Abstract:

Purpose - The purpose of this research is to determine the effects of consumers' lifestyle and values and voluntary simplicity and service quality perceptions on satisfaction and commitment. Method - In this study, the sample consists of 722 consumers who live in Istanbul and shop ready clothes. Customer satisfaction and commitment as a dependent variable, the lifestyle and values of consumers as an independent variable and voluntary simplicity and the quality of service perceived are addressed. The data obtained in the study, as a result of the Applicated Explanatory Factor Analysis (AFA), the factors were successfully reduced, then the Confirmatory Factor Analysis (DFA) for structural validity was performed, the conformity benefits gave positive results and the structural equality model (YEM) for the purpose of determining relationships according to the measurement model was predicted. Results - As a result of YEM, their lifestyle and values, customer satisfaction and customer commitment are statistically significantly positively influenced (positive relationship). The style of life and the values 1 br. The customer satisfaction perception increased by 0.192 br. The customer commitment is 0.491 br. It shows an increase. The perception of lifestyle and values more affects customer commitment when it comes to the size of the ratio. Voluntary simplicity perception affects customer satisfaction and customer commitment in a statistically positive direction (positive relationship). Volunteer of 1 br. The customer satisfaction perception increased by 0.763 br. The customer commitment is 0.741 br. It shows an increase. The voluntary perception of simplicity, depending on the size of the ratio, more affects the customer satisfaction. The perception of service quality, customer satisfaction and customer commitment affects statistically positive (positive relationship). Quality of service 1 br. The customer satisfaction perception increased by 0.653 br. The customer commitment is 0.640 br. It shows an increase. The highest impact on customer satisfaction and commitment comes from the voluntary perception of simplicity. Then, the perception of the quality of the service and the perception of the latest lifestyle and values is impressive. In literature, a limited number of studies on these variables have been found. Work can be expanded to different sectors and different samples.