Satisfaction, Trust and Commitment in Customer Relationship”, Journal of Marketing, 63(2), 70- 87
- GURVIEZ, Patricia, and Michael Korchia (2003), “Proposal for a Multidimensional Brand Trust Scale." 32nd Emac-Conference-Glasgow, Marketing: Responsible and Relevant.
- http://www.tdk.gov.tr/index.php?option=com_gts&arama=gts&guid=TDK.GTS.5b3b42ddf04de8.18589820, E.T. 03.05.2020
- JIN, S.-A A. & Lee, K. M. (2010), “The Influence of Regulatory Fit and Interactivity on Brand Satistaction and Trust in E-Health Marketing Inside”, 3d Virtual Worlds (Second Life). Cyberpsychology, Behavior, And Social Networking, 13(6), 673–680
- KIM ,Moon-Koo, Wong Siew Fan, Chang Younghoon, Park Jong-Hyun, (2016), “Determinants of Customer Loyalty in The Korean Smartphone Market: Moderating Effects of Usage Characteristics”, Telematics and Informatics, Volume 33, Issue 4, November, Pages 936-949November 2016, Pages 936-949
- KUHL, J. and Beckmann, J. (1985), “Historical Perspectives in the Study of Action Control”. In Action Control: From Cognition to Behavior, Edited by: Kuhl, J. and Beckmann, J. 89–100. Berlin,Germany: Springer Verlag.
- KUMAR, V. I. S. W. A. N. A. T. H. A. N., and Denish Shah (2004), "Building and Sustaining Profitable Customer Loyalty For The 21st Century." Journal of retailing 80(4), 317-329.
- KUNZ, Werner, Schmitt, Bernd and Meyer, Anton (2011), “How Does Perceived Firm Innovativeness Affect the Consumer?”, Journal of Business Research 64(8), 816-822
- LA, Suna and Choi Beomjoon (2012), “The Role of Customer Affection and Trust in Loyalty Rebuilding After Service Failure and Recovery”, The Service Industries Journal, 32 (1): 105-125.
- LASSOUED R. and Hobbs J E. (2015), “Consumer Confidence in Credence Attributes: The Role of Brand Trust”, Food Policy, Volume 52, April 2015, Pages 99-107
- LAU, Geok Theng and Sook Han Lee (1999), “Consumer’s Trust in a Brand and Link to Brand Loyalty”, Journal of Market Focused Management, 4 (4): 341- 370.
- LISTECHI, Mihai and Brancu, Laura (2014), “The Entrepreneurship Concept as a Subject of Social Innovation”, Procedia – Social and Behavioral Sciences, 124 (2014) 87 – 92
- LUK, S. T.K. & Yıp, L. S. C. (2008), “The Moderator Effect of Monetary Sales Promotion of the Relationship Between Brand Trust and Purchase Behaviour. Brand Management, 15(6), 452–464.
- MOORMAN, Christine, Gerald Zaltman and Rohit Deshpande (1992), “Relationships Between Providers and Users of Market Research: The Dynamics of Trust Within and Between Organizations”, Journal of Marketing Research, 29 (3): 314-328.
- MOREAU P. , Markman A. and Lehmann D. (2001),“What is it? Categorization Flexibility and Consumers’ Responses to Really New Products, J. Consum. Res., 27, pp. 489-498
- NAUMANN, Earl (1992), “Ten Easy Ways to Lose Your Customer’s Trust”, Business Horizons, September-October, 30-34.
- OLIVER, R. L. (1999), “Whence Consumer Loyalty?" The Journal of Marketing, 33-44.
- OLIVER, R. L. (1997), “Satisfaction: A Behavioral Perspective on the Consumer”, New York, NY: McGraw-Hill.
- OLSHAVSKY R.W. and Spreng R.A. , (1996), “An Exploratory Study of the Innovation Evaluation Process”, J. Prod. Innov. Manage., 13, pp. 512-529
- PEDERSEN, P. E. and Nysveen, H. (2001), “Shopbot Banking: An Exploratory Study of Customer Loyalty Effects”, International Journal of Bank Management, 19(4): 146–155.
- PIERCE, Jon L. and Delbecq, Andre L. (1977), “Organization Structure, Individual Attitudes and Innovation” The Academy of Management Review, 2, No. 1, 27-37
- ROBERT Jr., L. P., Dennis, A. R. & Hung, Y. T. C. (2009), “Individual Swift Trust and Knowledge-Based Trust in Face-to-Face and Virtual Team Members”, Journal Of Management Information Systems/Fall, 26(2), 241–279.
- ROGERS, Everett (1971), Diffusion of Innovations (2nd edition). New York: The Free Press
- SHAMS, R., Alpert, F. and Brown, M. (2015), "Consumer Perceived Brand Innovativeness: Conceptualization and Operationalization", European Journal of Marketing, Vol. 49 No. 9/10, pp. 1589-1615. https://doi.org/10.1108/EJM-05-2013-0240
- SHOEMAKER, Stowe and Lewis, Robert C. (1999), “Customer Loyalty: The Future of Hospitality Marketing”, International Journal of Hospitality Management 18(4), 345-370.
- SODANO, V. (2002), “Trust, Economic Performance and the Food System: Can Trust Leadup to Unwanted Results? Paradoxes in Food Chains and Networks”, In: Proceedings of the 5th International Conference on Chain and Network Management in Agribusiness and the Food Industry, Netherlands, 6–8 June, pp. 104–118
- SUBRAMANIAN, Ashok and Sree Nilakanta (1996), “Organizational Innovativeness: Exploring the Relationship Between Organizational Determinants of Innovation, Types of Innovations, and Measures of Organizational Performance”, Omega 24(6), 631-647
- YAZICIOĞLU, Yahşi ve Erdogan, Samiye (2004), SPSS Uygulamalı Bilimsel Araştırma Yöntemleri. Ankara: Detay Yayıncılık, 49-50.
Toplam 44 adet kaynakça vardır.
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Konular | İşletme |
| Bölüm | Araştırma Makaleleri |
| Yazarlar | |
| Yayımlanma Tarihi | 27 Nisan 2020 |
| Yayımlandığı Sayı | Yıl 2021Sayı: 21 |
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