Uniwersyteckie Czasopisma NaukoweSatysfakcja i wymiary lojalności na rynkach B2B – badanie wśród nabywców usług z zakresu bezpieczeństwa elektronicznego
Słowa kluczowe:
lojalność klienta, satysfakcja klienta, B2B, usługi, bezpieczeństwo elektroniczneAbstrakt
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.
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