%0 Journal Article
%T Measuring Customer Commitment: A Case Study from Mobile Phone Market
%J -
%D 2018
%X One of the important factors of repurchase intention is customer commitment. Therefore, measuring customer commitment and interpreting the findings in terms of customer commitment is of importance for firms.This measurement becomes even more important especially in mobile phone industry, where consumer demand is still high due to innovative technologies and the market size has reached tremendous levels. In this study, mobile phone customer commitment of university students has been measured, using the customer commitment model of Keiningham et al. (2015). The sample for this study includes 690 undergraduate students. Exploratory Factor Analysis (EFA) was applied with the obtained data. Five factors were identified as a result of the EFA and they were named as affective commitment, normative commitment, economic commitment, forced commitment and habitual commitment. Confirmatory Factor Analysis (CFA) and Semi-Confirmatory Factor Analysis (SCFA) were used to verify the factor structure. Finally, The Mann-Whitney U test was employed. The findings shows that the scale is a reliable and valid measure could be used as a measurement tool
%K M¨¹£¿teri Ba£¿l£¿l£¿£¿£¿
%K Sat£¿n Alma Niyeti
%K Cep Telefonu
%K Yar£¿ Do£¿rulay£¿c£¿ Fakt£¿r Analizi
%U http://dergipark.org.tr/atauniiibd/issue/38242/330399