Yetişkin bağlanma tiplerinin müşteri tatmini ve marka sadakati ilişkisi üzerine moderatör etkisi

This thesis examines adult attachment styles' moderator effect on the relationship between customer satisfaction and brand loyalty. Although, the link between satisfaction and loyalty has been investigated by a wide range of perspectives in marketing literature, limited number of studies have been interested in the effects of moderator variables on the relationship between these two phenomenon (Homburg and Giering, 2001). According to attachment theory early relationship experiences of an infant with his/her primary caregiver provide a development of internal working models of the infant which have long-term influences on his/her personality, ability to develop relationships and expressing his/her emotions (Bowlby, 1973). Hence, the fundamental purpose of this thesis is to investigate moderating role of adults' attachment styles that are presented by Bartholomew and Horowitz (1991) on satisfaction and loyalty relationship. According to a questionnaire that was conducted to 389 respondents, a positive link between customer satisfaction and brand loyalty was found as expected. However, by contrast with our expectation, the moderator effect of adult attachment styles on satisfaction-loyalty link was not found. Keywords: Customer Satisfaction, Adult attachment styles, Brand Loyalty