Lüks ürün tüketimine müşteri memnuniyetinin etkisi: İstanbul'daki lüks gözlük tüketimine yönelik araştırma

Nowadays, luxury goods providers face a strong competitive environment. The continuity of the business is related to the importance of comprehensive ability of the customer wants and expectations. In an increasingly competition conditions, firms which can offer products that meet customer expectations could survive. It is very important to define, measure and develop consumer satisfaction in order for producers of products to gain advantage with competitive advantage. Firms that offer luxury products need to focus on creating customer loyalty and protection strategies that are tailored to these product characteristics in order to provide consumer satisfaction. The first step in this strategy is to identify and manage the key factors that influence customer satisfaction as far as possible. In this context, the purpose of this research is to investigate the effects of differentiated value perceptions on satisfaction levels of consumers who consume luxury products. In this direction, a questionnaire which is covering 41 questions was applied to 300 consumers within the Istanbul provincial border. When effects of customer satisfaction on luxury goods consumption is examined; most important 3 factors affecting customer satisfaction are entertainment, price and quality. The entertainment factor has become one of the most important dimensions on luxury product consumption. As a result of analysis, administrative inferences, research limitations and recommendations for future works are also discussed in this research.