Özet:

Customer satisfaction and customer value are usually mixed and the nuances between each other are eluded because of the familiarities in meaning of the concepts. In this study, the conceptual differences and relations between customer value and customer satisfaction are investigated. Besides, it’s researched that which one has a direct and more powerful effect on customer’s future intentions. For eliminating this uncertainty, two different models that have been developed from the literature findings are tested. One of them is the direct model that explains the direct effect of customer value on customer intentions after buying; the other is the indirect model that explains the determinism of customer value on after - buying intentions through customer satisfaction. The consistences of two structural equation models are analyzed with AMOS 5.0. The findings’ shown that customer value and customer satisfaction are different but related concepts and the second model that explains the indirect and more powerful effect of customer value on after – buying intensions through customer satisfaction is more adequate

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