Araştırma Makalesi
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REKABET AVANTAJI YARATMADA SOSYAL MEDYANIN MÜŞTERİ TATMİNİ, MÜŞTERİ BAĞLLIĞI VE MÜŞTERİYİ ELDE TUTMA ÜZERİNDEKİ ETKİSİNİN İNCELENMESİ

Yıl 2021, Sayı: 30, 19 - 38, 25.01.2021
https://doi.org/10.18092/ulikidince.755537

Öz

Sosyal medya platformları ve araçları işletmelerin rekabet avantajı yaratmasında yeni bir yol olarak karşımıza çıkmaktadır. Bu çalışmanın temel amacı akıllı cep telefonu markalarının rekabet avantajı yaratmak amacıyla müşteri tatmini, müşteri bağlılığı ve müşteriyi elde tutma çabaları üzerinde bu markaların sosyal medya pazarlama faaliyetlerinin etkisinin incelenmesidir. Akıllı cep telefonu sektöründe marka değeri en yüksek ilk iki marka üzerinden yürütülen bu çalışmada, araştırma modelinin test edilmesinde kullanılan veriler Uşak İl’inden basit tesadüfi örneklem tekniği kullanılarak anket aracılığı ile toplam 462 geçerli veriye ulaşılmıştır. Araştırma hipotezleri yapısal eşitlik modellemesi kullanılarak SPSS v.26 ve AMOS v.24 programıyla analiz edilmiştir. Elde edilen bulgular sosyal medya pazarlama faaliyetlerinin dolaylı ve doğrudan müşteriyi elde tutma oranı üzerinde olumlu etkileri olduğunu göstermektedir.

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Toplam 75 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm MAKALELER
Yazarlar

Alkan Alkaya

Fatih Sahin 0000-0002-4760-4413

Yayımlanma Tarihi 25 Ocak 2021
Yayımlandığı Sayı Yıl 2021 Sayı: 30

Kaynak Göster

APA Alkaya, A., & Sahin, F. (2021). REKABET AVANTAJI YARATMADA SOSYAL MEDYANIN MÜŞTERİ TATMİNİ, MÜŞTERİ BAĞLLIĞI VE MÜŞTERİYİ ELDE TUTMA ÜZERİNDEKİ ETKİSİNİN İNCELENMESİ. Uluslararası İktisadi Ve İdari İncelemeler Dergisi(30), 19-38. https://doi.org/10.18092/ulikidince.755537


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