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- W1944783706 abstract "Tuketicilerin belli bir markayi duzenli ve tutarli sekilde satin alma egilimi olarak tanimlanan marka sadakati pazarlama literaturunde yogun ilgi goren bir kavramdir. Bu calismanin amaci, gsm operatorleri sektorunde marka sadakatini olusturan faktorlerin belirlenmesidir. Calisma iki ana bolumden olusmaktadir. Kavramsal cercevenin cizilmeye calisildigi literatur taramasi bolumunde marka ve marka sadakati tanimlari yapilmis, marka sadakatinin isletmeler icin onemine deginilmistir. Ayni bolumde, marka sadakatini etkiledigi dusunulen faktorlerin tanimlari da yapilmistir. Calismanin teorik bolumunde ortaya konan faktorlerin marka sadakati ile iliskilerinin olculmesi 952 universite ogrencisi uzerinde uygulanan anketler ile saglanmistir. Anketlerin analiz sonuclari calismanin ikinci bolumunde yer almaktadir. Arastirma sonucunda; marka imaji, markaya guven, musteri memnuniyeti, algilanan deger, degistirme maliyeti ve algilanan kalite faktorlerinin marka sadakatine anlamli etkileri oldugu ortaya cikmistir. Ozellikle musteri memnuniyeti, algilanan deger ve markaya guven faktorleri marka sadakati olusturmada son derece onemli faktorler olarak ortaya cikmaktadirlar. Arastirmanin sonuc bolumunde soz konusu iliskiler degerlendirilerek isletme yoneticilerine, pazarlamacilara ve pazarlama arastirmacilarina oneriler sunulmustur" @default.
- W1944783706 created "2016-06-24" @default.
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- W1944783706 date "2013-05-31" @default.
- W1944783706 modified "2023-09-26" @default.
- W1944783706 title "Gsm Operatörleri Sektöründe Marka Sadakatini Etkileyen Faktörlerin Belirlenmesi; Üniversite Öğrencileri Üzerine Bir Uygulama" @default.
- W1944783706 hasPublicationYear "2013" @default.
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