Hayat Dışı Sigorta Şirketlerinin Seçimini Etkileyen Faktörler ve Bir Model Uygulaması
Özet
Bu çalışmada sigortalıların hayat dışı sigorta şirketlerini hangi faktörleri dikkate alarak tercih ettiklerini belirlemek amacıyla; trafik, kasko, yangın ve nakliyat branşındaki 550 sigorta sahibine anket yöneltilmiş ve elde edilen verilere frekans analizi, doğrulayıcı faktör analizi ve yapısal eşitlik modellemesi uygulanarak yorumlanmıştır. Başlangıçta literatür taraması neticesinde ve mevcut sektörel işleyiş çerçevesinde satın alma niyeti üzerinde etkili olduğu düşünülen “Fiyat”, “Acentenin Tavrı”, “Promosyon ve Kolaylıklar”, “Ek Teminatlar”, “Müşteri Deneyimi”, “Şirket Bilinirliği”, “Müşteri Sadakati”, “Müşteri Memnuniyeti” gibi değişkenlerle bir model kurgulanmıştır. Araştırma sonucunda “Acentenin Tavrı”, “Ek Teminatlar” ve “Müşteri Deneyimi” değişkenlerinin Müşteri Memnuniyeti üzerinde anlamlı ve pozitif bir etkisinin “Fiyat”, “Promosyon ve Kolaylıklar” ve “Şirket Bilinirliği” değişkenlerinin ise “Müşteri Memnuniyeti” üzerinde anlamlı bir etkisinin olmadığı gözlemlenmiştir. Ayrıca “Müşteri Sadakati” değişkeninin “Satın Alma Niyeti” değişkeni üzerinde, “Müşteri Memnuniyeti” değişkeninin ise hem “Müşteri Sadakati” hem de “Müşteri Memnuniyeti” üzerinde anlamlı ve pozitif bir etkiye sahip olduğu sonucuna varılmıştır.
Referanslar
Aghamohamadi, M. (2017). Considering Effect of Marketing Mix Elements on Insurance Companies Customers Satisfaction, International Journal of Scientific Management and Development, 5(12), December, pp.612-614.
Akpınar, Ö. (2018). Sigorta Sektöründe Müşteri İlişkileri Yönetimi ve Uygulamaları. Finansal Araştırmalar ve Çalışmalar Dergisi, 10(18), Ocak, ss.3-12.
Akyüz, H. E. (2018). Yapı Geçerliliği İçin Doğrulayıcı Faktör Analizi: Uygulamalı Bir Çalışma. BEÜ Fen Bilimleri Dergisi, 7(2).
Al-Msallam, S. (2015). The Relationship between Customer Satisfaction and Customer Loyalty in the Banking Sector in Syria. Journal of Marketing and Consumer Research, 7, pp.27-32.
Alcaide, M. A., Guadalajara, M. N., & De La Poza, E. (2021). Modelling It Brand Values Supplied by Consultancy Service Companies: Empirical Evidence for Differences. Technological and Economic Development of Economy, 27(1).
Alizadeh, H., & Kashani, H. N. (2022). Effect of Brand-Consumer Relationships on Brand Loyalty Mediated by Brand Value Creation and Moderated by Brand Community Characteristics in the Hospitality Industry, Revista Brasileira de Gestão de Negócios, 24(4), pp.597-598.
Anjani, A., & Falah, A. (2022). The Effect of E-WOM, Brand Awareness and Prices on Interest in Buying Mama Perfum Products in Bandar Labuhan Village, Tanjung Morawa District Deli Serdang Regency. International Journal of Economics, 1(2).
Arokiasamy, A. R. A. (2013). The Impact of Customer Satisfaction on Customer Loyalty And Intentions to Switch in The Banking Sector in Malaysia. The Journal of Commerce, 5(1).
Bogusky, A., & Winsor, J. (2010). Kendi Kendine Satan Ürünler Yaratmak, Gülfer GÖZE(Ed.) İstanbul: MediaCat Yayıncılık.
Bakator, M., Đorđević, D., & Ćoćkalo, Dragan. (2018). Promotional Activities and Customer Satisfaction: Long-term Influence or a Temporary Marketing “Mirage”?, Marketing, 49(2), pp.113-120.
Başgöze, P., & Yılmazel, S. E. (2013). Kişisel Satış Elemanına İlişkin Tüketici Satın Alma Davranışını Olumlu ve Olumsuz Yönde Etkileyen Özellikler: Sigortacılık Sektöründe Kalitatif Bir Çalışma, Sigorta Araştırmaları Dergisi, 10, s.81.
Baykal, K. B., & Ergün Bülbül, S. (2016). Türkiye’de Trafik Sigortalarında Optimal Ödül-Ceza Sistemi Tasarımı: İyi Risk/Kötü Risk Modeli, Finansal Araştırmalar ve Çalışmalar Dergisi, 8(14), s.17.
Cravens, D. W. (2000). Strategic Marketing, 6.Edition, United States of America: Irwin McGraw-Hill.
Cristina, P. E., & Pop, N. A. (2009). Particularities of The Marketing Activity in The Insurance Sector, Annals of Faculty of Economics, 4(1), pp.788-789.
Cunningham, W. H., & Cunningham, I. C. M. (1981). Marketing A Managerial Approach, United States of America: South-Western Publishing Co.
Cuong, D. T., & Khoi, B. H. (2022). Empirical Research on the Impact of Brand Awareness on Brand Loyalty: The Mediating Role of Brand Image. Nguyen Ngoc THACH, Doan Thanh HA, Nguyen Duc TRUNG and Vladik KREINOVICH(Ed.), (423-433) in Prediction and Causality in Econometrics and Related Topics, Switzerland: Springer Nature.
Çakır, P., & Sesli, F. A. (2013). Arsa Vasıflı Taşınmazların Değerine Etki Eden Faktörlerin ve Bu Faktörlerin Önem Sıralarının Belirlenmesi. Harita Teknolojileri Elektronik Dergisi, 5(3).
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Dewi, L. (2020). Customer Loyalty, Through Customer Satisfaction in Customers Pt. XYZ. Journal of Applied Management, 18(1).
Dwidienawati, D., Arief, M., Abdinagoro, S. B. (2018). Is Service Fairness Influencing Customers’ Satisfaction and Intention to Pay Insurance Premium? A Case in BPJS Kesehatan Indonesia. Journal of Business and Retail Management Research (JBRMR), 13(1).
Etzel, M. J., Walker, B. J., & Stanton, W. J. (1997). Marketing, United States Of America: Irwin/McGraw-Hill Co.
Fill, C. (2009). Marketing Communications, 5.Edition, London: Prentice Hall Europe.
Fill, C. (2013). Marketing Communications: Brands, Experiences and Participation, 6. Edition, United Kingdom: Pearson Education Limited.
Girsang, R. M. (2024). Analysis Customer Satisfaction and its Implications for Customer Loyalty and Purchase Intention for Cinepolis Cinemas Tickets. International Journal of Social Science and Business, 8(1).
Grewal, D., & Sharma, A. (1991). The Effect of Salesforce Behavior on Customer Satisfaction: An Interactive Framework, The Journal of Personal Selling and Sales Management, 11(3), pp.13-20.
Guhl, D., Weber, A., Siems, F., & STEINER, W. J. (2014). How Customer Satisfaction with Respect To Price And Quality Affects Customer Retention: An Integrated Approach Considering Nonlinear Effects, Journal of Business Economics, 84, p.879.
Gümüş, S., & Uzun, M. S. (2012). Türk Sigorta Sektörünün Analizi ve Banka Kaynaklı Sigorta Pazarlaması,1. Baskı, İstanbul: Hiperlink Yayınları.
Gürbüz, S. (2021). AMOS ile Yapısal Eşitlik Modellemesi: Temel İlkeler ve Uygulamalı Analizler, 2. Baskı, Ankara: Seçkin Yayıncılık.
Hacıoğlu Deniz, M. (2011). Markalı Ürün Tercihlerinin Satın Alma Davranışları Üzerindeki Etkisi, Sosyal Siyaset Konferansları, 61, s.255.
Heskett, J. L. (2002). Beyond Customer Loyalty. Managing Service Quality, 12(6).
Ilyas, G. B., Rahmi, S., Tamsah, H., Munir, A. R., & Putra, A. H. P. K. (2020). Reflective Model of Brand Awareness on Repurchase Intention and Customer Satisfaction. Journal of Asian Finance, Economics and Business, 7(9).
Indarto, E. W., Suroso, I. Sudaryanto, S., & and Qomariah, N. (2018). The Effect of Brand Image and Product Attributes on Customer Satisfaction and Customer Loyalty, Journal of Applied Management (JAM), 16(3), pp.457-466.
Išoraitė, M. (2016). Marketing Mix Theoretical Aspect, International Journal of Research Granthaalayah, 4(6), June, p.27.
Kerin, R. A., & Peterson, R. A. (2007). Strategic Marketing Problems: Cases and Comments, United States of America: Prentice-Hall.
Keskin, H. D., & Yıldız, S. (2010). Tüketicilerin Marka Tercihlerinde Etkili Olan Faktörler İle Marka İmajı’nın Marka Değeri Üzerindeki Etkileri: Trabzon Örneği. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 27.
Kotler, P. (1980). Principles of Marketing, United States of America: Prentice-Hall, p.4.
Kotler, P. (1997). Marketing Management: Analysis, Planning, Implementation and Control, 9. Edition, New Jersey: Prentice Hall International, Inc.
Kotler, P., & Armstrong, G. (2001). Principles of Marketing, United States of America: Prentice-Hall.
Kotler, P., & Armstrong, G. (2018). Pazarlama İlkeleri, A. Ercan GEGEZ (çev. ed.), Emrah CENGİZ (çev.), İstanbul: Beta Basım Yayım Dağıtım.
Liedtke, P. M. (2007). What’s Insurance to a Modern Economy?, The Geneva Papers, 32, 2007, p.211.
Lovelock, C., & Wirtz, J. (2011). Services Marketing: People, Technology, Strategy, 7. Edition, United States of America: Pearson.
Majerovaa, J., & Kliestik, T. (2015). Brand Valuation As An Immanent Component of Brand Value Building and Managing, Procedia Economics and Finance, 26.
M., H., Militina, T., & Achmad, G. N. (2020). Effect of Customer Value and Customer Experience on Customer Satisfaction and Loyalty Pt Meratus Samarinda, International Journal of Economics, Business and Accounting Research (IJEBAR), 4(1), p.84.
Malhotra, N., & Mukherjee, A. (2004). The Relative Influence of Organisational Commitment and Job Satisfaction on Service Quality of Customer‐Contact Employees in Banking Call Centres, Journal of Services Marketing, 18(3), pp.162-170.
Mathur, T., Das, G., & Paul, U. K. (2016). Convenience, Satisfaction, and Post-Purchase Behavior in India’s Health Insurance Market. Journal of Global Marketing, 28(4).
Minta, Y. (2018). Link between Satisfaction and Customer Loyalty in the Insurance Industry: Moderating Effect of Trust and Commitment. Journal of Marketing Management, 6(2).
Mueller, R. O., & Hancock, G. R. (2018). Structural Equation Modelin”, Gregory R. HANCOCK, Laura M. STAPLETON and Ralph O. MUELLER (Edt.), Chapter 33 in The Reviewer’s Guide to Quantitative Methods in the Social Sciences, 2. Edition, Routledge.
Nasirun, N., NOOR, S. M., SULTAN, A. A., & Haniffiza, W. M. H. W. M. (2019). Role of Marketing Mix And Halal Certificate Towards Purchase Intention of Agro Based Products. International Journal of Modern Trends in Business Research, 2(1).
Orhaner, E. (2013). Sigortacılık: Temel Bilgiler, 5684 Sayılı Kanun’un Getirdiği Yenilikler, Hayat ve Hayat Dışı Sigortalar, Sigorta Sektörünün Rekabet Gücü, Ankara: Siyasal Kitapevi.
Pei, X-L., Guo, J-N., Wu, T-J., Zhou, W-X., & Yeh, S-P. (2020). Does the Effect of Customer Experience on Customer Satisfaction Create a Sustainable Competitive Advantage? A Comparative Study of Different Shopping Situations, Sustainability, 12(18).
Sarıyer, N. (2018). Pazarlama İletişimi Araçları, Konya: Eğitim Yayınevi.
Stanton,W. J., Etzel, M. J., & Walker, B. J. (1994). Fundamentals of Marketing, Singapore: McGRAW-Hill Book Co.
Suryani, T., Fauzı, A. A., & Nurhadi, M. (2022). What Should Companies Do to Improve Brand Awareness Through Instagram? The Lens of Signalling Theory. Asian Journal of Business and Accounting, 15(2).
Suyanto, A. M. A., & Dewi, D. G. (2023). Marketing Mix on Purchase Intention and Its Impact on The Decision to Purchase Somethinc Products. International Journal of Professional Business Review, 8(10).
Şener, T. (2016). Sigortacılık Sektöründe Hizmet Kalitesinin Ölçülmesi ve Algılanan Hizmet Kalitesi ile Beklenen Hizmet Kalitesi Arasındaki İlişkinin İncelenmesi: Antalya İli Örneği, The Journal of Academic Social Science Studies, 50, s.500.
Rv. Foster, T. (2001). Müşteri Memnuniyetinin 101 Yolu, Meral GÖNENÇ (çev.), İstanbul: Alfa Basım Yayım Dağıtım.
Ul Zia, N., & Akram, M. W. (2016). Impact of Salesman Behavior on Customer Satisfaction: An Emprical Study of Dairy Retail, Kuwait Chapter of Arabian Journal of Business and Management Review, 5(8), 2016, pp.19-29.
Ulucan Erkesim, D. (2021). Marka ve Sürdürülebilirlik, 1.Baskı, İstanbul: Hiperlik Yayınları.
Utomo, S., & Saragih, A. (2023). The Effect of Brand Awareness and Service Quality on Customer Satisfaction and Its Implications for Container Terminal Customer Loyalty. International Journal of Advanced Multidisciplinary, 2(2).
Ünal, A., & Bozkurt, M. (2015). Genel Olarak Pazarlama Kavramı ve Pazarlama Yaklaşımlarındaki Değişim, Mesut BOZKURT ve Bayram ŞAHİN(Ed.), Turizm Pazarlaması Temel İlkeler ve Uygulamalar (19-41), Çanakkale: Paradigma Akademi Yayınları.
Qomariah, N., Pangestu, M. K. M., Herlambang, T., Martini, N. N. P. (2021). The Role of Promotion and Service Quality in Increasing Consumer Satisfaction and Loyalty in Pawnshops, Journal of Economics, Finance and Management Studies, 4(10).
Wang, Y., Lu, X., & Tan, Y. (2018). Impact of Product Attributes on Customer Satisfaction: An Analysis of Online Reviews for Washing Machines, Electronic Commerce Research and Applications, 29, pp.1-6.
Wong, M., Anitei, M. D., & Veres, C. (2022). Sustainability Strategy Methodology to Increase Brand Value, Liviu MOLDOVAN and Adrian GLIGOR(Ed.), (280-288) in The 15th International Conference Interdisciplinarity in Engineering: Conference Proceedings, Switzerland: Springer.
Yalaz Seçim, Ö. (2002). Pazarlama İletişimi Açısından Ülkemizdeki Sigorta Şirketlerinin Değerlendirilmesi, İletişim Fakültesi Dergisi, 15, ss.428-429.
Referanslar
Aghamohamadi, M. (2017). Considering Effect of Marketing Mix Elements on Insurance Companies Customers Satisfaction, International Journal of Scientific Management and Development, 5(12), December, pp.612-614.
Akpınar, Ö. (2018). Sigorta Sektöründe Müşteri İlişkileri Yönetimi ve Uygulamaları. Finansal Araştırmalar ve Çalışmalar Dergisi, 10(18), Ocak, ss.3-12.
Akyüz, H. E. (2018). Yapı Geçerliliği İçin Doğrulayıcı Faktör Analizi: Uygulamalı Bir Çalışma. BEÜ Fen Bilimleri Dergisi, 7(2).
Al-Msallam, S. (2015). The Relationship between Customer Satisfaction and Customer Loyalty in the Banking Sector in Syria. Journal of Marketing and Consumer Research, 7, pp.27-32.
Alcaide, M. A., Guadalajara, M. N., & De La Poza, E. (2021). Modelling It Brand Values Supplied by Consultancy Service Companies: Empirical Evidence for Differences. Technological and Economic Development of Economy, 27(1).
Alizadeh, H., & Kashani, H. N. (2022). Effect of Brand-Consumer Relationships on Brand Loyalty Mediated by Brand Value Creation and Moderated by Brand Community Characteristics in the Hospitality Industry, Revista Brasileira de Gestão de Negócios, 24(4), pp.597-598.
Anjani, A., & Falah, A. (2022). The Effect of E-WOM, Brand Awareness and Prices on Interest in Buying Mama Perfum Products in Bandar Labuhan Village, Tanjung Morawa District Deli Serdang Regency. International Journal of Economics, 1(2).
Arokiasamy, A. R. A. (2013). The Impact of Customer Satisfaction on Customer Loyalty And Intentions to Switch in The Banking Sector in Malaysia. The Journal of Commerce, 5(1).
Bogusky, A., & Winsor, J. (2010). Kendi Kendine Satan Ürünler Yaratmak, Gülfer GÖZE(Ed.) İstanbul: MediaCat Yayıncılık.
Bakator, M., Đorđević, D., & Ćoćkalo, Dragan. (2018). Promotional Activities and Customer Satisfaction: Long-term Influence or a Temporary Marketing “Mirage”?, Marketing, 49(2), pp.113-120.
Başgöze, P., & Yılmazel, S. E. (2013). Kişisel Satış Elemanına İlişkin Tüketici Satın Alma Davranışını Olumlu ve Olumsuz Yönde Etkileyen Özellikler: Sigortacılık Sektöründe Kalitatif Bir Çalışma, Sigorta Araştırmaları Dergisi, 10, s.81.
Baykal, K. B., & Ergün Bülbül, S. (2016). Türkiye’de Trafik Sigortalarında Optimal Ödül-Ceza Sistemi Tasarımı: İyi Risk/Kötü Risk Modeli, Finansal Araştırmalar ve Çalışmalar Dergisi, 8(14), s.17.
Cravens, D. W. (2000). Strategic Marketing, 6.Edition, United States of America: Irwin McGraw-Hill.
Cristina, P. E., & Pop, N. A. (2009). Particularities of The Marketing Activity in The Insurance Sector, Annals of Faculty of Economics, 4(1), pp.788-789.
Cunningham, W. H., & Cunningham, I. C. M. (1981). Marketing A Managerial Approach, United States of America: South-Western Publishing Co.
Cuong, D. T., & Khoi, B. H. (2022). Empirical Research on the Impact of Brand Awareness on Brand Loyalty: The Mediating Role of Brand Image. Nguyen Ngoc THACH, Doan Thanh HA, Nguyen Duc TRUNG and Vladik KREINOVICH(Ed.), (423-433) in Prediction and Causality in Econometrics and Related Topics, Switzerland: Springer Nature.
Çakır, P., & Sesli, F. A. (2013). Arsa Vasıflı Taşınmazların Değerine Etki Eden Faktörlerin ve Bu Faktörlerin Önem Sıralarının Belirlenmesi. Harita Teknolojileri Elektronik Dergisi, 5(3).
Dalrymple, D. J., Parsons, L. J., Jeannet, J-P. (1992). Cases in Marketing Management, Singapore: John Wiley & Sons, Inc.
Damtew, G. K., & Venkat, P. (2014). The Mediation Effect of Customer Satisfaction on Service Quality – Customer Loyalty Link in Insurance Sector of Ethiopia- A Study. International Journal of Marketing and Technology, 4(1).
Dewi, L. (2020). Customer Loyalty, Through Customer Satisfaction in Customers Pt. XYZ. Journal of Applied Management, 18(1).
Dwidienawati, D., Arief, M., Abdinagoro, S. B. (2018). Is Service Fairness Influencing Customers’ Satisfaction and Intention to Pay Insurance Premium? A Case in BPJS Kesehatan Indonesia. Journal of Business and Retail Management Research (JBRMR), 13(1).
Etzel, M. J., Walker, B. J., & Stanton, W. J. (1997). Marketing, United States Of America: Irwin/McGraw-Hill Co.
Fill, C. (2009). Marketing Communications, 5.Edition, London: Prentice Hall Europe.
Fill, C. (2013). Marketing Communications: Brands, Experiences and Participation, 6. Edition, United Kingdom: Pearson Education Limited.
Girsang, R. M. (2024). Analysis Customer Satisfaction and its Implications for Customer Loyalty and Purchase Intention for Cinepolis Cinemas Tickets. International Journal of Social Science and Business, 8(1).
Grewal, D., & Sharma, A. (1991). The Effect of Salesforce Behavior on Customer Satisfaction: An Interactive Framework, The Journal of Personal Selling and Sales Management, 11(3), pp.13-20.
Guhl, D., Weber, A., Siems, F., & STEINER, W. J. (2014). How Customer Satisfaction with Respect To Price And Quality Affects Customer Retention: An Integrated Approach Considering Nonlinear Effects, Journal of Business Economics, 84, p.879.
Gümüş, S., & Uzun, M. S. (2012). Türk Sigorta Sektörünün Analizi ve Banka Kaynaklı Sigorta Pazarlaması,1. Baskı, İstanbul: Hiperlink Yayınları.
Gürbüz, S. (2021). AMOS ile Yapısal Eşitlik Modellemesi: Temel İlkeler ve Uygulamalı Analizler, 2. Baskı, Ankara: Seçkin Yayıncılık.
Hacıoğlu Deniz, M. (2011). Markalı Ürün Tercihlerinin Satın Alma Davranışları Üzerindeki Etkisi, Sosyal Siyaset Konferansları, 61, s.255.
Heskett, J. L. (2002). Beyond Customer Loyalty. Managing Service Quality, 12(6).
Ilyas, G. B., Rahmi, S., Tamsah, H., Munir, A. R., & Putra, A. H. P. K. (2020). Reflective Model of Brand Awareness on Repurchase Intention and Customer Satisfaction. Journal of Asian Finance, Economics and Business, 7(9).
Indarto, E. W., Suroso, I. Sudaryanto, S., & and Qomariah, N. (2018). The Effect of Brand Image and Product Attributes on Customer Satisfaction and Customer Loyalty, Journal of Applied Management (JAM), 16(3), pp.457-466.
Išoraitė, M. (2016). Marketing Mix Theoretical Aspect, International Journal of Research Granthaalayah, 4(6), June, p.27.
Kerin, R. A., & Peterson, R. A. (2007). Strategic Marketing Problems: Cases and Comments, United States of America: Prentice-Hall.
Keskin, H. D., & Yıldız, S. (2010). Tüketicilerin Marka Tercihlerinde Etkili Olan Faktörler İle Marka İmajı’nın Marka Değeri Üzerindeki Etkileri: Trabzon Örneği. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 27.
Kotler, P. (1980). Principles of Marketing, United States of America: Prentice-Hall, p.4.
Kotler, P. (1997). Marketing Management: Analysis, Planning, Implementation and Control, 9. Edition, New Jersey: Prentice Hall International, Inc.
Kotler, P., & Armstrong, G. (2001). Principles of Marketing, United States of America: Prentice-Hall.
Kotler, P., & Armstrong, G. (2018). Pazarlama İlkeleri, A. Ercan GEGEZ (çev. ed.), Emrah CENGİZ (çev.), İstanbul: Beta Basım Yayım Dağıtım.
Liedtke, P. M. (2007). What’s Insurance to a Modern Economy?, The Geneva Papers, 32, 2007, p.211.
Lovelock, C., & Wirtz, J. (2011). Services Marketing: People, Technology, Strategy, 7. Edition, United States of America: Pearson.
Majerovaa, J., & Kliestik, T. (2015). Brand Valuation As An Immanent Component of Brand Value Building and Managing, Procedia Economics and Finance, 26.
M., H., Militina, T., & Achmad, G. N. (2020). Effect of Customer Value and Customer Experience on Customer Satisfaction and Loyalty Pt Meratus Samarinda, International Journal of Economics, Business and Accounting Research (IJEBAR), 4(1), p.84.
Malhotra, N., & Mukherjee, A. (2004). The Relative Influence of Organisational Commitment and Job Satisfaction on Service Quality of Customer‐Contact Employees in Banking Call Centres, Journal of Services Marketing, 18(3), pp.162-170.
Mathur, T., Das, G., & Paul, U. K. (2016). Convenience, Satisfaction, and Post-Purchase Behavior in India’s Health Insurance Market. Journal of Global Marketing, 28(4).
Minta, Y. (2018). Link between Satisfaction and Customer Loyalty in the Insurance Industry: Moderating Effect of Trust and Commitment. Journal of Marketing Management, 6(2).
Mueller, R. O., & Hancock, G. R. (2018). Structural Equation Modelin”, Gregory R. HANCOCK, Laura M. STAPLETON and Ralph O. MUELLER (Edt.), Chapter 33 in The Reviewer’s Guide to Quantitative Methods in the Social Sciences, 2. Edition, Routledge.
Nasirun, N., NOOR, S. M., SULTAN, A. A., & Haniffiza, W. M. H. W. M. (2019). Role of Marketing Mix And Halal Certificate Towards Purchase Intention of Agro Based Products. International Journal of Modern Trends in Business Research, 2(1).
Orhaner, E. (2013). Sigortacılık: Temel Bilgiler, 5684 Sayılı Kanun’un Getirdiği Yenilikler, Hayat ve Hayat Dışı Sigortalar, Sigorta Sektörünün Rekabet Gücü, Ankara: Siyasal Kitapevi.
Pei, X-L., Guo, J-N., Wu, T-J., Zhou, W-X., & Yeh, S-P. (2020). Does the Effect of Customer Experience on Customer Satisfaction Create a Sustainable Competitive Advantage? A Comparative Study of Different Shopping Situations, Sustainability, 12(18).
Sarıyer, N. (2018). Pazarlama İletişimi Araçları, Konya: Eğitim Yayınevi.
Stanton,W. J., Etzel, M. J., & Walker, B. J. (1994). Fundamentals of Marketing, Singapore: McGRAW-Hill Book Co.
Suryani, T., Fauzı, A. A., & Nurhadi, M. (2022). What Should Companies Do to Improve Brand Awareness Through Instagram? The Lens of Signalling Theory. Asian Journal of Business and Accounting, 15(2).
Suyanto, A. M. A., & Dewi, D. G. (2023). Marketing Mix on Purchase Intention and Its Impact on The Decision to Purchase Somethinc Products. International Journal of Professional Business Review, 8(10).
Şener, T. (2016). Sigortacılık Sektöründe Hizmet Kalitesinin Ölçülmesi ve Algılanan Hizmet Kalitesi ile Beklenen Hizmet Kalitesi Arasındaki İlişkinin İncelenmesi: Antalya İli Örneği, The Journal of Academic Social Science Studies, 50, s.500.
Rv. Foster, T. (2001). Müşteri Memnuniyetinin 101 Yolu, Meral GÖNENÇ (çev.), İstanbul: Alfa Basım Yayım Dağıtım.
Ul Zia, N., & Akram, M. W. (2016). Impact of Salesman Behavior on Customer Satisfaction: An Emprical Study of Dairy Retail, Kuwait Chapter of Arabian Journal of Business and Management Review, 5(8), 2016, pp.19-29.
Ulucan Erkesim, D. (2021). Marka ve Sürdürülebilirlik, 1.Baskı, İstanbul: Hiperlik Yayınları.
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