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Author
Sigindi Taner (Muğla Sıtkı Koçman University)
Title
Satisfaction and Dimensions of Loyalty in B2b Markets: a Study Among the Users of Electronic Security Services
Satysfakcja i wymiary lojalności na rynkach B2B - badanie wśród nabywców usług z zakresu bezpieczeństwa elektronicznego
Source
International Business and Global Economy, 2017, nr 36, s. 248-261, bibliogr. 50 poz.
Biznes Międzynarodowy w Gospodarce Globalnej
Keyword
Lojalność klientów, Satysfakcja klienta, Rynek instytucjonalny, Rynek usług
Customer loyalty, Customer satisfaction, Business to Business (B2B), Services market
Note
JEL Classification: M310
summ., streszcz.
Country
Turcja
Turkey
Abstract
Celem niniejszego artykułu jest wyjaśnienie wpływu satysfakcji klienta na różne wymiary lojalności na rynku usług B2B. Badaniu poddano wpływ satysfakcji na lojalność jako postawę, zachowanie, roszczeniowość, marketing szeptany oraz intencję behawioralną na tureckich rynkach B2B. Sformułowane hipotezy zweryfikowano na podstawie wyników badań przeprowadzonych wśród małych i średnich firm działających w sektorze bezpieczeństwa elektronicznego. Zebrane dane poddano eksploracyjnej analizie czynnikowej oraz prostej regresji liniowej. Z rezultatów badań wynika, że wpływ satysfakcji klienta na stopień lojalności można ukazać w następującym porządku malejącym: intencja behawioralna, marketing szeptany, postawa, tolerancja cenowa, zachowanie. Stwierdzono brak istotnego związku pomiędzy satysfakcją a roszczeniowością. Oczekuje się, iż praca ta uwypukli wpływ satysfakcji klienta na różne wymiary lojalności na rynku usług B2B w Turcji. (abstrakt oryginalny)

The purpose of the study is to provide an understanding of how customer satisfaction affects dimensions of loyalty in the B2B service industry. In this regard, the effect of satisfaction on attitudinal loyalty, behavioural loyalty, price tolerance, complaining behaviour, word-of-mouth marketing, and behavioural intention was explored in the Turkish B2B markets. The hypotheses of the study were tested through a survey conducted in small and medium-sized businesses operating in the electronic security sector. In the analysis of the collected data, explorative factor analysis and simple linear regression were run. According to the findings, the effect of customer satisfaction on the dimensions of loyalty can be presented in descending order as follows: behavioural intention, word-of-mouth marketing, attitudinal loyalty, price tolerance, behavioural loyalty. No significant relationship was found between satisfaction and complaining behaviour. This study is expected to highlight the influence of customer satisfaction on various loyalty dimensions in the B2B service industry in Turkey. (original abstract)
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ISSN
2300-6102
Language
eng
URI / DOI
http://dx.doi.org/10.4467/23539496IB.17.017.7465
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