ÖZDEŞLEŞME YOLUYLA SADAKAT OLUŞTURMA ÜZERİNE ÜNİVERSİTE MEZUNLARI ARASINDA YAPILAN BİR ÇALIŞMA

Makalenin İngilizce İsmi: 
A Study Around the University Graduates on Forming Loyalty With Using Identification
Makale İçerik Bilgileri
Makale Dili: 
Türkçe
Anahtar Kelimeler: 
Sadakat
İlişkisel Pazarlama
Kimlik
Özdeşleşme
Sosyal Kimlik Teorisi
Türkçe Özet: 

Bu çalışma; üniversite mezunlarının mezun oldukları üniversitelerle olan
özdeşleşmeleri, bu özdeşleşmeye katkıda bulunabilecek ikna edici faktörlerle (üniversitenin
prestiji, üniversiteden duyulan memnuniyet , üniversitenin faaliyetlerine katılım (Arnett ve
ark., 2003) ve üniversitede paylaşılan değerler) arasındaki olası ilişkiler; sadakat algıları ve
özdeşleşme algıları arasındaki olası ilişkiler üzerinde odaklanmıştır.
Yapılan literatür incelemesinde özellikle pazarlama alanında marka/firmalara yönelik
çalışmalar ve sosyal psikoloji alanında ise; kimlik üzerine yapılan çalışmalar öne
çıkmaktadır. Çalışmada uygulamanın kar amaçsız örgütlerde yapılması düşünülmüş ve
üniversite mezunları (Açık Öğretim Fakültesi mezunları hariç tutulmuştur) uygulama alanı
olarak seçilmiştir. Çalışmada, daha önceden denenmiş ve geçerliliği kanıtlanmış ölçekler
kullanılmıştır.
Yapılan analizler modeli destekleyen sonuçlar vermiştir. Bireyin örgütün faaliyetlerine
katılımın ve memnuniyetin arttırılmasının (memnuniyetsizliğin azaltılması) birey için etkili
özdeşleşme araçları olarak kullanılabileceği çalışmanın önemli sonuçlarındandır.

Key Words: 
Loyalty
Relationship Marketing
Identification
Social Identitiy Theory
Identity
İngilizce Özet: 

The study focused on (1) identification of graduates related to university and (2) the
relationships between identification and relation-inducing factors (Arnett et al., 2003) that
may contribute to identification ( prestige of university, satisfaction, participation in
university activities (Arnett et al., 2003) and shared values ) and (3) the relationships
between the perceived loyalty and the perceived identification.
The studies about the brands or the firms especially in the marketing and the studies
about the identity in the social psychology have been emerged in the literature review. The
authors develops and test the model in the context of graduates which the university is the
one of the non profit organizations. In the study, the measurements which were used
previously tested and confirmed.
The results of analyses supported the model. Using the methods of the identification
with increasing satisfaction and participation in university activities are important results of
the study.

Yazar Bilgileri
1. Yazar
Yazar Adı: 
Adnan Ceylan
Yazar Ünvanı: 
Doçent
Yazar Üniversitesi: 
Gebze Yüksek Teknoloji Enstitüsü
2. Yazar
Yazar Adı: 
Soner Özbal
Yazar Üniversitesi: 
Gebze Yüksek Teknoloji Enstitüsü
Makale Künye Bilgisi
Makalenin Yayımlandığı Dergi: 
Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi
Makale Yayın Yılı: 
2008
Cilt/Sayı: 
9
Sayı: 
1
Sayfa Aralığı: 
81-110
PDF Dosyası: 
application/pdf iconarastirmax_1758_pp_81-110.pdf
Makalenin Yayınlandığı Web Sitesindeki Linki: 
Makaleyi Dergi Web Sitesinden İndirin
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