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Tüketici Ataleti Dinamiği Üzerine Bir İnceleme

Year 2023, Volume: 8 Issue: 22, 990 - 1002, 28.10.2023
https://doi.org/10.25204/iktisad.1347643

Abstract

Atalet kavramı birçok disiplinle bağlantılı olmasına ve literatürde yoğun çalışılmasına rağmen çok iyi anlaşılamamıştır. Bu çalışmada atalet kavramı, tüketici davranışı ve pazarlama disiplini açısından incelenmektedir. Bu bağlamda, güncel literatüre dayanarak tüketici ataleti ile ilgili diğer benzer kavramlara da değinilmiş ve konu ayrıntılı bir şekilde incelenmiştir. Çalışmada, tüketici ataleti gibi soyut bir kavramın nasıl ölçülebileceği ve modellenebileceği literatür ışığında sunulmuştur. Araştırma bulguları, tüketici ataleti ve ilişkili kavramlara yönelik kavram karmaşasının devam ettiğini göstermektedir. Buna ek olarak, tüketici ataletinin ülke ekonomisi ve ilişkili sektörlerin büyümesi ve yenilikçilik için kritik öneme sahip olduğu tespit edilmiştir. Ayrıca, işletmelerin tüketici ataleti kavramını müşteri sadakatiyle karıştırabilecekleri de ortaya konmuştur. Çalışmanın sonucunda, elde edilen bulgular ışığında araştırma sonuçları değerlendirilmiş ve gelecek çalışmalar için öneriler sunulmuştur. Çalışmanın, farklı sektörlerde ampirik çalışma yapacak olan araştırmacılara detaylı bir perspektif sunacağı düşünülmektedir.

References

  • Arthur, W. B. (2021). Foundations of complexity economics. Nature Reviews Physics, 3(2), 136-145. https://doi.org/10.1038/s42254-020-00273-3
  • Calvo-Porral, C., ve Lévy-Mangin, J. P. (2015). Switching behavior and customer satisfaction in mobile services: Analyzing virtual and traditional operators. Computers in Human Behavior, 49, 532-540. https://doi.org/10.1016/j.chb.2015.03.057
  • Carter, L., Gray, D., D'Alessandro, S., ve Johnson, L. (2016). The “I love to hate them” relationship with cell phone service providers: The role of customer inertia and anger. Services Marketing Quarterly, 37(4), 225-240. https://doi.org/10.1080/15332969.2016.1217680
  • Colgate, M., ve Lang, B. (2001). Switching barriers in consumer markets: an investigation of the financial services industry. Journal of Consumer Marketing, 18(4), 332-347. https://doi.org/10.1108/07363760110393001
  • Cui, R., Xin, S., ve Li, Z. (2021). Interrogating and redefining the concept of consumer inertia. Journal of Consumer Behaviour, 20(1), 21-31. https://doi.org/10.1002/cb.1849
  • Drake, C., Ryan, C., ve Dowd, B. (2022). Sources of inertia in the individual health insurance market. Journal of Public Economics, 208, 104622. https://doi.org/10.1016/j.jpubeco.2022.104622
  • DT (2023). Deutsche Telekom's Q2 2023 investor conference https://www.youtube.com/watch?v=JnCfBzLpDno
  • Erdoğan, M. R., Camgöz, S. M., Karan, M. B., ve Berument, M. H. (2022). The switching behavior of large-scale electricity consumers in the Turkish electricity retail market. Energy Policy, 160, 112701. https://doi.org/10.1016/j.enpol.2021.112701
  • Fishman, A., ve Rob, R. (2003). Consumer inertia, firm growth and industry dynamics. Journal of Economic theory, 109(1), 24-38. https://doi.org/10.1016/S0022-0531(02)00035-2
  • García-Mariñoso, B., ve Suárez, D. (2019). Switching mobile operators: Evidence about consumers’ behavior from a longitudinal survey. Telecommunications Policy, 43(5), 426-433. https://doi.org/10.1016/j.telpol.2018.12.001
  • Gärling, T., Gamble, A., ve Juliusson, E. A. (2008). Consumers' switching inertia in a fictitious electricity market. International Journal of Consumer Studies, 32(6), 613-618. https://doi.org/10.1111/j.1470-6431.2008.00728.x
  • Genakos, C., Roumanias, C., ve Valletti, T. (2023). Is having an expert “friend” enough? An analysis of consumer switching behavior in mobile telephony. Journal of Economic Behavior & Organization, 213, 359-372. https://doi.org/10.1016/j.jebo.2023.07.004
  • Gray, D. M., D’Alessandro, S., Johnson, L. W., ve Carter, L. (2017). Inertia in services: causes and consequences for switching. Journal of Services Marketing. https://doi.org/10.1108/JSM-12-2014-0408
  • Heiss, F., Ornaghi, C., ve Tonin, M. (2023). Inattention matters: An analysis of consumers’ inaction in choosing a water tariff. Journal of the European Economic Association, 21 (4), 1686–1719. https://doi.org/10.1093/jeea/jvac073
  • Henderson, C. M., Steinhoff, L., Harmeling, C. M. ve Palmatier, R. W. (2021). Customer inertia marketing. Journal of the Academy of Marketing Science, 49(2), 350-373. https://doi.org/10.1007/s11747-020-00744-0
  • Kalkan, P. K., ve Aladağ, Ö. F. (2021). Stratejik yönelim ve işletme performansı: Bir literatür taraması. Kafkas Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 12(23), 592-620. https://doi.org/10.36543/kauiibfd.2021.025
  • Kim, M. K., Park, M. C., Lee, D. H., ve Park, J. H. (2019). Determinants of subscriptions to communications service bundles and their effects on customer retention in Korea. Telecommunications Policy, 43(9), 101792. https://doi.org/10.1016/j.telpol.2018.10.005
  • Klemperer, P. (1995). Competition when consumers have switching costs: An overview with applications to industrial organization, macroeconomics, and international trade. The Review of Economic Studies, 62(4), 515-539. https://doi.org/10.2307/2298075
  • Kuo, Y. F., Hu, T. L., ve Yang, S. C. (2013). Effects of inertia and satisfaction in female online shoppers on repeat‐purchase intention: The moderating roles of word‐of‐mouth and alternative attraction. Managing Service Quality: An International Journal, 23(3), 168-187. https://doi.org/10.1108/09604521311312219
  • Lee, R., ve Neale, L. (2012). Interactions and consequences of inertia and switching costs. Journal of Services Marketing, 26(5), 365-374. https://doi.org/10.1108/08876041211245281
  • Li, Z., Long, M., Huang, S., Duan, Z., Hu, Y., ve Cui, R. (2023). Effects of inertia and switching costs on customer retention: a study of budget hotels in China. International Journal of Contemporary Hospitality Management, 35(3), 1030-1050. https://doi.org/10.1108/IJCHM-09-2021-1074
  • Loh, X. M., Lee, V. H., Tan, G. W. H., Ooi, K. B., ve Dwivedi, Y. K. (2021). Switching from cash to mobile payment: what's the hold-up?. Internet Research, 31(1), 376-399. https://doi.org/10.1108/INTR-04-2020-0175
  • Lunn, P. D., ve Lyons, S. (2018). Consumer switching intentions for telecoms services: evidence from Ireland. Heliyon, 4(5). doi: 10.1016/j.heliyon.2018.e00618
  • Miller, K. M., Sahni, N. S., ve Strulov-Shlain, A. (2023). Sophisticated consumers with inertia: Long-term implications from a large-scale field experiment. SSRN Electron. J., 4065098. http://dx.doi.org/10.2139/ssrn.4065098
  • Moradi, E., Jafari, S. M., Doorbash, Z. M., ve Mirzaei, A. (2021). Impact of organizational inertia on business model innovation, open innovation and corporate performance. Asia Pacific Management Review, 26(4), 171-179. https://doi.org/10.1016/j.apmrv.2021.01.003
  • Ofcom (2019). Qualitative research: Consumer engagement in fixed broadband. https://www.ofcom.org.uk/__data/assets/pdf_file/0018/168210/qualitative-research-engagement-fixed-broadband.pdf
  • Polites, G. L., ve Karahanna, E. (2012). Shackled to the status quo: The inhibiting effects of incumbent system habit, switching costs, and inertia on new system acceptance. MIS Quarterly, 21-42. https://doi.org/10.2307/41410404
  • Power, D. J., Cyphert, D., ve Roth, R. M. (2019). Analytics, bias, and evidence: the quest for rational decision making. Journal of Decision Systems, 28(2), 120-137. https://doi.org/10.1080/12460125.2019.1623534
  • Roetzel, P. G. (2019). Information overload in the information age: a review of the literature from business administration, business psychology, and related disciplines with a bibliometric approach and framework development. Business Research, 12(2), 479-522. https://doi.org/10.1007/s40685-018-0069-z
  • Samuelson, W., ve Zeckhauser, R. (1988). Status quo bias in decision making. Journal of Risk and Uncertainty, 1, 7-59. https://doi.org/10.1007/BF00055564
  • Sánchez, B. U., ve Asimakopoulos, G. (2012). Regulation and competition in the European mobile communications industry: An examination of the implementation of mobile number portability. Telecommunications Policy, 36(3), 187-196. https://doi.org/10.1016/j.telpol.2011.12.008
  • Seth, H., Talwar, S., Bhatia, A., Saxena, A., ve Dhir, A. (2020). Consumer resistance and inertia of retail investors: Development of the resistance adoption inertia continuance (RAIC) framework. Journal of Retailing and Consumer Services, 55, 102071. https://doi.org/10.1016/j.jretconser.2020.102071
  • Somosi, A., Stiassny, A., Kolos, K., ve Warlop, L. (2021). Customer defection due to service elimination and post-elimination customer behavior: An empirical investigation in telecommunications. International Journal of Research in Marketing, 38(4), 915-934. https://doi.org/10.1016/j.ijresmar.2021.03.003
  • Üner, M. M., Güven, F., ve Çavuşgil, S. T. (2015). Bundling of telecom offerings: An empirical investigation in the Turkish market. Telecommunications Policy, 39(1), 53-64. https://doi.org/10.1016/j.telpol.2014.12.004
  • White, L. ve Yanamandram, V. (2004). Why customers stay: reasons and consequences of inertia in financial services. Managing Service Quality, 14, 183-194. https://doi.org/10.1108/09604520410528608
  • Wieringa, J. E., ve Verhoef, P. C. (2007). Understanding customer switching behavior in a liberalizing service market: an exploratory study. Journal of Service Research, 10(2), 174-186. https://doi.org/10.1177/1094670507306686
  • Wikipedia (2023). Newton'un hareket yasaları. Erişim tarihi 13.14, Ağustos 15, 2023 url:https://tr.wikipedia.org/w/index.php?title=Newton%27un_hareket_yasalar%C4%B1&oldid=29695160.
  • Xavier, P., ve Ypsilanti, D. (2008). Switching costs and consumer behaviour: implications for telecommunications regulation. info, 10(4), 13-29. https://doi.org/10.1108/14636690810887517
  • Yanamandram, V., ve White, L. (2006). Switching barriers in business-to-business services: a qualitative study. International Journal of Service Industry Management, 17(2), 158-192. https://doi.org/10.1108/09564230610656980
  • Yanamandram, V., ve White, L. (2010). Are inertia and calculative commitment distinct constructs? An empirical study in the financial services sector. International Journal of Bank Marketing, 28(7), 569-584. https://doi.org/10.1108/02652321011085202

An Examination on the Dynamics of Consumer Inertia

Year 2023, Volume: 8 Issue: 22, 990 - 1002, 28.10.2023
https://doi.org/10.25204/iktisad.1347643

Abstract

Despite its frequent exploration across various disciplines and extensive coverage in the literature, the concept of inertia remains inadequately comprehended. This study undertakes an exploration of the notion of inertia, specifically within the realms of consumer behavior and marketing. Within this context, the study also references analogous concepts linked to consumer inertia as elucidated in contemporary literature, subjecting them to comprehensive examination. Moreover, this research endeavors to illustrate how an abstract concept like consumer inertia can be quantified and conceptualized, drawing upon insights from existing scholarly works. The research findings indicate that the confusion regarding the concept of consumer inertia and related concepts continues. Additionally, it is important to emphasize that consumer inertia plays a pivotal role in shaping a country's economy and influencing the growth and innovation within associated industries. Moreover, it is worth noting that businesses often conflate the concept of consumer inertia with customer loyalty. In conclusion, at the culmination of this study, the research findings are critically assessed in relation to the discovered insights, and suggestions for future research directions are put forth. It is anticipated that this study will offer a comprehensive viewpoint to researchers engaged in empirical investigations across diverse sectors.

References

  • Arthur, W. B. (2021). Foundations of complexity economics. Nature Reviews Physics, 3(2), 136-145. https://doi.org/10.1038/s42254-020-00273-3
  • Calvo-Porral, C., ve Lévy-Mangin, J. P. (2015). Switching behavior and customer satisfaction in mobile services: Analyzing virtual and traditional operators. Computers in Human Behavior, 49, 532-540. https://doi.org/10.1016/j.chb.2015.03.057
  • Carter, L., Gray, D., D'Alessandro, S., ve Johnson, L. (2016). The “I love to hate them” relationship with cell phone service providers: The role of customer inertia and anger. Services Marketing Quarterly, 37(4), 225-240. https://doi.org/10.1080/15332969.2016.1217680
  • Colgate, M., ve Lang, B. (2001). Switching barriers in consumer markets: an investigation of the financial services industry. Journal of Consumer Marketing, 18(4), 332-347. https://doi.org/10.1108/07363760110393001
  • Cui, R., Xin, S., ve Li, Z. (2021). Interrogating and redefining the concept of consumer inertia. Journal of Consumer Behaviour, 20(1), 21-31. https://doi.org/10.1002/cb.1849
  • Drake, C., Ryan, C., ve Dowd, B. (2022). Sources of inertia in the individual health insurance market. Journal of Public Economics, 208, 104622. https://doi.org/10.1016/j.jpubeco.2022.104622
  • DT (2023). Deutsche Telekom's Q2 2023 investor conference https://www.youtube.com/watch?v=JnCfBzLpDno
  • Erdoğan, M. R., Camgöz, S. M., Karan, M. B., ve Berument, M. H. (2022). The switching behavior of large-scale electricity consumers in the Turkish electricity retail market. Energy Policy, 160, 112701. https://doi.org/10.1016/j.enpol.2021.112701
  • Fishman, A., ve Rob, R. (2003). Consumer inertia, firm growth and industry dynamics. Journal of Economic theory, 109(1), 24-38. https://doi.org/10.1016/S0022-0531(02)00035-2
  • García-Mariñoso, B., ve Suárez, D. (2019). Switching mobile operators: Evidence about consumers’ behavior from a longitudinal survey. Telecommunications Policy, 43(5), 426-433. https://doi.org/10.1016/j.telpol.2018.12.001
  • Gärling, T., Gamble, A., ve Juliusson, E. A. (2008). Consumers' switching inertia in a fictitious electricity market. International Journal of Consumer Studies, 32(6), 613-618. https://doi.org/10.1111/j.1470-6431.2008.00728.x
  • Genakos, C., Roumanias, C., ve Valletti, T. (2023). Is having an expert “friend” enough? An analysis of consumer switching behavior in mobile telephony. Journal of Economic Behavior & Organization, 213, 359-372. https://doi.org/10.1016/j.jebo.2023.07.004
  • Gray, D. M., D’Alessandro, S., Johnson, L. W., ve Carter, L. (2017). Inertia in services: causes and consequences for switching. Journal of Services Marketing. https://doi.org/10.1108/JSM-12-2014-0408
  • Heiss, F., Ornaghi, C., ve Tonin, M. (2023). Inattention matters: An analysis of consumers’ inaction in choosing a water tariff. Journal of the European Economic Association, 21 (4), 1686–1719. https://doi.org/10.1093/jeea/jvac073
  • Henderson, C. M., Steinhoff, L., Harmeling, C. M. ve Palmatier, R. W. (2021). Customer inertia marketing. Journal of the Academy of Marketing Science, 49(2), 350-373. https://doi.org/10.1007/s11747-020-00744-0
  • Kalkan, P. K., ve Aladağ, Ö. F. (2021). Stratejik yönelim ve işletme performansı: Bir literatür taraması. Kafkas Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 12(23), 592-620. https://doi.org/10.36543/kauiibfd.2021.025
  • Kim, M. K., Park, M. C., Lee, D. H., ve Park, J. H. (2019). Determinants of subscriptions to communications service bundles and their effects on customer retention in Korea. Telecommunications Policy, 43(9), 101792. https://doi.org/10.1016/j.telpol.2018.10.005
  • Klemperer, P. (1995). Competition when consumers have switching costs: An overview with applications to industrial organization, macroeconomics, and international trade. The Review of Economic Studies, 62(4), 515-539. https://doi.org/10.2307/2298075
  • Kuo, Y. F., Hu, T. L., ve Yang, S. C. (2013). Effects of inertia and satisfaction in female online shoppers on repeat‐purchase intention: The moderating roles of word‐of‐mouth and alternative attraction. Managing Service Quality: An International Journal, 23(3), 168-187. https://doi.org/10.1108/09604521311312219
  • Lee, R., ve Neale, L. (2012). Interactions and consequences of inertia and switching costs. Journal of Services Marketing, 26(5), 365-374. https://doi.org/10.1108/08876041211245281
  • Li, Z., Long, M., Huang, S., Duan, Z., Hu, Y., ve Cui, R. (2023). Effects of inertia and switching costs on customer retention: a study of budget hotels in China. International Journal of Contemporary Hospitality Management, 35(3), 1030-1050. https://doi.org/10.1108/IJCHM-09-2021-1074
  • Loh, X. M., Lee, V. H., Tan, G. W. H., Ooi, K. B., ve Dwivedi, Y. K. (2021). Switching from cash to mobile payment: what's the hold-up?. Internet Research, 31(1), 376-399. https://doi.org/10.1108/INTR-04-2020-0175
  • Lunn, P. D., ve Lyons, S. (2018). Consumer switching intentions for telecoms services: evidence from Ireland. Heliyon, 4(5). doi: 10.1016/j.heliyon.2018.e00618
  • Miller, K. M., Sahni, N. S., ve Strulov-Shlain, A. (2023). Sophisticated consumers with inertia: Long-term implications from a large-scale field experiment. SSRN Electron. J., 4065098. http://dx.doi.org/10.2139/ssrn.4065098
  • Moradi, E., Jafari, S. M., Doorbash, Z. M., ve Mirzaei, A. (2021). Impact of organizational inertia on business model innovation, open innovation and corporate performance. Asia Pacific Management Review, 26(4), 171-179. https://doi.org/10.1016/j.apmrv.2021.01.003
  • Ofcom (2019). Qualitative research: Consumer engagement in fixed broadband. https://www.ofcom.org.uk/__data/assets/pdf_file/0018/168210/qualitative-research-engagement-fixed-broadband.pdf
  • Polites, G. L., ve Karahanna, E. (2012). Shackled to the status quo: The inhibiting effects of incumbent system habit, switching costs, and inertia on new system acceptance. MIS Quarterly, 21-42. https://doi.org/10.2307/41410404
  • Power, D. J., Cyphert, D., ve Roth, R. M. (2019). Analytics, bias, and evidence: the quest for rational decision making. Journal of Decision Systems, 28(2), 120-137. https://doi.org/10.1080/12460125.2019.1623534
  • Roetzel, P. G. (2019). Information overload in the information age: a review of the literature from business administration, business psychology, and related disciplines with a bibliometric approach and framework development. Business Research, 12(2), 479-522. https://doi.org/10.1007/s40685-018-0069-z
  • Samuelson, W., ve Zeckhauser, R. (1988). Status quo bias in decision making. Journal of Risk and Uncertainty, 1, 7-59. https://doi.org/10.1007/BF00055564
  • Sánchez, B. U., ve Asimakopoulos, G. (2012). Regulation and competition in the European mobile communications industry: An examination of the implementation of mobile number portability. Telecommunications Policy, 36(3), 187-196. https://doi.org/10.1016/j.telpol.2011.12.008
  • Seth, H., Talwar, S., Bhatia, A., Saxena, A., ve Dhir, A. (2020). Consumer resistance and inertia of retail investors: Development of the resistance adoption inertia continuance (RAIC) framework. Journal of Retailing and Consumer Services, 55, 102071. https://doi.org/10.1016/j.jretconser.2020.102071
  • Somosi, A., Stiassny, A., Kolos, K., ve Warlop, L. (2021). Customer defection due to service elimination and post-elimination customer behavior: An empirical investigation in telecommunications. International Journal of Research in Marketing, 38(4), 915-934. https://doi.org/10.1016/j.ijresmar.2021.03.003
  • Üner, M. M., Güven, F., ve Çavuşgil, S. T. (2015). Bundling of telecom offerings: An empirical investigation in the Turkish market. Telecommunications Policy, 39(1), 53-64. https://doi.org/10.1016/j.telpol.2014.12.004
  • White, L. ve Yanamandram, V. (2004). Why customers stay: reasons and consequences of inertia in financial services. Managing Service Quality, 14, 183-194. https://doi.org/10.1108/09604520410528608
  • Wieringa, J. E., ve Verhoef, P. C. (2007). Understanding customer switching behavior in a liberalizing service market: an exploratory study. Journal of Service Research, 10(2), 174-186. https://doi.org/10.1177/1094670507306686
  • Wikipedia (2023). Newton'un hareket yasaları. Erişim tarihi 13.14, Ağustos 15, 2023 url:https://tr.wikipedia.org/w/index.php?title=Newton%27un_hareket_yasalar%C4%B1&oldid=29695160.
  • Xavier, P., ve Ypsilanti, D. (2008). Switching costs and consumer behaviour: implications for telecommunications regulation. info, 10(4), 13-29. https://doi.org/10.1108/14636690810887517
  • Yanamandram, V., ve White, L. (2006). Switching barriers in business-to-business services: a qualitative study. International Journal of Service Industry Management, 17(2), 158-192. https://doi.org/10.1108/09564230610656980
  • Yanamandram, V., ve White, L. (2010). Are inertia and calculative commitment distinct constructs? An empirical study in the financial services sector. International Journal of Bank Marketing, 28(7), 569-584. https://doi.org/10.1108/02652321011085202
There are 40 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Review Papers
Authors

Faruk Güven 0000-0002-2440-585X

Early Pub Date October 25, 2023
Publication Date October 28, 2023
Submission Date August 21, 2023
Published in Issue Year 2023 Volume: 8 Issue: 22

Cite

APA Güven, F. (2023). Tüketici Ataleti Dinamiği Üzerine Bir İnceleme. İktisadi İdari Ve Siyasal Araştırmalar Dergisi, 8(22), 990-1002. https://doi.org/10.25204/iktisad.1347643
AMA Güven F. Tüketici Ataleti Dinamiği Üzerine Bir İnceleme. JEBUPOR. October 2023;8(22):990-1002. doi:10.25204/iktisad.1347643
Chicago Güven, Faruk. “Tüketici Ataleti Dinamiği Üzerine Bir İnceleme”. İktisadi İdari Ve Siyasal Araştırmalar Dergisi 8, no. 22 (October 2023): 990-1002. https://doi.org/10.25204/iktisad.1347643.
EndNote Güven F (October 1, 2023) Tüketici Ataleti Dinamiği Üzerine Bir İnceleme. İktisadi İdari ve Siyasal Araştırmalar Dergisi 8 22 990–1002.
IEEE F. Güven, “Tüketici Ataleti Dinamiği Üzerine Bir İnceleme”, JEBUPOR, vol. 8, no. 22, pp. 990–1002, 2023, doi: 10.25204/iktisad.1347643.
ISNAD Güven, Faruk. “Tüketici Ataleti Dinamiği Üzerine Bir İnceleme”. İktisadi İdari ve Siyasal Araştırmalar Dergisi 8/22 (October 2023), 990-1002. https://doi.org/10.25204/iktisad.1347643.
JAMA Güven F. Tüketici Ataleti Dinamiği Üzerine Bir İnceleme. JEBUPOR. 2023;8:990–1002.
MLA Güven, Faruk. “Tüketici Ataleti Dinamiği Üzerine Bir İnceleme”. İktisadi İdari Ve Siyasal Araştırmalar Dergisi, vol. 8, no. 22, 2023, pp. 990-1002, doi:10.25204/iktisad.1347643.
Vancouver Güven F. Tüketici Ataleti Dinamiği Üzerine Bir İnceleme. JEBUPOR. 2023;8(22):990-1002.