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  Citation Number 6
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Endüstriyel Hizmetlerde Marka Değeri: Muhasebe Yazılım Programı Kullanıcıları Üzerinde Bir Uygulama
2015
Journal:  
Current Perspectives in Social Sciences
Author:  
Abstract:

Özet: İşletmelerin sürdürülebilir rekabet aracı olarak değerlendirdikleri marka değeri kavramı son yıllarda endüstriyel hizmetler açısından incelenmeye başlanmıştır. Endüstriyel hizmetlerde marka değerinin muhasebe yazılım programı kullanıcıları açısından ele alındığı bu çalışmada TRA1 Düzey 2 bölgesinde faaliyet gösteren muhasebe büroları örnekleme alınmıştır. Araştırma sonucunda endüstriyel hizmetlerde marka değerini marka bağlılığı, marka farkındalığı ve kalite algısının pozitif yönde etkilediği ve daha önce farklı bir muhasebe yazılım program markası kullananların kullanmayanlara göre kalite algısının farklılık gösterdiği belirlenmiştir. Ayrıca muhasebe programı değiştirme nedeni olarak muhasebe programının günün koşullarına cevap vermemesi ve kullanıcılara yeterli destek hizmeti sunulmamasının etkili olduğu tespit edilmiştir. Anahtar Kelimeler: Endüstriyel Hizmetler, Marka Değeri, Muhasebe Yazılım Programları Brand Equity in Industrial Services: An Application on Accounting Software Program Users Abstract: The term “Brand equity” which is evaluated as a sustainable competitive tool by companies has begun to be examined in terms of industrial services in recent years. Thus, brand equity in industrial services in terms of accounting software programme users in the region of TRA1 level 2 have been chosen as a sampling and the t-test and regression analyses have been performed for the purpose of this research. The results of this research determine that brand equity in industrial services has a positive effects on brand loyalty, brand awareness and the perception of brand quality and the perception of brand quality between using different brands and using only one brand is different. Moreover, accounting programme which does not respond to the day of condition and inadequate support services to the consumer have been determined as two main reasons for the changing of accounting software programme. Keywords: Industrial Services, Brand Equity, Accounting Software Program

Keywords:

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2015
Author:  
2015
Author:  
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Current Perspectives in Social Sciences

Field :   Filoloji; Sosyal, Beşeri ve İdari Bilimler

Journal Type :   Ulusal

Metrics
Article : 1.402
Cite : 9.048
2023 Impact : 0.228
Current Perspectives in Social Sciences