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SERVICE QUALITY AND PROMTIONS: SUFFICIENT FOR CUSTOMER SATISFACTION AND BRAND LOYALTY

Year 2019, Volume: 15 Issue: 2, 199 - 214, 30.10.2019

Abstract




In recent years, there has been intense competition in
the fuel retailing industry. It has become important for companies to
differentiate their services in order to stand out from the competition. In a
wide variety of industries, service quality, brand loyalty, customer
satisfaction, empathy, discounts and physical evidence appear to be among the
critical factors for differentiating a business from the competition. Based on
this background, this study aims to investigate the influence of service quality,
discounts, promotions and physical evidence from on brand loyalty and customer
satisfaction in fuel distribution industry. According to the results of the
study, only empathy appears to influence the brand loyalty, whilst other
factors do not appear to influence brand loyalty and customer satisfaction. According
to the research findings, gas stations need to keep the benefits of the
customers above the benefits of the company and they must be resolved quickly
by taking into consideration their complaints.




References

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  • Bowen, J. T., & Chen, S. (2001). The relationship between customer loyalty and cus-tomer satisfaction. International Journal of Contemporary Hospitality Management, 13, 213-217.
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HİZMET KALİTESİ ve PROMOSYON KAMPANYALARI MÜŞTERİ TATMİNİ VE MARKA SADAKATİ İÇİN YETERLİ MİDİR?

Year 2019, Volume: 15 Issue: 2, 199 - 214, 30.10.2019

Abstract



                Son yıllarda yoğun rekabetin
yaşandığı akaryakıt dağıtım istasyonlarında işletmelerin öne çıkması ve
farklılık yaratması oldukça önemli hale gelmiştir. Hizmet kalitesi, marka
sadakati, müşteri tatmini, empati, fiyat indirimleri ve fiziksel kanıtlar pek
çok sektörde işletmelerin rekabet edebilmelerinde kritik öneme sahip
faktörlerdir. Bu kapsamda araştırmanın temel amacı, akaryakıt dağıtım
istasyonlarından sunulan hizmet kalitesi, fiyat indirimleri, kampanyalar ve
fiziksel kanıtların marka sadakati ve müşteri tatminine etkisi incelemektir.
Araştırma sonuçlarına bakıldığında sadece empatinin marka sadakatini etkilediği
diğer faktörlerin ise marka sadakati veya müşteri tatminini etkilemediği
görülmektedir. Buna göre, işletmelerin müşterilerin çıkarlarını en üst düzeyde
tutmalarının, şikayetlerini dikkate alarak hızlı bir şekilde giderilmesinin diğer
işletmeler ile rekabet edebilmelerinde önemli olduğu görülmektedir.




References

  • Alshurideh, M., Masa'deh, R., & Alkurdi, B. (2012). The effect of customer satisfaction upon customer retention in the Jordanian mobile market: An empirical investigation. European Journal of Economics, Finance and Administrative Sciences, 47, 69-78.
  • Anderson, E. and Sullivan, M. (1993), “The Antecedents and Consequences of Customer Satisfaction For Firms”, Marketing Science, 12, (2), pp.125-143
  • Athanassopoulos, A., Gounaris, S., & Stathakopoulos, V. (2001). Behavioural responses to customer satisfaction: an empirical study. European journal of marketing, 35(5/6), 687-707.
  • Bagozzi, P. Richard; Yi, Youjae (1988). On the evaluation of structural equation models. Journal of the academy of marketing science, 16(1), 74-94.
  • Bell, D. R., Chiang, J. and Padmanabhan, V. (1999). 1999. The decomposition of promotional res-ponse: An empirical generalization. Marketing Sci. 18 (4) 504–526.
  • Benlian, A. (2013). Effect mechanisms of perceptual congruence between information systems professionals and users on satisfaction with service. Journal of Management Information Systems, 29(4), 63-96.
  • Benlian, A., Koufaris, M., & Hess, T. (2012). Service quality in software-as-a-service: Developing the SaaS-Qual measure and examining its role in usage continuance. Journal of Management Information Systems, 28(3), 85-126.
  • Booms, B.H. and Bitner, M.J. (1981), “Marketing strategies andorganization structures for service firms”, in Donnelly, J.H.and George, W.R. (Eds), Marketing of Services, AmericanMarketing Association, Chicago, IL, pp. 47-51.
  • Blattberg, R. C. and Neslin. (1990). Sales Promotion, Concepts, Methods and Strategies. Prentice Hall, Englewood Cliffs, NJ.
  • Bloemer, J., Ruyter, K.D., & Peeters, P. (1998). Investigating Drivers of Bank Loyalty: The Complex Relationship between Image, Service Quality and Satisfaction. International Journal of Bank Marketing, 16(7), 276-286.
  • Blut, M., Frennea, C. M., Mittal, V., & Mothersbaugh, D. L. (2015). How procedural, financial and relational switching costs affect customer satisfaction, repurchase intentions, and repurchase behavior: A meta-analysis. International Journal of Research in Marketing, 32(2), 226-229.
  • Bolton, R. N., & Drew, J. H. (1991). A multistage model of customers' assessments of service quality and value. Journal of consumer research, 17(4), 375-384.
  • Bowen, J. T., & Chen, S. (2001). The relationship between customer loyalty and cus-tomer satisfaction. International Journal of Contemporary Hospitality Management, 13, 213-217.
  • Boz, Hakan (2015). Turistik ürün satın alma karar sürecinde itkiselliğin rolü: Psikonörobiyokimyasal analiz. Unpublished Doctoral Thesis, Balikesir University, Institute of Social Sciences, Balikesir, Turkey.
  • Boz, H., Arslan, A., & Koc, E. (2017). Neuromarketing aspect of tourısm pricing psychology. Tourism Management Perspectives, 23, 119-128.
  • Boz, H., (2019). Tüketicilerin Duygudurum Düzeyinin İtkisel (Dürtüsel), Yenilikçi, Hazcı ve Takıntılı Satın Alma Davranışına Etkisi. International Journal of Social Inquiry, 12(1), 41-64.
  • Buttle, F., 1996. SERVQUAL: review, critique, research agenda. European Journal of Marketing, 30(1), 8-32.
  • Büyüköztürk, Ş., Çakmak, E. K., Akgün, Ö. E., Karadeniz, Ş., & Demirel, F. (2011). Bilimsel araştırma yöntemleri (10. Baskı) Ankara: Pegem Akademi.
  • Chou, S.-W. & Chiang, C.-H. (2013). Understanding the formation of software-as-a-service (SaaS) satisfaction from the perspective of service quality. Decision Support Systems, 56(C), 148-155.
  • Cronin Jr, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of retailing, 76(2), 193-218.
  • Doyle, P. (2008). Value - Based Marketing. Marketing Strategies for Corporate Growth and Share-holder Value. (2nd edition). A John Wiley and Sons, Ltd. Publication.
  • Ehigie, B Osayawe. (2006). Correlates of customer loyalty to their bank: a case study in Nigeria. International Journal of Bank Marketing, 24(7), 494-508.
  • Elmadağ, A. B., Ellinger, A. E., & Franke, G. R. (2008). Antecedents and consequences of frontline service employee commitment to service quality. Journal of Marketing Theory and Practice, 16(2), 95-110.
  • Ennew, C.T., Reed, G.V. and Binks, M.R. (1993),``Importance-performance analysis and the measurement of service quality'',European Journalof Marketing, 27(2), pp. 59-70.
  • Esmaili, S., Rezaei, N., Abbasi, R., & Eskandari, S. (2017). The Impact of Marketing Mix on Perceived Value, Destination Image and Loyalty of Tourists (Case Study: Khalkhal City, Iran). Modern Applied Science, 11(11), 96-108.
  • Güllülü, U., & Bilgili, B. (2011). Satış sonrası hizmetlerde kalite algısı ve müşteri memnuniyeti ilişkileri. Pazarlama ve Pazarlama Araştırmaları Dergisi, 7(1), 23-41.
  • Gronroos, C. (1984), ``A service quality model and its market implications'', European Journal of Marketing, 18(4), pp. 36-44.
  • Hair Jr, F. Joseph; Hult, G.M. Thomas; Ringle, Christian; Sarstedt, Marko (2016). A primer on partial least squares structural equation modeling (PLS-SEM). New Delhi: Sage Publications.
  • Han, H., & Ryu, K. (2009). The roles of the physical environment, price perception, and customer satisfaction in determining customer loyalty in the restaurant industry. Journal of hospitality & tourism research, 33(4), 487-510.
  • Hoffman, K.D. ve Bateson, J. E; (1997), Essentials of Service Marketing, The Dryden Press, USA.
  • Holbrook, M. B., 1994. The nature of customer value: An axiology of services in the consumption experience. In R. T. Rust & R. L. Oliver (Eds.), Service quality: New direction on theory and practice: Sage Publication.
  • Henseler, Jörg; Christian M. Ringle; Rudolf R. Sinkovics. (2009). “The use of partial least squares path modeling in international marketing”. In New challenges to international marketing (pp. 277-319). Bingley: Emerald Group Publishing Limited.
  • Horn, L. John (1965). A rationale and test for the number of factors in factor analysis. Psychometrika, 30, 179−185.
  • Kasiri, L. A., Cheng, K. T. G., Sambasivan, M., & Sidin, S. M. (2017). Integration of standardization and customization: Impact on service quality, customer satisfaction, and loyalty. Journal of Retailing and Consumer Services, 35, 91-97.
  • Joudeh, J. M., & Ala’O, D. (2018). Service Quality, Customer Satisfaction and Loyalty in an Internet Service Providers. International Journal of Business and Management, 13(8), 108-120.
  • Kang, S. S., Okamoto, N., & Donovan, H. A. (2004). Service quality and its effect on customer satisfaction and customer behavioral intentions: Hotel and ryokan guests in Japan. Asia Pacific Journal of Tourism Research, 9(2), 189-202.
  • Kiran, K., & Diljit, S. (2017). Antecedents of customer loyalty: Does service quality suffice?. Malaysian Journal of Library & Information Science, 16(2), 95-113.
  • Koc, E., & Boz, H. (2014a). Psychoneurobiochemistry of tourism marketing.Tourism Management, 44, 140-148.
  • Koc, E., & Boz, H. (2014b). Triangulation in tourism research: A bibliometric study of top three tourism journals. Tourism Management Perspectives, 12, 9-14.
  • Koc, E., Ulukoy, M., Kilic, R., Yumusak, S., & Bahar, R. (2017). The influence of customer participation on service failure perceptions. Total Quality Management & Business Excellence, 28(3-4), 390-404.
  • Koç, Erdoğan (2018). Tüketici davranışı ve pazarlama stratejileri: global ve yerel yaklaşım: pazarlama ve tüketici davranışı kavramlarının İngilizceleriyle. İstanbul: Seçkin Yayıncılık.
  • Koç, E. (2019a). Hizmet pazarlaması ve yönetimi. Baskı 3, Seçkin Yayınları: Ankara.
  • Koc, E. (2019b). Service failures and recovery in hospitality and tourism: a review of literature and recommendations for future research. Journal of Hospitality Marketing & Management, 28(5), 513-537.
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There are 84 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Hakan Boz 0000-0002-9905-8573

Publication Date October 30, 2019
Acceptance Date October 30, 2019
Published in Issue Year 2019 Volume: 15 Issue: 2

Cite

APA Boz, H. (2019). HİZMET KALİTESİ ve PROMOSYON KAMPANYALARI MÜŞTERİ TATMİNİ VE MARKA SADAKATİ İÇİN YETERLİ MİDİR?. Ekonomik Ve Sosyal Araştırmalar Dergisi, 15(2), 199-214.

İletişim Adresi: Bolu Abant İzzet Baysal Üniversitesi İktisadi ve İdari Bilimler Fakültesi Ekonomik ve Sosyal Araştırmalar Dergisi 14030 Gölköy-BOLU

Tel: 0 374 254 10 00 / 14 86 Faks: 0 374 253 45 21 E-posta: iibfdergi@ibu.edu.tr

ISSN (Basılı) : 1306-2174 ISSN (Elektronik) : 1306-3553