E-Perakende Markalarında Müşteriyi Tutma: Müşteri Deneyimi, Memnuniyeti, Marka Değeri ve Marka Değiştirme Eğilimi Arasındaki İlişkiler Üzerine Bir Çalışma

23. Ulusal Pazarlama Kongresi – Haziran 2018 – Kocaeli Üniversitesi

Özet:                                                                                                                                                                                         Günümüzde dünya nüfusunun yaklaşık yarısının kullanıcısı olduğu internet, zaman içerisinde bir iletişim mecrası olmanın yanı sıra ticari platform kimliği de kazanarak, yeni bir ekosistem oluşturmuştur. Bu ekosistem içerisinde yer alan e-perakende alanı, her geçen büyüyen hacmi ile toplam perakende ticaret hacmi içerisindeki payını arttırmaktadır. E-perakende hacminin bu büyüme döneminde, hem bu satın alma kanalını tercih eden tüketici sayısı hem de bu alanda rekabet eden firma sayısı hızla artmakta olup, buna bağlı olarak rekabet seviyesi de üst düzeye çıkmıştır.
Yıkıcı ve dönüştürücü inovasyon, yeni müşteri profilleri ve sosyal etkileşim ile özdeşleşmiş bu yüksek rekabet pazarlarında şirketlerin sağlıklı kurumsal büyüme ve sürdürülebilir rekabet avantajı elde edebilmeleri için mevcut müşterileri ile uzun dönemli, karşılıklı değer yaratan karlı ilişkiler geliştirmeleri ve bu ilişkileri sürdürmeleri gerekmektedir. Tüketicilerin bir marka ile çıktıkları yolculuk süresince pozitif deneyimler yaşamaları, memnuniyet seviyelerinin kuvvetlenmesi sonucu marka ile olan ilişkilerinin derinlik kazanması, güçlenmesi ve buna bağlı olarak müşteri kayıplarının önlenmesi, şirketlerin uzun vadeli stratejik hedeflerini gerçekleştirmeleri için en önemli kritik başarı faktörlerinden bir tanesidir.
Bu çalışma, e-perakende alanında faaliyet gösteren şirketlerin müşteri yaşam boyu değerlerini maksimum seviyeye ulaştırmaları için kritik başarı faktörleri olan müşteri deneyimi, müşteri memnuniyeti ve marka değeri arasındaki ilişkiyi ve bu ilişkinin tüketicilerin marka değiştirme eğilimleri üzerindeki etkisini, kademeli bir araştırma modeli kapsamında test etmek suretiyle bilimsel olarak incelemeyi ve aydınlatmayı amaçlamaktadır.


Is Re-Vitalization Possible with E-WoM? The Role on the Re-Patronage Intentions of Switching Customers

IRDITech Management 2018 Conference, Istanbul.

Özet:    

Increased competition and demanding consumers are the two dynamics that cause challenging market conditions for the brands which target higher ranks among their peer groups. The critical success factor for brands in the contemporary markets is to develop and sustain long-term profitable relationships with customers and consequently to have a higher retention rate. Since there is no possibility of having hundred percent retention rate in practice, varying degrees of customer churn is inevitable.
On the other hand, acquisition of new customers is much harder and costly when we take into consideration the efforts made by competitive brands to retain their customers as well as the current communication clutter in the market. If brands can find out the marketing tools that contribute to re-vitalize their relationship with their ex-customers, re-vitalization of the old relationships may contribute to bottom line results of the company much more effectively than acquiring first time customers due to the lower resource allocation for the former.
In this perspective, this study targets to shed light to an unexplored are in the marketing literature by developing and testing a research model to (1) identify the factors contributing to the formation of an effective WoM in an e-commerce context, and (2) understand the role of effective electronic word-of-mouth (e-WoM), customer based brand equity, customer experience and brand switching intention on shaping the relationship re-vitalization intentions of ex-customers of an e-retailer brand.


How Does Customer Experience Shape the Attitude Towards and Intention to Brand Switching?

Journal of Business Research Turk, Vol: 10, Issue: 1, pp. (856-875).

Özet:      

Customer Experience (CeX) and Brand Switching Behavior (BsB) of customers are the two constructs which play an important role in the market performance of brands. It is imperative to understand the underlying relationship between these two constructs to shed light into the success factors in the contemporary consumer markets. This study aimed to (1) explore the relationship between CeX and BsB behavior including Attitude Toward Switch (AtS) and Intention to Switch (ItS), (2) understand the effects of CeX on Customer Satisfaction (CuS), Brand Trust (BaT) and Brand Loyalty (BL), and (3) propose and test a sequential model of these relationships between the mentioned constructs. The results of the study confirmed that positive Customer Experience which has a statistically significant effect on Brand Satisfaction, Brand Trust and Brand Loyalty, eventually leads to the decreasing levels of Attitude to Switch and Intention to Switch through the effect of Brand Loyalty. On the other hand, Customer Satisfaction and Brand Trust are also found to be effective on Brand Loyalty. Finally, Attitude to Switch is found to be effective on the Intention to Switch of consumers to another brand.


The Effect of Consumer Based Brand Equity on Brand Reputation

International Journal Of Eurasia Social Sciences, Vol.8 No.30 2017

Özet:                                                                                                                                                                                         This study aims to shed light into an unexplored area of the marketing by exploring the relationship between Consumer Based Brand Equity and Brand Reputation, two distinct constructs, the former from marketing theory and practice and the latter from the communication field, which play important roles in the market performance of firms. Results of the study confirm that there is a positive relationship within the sub-dimensions of Consumer Based Brand Equity in a sequential structure, which brings consumers from the basic awareness level about the brand to the formation of Brand Associations as well as the perception of quality and consequently resulting to support the level of loyalty through Brand Associations. Another finding of the study is that Brand Loyalty, which is the ultimate level of Consumer Based Brand Equity construct, is found to positively affecting the Brand Reputation. This study contributes to the existing literature by exploring the relationship between Consumer Based Brand Equity and Brand Reputation in a reverse direction compared to the existing studies in the literature. Finding suggests that not only Brand Reputation supports Brand Loyalty level of consumers as confirmed in the current literature.

International Journal of Euroasia Social Sciences’da yayımlanan bu çalışmayı okumak için tıklayın


The Determinants of Intention to Shop Online and Effects of Brand Equity on e-Store Patronage

Journal of Global Strategic Management Vol.13 No.1 2013

Özet:
While the penetration of the Internet in consumers’ daily lives still continue with an increasing momentum, this new medium has experienced a radical transformation from being a communication tool to be an economic platform where consumers do not only communicate but also transact. In this perspective, online consumer behavior became an important area for both academics and professionals, which needs to be investigated and explored. As the Internet is a new technological channel for shopping, consumers need first to decide to use this new channel for shopping and then make their online retailer preference. Thus, online consumer behavior involves a two-step process composed of intention to shop online and selection of e-store. The purpose of this study is to develop and test a two steps online consumer behavior model which explains the dynamics of the intention and selection processes. A two staged research design has been implemented in the study. At the first stage, parallel to the existing literature, the effects of risk perceptions, technology acceptance factors, and benefit perceptions on the intention to shop online has been measured. The effect of retailer brand equity on e-store selection process has been measured on the second stage. The research hypotheses have been developed based on both the existing theoretical ground and current findings in the literature.

The results of the study confirmed that risk perceptions, technology acceptance factors and benefit perceptions regarding online shopping play a decisive role in the intention of consumers to shop online. A second important finding of the study is that once consumers’ involve into online shopping activity, the strength of retailers’ brand equity directly affects the consumers’ store preference.

Global Strategic Management dergisinde yayımlanan bu çalışmayı okumak için lütfen tıklayın.


How Does Event Sponsorship Help in Leveraging Brand Equity?

Journal of Sponsorship Vol.3 No.1 2009.

Özet:
Sponsorship of events is a popular strategic communication tool which helps managers to exploit the equity of their brands. Based on the results of empirical research, this paper explains how brand managers can leverage the equity of their brands via event sponsorship. Critical factors leading to success in event sponsorship are explained in detail.

Sponsorship dergisinde yayımlanan bu çalışmanın detaylarına EBSCO üzerinden ulaşabilirsiniz.


Firmalar Arası Bilgi Paylaşımı İle Tedarik Zinciri Yönetimi Performansı İlişkisinde Bilgi Kalitesinin Moderatör Etkisi

Yönetim Bilimleri Dergisi Vol.13 No.1 2015.

Özet:
Tedarik zinciri yönetimi performansı ile ilgili yapılan araştırmalar, firmalar arası bilgi paylaşımının tedarik zinciri performansı üzerine pozitif etkisine odaklanmıştır. Yapılan birçok araştırmada TZY’de bilgi paylaşımının önemi incelenirken, firmalar arasında paylaşılan bilginin kalitesi ihmal edilmiştir.

Bu araştırma, firmalar arası bilgi paylaşımının tedarik zinciri performansına etkisini incelemede bilgi kalitesinin moderatör rolünü açıklamaktadır. 175 firmada 237 geçerli anket sayısına ulaşılmış ve firmalar arası bilgi paylaşımının tedarik zinciri performansına etkisini incelemede bilgi kalitesinin moderatör rolü hiyerarşik regresyon yöntemi ile analiz edilmiştir. Yapılan analiz; firmalar arası bilgi paylaşımının tedarik zinciri performansı üzerine etkisinde bilgi kalitesinin moderatör rolü olduğu sonucunu desteklemektedir.

Yönetim Bilimleri dergisinde yayımlanan bu çalışmayı okumak için lütfen tıklayın.


The Impact of Technological Learning on Firm Performance: The Sample of An Empirical Research

Akademik Bakış Dergisi Vol. 37 Temmuz-Ağustos 2013

Özet:
Technological Learning, as a special area of Organizational Learning is evaluated that a factor effects technology based firm’s market performance positively. The aim of this paper is to investigate the relationship between technological learning activities and firm market performance.

In this research, although the existence and timing of the relationship between technological learning and firm market performance activities were confirmed, the existence of positive relationship between technological learning activities and firms market performance was not found.

Akademik Bakış dergisinde yayımlanan bu çalışmayı okumak için lütfen tıklayın.


Three Dimensional Market Strategy Model for B2C Click Only Firms

Proceedings of the ICBME, Vol.1 No.4 2005.

Özet:
This paper proposes a model of market strategies that will help to “click only” B2C firms to implement the best strategy at their current situation. The model proposed is a three dimensional strategy guide that recommends the proper market strategies by taking into consideration the product type that the firm sells, the position of the firm in the market and the status of the market.

ICBME Konferansında yayımlanan bu çalışmayı okumak için lütfen tıklayın.