Müşteri Memnuniyeti ve Müşteri Sadakati Arasındaki İlişkiye Yönelik Bir Meta Analiz Çalışması

Abstract

In this research, a meta-analysis study was conducted with researches examining the relationships between customer satisfaction and customer loyalty in Turkey. In this direction, studies were accessed via Kafkas University Database and DergiPark search engine, and it was determined that 15 studies could be included in the study. In the included studies, correlation values and sample sizes were taken as reference and analyzes were made with the CMA 3.0 (Comprehensive Meta Analysis 3.0) program. In the study, firstly, it was examined whether there was a publication bias or not, and it was determined that there was no bias from the findings. In the next stage, it was determined that there was a heterogeneous distribution in the study and therefore random effect values were taken as reference in the relationship between variables. When both the correlation and Fisher s Z random effects model findings were evaluated regarding the relationship between customer satisfaction and customer loyalty, it was determined that there was a positive relationship between customer satisfaction and customer loyalty.