Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 1304-8899 Cukurova University 10.35379/cusosbil.1661256 Marketing (Other) Pazarlama (Diğer) THE RELATIONSHIP BETWEEN CUSTOMER VALUE CO-CREATION, AI-DRIVEN MARKETING STRATEGIES AND PERFORMANCE MÜŞTERİ DEĞERİ ORTAK YARATIMI, YAPAY ZEKA DESTEKLİ PAZARLAMA STRATEJİLERİ VE PERFORMANS ARASINDAKİ İLİŞKİ https://orcid.org/0000-0002-8192-5712 Kosat Ali KÜTAHYA DUMLUPINAR ÜNİVERSİTESİ 04 28 2026 35 03 19 2025 12 15 2025 Copyright © 2013, Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 2013 Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi

Today, businesses use various applications to maintain their operations and gain a competitive advantage over other firms. In line with evolving technology, artificial intelligence (AI) is one of the most prominent current applications used by businesses. AI is a powerful tool that transforms businesses' market strategies, marketing capabilities, and performance. With its data analysis and forecasting capabilities, AI enables businesses to quickly analyze market trends and anticipate customer needs in advance. As a result, businesses can quickly respond to market trends while developing more targeted and efficient strategies. It also strengthens marketing activities through automated marketing processes and personalized customer experiences. Customer value co-creation is a collaborative process in which businesses and customers actively interact to enhance value creation. This study aims to reveal the impact of AI on businesses' market strategies and performance. The data used in the study was obtained from a survey conducted with CEOs and marketing managers of 436 companies in Türkiye between February 2024 and January 2025. The research uses statistical software packages AMOS 19, SPSS 23.0, and FsQCA to test the research hypotheses. The study used fuzzy-set qualitative comparative analysis (fsQCA) to compare SEM analysis. The results suggest that AI significantly improves performance by supporting more accurate and effective decision-making processes. The results further highlight that marketing capabilities, customer value co-creation, and market orientation play a critical role in shaping AI-driven marketing strategies.

Günümüzde işletmeler, faaliyetlerini sürdürmek ve diğer firmalara karşı rekabet avantajı elde etmek için çeşitli uygulamalar kullanmaktadır. Gelişen teknolojiye paralel olarak, yapay zekâ (YZ), işletmeler tarafından kullanılan en öne çıkan güncel uygulamalardan biridir. YZ, işletmelerin pazar stratejilerini, pazarlama yeteneklerini ve performansını dönüştüren güçlü bir araçtır. Veri analizi ve tahmin yetenekleriyle YZ, işletmelerin pazar trendlerini hızlı bir şekilde analiz etmelerini ve müşteri ihtiyaçlarını önceden tahmin etmelerini sağlar. Sonuç olarak, işletmeler daha hedefli ve verimli stratejiler geliştirirken pazar trendlerine hızlı bir şekilde yanıt verebilirler. Ayrıca, otomatik pazarlama süreçleri ve kişiselleştirilmiş müşteri deneyimleri yoluyla pazarlama faaliyetlerini güçlendirir. Müşteri değeri ortak yaratımı, işletmelerin ve müşterilerin değer yaratımını artırmak için aktif olarak etkileşimde bulunduğu işbirlikçi bir süreçtir. Bu çalışma, YZ'nin işletmelerin pazar stratejileri ve performansı üzerindeki etkisini ortaya koymayı amaçlamaktadır. Çalışmada kullanılan veriler, Şubat 2024 ile Ocak 2025 tarihleri arasında Türkiye'deki 436 şirketin CEO'ları ve pazarlama yöneticileriyle yapılan bir anketten elde edilmiştir. Araştırmada, araştırma hipotezlerini test etmek için AMOS 19, SPSS 23.0 ve FsQCA istatistiksel yazılım paketleri kullanılmıştır. Bu çalışmada, yapısal eşitlik modellemesi (SEM) analizini karşılaştırmak için bulanık küme nitel karşılaştırmalı analizi (fsQCA) kullanılmıştır. Sonuçlar, yapay zekanın daha doğru ve etkili karar alma süreçlerini destekleyerek performansı önemli ölçüde iyileştirdiğini göstermektedir. Sonuçlar ayrıca, pazarlama yeteneklerinin, müşteri değeri ortak yaratımının ve pazar odaklılığının yapay zeka destekli pazarlama stratejilerinin şekillenmesinde kritik bir rol oynadığını vurgulamaktadır.

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