MARKA ALGISI, MÜŞTERİ MEMNUNİYETİ VE MARKA TERCİHİ İLİŞKİSİNİN X VE Y KUŞAĞINA GÖRE İNCELENMESİ / Comparative Analysis Of Relations Brand Perception, Customer Satisfaction And Brand Preferences According To X And Y Generation

Abstract

With globalization fast food sector is developing rapidly all over the world and fast food brand preferences of customers are changing. At this point, brand perception and customer satisfaction in fast food products show their influence on the process of whether to determine people’s preferences. This influence can be seen between the different generations as well. In addition, with the fast food sector gaining momentum, it can be seen that enterprises are more focused on innovation studies and customer relationship management issues. In this study, it is intended to examine and analyze customer satisfaction relationships and brand perception of the customers who prefer fast food products in X and Y generations. In line with this objective, with the survey conducted on 400 people in four different cities, brand perception, customer satisfaction and brand preferences of both X and Y generation customers are studied. As a result of the research, the relationship between brand perception and customer satisfaction with brand preferences of the customers in X and Y generations was analyzed by correlation and independent group t test and it is concluded that there is a significant relationship.