REKABETÇİ ÖRGÜTLERDE MÜŞTERİ DAVRANIŞI: TÜKENMİŞLİK ALGISININ MÜŞTERİ SADAKATİNE ETKİSİ
CUSTOMER BEHAVIOR IN COMPETITIVE ORGANIZATIONS: EFFECT OF BURNOUT PERCEPTION ON CUSTOMER LOYALTY

Summary/Abstract: The purpose of this research is to examine the attitudes and behaviors of service workers operating in an intensely competitive environment towards customers, to detect the perception of burnout in these attitudes and behaviors of customers and to determine whether these perceptions have an impact on customer loyalty. Accordingly, data has been obtained from 145 customers of a competitive business by face-to-face survey method and this data has been analyzed statistically. As a result of the analyses carried out; a significant and negative relationship has been found between perceived burnout and customer loyalty. As a result of regression analysis; it has been determined that the perception of 1 unit burnout for the personnel serving customers causes a decrease of 0.320 units on customer loyalty. However, it has been determined that customer loyalty does not vary significantly according to the time service is purchased and the frequency of service purchases, but varies significantly by gender and customer loyalty is higher in female customers. It is understood that the level of perceived burnout does not vary significantly according to the time the service is purchased.

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