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    Creating Commitment, Trust and Satisfaction for a Brand: What is the Role of Switching Costs in Mobile Phone Market?
    (Elsevier Science Bv, 2013) Şahin, Azize; Kitapçı, Hakan; Zehir, Cemal
    The purpose of this study was to explore the role of switching costs in the relationship between satisfaction, trust, and commitment for a brand. Data analyzed in this study were collected via questionaires from real consumers (n=457). Our research model emphasizes associations among switching costs, satisfaction, trust and commitment for a brand. Our study provides compelling evidence for future work to gain further insight into switching costs, satisfaction, trust, and commitment for a brand and includes several implications for management practice and future research. Switching costs have positively effect the relationships between satisfaction, trust and commitment for a brand. This empirical study provides a new approach to understand the effects of switching costs on the relationships between satisfaction, trust, and commitment for a brand.
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    Mobil İletişim sektöründe bir uygulama marka değerinde marka-müşteri ilişki kalitesinin rolü: Mobil iletişim sektöründe bir uygulama
    (2014) Şahin, Azize
    Marka ve müşteri kavramları pazarlama alanının temel taşları olmasına rağmen bu iki kavram arasındaki ilişki kalitesi veya marka ilişki kalitesi kavramı literatürde ihmal edildiği görülmektedir. Bu çalışmada marka- müşteri ilişkileri kalitesi kavramının öncülleri olan müşteri beklentileri, algılanan değer ve kalite kavramları ile marka-müşteri ilişkileri kalitesi kavramının sonucu olan marka değeri kavramları arasındaki ilişkiler in- celenmektedir. Bu araştırma mobil iletişim sektöründe 500 kişi üzerinde yapılmış, analizler Partial Least Squares (PLS) metodu kullanılarak ger- çekleştirilmiştir. Sonuçlar GSM operatör markaları marka değerlerini ve marka-müşteri ilişki kalitelerini algılanan değer ve kalitelerini yükselte- rek gerçekleştirebileceklerini desteklemektedir.
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    Perceived Relationship Investment and Relationship Quality; The Mediating Role of Commitment Velocity
    (Elsevier Science Bv, 2016) Şahin, Azize; Kitapçı, Hakan; Şahin, Aysun; Ciğerim, Ersan; Bayhan, Kıvılcım
    Relational components play important role in building strong relationships with consumers. Relationships between companies, brands or individuals have dynamic structure. Commitment velocity (CV) is a key relational mediator by adding a dynamic component to relationship. Also, CV effects the performance of relationship. This study has focused on relationship quality (RQ) as an important indicator of relationship performance. The study investigates the relationship between the perceived relationship investment (PRI) and relationship quality (RQ) with the mediating role of commitment velocity (CV) or the rate and direction of change in commitment. To demonstrate the relationship, this study developed a conceptual model and tested it by partial least square structural equation modeling. A sample of 300 mobile communication customers is used to test the proposed model. The empirical investigation reveals that consumers' perception of the relationship investment drives their commitment and strengthen their relationship with their mobile communication service brands. The findings suggest that CV acts as a full mediator in the relationship between PRI and RQ. This study contributes to the theory and practice of relationship marketing in two ways. First, this study provides theoretical and empirical foundations for relationship marketing by dynamic component of commitment in to the model; therefore, the key research question: what is the role of CV in the creation of relationship quality? The findings reveal that CV play an important role because it has significant influence on RQ. Second, this study demonstrates the effect of PRI on RQ through CV. Relationship investment capabilities of mobile communication companies are very critical in this industry when industry turbulence is very high. Finally, some implications for managers and future research directions are highlighted. (C) 2016 The Authors. Published by Elsevier Ltd.