Hediye Memnuniyeti Ve Nedensellik Algılamalarının Müşterinin İşletmeyi Tercih Niyetine Etkisinin İncelenmesi: Kırıkkale’de Bir Araştırma
Author :
Abstract
Ticari yaşamda hediyeleşmelerle yaygınlıkla karşılaşılmakta ve işletmeler müşterilere hediyeler için yatırımlar yapmaktadır. Müşteriye hediye vermenin etkinliğinin nelere bağlı olduğu, pazarlama araştırmacılarının dikkatini çeken bir konu olmuştur. Zira hediyelerin amaçlara ulaşmadaki rolünün nelere bağlı olduğunun belirlenmesi; işletmelerin bu faaliyetleri daha etkin şekilde gerçekleştirmesine katkı sağlayacaktır. Bu çalışma; müşteriye verilen hediyelerden müşterinin duyduğu memnuniyetin ve hediyenin nedenine yönelik algılamaların, işletmeyi tercih niyetine etkisini incelemek üzere gerçekleştirilmiştir. Bu şekilde, hediyeleşmenin bu bağlamdaki etkilerini anlamada özellikle nedensellik algılamalarının olası rolü sorgulanmaktadır. Araştırma kapsamında, Kırıkkale ilinde anket çalışması gerçekleştirilmiş ve elde edilen birincil veriler istatistiksel paket programı ile analiz edilmiştir. Analizler neticesinde, hediye verilme nedeninin özgeci olarak algılanmasının ve hediye memnuniyetinin, işletmeyi tercih etme niyetini etkilediği tespit edilmiştir. Son olarak araştırma bulguları yorumlanmış, araştırmacı ve işletmelere önerilerde bulunulmuştur.
Keywords
Abstract
Gift giving is common in business life and businesses invest in gifts for customers. The issue of what the effectiveness of giving gifts to the customer depends on has attracted the attention of marketing researchers. Because, determining what the role of gifts in reaching goals depends on, will contribute to businesses to perform these activities more effectively. This study was conducted to examine the effect of customer satisfaction with the gifts given to the customer and the attributions toward the reason for the gift, on the intention to choose the business. In this way, the possible role of causality perceptions in understanding the effects of gift giving in this context is questioned. Within the scope of the research, a survey was conducted in Kırıkkale province and the primary data obtained were analyzed with statistical package program. As a result of the analysis, it has been determined that the altruistic attributions toward gift giving and the satisfaction of the gift affect the intention to choose the business. Finally, the research findings were interpreted and suggestions were made to researchers and businesses.
Keywords
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