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İşletmelerin Rekabet Üstünlüğü Sağlamalarında Müşteri Değerinin Yaratılması: GSM Operatörlerinin Üniversite Öğrencilerine Sundukları Hizmet Algılamalarına Yönelik Bir Değerlendirme

Year 2008, Issue: 30, 251 - 274, 01.07.2008

Araş. Gör. İpek Savaşçı Doç. Dr. G. Nazan Günay

Abstract

Günümüz pazarlama uygulamalarında geleneksel pazarlama yaklaşımlarından, “müşteri odaklı” değer temelli pazarlama yaklaşımına geçişle birlikte, işletmelerin müşteri değeri yaratmaları rekabet üstünlüğü elde etmelerine, farklı çözüm ve uygulamaları hayata geçirebilmelerine olanak sağlamıştır. Bu açıdan değer kavramı, günümüzde işletmeler ve müşteriler açısından oldukça önem kazanan bir kavramdır. Değer temelli pazarlama yaklaşımında işletmelerin temel hedefi, müşterilerini tanımlayarak değer yaratan mal ve hizmetleri üretmeleri, uygulayacakları pazarlama stratejilerini ve faaliyetlerini müşteri için değer yaratma temeli üzerine oluşturmaları ve bu şekilde müşteri değeri yaratarak müşteri memnuniyeti sağlamalarıdır. Bu çalışmada amaç, GSM operatörlerinin üniversite öğrencilerine yönelik olarak yarattıkları müşteri değerlerinin, hedef müşterileri tarafından nasıl algılandığının incelenmesi ve bu algılamaların sonucunda GSM operatörlerinin tercih edilmesinde etki eden faktörlerin belirlenmesidir. Odak grup çalışmaları ve anket uygulaması sonucunda elde edilen sonuçlar bir model önerisi ile birlikte çalışmada sunulmuştur

Keywords

Değer Temelli Pazarlama Rekabet Müşteri Değeri

References

  • ALTUNTAŞ, Hakan; (2002), “Müşteri Değerinin Kavramsal Olarak İncelenme- si”, Pİ Dergisi, Media Cat Yayınları, 1(1), ss.60-67.
  • AYDIN, Serkan ve Gökhan ÖZER; (2005), “The Analysis of Antecedents of Customer Loyalty in the Turkish Mobile Telecommunication Mar- ket”, European Journal of Marketing, 39(7/8), ss.910-925.
  • BUTZ, Howard E. ve Jr. Leonard D. GOODSTEİN; (2000), “Measuring Customer Organizational Dynamics 24(3), ss.63-77 the Strategic Advantage”,
  • CHEN, Zhan ve Alan J, DUBİNSKY; (2003), “A Conceptual Model of Perceived Customer Value in E-Commerce: A Prelimenery Investigation”, Psychology and Marketing, 20(4), April, ss.323- 347.
  • DAHLBER, Tomi ve Niina MALLAT; (2002), “Mobile Payment Service Development: Managerial Implications of Consumer Value Perceptions”, ECIS Proceedings, Poland, ss.649-657.
  • DANİELS, Shirley; (2000), “Customer Value Management”, Work Study, 49(2), ss 67-70.
  • DOYLE, Peter; (2003), Değer Temelli Pazarlama: Şirketinizi Büyütmek ve Hissedar Değeri Yaratmak İçin Pazarlama Stratejileri, (Çev, Gülfidan Barış), Mediacat Kitapları, İstanbul.
  • EVANS, George; (2002), “Measuring and Managing Customer Value”, Work Study, 51(3), ss.134-139.
  • HUBER, Frank, Andreas HERRMANN ve Robert E, MORGAN; (2001), “Gaining Competitive Advantage Through Customer Value Oriented Management”, Journal of Consumer Marketing, 18(1), ss.41-53.
  • JENSEN, Hans Rask; (2001), “Antecedents and Consequences Of Consumer Value Assessments: Implications For Marketing Strategy And Future Research”, Journal of Retailing and Consumer Services, 8, ss.299-310.
  • KHALİFA, Azaddin Salem; (2004), “Customer Value: A Review of Recent Literature and An Integrative Configuration”, Management Decision, 42(5), ss.645-666.
  • KOTLER, Philip; (2003), Marketing Management, 11.th ed, Upper Saddle River, NJ., Prentice Hall.
  • KURTULUŞ, Kemal; (2004), Pazarlama Araştırmaları, Genişletilmiş 7, Ba- sım, Literatür Yayıncılık, İstanbul.
  • ODABAŞI, Yavuz; (2000), Satışta ve Pazarlamada Müşteri İlişkileri Yöne- timi, Sistem Yayıncılık: 236, İstanbul.
  • PARASURAMAN, A.; (1997), “Reflections on Gaining Competitive Advantage Through Customer Value”, Journal of Academy of Marketing Science, 25(2), ss.154-161.
  • PAYNE, Adrian ve Sue HOLT; (2001), “Diagnosing Customer Value: Integrating the Value Process and Relationship Marketing”, British Journal of Management, 12, ss.159-182.
  • SLATER, F. Stanley ve John C. NARVER; (2000), “Intelligence Generation and Superior Customer Value”, Journal of Academy of Marke- ting Science, 28(1), ss.120-127.
  • SWEENEY, J.C. ve, G. N. SOUTAR; (2001), “Consumer Perceived Value: The Development of Multiple Item Scale”, Journal of Retailing, 77, ss.203-220.
  • VOSS, G., Parasuraman, A. ve D. GREWAL (1998), “The Role of Price and Quality Perceptions in Pre-purchase and Post-purchase Evaluation of Services”, Journal of Marketing, 62(4), ss.46-61.
  • WALTERS, David ve Geoff LANCASTER; (1999), “Value-Based Marketing and Its Usefulness to Customers”, Management Decisions, 37(9), ss.697-708.
  • WANG, Yonggui ve Hing-Po LO; (2002), “Service Quality, Customer Satisfaction and Behavior Intentions: Evidence From China’s Telecommunication Industry”, Info, (4/6), ss.50-60.
  • WANG, Yonggui, Hing Po LO, Renyong CHİ ve Yongheng YANG; (2004), “An Integrated Framework for Customer Value and Customer- Relationship Management Performance: A Customer-Based Perspective from China”, Managing Sevice Quality, 14 (2/3), ss.169-182.
  • YAMAMOTO, Telli Gonca ve Doğan KAHRAMAN; (2002), “Bilgi Yayılımını Sağlayan Kurumlarda Müşteri Değeri ve Turkcell Örneği”, I. Ulu- sal Bilgi, Ekonomi ve Yönetim Kongresi, Hereke/İzmit, ss.789- 800.
  • ZEİTHALM, V.A.; (1988), “Consumer Perception of Price, Quality and Value: A Means-end Model and Synthesis of Evidence”, Journal of Marketing, 52(3), ss.2-22.

Year 2008, Issue: 30, 251 - 274, 01.07.2008

Araş. Gör. İpek Savaşçı Doç. Dr. G. Nazan Günay

Abstract

References

  • ALTUNTAŞ, Hakan; (2002), “Müşteri Değerinin Kavramsal Olarak İncelenme- si”, Pİ Dergisi, Media Cat Yayınları, 1(1), ss.60-67.
  • AYDIN, Serkan ve Gökhan ÖZER; (2005), “The Analysis of Antecedents of Customer Loyalty in the Turkish Mobile Telecommunication Mar- ket”, European Journal of Marketing, 39(7/8), ss.910-925.
  • BUTZ, Howard E. ve Jr. Leonard D. GOODSTEİN; (2000), “Measuring Customer Organizational Dynamics 24(3), ss.63-77 the Strategic Advantage”,
  • CHEN, Zhan ve Alan J, DUBİNSKY; (2003), “A Conceptual Model of Perceived Customer Value in E-Commerce: A Prelimenery Investigation”, Psychology and Marketing, 20(4), April, ss.323- 347.
  • DAHLBER, Tomi ve Niina MALLAT; (2002), “Mobile Payment Service Development: Managerial Implications of Consumer Value Perceptions”, ECIS Proceedings, Poland, ss.649-657.
  • DANİELS, Shirley; (2000), “Customer Value Management”, Work Study, 49(2), ss 67-70.
  • DOYLE, Peter; (2003), Değer Temelli Pazarlama: Şirketinizi Büyütmek ve Hissedar Değeri Yaratmak İçin Pazarlama Stratejileri, (Çev, Gülfidan Barış), Mediacat Kitapları, İstanbul.
  • EVANS, George; (2002), “Measuring and Managing Customer Value”, Work Study, 51(3), ss.134-139.
  • HUBER, Frank, Andreas HERRMANN ve Robert E, MORGAN; (2001), “Gaining Competitive Advantage Through Customer Value Oriented Management”, Journal of Consumer Marketing, 18(1), ss.41-53.
  • JENSEN, Hans Rask; (2001), “Antecedents and Consequences Of Consumer Value Assessments: Implications For Marketing Strategy And Future Research”, Journal of Retailing and Consumer Services, 8, ss.299-310.
  • KHALİFA, Azaddin Salem; (2004), “Customer Value: A Review of Recent Literature and An Integrative Configuration”, Management Decision, 42(5), ss.645-666.
  • KOTLER, Philip; (2003), Marketing Management, 11.th ed, Upper Saddle River, NJ., Prentice Hall.
  • KURTULUŞ, Kemal; (2004), Pazarlama Araştırmaları, Genişletilmiş 7, Ba- sım, Literatür Yayıncılık, İstanbul.
  • ODABAŞI, Yavuz; (2000), Satışta ve Pazarlamada Müşteri İlişkileri Yöne- timi, Sistem Yayıncılık: 236, İstanbul.
  • PARASURAMAN, A.; (1997), “Reflections on Gaining Competitive Advantage Through Customer Value”, Journal of Academy of Marketing Science, 25(2), ss.154-161.
  • PAYNE, Adrian ve Sue HOLT; (2001), “Diagnosing Customer Value: Integrating the Value Process and Relationship Marketing”, British Journal of Management, 12, ss.159-182.
  • SLATER, F. Stanley ve John C. NARVER; (2000), “Intelligence Generation and Superior Customer Value”, Journal of Academy of Marke- ting Science, 28(1), ss.120-127.
  • SWEENEY, J.C. ve, G. N. SOUTAR; (2001), “Consumer Perceived Value: The Development of Multiple Item Scale”, Journal of Retailing, 77, ss.203-220.
  • VOSS, G., Parasuraman, A. ve D. GREWAL (1998), “The Role of Price and Quality Perceptions in Pre-purchase and Post-purchase Evaluation of Services”, Journal of Marketing, 62(4), ss.46-61.
  • WALTERS, David ve Geoff LANCASTER; (1999), “Value-Based Marketing and Its Usefulness to Customers”, Management Decisions, 37(9), ss.697-708.
  • WANG, Yonggui ve Hing-Po LO; (2002), “Service Quality, Customer Satisfaction and Behavior Intentions: Evidence From China’s Telecommunication Industry”, Info, (4/6), ss.50-60.
  • WANG, Yonggui, Hing Po LO, Renyong CHİ ve Yongheng YANG; (2004), “An Integrated Framework for Customer Value and Customer- Relationship Management Performance: A Customer-Based Perspective from China”, Managing Sevice Quality, 14 (2/3), ss.169-182.
  • YAMAMOTO, Telli Gonca ve Doğan KAHRAMAN; (2002), “Bilgi Yayılımını Sağlayan Kurumlarda Müşteri Değeri ve Turkcell Örneği”, I. Ulu- sal Bilgi, Ekonomi ve Yönetim Kongresi, Hereke/İzmit, ss.789- 800.
  • ZEİTHALM, V.A.; (1988), “Consumer Perception of Price, Quality and Value: A Means-end Model and Synthesis of Evidence”, Journal of Marketing, 52(3), ss.2-22.
There are 24 citations in total.

Details

Primary Language Turkish
Journal Section Makaleler
Authors

Araş. Gör. İpek Savaşçı This is me

Doç. Dr. G. Nazan Günay This is me

Publication Date July 1, 2008
Published in Issue Year 2008 Issue: 30

Cite

APA Savaşçı, A. . G. . İ., & Günay, D. . D. . G. . N. (2008). İşletmelerin Rekabet Üstünlüğü Sağlamalarında Müşteri Değerinin Yaratılması: GSM Operatörlerinin Üniversite Öğrencilerine Sundukları Hizmet Algılamalarına Yönelik Bir Değerlendirme. Erciyes Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi(30), 251-274.

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