KULAKTAN KULAĞA İLETİŞİM: ALIŞVERİŞ MERKEZİ MÜŞTERİLERİ ÜZERİNDE BİR PİLOT ÇALIŞMA
作者： Zuhal Çilingir , Salih Yildiz , Hüseyin Sabri Kurtuldu
DOI: 10.16951/IIBD.16719
关键词:
摘要: Calismanin amaci “alisveris atmosferinde algilanan olumlu ve olumsuz etkiler” “hizmet kalitesi” degiskenlerinin, “hizmetten saglanan faydasal hedonik deger” “musteri memnuniyeti” uzerindeki; deger memnuniyet degiskenlerinin ise “kulaktan kulaga iletisim” uzerindeki etkileri arastirmaktir. Arastirmanin orneklemi Istanbul ilinin her iki yakasinda bulunun 400 alisveris merkezi musterilerinden olusmaktadir. Arastirmada yer alan olceklerin guvenilirlikleri Cronbach Alfa yontemiyle test edilmistir. Sonrasinda, Coklu Regresyon analizinden yararlanilarak arastirma hipotezleri Sonuclar, ile hizmet kalitesinin musteri memnuniyeti uzerinde; memnuniyetinin de kulaktan iletisim uzerinde yonde etki yarattigini gostermistir.
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