Hizmet Sektöründe Marka Konumlandırma Bağlamında Tüketici Tatmini: Ankara Starbucks Çalışması

Abstract

It has become quite important to create a brand and increase brand awareness in today’s global world where the interaction among societies have increased tremendously. Brands that position themselves on a worldwide basis while keeping their own cultural traits, increase their chances of success. The main purpose of this study is to investigate the impact of customer satisfaction and social activities on brand positioning. For this, a survey is conducted in one of the most successful service sector firms, Starbucks. Its customers’ satisfaction in relation to brand positioning in Turkish market specifically in Ankara has been explored. The results show that there is a meaningful relationship between customer satisfaction and brand positioning of Starbucks in Ankara. Participation by customers in social activities has also proven to have a positive relationship with brand positioning.