Araştırma amaçları doğrultusunda Kocaeli ilinde görev yapan kamu çalışanlarına anket uygulaması yapılmıştır (N= 283). The research is considered to raise awareness for hotel managers while expanding the literature on the service sector.Īraştırmanın amacı Estabrooks, Squires, Cummings, Birdsell ve Norton (2009) tarafından “Alberta Bağlam Aracının” bir alt ölçeği olarak geliştirilen resonant liderlik ölçeğinin Türkçeye uyarlaması yapılarak Türkçe yazınına kazandırılmasıdır. Analysis results show that brand image and brand trust have a significant and positive effect on brand loyalty. Research data were analyzed with the help of SPSS-24 and Amos 18 programs. In line with the aims of the research, a questionnaire was applied to the local customers of 4 and 5 star hotels in Aydın /Kuşadası and 398 participants were reached in the face-to-face questionnaire. Due to the importance of brand loyalty, the effect of brand image and brand trust on brand loyalty, which is considered to be the premises of brand loyalty, was examined. In this context, creating brand loyalty in customers enables companies to gain a sustainable competitive advantage. In addition, these customers recommend their brand to people around them and resist negative information about their brand. A customer with brand loyalty trusts his/her brand and always prefers the same brand.
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