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Algilanan Fayda ve Fedakarlik Bilesenlerinin Algilanan Musteri Degeri Uzerindeki Etkisi

Author

Listed:
  • Umit BASARAN

    (Bulent Ecevit Universitesi)

  • Ramazan AKSOY

    (Bulent Ecevit Universitesi)

Abstract

Bu calisma, algilanan fayda ve fedakarlik bilesenleri ile algilanan musteri degeri arasindaki iliskiye odaklanmaktadir. Calismanin amaci, sehirlerarasi kara yolu yolcu tasimaciligi alaninda tuketiciler tarafindan algilanan musteri degeri uzerinde etkili olan faktorleri fayda ve fedakarlik bilesenleri cercevesinde analiz etmektir. Algilanan musteri degerinin fayda ve fedakarlik bilesenleri cercevesinde kavramsallastirilmasinin teoriye ve uygulamaya onemli katkilar saglayacagi dusunulmektedir. Bu amac kapsaminda calisma, Zonguldak ili sehirlerarasi kara yolu yolcu tasimaciligi alaninda faaliyet gosteren isletmelerden hizmet satin almis 552 tuketici uzerinde gerceklestirilmistir. Analiz sonucunda, belirtilen isletmelerden hizmet satin almis tuketicilerin algiladiklari musteri degeri uzerinde algilanan fayda bilesenleri kapsaminda fonksiyonel, duygusal ve sosyal faydanin, fedakarlik bilesenleri kapsaminda ise parasal maliyetin etkili oldugu belirlenmistir. Buna karsilik, zaman/caba maliyetinin algilanan musteri degeri uzerindeki etkisinin anlamsiz oldugu tespit edilmistir. Bu sonuclar cercevesinde musterileri tarafindan algilanan degeri artirmak isteyen isletmelerin, tuketicilere sunulan fayda unsurlarina odaklanarak, bu unsurlar uzerinde iyilestirmeler yapmasi gerekmektedir. Bununla birlikte, fedakarlik unsurlari cercevesinde ozellikle fiyatlama politika ve stratejilerine onem vermeleri onerilmektedir.

Suggested Citation

  • Umit BASARAN & Ramazan AKSOY, 2015. "Algilanan Fayda ve Fedakarlik Bilesenlerinin Algilanan Musteri Degeri Uzerindeki Etkisi," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 15(3), pages 379-399.
    • Handle: RePEc:ege:journl:v:15:y:2015:i:3:p:379-399
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