Mü terilerin Kredi Kart na Olan Tutumlar n n oklu Regresyon ve Fakt r Analizi le ncelenmesi - Consumer Attitude towards the Credit Card Assessed By Means Of Multiple Regression and Factor Analysis

ZArast rman n Amac : Bu al sman n amac kredi kart müsterilerinin kulland klar kredikartlar na iliskin negatif ve pozitif tutumlar n n arast r lmas d r.Y ntem: nce müsterilerin kredi kart na olan tutumlar A klay c Fakt r Analizi yard m ylaincelenmis, daha sonra belirlenen 7 fakt rün kredi kart na duyulan memnuniyet ve gelecekte kredikart kullanmama tutumlar na etkileri oklu Regresyon Analizi yard m yla arast r lm st r.Bulgular ve Sonu : al sma sonucunda kredi kart n n kisiye güven verdigi alg s n nMemnuniyet degiskeni üzerinde en büyük artt r c etkiye sahip fakt r oldugu, bunun yan s ra kredikart kullan m na kars olumlu alg n n k s degiskeni üzerinde en ok azalt c etkiye sahip fakt roldugu saptanm st r.Anahtar Kelimeler: Kredi Kart , Müsteri Memnuniyeti, k s Davran s , A klay c Fakt rAnalizi ve oklu Regresyon AnaliziABSTRACTResearch Aim: This study researched the effect of negative and positive perceptions of creditcard holders towards credit cards in their satisfaction and exit behaviors.Method: In this study, we first assessed the attitudes of customers towards the use of creditcards by means of Exploratory Factor Analysis, then we assessed the effects of the pre-determined 7factors on the credit card satisfaction and the use of credit cards in the future thanks to MultipleRegression Analysis.Findings and Result: At the end of the study, It was found the perception that credit cards givecustomer confidence has the most effect to increase the satisfaction. It was also found that positiveattitudes towards the use of credit cards have the most effect to decrease effect on exit behavior.Key Words: Credit Card, Consumer’s Satisfaction, Exit Behaviors, Exploratory FactorAnalysis, and Multiple Regression Analysis