Yıl 2019, Cilt , Sayı 31, Sayfalar 277 - 296 2019-12-28

Self-Servis Teknolojilerinin Marka Deneyimine ve Müşteri Memnuniyetine Etkileri

Sena KILIÇ [1] , Elif KARAOSMANOĞLU [2]


Müşteri ile hizmet sağlayıcı arasındaki etkileşimi ve iletişimi değiştiren self-servis teknolojileri, farklı endüstrilerde yaygın olarak kullanılmaktadır. Bu çalışmanın amacı, self-servis teknolojisi özelliklerinin marka deneyimi ve müşteri memnuniyeti üzerindeki etkilerini incelemektir. Bağlam olarak havalimanlarındaki self-servis teknolojileri seçilmiş ve Sabiha Gökçen havalimanından yolculuk eden ve self-servis teknolojilerini kullanan 210 yolcuya kolayda örneklem yöntemiyle yüzyüze anket uygulanmıştır. İşlevsellik, eğlenme, güven, tasarım, güvenlik, kolaylık ve kişiselleştirme özelliklerinin marka deneyimi ve müşteri memnuniyeti üzerinde etkili olduğu belirlenmiştir.

self-servis teknolojileri, marka deneyimi, müşteri memnuniyeti
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Orcid: 0000-0002-0423-0394
Yazar: Sena KILIÇ (Sorumlu Yazar)
Kurum: ÖZYEĞİN ÜNİVERSİTESİ
Ülke: Turkey


Orcid: 0000-0002-2056-3885
Yazar: Elif KARAOSMANOĞLU
Kurum: İSTANBUL TEKNİK ÜNİVERSİTESİ
Ülke: Turkey


Tarihler

Yayımlanma Tarihi : 28 Aralık 2019

APA KILIÇ, S , KARAOSMANOĞLU, E . (2019). Self-Servis Teknolojilerinin Marka Deneyimine ve Müşteri Memnuniyetine Etkileri. Galatasaray Üniversitesi İletişim Dergisi , (31) , 277-296 . DOI: 10.16878/gsuilet.647326