MARKA GÜVENİ VE MARKA İMAJININ MÜŞTERİLERİN MEMNUNİYETLERİNE ETKİLERİ PSİKOLOJİK İYİ OLUŞUN DÜZENLEYİCİ GÖREVİ

Yıl 2024, Cilt: 25 Sayı: 2, 273 – 294, 02.07.2024

Ali Kosat

https://doi.org/10.31671/doujournal.1391647

Öz

Bu çalışmada işletmede müşteri memnuniyetinin artırılabilmesi, işletmenin sahip olduğu marka imajını koruyup geliştirebilmesi ve markaya güveninin sağlanabilmesinde psikolojik iyi oluş seviyelerinin rolü tespit edilmeye çalışılmıştır. Banka çalışanlarından oluşan araştırma evreninden örneklem seçimi yaparken kartopu örnekleme tekniği kullanılmıştır. Çevrim içi anket formu kullanılan araştırmamızda altı yüz dört örneklem kullanılmıştır. Uygulama kısmında elde edilen veriler AMOS 24 ve SPSS23 istatistiksel analiz programları kullanılarak analiz edilmiştir. Veriler analiz edilirken korelasyon, regresyon, güvenilirlik ve faktör analizleri gerçekleştirilmiştir. Elde edilen bulgularda çalışanlarda psikolojik iyi oluş seviyelerinin müşteri memnuniyeti, işletmelerin sahip oldukları marka imajı ve marka güveni üzerinde olumlu ve anlamlı bir etkisi olduğu bulgusuna ulaşılmıştır.

Anahtar Kelimeler

Marka Güveni, Marka İmajı, Müşteri Memnuniyeti, Psikolojik İyi Oluş

Kaynakça

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  • Akar, V. (2023). Örgütlerde yetenek yönetimin çalışanların iş performansına etkisi: Örgütsel vatandaşlık davranışının aracı ve işsizlik kaygısının düzenleyici rolü, Doğuş Üniversitesi Dergisi, 24(1), 477-497.
  • Akar, V. & Gurlaş, F. (2021). Sağlık algısının çalışma hayatındaki etkileri: Banka çalışanları üzerine bir uygulama. Yönetim, Ekonomi ve Pazarlama Araştırmaları Dergisi, 5(1),15-29.
  • Akar, V. & Bekar, F. (2022). İşin anlamlılığının iş performansı üzerindeki etkisinde iş tatmininin aracı covid-19 korkusunun düzenleyici rolü. Journal Of Economic & Social Research, 9(17), 24-36.
  • Agustin, C. & Singh, J. (2005). Curvilinear effects of consumer loyalty determinants in relational exchanges. Journal of marketing research, 42(1), 96-108.
  • Anderson, E. W., Fornell, C. & Mazvancheryl, S. K. (2004). Customer satisfaction and shareholder value. Journal of Marketing, 68(4), 172-185.
  • Aydin, S. & Özer, G. (2005). The analysis of antecedents of customer loyalty in the Turkish mobile telecommunication market. European Journal of Marketing, 39(7/8), 910-925.
  • Barbosa, H. F., García-Fernández, J., Pedragosa, V. & Cepeda-Carrion, G. (2021). The use of fitness centre apps and its relation to customer satisfaction: a UTAUT2 perspective. International Journal of Sports Marketing and Sponsorship, 23(5), 966-985.
  • Bardauskaite, I. (2014). Loyalty in the business-to-business service context: A literature review and proposed framework. Journal of Relationship Marketing, 13(1), 28-69.
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  • Boudrias, J. S., Montani, F. & Vandenberghe, C. (2021). How and when does psychological wellbeing contribute to proactive performance? The role of social resources and job characteristics. International Journal of Environmental Research and Public Health, 18(5), 2492.
  • Brislin, R. W. (1970). Back-translation for cross-cultural research. Journal of Cross-Cultural Psychology, 1(3), 185-216.
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EFFECTS OF BRAND TRUST AND BRAND IMAGE ON CUSTOMERS' SATISFACTION THE REGULATORY ROLE OF PSYCHOLOGICAL WELL-BEING

Yıl 2024, Cilt: 25 Sayı: 2, 273 – 294, 02.07.2024

Ali Kosat

https://doi.org/10.31671/doujournal.1391647

Öz

In this study, we tried to determine the role of psychological well-being levels in increasing customer satisfaction in the business, protecting and improving the brand image of the business and ensuring brand trust. Snowball sampling technique was used when selecting the sample from the research population consisting of bank employees. six hundred and four samples were used in our research using an online survey form. The data obtained in the application part was analyzed using AMOS 24 and SPSS23 statistical analysis programs. While analyzing the data, correlation, regression, reliability and factor analyzes were performed. The findings revealed that the psychological well-being levels of employees have a positive and significant effect on customer satisfaction, brand image and brand trust of businesses.

Anahtar Kelimeler

Brand Trust, Brand Image, Customer Satisfaction, Psychological Well-Being

Kaynakça

  • Akar, V. (2022). Ailenin kişinin iş yaşamına müdahalesinin sonuçları: Bireycilik ve belirsizlikten kaçınmanın moderatör etkileri. Yönetim ve Ekonomi Dergisi, 29(2), 389-410.
  • Akar, V. (2023). Örgütlerde yetenek yönetimin çalışanların iş performansına etkisi: Örgütsel vatandaşlık davranışının aracı ve işsizlik kaygısının düzenleyici rolü, Doğuş Üniversitesi Dergisi, 24(1), 477-497.
  • Akar, V. & Gurlaş, F. (2021). Sağlık algısının çalışma hayatındaki etkileri: Banka çalışanları üzerine bir uygulama. Yönetim, Ekonomi ve Pazarlama Araştırmaları Dergisi, 5(1),15-29.
  • Akar, V. & Bekar, F. (2022). İşin anlamlılığının iş performansı üzerindeki etkisinde iş tatmininin aracı covid-19 korkusunun düzenleyici rolü. Journal Of Economic & Social Research, 9(17), 24-36.
  • Agustin, C. & Singh, J. (2005). Curvilinear effects of consumer loyalty determinants in relational exchanges. Journal of marketing research, 42(1), 96-108.
  • Anderson, E. W., Fornell, C. & Mazvancheryl, S. K. (2004). Customer satisfaction and shareholder value. Journal of Marketing, 68(4), 172-185.
  • Aydin, S. & Özer, G. (2005). The analysis of antecedents of customer loyalty in the Turkish mobile telecommunication market. European Journal of Marketing, 39(7/8), 910-925.
  • Barbosa, H. F., García-Fernández, J., Pedragosa, V. & Cepeda-Carrion, G. (2021). The use of fitness centre apps and its relation to customer satisfaction: a UTAUT2 perspective. International Journal of Sports Marketing and Sponsorship, 23(5), 966-985.
  • Bardauskaite, I. (2014). Loyalty in the business-to-business service context: A literature review and proposed framework. Journal of Relationship Marketing, 13(1), 28-69.
  • Baron, R. M. & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173.
  • Beckers, S. F., Van Doorn, J. & Verhoef, P. C. (2018). Good, better, engaged? The effect of company-initiated customer engagement behavior on shareholder value. Journal of the Academy of Marketing Science, 46, 366-383.
  • Bekar, F. & Akar, V. (2022). Covid-19 korkusunun duygusal tükenme üzerindeki etkisinde iş arkadaşlığının ve ücret politikasının düzenleyici rolü. Uluslararası Yönetim ve Sosyal Araştırmalar Dergisi, 17(9), 31-45.
  • Belaid, S. & Temessek Behi, A. (2011). The role of attachment in building consumer‐brand relationships: an empirical investigation in the utilitarian consumption context. Journal of Product & Brand Management, 20(1), 37-47.
  • Blundell, R., Griffith, R. & Van Reenen, J. (1999). Market share, market value and innovation in a panel of British manufacturing firms. The Review of Economic Studies, 66(3), 529-554.
  • Bono, J. E. & McNamara, G. (2011). Publishing in AMJ—part 2: Research design. Academy of Management Journal, 54(4), 657-660.
  • Boudrias, J. S., Montani, F. & Vandenberghe, C. (2021). How and when does psychological wellbeing contribute to proactive performance? The role of social resources and job characteristics. International Journal of Environmental Research and Public Health, 18(5), 2492.
  • Brislin, R. W. (1970). Back-translation for cross-cultural research. Journal of Cross-Cultural Psychology, 1(3), 185-216.
  • Celma, D., Martinez-Garcia, E. & Raya, J. M. (2018). Socially responsible HR practices and their effects on employees’ wellbeing: Empirical evidence from Catalonia, Spain. European Research on Management and Business Economics, 24(2), 82-89.
  • Chang, A. & Nguyen, L. T. (2011). The mediating effects of time structure on the relationships between time management behaviour, job satisfaction, and psychological well‐being. Australian Journal of Psychology, 63(4), 187-197.
  • Chang, C. H. & Thai, V. V. (2016). Do port security quality and service quality influence customer satisfaction and loyalty?. Maritime Policy & Management, 43(6), 720-736.
  • Chung-Yan, G. A. (2010). The nonlinear effects of job complexity and autonomy on job satisfaction, turnover, and psychological well-being. Journal of Occupational Health Psychology, 15(3), 237.
  • Daniels, K. & Harris, C. (2000). Work, psychological well-being and performance. Occupational Medicine, 50(5), 304-309.
  • Delgado‐Ballester, E. & Munuera‐Alemán, J. L. (2001). Brand trust in the context of consumer loyalty. European Journal of Marketing, 35(11/12), 1238-1258.
  • Dhurup, M., van Schalkwyk, P. & Tsautse, V. J. (2018). The relationship between brand identification, brand trust, brand commitment and brand loyalty: Evidence from supermarket store food brands. International Journal of Business and Management Studies, 10(2), 166-182.
  • Diener, E. (2006, November). Guidelines for national indicators of subjective well-being and ill-being. In Journal of happiness studies: An interdisciplinary forum on subjective well-being. Springer.
  • Diener, E., Wirtz, D., Tov, W., Kim-Prieto, C., Choi, D. W., Oishi, S. & Biswas-Diener, R. (2010). New well-being measures: Short scales to assess flourishing and positive and negative feelings. Social Indicators Research, 97, 143-156.
  • Donavan, D. T. & Hocutt, M. A. (2001). Customer evaluation of service employee's customer orientation: extension and application. Journal of Quality Management, 6(2), 293-306.
  • Efendi, B. (2020). Pengaruh experiential marketing, kepuasan pelanggan, dan citra rumah makan terhadap loyalitas pelanggan (studi empirik pada rumah makan saung mansur Banjarnegara). Journal of Economic, Management, Accounting and Technology, 3(2), 161-168.
  • Ertürk, A., Kara, S. B. K., & Güneş, D. Z. (2016). Duygusal emek ve psikolojik iyi oluş: Bir yordayıcı olarak yönetsel destek algısı. Abant İzzet Baysal Üniversitesi Eğitim Fakültesi Dergisi, 16(4), 1723-1744.
  • Escalas, J. E. & Bettman, J. R. (2005). Self-construal, reference groups, and brand meaning. Journal of Consumer Research, 32(3), 378-389.
  • Garbarino, E. & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(2), 70-87.
  • Gurleen, K. & Bhandari, P. (2014). Customer Satisfaction and Factors Influencing The Purchase Decision of Notebook Computers in Punjab. Journal Research in Marketing, 2(3), 205-211.
  • Harris, L. C. & Goode, M. M. (2004). The four levels of loyalty and the pivotal role of trust: a study of online service dynamics. Journal of Retailing, 80(2), 139-158.
  • Hartmann, P. & Ibáñez, V. A. (2007). Managing customer loyalty in liberalized residential energy markets: The impact of energy branding. Energy Policy, 35(4), 2661-2672.
  • Hayes, A. F. (2017). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford publications.
  • He, H., Li, Y. & Harris, L. (2012). Social identity perspective on brand loyalty. Journal of Business Research, 65(5), 648-657.
  • Ibáñez, V. A., Hartmann, P. & Calvo, P. Z. (2006). Antecedents of customer loyalty in residential energy markets: Service quality, satisfaction, trust and switching costs. The Service Industries Journal, 26(6), 633-650.
  • Kabadayi, E. T. & Alan, A. (2012). Brand trust and brand affect: Their strategic importance on brand loyalty. Journal of Global Strategic Management, 11(6), 81-88.
  • Keller, K. L., Parameswaran, M. G. & Jacob, I. (2011). Strategic brand management: Building, measuring, and managing brand equity. Pearson Education India.
  • Kundi, Y. M., Aboramadan, M., Elhamalawi, E. M., & Shahid, S. (2021). Employee psychological well-being and job performance: exploring mediating and moderating mechanisms. International Journal of Organizational Analysis, 29(3), 736-754.
  • Lau, G. T. & Lee, S. H. (1999). Consumers' trust in a brand and the link to brand loyalty. Journal of Market-Focused Management, 4, 341-370.
  • Li, G., Li, G. & Kambele, Z. (2012). Luxury fashion brand consumers in China: Perceived value, fashion lifestyle, and willingness to pay. Journal of business research, 65(10), 1516-1522.
  • Lien, C. H., Wen, M. J., Huang, L. C. & Wu, K. L. (2015). Online hotel booking: The effects of brand image, price, trust and value on purchase intentions. Asia Pacific Management Review, 20(4), 210-218.
  • Lin, J., Lobo, A. & Leckie, C. (2017). The role of benefits and transparency in shaping consumers’ green perceived value, self-brand connection and brand loyalty. Journal of Retailing and Consumer Services, 35, 133-141.
  • Lin, W. R., Chen, H. M. & Wang, Y. C. (2022). Work-family conflict and psychological well-being of tour leaders: The moderating effect of leisure coping styles. Leisure Sciences, 44(7), 786-807.
  • Linley, P. A., Maltby, J., Wood, A. M., Osborne, G. & Hurling, R. (2009). Measuring happiness: The higher order factor structure of subjective and psychological well-being measures. Personality and individual differences, 47(8), 878-884.
  • Martenson, R. (2007). Corporate brand image, satisfaction and store loyalty: A study of the store as a brand, store brands and manufacturer brands. International Journal of Retail & Distribution Management, 35(7), 544-555.
  • Moorman, C., Deshpande, R. & Zaltman, G. (1993). Factors affecting trust in market research relationships. Journal of Marketing, 57(1), 81-101.
  • Morgan, N. A. & Rego, L. L. (2006). The value of different customer satisfaction and loyalty metrics in predicting business performance. Marketing Science, 25(5), 426-439.
  • Morgan, R. M. & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
  • Nadinloyi, K. B., Sadeghi, H. & Hajloo, N. (2013). Relationship between job satisfaction and employees mental health. Procedia-Social and Behavioral Sciences, 84, 293-297.
  • Neupane, R. (2015). The effects of brand image on customer satisfaction and loyalty intention in retail super market chain UK. International Journal of social Sciences and Management, 2(1), 9-26.
  • Newman, J. W. (1957). New insight, new progress, for marketing. Harvard Business Review, 35(6), 95-102.
  • Nguyen, T. D., Barrett, N. J. & Miller, K. E. (2011). Brand loyalty in emerging markets. Marketing Intelligence & Planning, 29(3), 222-232.
  • O’neill, J. W. & Davis, K. (2011). Work stress and well-being in the hotel industry. International journal of Hospitality Management, 30(2), 385-390.
  • Ogba, I. E. & Tan, Z. (2009). Exploring the impact of brand image on customer loyalty and commitment in China. Journal of Technology Management in China, 4(2), 132-144.
  • Oladepo, O. I. & Abimbola, O. S. (2015). The influence of brand image and promotional mix on consumer buying decision-a study of beverage consumers in Lagos State, Nigeria. British Journal of Marketing Studies, 3(4), 97-109.
  • Oliver, R. L. (2014). Satisfaction: A behavioral perspective on the consumer: A behavioral perspective on the consumer. Routledge.
  • Park, H. & Kim, Y. K. (2016). Proactive versus reactive apparel brands in sustainability: Influences on brand loyalty. Journal of Retailing and Consumer Services, 29, 114-122.
  • Payne, R. L. & Morrison, D. (2002). The differential effects of negative affectivity on measures of well-being versus job satisfaction and organizational commitment. Anxiety, Stress & Coping, 15(3), 231-244.
  • Rego, L. L., Morgan, N. A. & Fornell, C. (2013). Reexamining the market share–customer satisfaction relationship. Journal of Marketing, 77(5), 1-20.
  • Robinson, W. T. (1988). Sources of market pioneer advantages: The case of industrial goods industries. Journal of Marketing Research, 25(1), 87-94.
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  • Ryff, C. D. & Keyes, C. L. M. (1995). The structure of psychological well-being revisited. Journal of Personality and Social Psychology, 69(4), 719.
  • Sagone, E. & De Caroli, M. E. (2014). A correlational study on dispositional resilience, psychological well-being, and coping strategies in university students. American Journal of Educational Research, 2(7), 463-471.
  • Sirdeshmukh, D., Singh, J. & Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, 66(1), 15-37.
  • Shahroudi, K. & Naimi, S. S. (2014). The impact of brand image on customer satisfaction and loyalty intention (case study: consumer of hygiene products). International Journal of Engineering Innovations and Research, 3(1), 57.
  • Shergill, G. S. & Li, B. (2005). Internet Banking–An empirical investigation of a trust and loyalty model for New Zealand banks. Journal of Internet commerce, 4(4), 101-118.
  • Srivastava, N., Dash, S. B. & Mookerjee, A. (2015). Antecedents and moderators of brand trust in the context of baby care toiletries. Journal of Consumer Marketing, 32(5), 328-340.
  • Szymanski, D. M. & Henard, D. H. (2001). Customer satisfaction: A meta-analysis of the empirical evidence. Journal of the Academy of Marketing Science, 29(1), 16-35.
  • Taylor, S. A., Celuch, K. & Goodwin, S. (2004). The importance of brand equity to customer loyalty. Journal of Product & Brand Management, 13(4), 217-227.
  • Tekin, M.; Öztürk, A. (2010). Kriz ve marka iletişimi (1 Edt). Konya: Eğitim Akademi Yayınevi.
  • Telef, B. B. (2013). Psikolojik iyi oluş ölçeği: Türkçeye uyarlama, geçerlik ve güvenirlik çalışması. Hacettepe Üniversitesi Eğitim Fakültesi Dergisi, 28(28-3), 374-384.
  • Thompson, F. M., Newman, A. & Liu, M. (2014). The moderating effect of individual level collectivist values on brand loyalty. Journal of Business Research, 67(11), 2437-2446.
  • Tu, Y. T., & Chang, H. C. (2012). Corporate brand image and customer satisfaction on loyalty: An empirical study of Starbucks coffee in Taiwan. Journal of Social and Development Sciences, 3(1), 24-32.
  • Uysal, M., Sirgy, M. J., Woo, E. & Kim, H. L. (2016). Quality of life (QOL) and well-being research in tourism. Tourism Management, 53, 244-261.
  • Van Dierendonck, D., Díaz, D., Rodríguez-Carvajal, R., Blanco, A. & Moreno-Jiménez, B. (2008). Ryff’s six-factor model of psychological well-being, a Spanish exploration. Social Indicators Research, 87, 473-479.
  • Wright, T. A. & Cropanzano, R. (2004). The role of psychological well-being in job performance: a fresh look at an age-old quest. Organizational Dynamics, 33(4), 338-351.
  • Wright, T. A., Cropanzano, R., Bonett, D. G. & Diamond, W. J. (2009). The role of employee psychological well‐being in cardiovascular health: When the twain shall meet. Journal of Organizational Behavior: The International Journal of Industrial, Occupational and Organizational Psychology and Behavior, 30(2), 193-208.
  • Wulanjani, H. & Derriawan, D. (2017). Dampak utilitarian value dan experiential marketing terhadap customer satisfaction dan revisit intention. Jurnal Riset Manajemen Dan Bisnis (JRMB) Fakultas Ekonomi UNIAT, 2(2), 121-130.
  • Zhang, Y. (2015). The impact of brand image on consumer behavior: A literature review. Open Journal of Business and Management, 3(01), 58.

Toplam 83 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
BölümAraştırma Makalesi
Yazarlar

Ali Kosat KÜTAHYA DUMLUPINAR ÜNİVERSİTESİ 0000-0002-8192-5712 Türkiye

Yayımlanma Tarihi2 Temmuz 2024
Gönderilme Tarihi16 Kasım 2023
Kabul Tarihi14 Şubat 2024
Yayımlandığı Sayı Yıl 2024 Cilt: 25 Sayı: 2

Kaynak Göster

APAKosat, A. (2024). MARKA GÜVENİ VE MARKA İMAJININ MÜŞTERİLERİN MEMNUNİYETLERİNE ETKİLERİ PSİKOLOJİK İYİ OLUŞUN DÜZENLEYİCİ GÖREVİ. Doğuş Üniversitesi Dergisi, 25(2), 273-294. https://doi.org/10.31671/doujournal.1391647

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