Altunışık, R. Özdemir Ş. ve Torlak Ö. (2006). Modern Pazarlama. Sakarya: Değişim Yayınları.
Auh, S. ve Johnson, M. D. (2005). “Compatibility effects in evaluations of satisfaction and loyalty”, Journal of Economic Psychology, 26, 35-57.
Aydın, D. (2009). Ağızdan Ağıza Pazarlamanın Tüketici Satın Alma Kararlarına Etkileri, Ege Üniversitesi Sosyal Bilimler Enstitüsü Yüksek Lisans Tezi, İzmir.
Bayuk, M., ve Küçük, F. (2007). “Müşteri tatmini ve müşteri sadakati ilişkisi”, Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi, 22(1), 285-292.
Bloemer, J., De Ruyter, K. O. ve Wetzels, M. (1999). “Linking perceived service quality and service loyalty: A multi-dimensional perspective”, European Journal of Marketing, 33(11/12), 1082-1106.
Carl, W. J. (2006). “To tell or not to tell? Assessing the practical effects of disclosure for word-of-mouth marketing agents and their conversational partners. Assessing the Practical Effects of Disclosure for Word-of-Mouth Marketing Agents and Their Conversational Partners (January 2006).
Chaudhuri, A. ve Ligas, M. (2009). “Consequences of value in retail markets”, Journal of Retailing, 85(3), 406-419.
Choi, B. ve Choi, B. J. (2014). “The effects of perceived service recovery justice on customer affection, loyalty, and word-of-mouth”, European Journal of Marketing, 48(1/2), 108-131.
Chung, C. M. Y. ve Peter R. D. (2006), "The Consumer As advocate: self-relevance, culture, and word-of-mouth", Marketing Letters, 17(4), 269-279.
Cruz, D. ve Fill, C. (2008). “Evaluating viral marketing: isolating the key criteria”, Marketing Intelligence & Planning, 26(7), 743-758.
De Matos, C. A. ve Rossi, C. A. V. (2008). “Word-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators”, Journal of the Academy of Marketing Science, 36(4), 578-596.
Dick, A.S. ve Basu, K. (1994), “Customer loyalty: toward an integrated conceptual framework”, Journal of the Academy of Marketing Science, 22(2), 99-113.
East, R., Hammond, K., Lomax, W. ve Robinson, H. (2005). “What is the effect of a recommendation?”. The Marketing Review, 5(2), 145-157.
Fournier, S. (1998), “Consumers and their brands: developing relationship theory in consumer research”, Journal of Consumer Research, 24, 343-373.
Fullerton, G. (2003). “When does commitment lead to loyalty?”, Journal of Service Research, 5(4), 333-344.
Gönüller, Ş. (2016). Satış Sonrası Hizmetlerde Müşteri Sadakatinin Öncülleri: Otomotiv Sektöründe Bir Araştırma, Uludağ Üniversitesi Sosyal Bilimler Enstitüsü, Doktora Tezi, Bursa.
Gremler, D. D. ve Gwinner, K. P. (2000). “Customer-employee rapport in service relationships”. Journal of Service Research, 3(1), 82-104.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E. ve Tatham, R. L. (2014). Multivariate data analysis: A global perspective. 7th Ed. Upper Saddle River, NJ: Pearson Prentice Hall.
Hardesty, D. M., Bearden, W. O. ve Carlson, J. P. (2007). “Persuasion knowledge and consumer reactions to pricing tactics”, Journal of Retailing, 83(2), 199-210.
Karpat, I. (1998). “Müşteri tatmininin sağlanması”, Pazarlama Dünyası, 12(71), 22-24.
Knox, S. D. ve Denison, T. J. (2000). “Store loyalty: Its impact on retail revenue. An empirical study of purchasing behaviour in the UK”, Journal of Retailing and Consumer Services, 7(1), 33-45.
Koo, W. ve Kim, Y. K. (2013). “Impacts of store environmental cues on store love and loyalty: Single-brand apparel retailers”, Journal of International Consumer Marketing, 25(2), 94-106.
Kotler, P. ve Keller, K. L. (2009). Marketing management. 13th Ed. NJ: Pearson/Prentice Hall.
Kotler, P. (2000). Kotler ve Pazarlama. (Çev: Ayse Özyagcılar). İstanbul: Sistem Yayıncılık.
Marín, L. ve Ruiz de Maya, S. (2013). “The role of affiliation, attractiveness and personal connection in consumer-company identification”. European Journal of Marketing, 47(3/4), 655-673.
Minarti, S. N. ve Segoro, W. (2014). “The influence of customer satisfaction, switching cost and trusts in a brand on customer loyalty–The survey on student as IM3 users in Depok, Indonesia”. Procedia-Social and Behavioral Sciences, 143, 1015-1019.
Muhammad, N. S., Musa, R. ve Ali, N. S. (2014). “Unleashing the effect of store atmospherics on hedonic experience and store loyalty”. Procedia-Social and Behavioral Sciences, 130, 469-478.
Morgan, R. ve Shelby Hunt (1994). “The commitment-trust theory of relationship marketing”, Journal of Marketing, 58 (2), 20-38.
Odabaşı, Y. (2006). Satışta ve Pazarlamada Müşteri İlişkileri Yönetimi (CRM). İstanbul: Sistem Yayıncılık.
Oliver R. L. (1997). Satisfaction: A Behavioral Perspective on The Consumer. NY: Irwin-Mcgraw-Hill.
Orth, U. R. ve Green, M. T. (2009). “Consumer loyalty to family versus non-family business: The roles of store image, trust and satisfaction”. Journal of Retailing and Consumer Services, 16(4), 248-259.
Park, C. W., Macinnis, D. J. ve Priester, J. (2006). “Beyond attitudes: Attachment and consumer behavior”. Seoul Journal of Business, 12(2), 3–35.
Reynolds, K. E. ve Arnold, M. J. (2000). “Customer loyalty to the salesperson and the store: examining relationship customers in an upscale retail context”, The Journal of Personal Selling & Sales Management, 20(2), 89-98.
Sallam, M. A. (2016). “An investigation of corporate image effect on WOM: The role of customer satisfaction and trust”, International Journal of Business Administration, 7(3), 27-35.
Selvi, M. S., Özkoç, H. ve Emeç, H. (2007). “Mağaza imajı, mağaza memnuniyeti ve mağaza sadakati arasındaki ilişkilerin tüketiciler açısından değerlendirilmesi”. Dokuz Eylül Üniversitesi İktisadi İdari Bilimler Fakültesi Dergisi, 22(1), 105-121.
Shirsavar, H. A., Shahram, G. ve Amin M. A. (2012). “A study of factors ınfluencing positive word of mouth in the ıranian bankig ındustry”, Middle East Journal of Scientific Research, 11(4), 454-460.
Shukla, P., Banerjee, M. ve Singh, J. (2016). “Customer commitment to luxury brands: Antecedents and consequences”. Journal of Business Research, 69(1), 323-331.
Sivadas, E. ve Baker-Prewitt, J. L. (2000). “An examination of the relationship between service quality, customer satisfaction, and store loyalty”. International Journal of Retail & Distribution Management, 28(2), 73-82.
Şimşek, H. (2017). Marka Özgünlüğünün Ağızdan Ağıza Pazarlama İle İlişkisinde Müşteri Memnuniyetinin Aracılık Rolü: Hazır Giyim Sektöründe Bir Araştırma, Haliç Üniversitesi Sosyal Bilimler Enstitüsü, Doktora Tezi, İstanbul.
Toros, N. (2009). Alternatif Pazarlama Yöntemi Olarak Ağızdan Ağıza Pazarlamanın Etkililiği Üzerine Bir Sektör Analizi. Marmara Üniversitesi Sosyal Bilimler Enstitüsü İletişim Bilimleri Anabilim Dalı Halkla İlişkiler Bilim Dalı, Doktora Tezi, İstanbul.
Vlachos, P. A., Theotokis, A., Pramatari, K. ve Vrechopoulos, A. (2010). “Consumer-retailer emotional attachment: Some antecedents and the moderating role of attachment anxiety”, European Journal of Marketing, 44(9/10), 1478-1499.
Wong, A. ve Dean, A. (2009). “Enhancing value for Chinese shoppers: The contribution of store and customer characteristics”. Journal of retailing and consumer services, 16(2), 123-134.
Yıldız, E. (2014). Tüketici Temelli Marka Değeri İle Ağızdan Ağıza Pazarlama Arasındaki İlişkide Marka Tercihinin Aracılık Rolü. Haliç Üniversitesi Sosyal Bilimler Enstitüsü, Doktora Tezi, İstanbul.
Yıldız, S. ve Tehci, A. (2014). “Ağızdan ağıza iletişimde müşteri tatmini ve müşteri sadakati ile mağaza imajı boyutları: Ordu ilinde bir uygulama”, Atatürk Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 18(1), 441-460.
Yim, C. K., Tse, D. K. ve Chan, K. W. (2008). “Strengthening customer loyalty through intimacy and passion: Roles of customer–firm affection and customer–staff relationships in services”, Journal of marketing research, 45(6), 741-756.
- Abstract viewed - 623 times
- PDF (Türkçe) downloaded - 311 times
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
© Business & Management Studies: An International Journal, 2019
PhD. Student, Sakarya University
Prof. Dr., Sakarya University
Assis. Prof. Dr., Sakarya University of Applied Science
How to Cite
ANALYSIS OF RELATIONSHIP BETWEEN CUSTOMER SATISFACTION, STORE AFFECT, CUSTOMER LOYALTY AND WORD OF MOUTH: A RETAIL SECTOR CASE
Vol 7 No 4 (2019): BUSINESS & MANAGEMENT STUDIES: AN INTERNATIONAL JOURNAL
Submitted: Aug 7, 2019
Published: Sep 26, 2019
As a result of the increasing competition in a rapidly changing world, companies are looking for ways to establish a sustainable relationship with their customers. As a result of changing consumer behaviors, now it requires more efforts from the firms’ perspective in order to establish long-lasting relationships with customers. In order to establish longer-term relationships with customers, businesses need to adopt a customer-oriented business philosophy. Hence, these multidimensional relationships with customers are extremely important in the formation of the future of the company. In this study, it is aimed to examine the relationship between customer satisfaction, store affect, customer loyalty and word of mouth marketing concepts, which are thought to play a role in establishing a close relationship between businesses and customers. In the context of the research, SPSS 20.0 package program was used in the analysis of the data obtained from 486 retail customers with purposive sampling technique. Pearson linear correlation analysis and PROCESS procedure were used as descriptive statistic for the analysis of data. The findings show that both store affect and customer loyalty variable have a partial mediating effect on the relationship between customer satisfaction and word of mouth marketing. As a result, it is seen that the concepts of customer satisfaction, store affect, customer loyalty and word of mouth marketing are related to each other and have a significant effect on shaping the retail preferences of the customers.