The effect of the image of the country of origin on customer risk perception and customer trust: Turkish brands in Azerbaijan
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Abstract (EN)
Manufacturersor service providers plan and prepare their products and services according to thecustomers' wishes. Therefore, thefirstthingthatmatterstothem is thecustomer'sdesire, satisfactionandtrust. Turkishbrandshave a highshare in theAzerbaijan market amongtheimportedbrands. However, somecustomerscould not adoptthisview. Thisstudyaimstocontributetotheliterature in a conceptual sense; it aimstorevealtheeffects of a country-of-originimage on general customertrustand risk perception. Inthelight of theinformationobtainedfromtheliteraturereview, datawereobtainedbyconducting a surveystudy in whichthesamplesbased on givenresponsesbyrespondentsfromAzerbaijanicustomerswereformed. Inlinewiththeresearch model, thedatawereanalyzed, andthefindingswererevealed. Therefore, therearetworesearchhypotheses in theresearch model. Thefirst is toinvestigatewhetherthecountry-of-originimageaffectscustomer risk perception. Accordingtotheanalysisresults, it wasdeterminedthat it had a significanteffect. Thesecondresearchhypothesis is toinvestigatewhethertheimage of thecountry-of-originaffectscustomertrust. Thethirdresearchhypothesisalsosolveswhethercustomer risk perception has an effect on customertrust.As a result, the model wasfoundto be highlysignificant. Keywords: country-of-originimage, customertrust, perceived risk.
Author
Gulshan Yagublu
Institution
Muğla Sıtkı Kocman University
Üretim Yönetimi ve Pazarlama Bilim Dalı
How to Cite
Gulshan Yagublu (Master Thesis). The effect of the image of the country of origin on customer risk perception and customer trust: Turkish brands in Azerbaijan, 2022, Muğla Sıtkı Kocman University.
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