Müşteri memnuniyeti ölçütünde itibar performansı değerlendirmesi: Lc Waıkıkı üzerine bir uygulama

Abstract

Gunumuzde ozellikle buyuk olcekli firmalarin musterileri nezdinde itibar kazanmalarinda ve bu itibari surdurebilmelerinde musterileri ile olan iliskileri oldukca onemli hale gelmistir. Bu calisma musteri memnuniyeti ve itibar yonetimi arasindaki baglantiya odaklanmaktadir. Firmalarin itibarinin olusumunda onemli rol oynayan musteri memnuniyeti kurum ve hedef kitleleri arasinda kopru konumundadir. Firmalarin musterileri ile olan iliskileri itibarlarina da katki saglamaktadir. Kuramsal bir onerme olarak musteri memnuniyeti ve itibar yonetimi arasinda olumlu bir iliskinin oldugu savunulmaktadir. Bu calismada LC Waikiki musterileri ile derinlemesine mulakatlar gerceklestirilmis ve LC Waikiki satin alma noktalarinda gozlem yapilmistir. Bununla birlikte musteri memnuniyetinin itibar yonetimine etkileri tartisilmis ve birincil verilere dayanilarak LC Waikiki markasinin musterileri nezdinde itibarini nasil yonettigi yorumlanmistir. Arastirmanin musteri memnuniyetinin itibar yonetimi kapsaminda degerlendirilmesi acisindan alanda onemli bir boslugu doldurdugu dusunulmektedir. Akademik calismalarda musteri memnuniyeti ile itibar yonetimi arasinda bir baglantinin oldugu vurgulanmaktadir. Ancak arastirmada LC Waikiki markasinin musteri memnuniyeti ile itibar yonetiminde karsilikli etkilesimin olmadigi sonucuna varilmistir.

In our contemporary world, especially for big companies, relationship between customers and companies has been quite significant to gain and sustain reputation in the eyes of their customers. This thesis focuses on the relationship between customer satisfaction and reputation management. The customer satisfaction plays an important role in the process of improving reputation management and also it acts as a bridge between customers and companies. Effective customer relationship of companies contributes reputation management. Theoretically it is suggested that there is a positive relationship between customer satisfaction and reputation management. In this study, in-depth interviews were conducted with LC Waikiki customers and observations were made at the points of purchase. In addition, the effects of customer satisfaction on reputation management are discussed and LC Waikiki's reputation management process is interpreted based on the primary data. The thesis fills a considerable gap in the field by evaluating customer satisfaction within the scope of reputation management. The academic studies show that there is a relationship between customer satisfaction and reputation management. On the contrary, this research has been concluded that there is not any mutual interaction among LC Waikiki brand's consumer satisfaction and reputation management.