PurposeThe aim of this study is to determine the paths between the five SERVQUAL dimensions, customer satisfaction and customer loyalty.Design/methodology/approachThe paper is based on a sample of 505 supermarket customers in Turkey who have completed a self‐administered questionnaire. The paper uses means, such as standard deviation and multiple regression analysis, to analyze and propose the conceptual model on supermarket management.FindingsThe paper concludes that empathy, tangibility, responsiveness, and assurance are factors that are positively related to customer satisfaction, which in turn is positively related to customer loyalty.Originality/valueThe paper provides certain suggestions to supermarket managers regarding the terms of service quality dimensions, satisfaction, and loyalty.
In terms of businesses in today's world, the most important way of sustainability is through a good sense of quality and a brand image. Especially when the uncertainties about the service to be offered in the service sector are excessive, people can postpone the decision stage as long as they are not confident. For a service that they do not already have experience, the customers choose the way to prefer perceived quality perception and businesses with high brand image with the help of word of mouth marketing. In this study, it is aimed to determine whether word of mouth marketing has effect on the purchasing behavior via brand image and perceived quality. In order to collect the data in the study, scales which consists of 23 items, 89 for Cronbach Alpha internal consistency coefficient word of mouth marketing, 80 for brand image, 92 for perceived quality, developed by Goyette vd (2010), Ural and Perk (2012) and Pappu, Quester ve Cooksey (2006) was used. As a result of the analyzes made, it has been found out that word of mouth marketing activities develop faster on the institutions which had high percieved quality and brand image before, and on the purchasing behaviors of the individuals.
JEL classification:M31 DOI: 10.14254/1800-5845/2018.14-2.12
Keywords:word of mouth marketing, purchase behavior, brand image, perceived quality.
INTRODUCTİONToday, with technological developments, individuals are exposed to a lot of information or messages every day, and it is difficult to distinguish between institutions that produce similar products or services. Particularly when it comes to service, the individual is having difficulty in the stage of deciding. The perceived quality and brand image created by those who previously bought the product or service constitutes the most important factors affecting the purchasing preferences of potential customers. The recent competitive success is achieved by being closer to the customer and establishing a healthy communication with them. Customers prefer the brand image-intensive businesses that can best meet their needs and wants, understand the questions and produce early solutions.
Zührem YAMAN 1This study examines the mediating roles of social responsibility on green marketing awareness and consumer behavior. Data was analyzed using the partial least squares (PLS) approach for the analysis of structural equation models with SmartPLS computer program version 2.0. PLS results revealed that corporate social responsibility partially mediated the link between green marketing awareness and consumer decision-making of the product. Consumers develop positive green marketing awareness based on the growing environmental knowledge. They were aware of the green marketing program of the retail store when they noticed that the store allocated specified space to sell eco-friendly products. Furthermore, the companies make their green marketing activities known to the publics by distributing eco-friendly fliers which helps to increase sales revenue, raise consumer decision-making, and develop greater intention to purchase the products. The outcomes of the mediating effects of this study add a new momentum to the growing literature and preceding discoveries on consumer green marketing awareness, which is inadequately researched in the Turkish setting.
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