| Popis: |
It is important to determine the factors affecting consumer loyalty for every business that wants to be sustainable. One of the biggest factors that creates consumer loyalty is the element of trust. Consumer confidence is a concept associated with the capacity of a business to fulfill its obligations and commitments in terms of consumers' expectations. It is expected to contribute to the literature on deepening the understanding of the relationship between consumer innovativeness, consumer loyalty and trust. In this context, the aim of this study is to examine the mediating role of consumer trust in the effect of consumer innovativeness on consumer loyalty. In this context, the data obtained from 389 consumers were analyzed with the snowball sampling method. As a result of the analysis, it was found that there is a relationship between consumer innovativeness, consumer trust and consumer loyalty and that consumer trust partially mediates the effect of consumer innovativeness on consumer loyalty. |
