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Ürün, Müşteri ve Kullanıcı Deneyimi Odaklı Yaklaşımların Hizalanması

Year 2020, Volume: 7 Issue: 2, 12 - 27, 28.12.2020

Abstract

Bu makalede ürün, müşteri, kullanıcı odaklılığın aynı organizasyonda olması gerektiği vurgulanmaktadır. Saç ve yüz bakım sektöründe etnografik ve netnografik çalışmalar gerçekleştirilmiştir. Piyasada ürün ve marka çeşitliliğine rağmen kullanıcıların beklentilerini karşılamaktan uzaktırlar. Öte taraftan, kullanıcı deneyimi açısından Japon menşeli Platinum Vuvu istisnai kullanıcı deneyimi sunmaktadır. Kullanıcının sadece kepeklenme, yağlanma gibi saç sorunlarını çözmekle kalmamakta aynı zamanda günün yorgunluğunu ve stresini de almaktadır. Fakat gereken ürün ve müşteri hizmet desteği olmaksızın Türkiye pazarına tam giremedikleri görülmektedir. Kullanıcı deneyiminin sadece tek başına yeterli olmadığı arkasında güçlü bir organizasyon (ürün) ve marka (müşteri) desteğine ihtiyaç hissedilmektedir.

References

  • Alter, A. L., & Oppenheimer, D. M. (2008), Easy on the mind, easy on the wallet: The roles of familiarity and processing fluency in valuation judgments. Psychonomic Bulletin & Review, 15(5), 985-990.
  • Anne Kaz (2017). Platinum vuvu inceleme yorum. http://www.annekaz.com/platinum-vuvu-inceleme-yorum.html
  • Akın, M.S. (2018). Kullanıcı Deneyiminde Bağlamsal Analiz Yöntemleri: Senaryo, Görev Haritası ve Bilgi Mimarisi Oluşturmak. Ekonomi İşletme ve Maliye Araştırmaları Dergisi, 1, 1, 64 - 87
  • Akın, M S. (2019a). Kullanıcı Gerçekten Ne İster? Etnografik Metotları İle Derinlemesine Araştırma. Anadolu İktisat ve İşletme Dergisi, 3 (1), 1-25
  • Akın, M. S. (2019b). Kullanıcının bağlamının önemi ve bağlamsal sorgulama. Istanbul Management Journal, 87, 1-25.
  • Akın, M.S. (2020a). Ürün, Kullanıcı ve Müşteri Odaklı Yaklaşımların Karşılaştırılması. Pamukkale İşletme ve Bilişim Yönetimi Dergisi, 6, 35-46.
  • Akın, M. S. (2020b). Advanced Design Thinking Model For Innovation and Entrepreneurship: Ethnographic, Brainstorming, Prototyping (EBP Canvas Method). Berlin: Lambert Publishing.
  • Astebro, T. (2003). The Return to Independent Invention: Evidence of Unrealistic Optimism, Risk Seeking or Skewness Loving? The Economic Journal, 113, 484, 226-239.
  • Brown, T. (2008). Design Thinking. Harvard Business Review, 5(3), 56-65
  • Brown T. (2009). Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation. New York: Harper Business.
  • Canniford, R., (2005). Moving Shadows: Suggestions for Ethnography in Globalized Cultures. Quantitative Market Research, 8(2), 204- 218.
  • Christensen, C., Cook, S., & Hall, T. (2005) Marketing Malpractice: The Cause and the Cure. Harvard Business Review, 83(12):74-83
  • Christensen C. M., Hall, T., Dillon K., & Duncan D. S. (2016). Know Your Customers’ Jobs to Be Done. Harvard Business Review, September, 54-62.
  • Collins, J. & Porras, J. (1996). Built to Last. Harper Business
  • Cooper, R.G. (2017). Winning of the New Products: Creating Value Through Innovation. Ingram Publishers, 5th Creation.
  • Creswell J. W. & Creswell J. D. (2017). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches 5th Edition. New York: SAGE Publications, Inc.
  • Elliot, R. & Elliot N.J. (2003). Using Ethnography in Strategic Consumer Research. Qualitative Market Research. An International Journal, 6(4), 215-223.
  • Ekman, P. (2004). Emotions revealed: Understanding faces and feelings. London, UK: Phoenix.
  • Faulkner, L. (2003). Beyond the five-user assumption: Benefits of increased sample sizes in usability testing. Behavior Research Methods, Instruments, & Computers, 35, 379–383.
  • Frankl, V. (2006). Man’s Seraching for Meaning. Beacon Press
  • Gigerenzer, G. (2008). Gut feelings: Short cuts to better decision making. London, UK: Penguin Books.
  • Goddard, J. & Eccles, T. (2013). Uncommon Sense, Common Nonsense: Why Some Organizations Consistently Outperform Others Paperback. Profile Books.
  • Gourville, J. T. (2006). Eager Sellers and Stony Buyers: Understanding the Psychology of New-Product Adoption. Harvard Business Review, 84(6):98-106.
  • Hall, T. and Wengel, R. (2016). Nielsen Breakthrough Innovation Report from 2012-2016. https://www.nielsen.com/wp-content/uploads/sites/3/2019/04/nielsen-us-breakthrough-innovation-report-2015.pdf (Erişim tarihi: 16.07.2020)
  • Hounshell, D. A. (1984), From the American System to Mass Production, 1800–1932: The Development of Manufacturing Technology in the United States. Baltimore, Maryland: Johns Hopkins University Press
  • Kumar, V. (2012). 101 Design Methods: A Structured Approach for Driving Innovation in Your Organization. Chicago: Wiley.
  • Kearon, J. (2017). We Think Much Less Than We Think We Think AANA presents Reset 2017. https://www.youtube.com/watch?v=mzQ_bGVVbzw. (Erişim tarihi: 16.07.2020)
  • Kearon, J., Wood, O., & Ewing, T. (2017). System1 Unlocking Profitable Growth. System1 Group PLC. London: U.K.
  • Levitt, T. (1969). The Marketing Mode: Pathways To Corporate Growth. New York: McGraw-Hill Book Company.
  • Liedtka, J., King, A., & Bennett, K. (2014). Solving Problems With Design Thinking, New York: Columbia Business School.
  • Moisander, J., Voltanen, A. (2011). Interpretive Marketing Research: Using Ethnography In Strategic Market Development. in Lisa Penaloza; Nil Toulouse and Luca M. Vıscontı (Eds.), Marketing Management: A Cultural Perspective, First Edition, London: Routledge.
  • Nielsen, J. (2012). Intranet Usability: The Trillion-Dollar Question. www.nielsen.com (Erişim tarihi: 16.07.2020)
  • Nielsen, J. (2000). Why You Only Need to Test with 5 Users. https://www.nngroup.com/articles/why-you-only-need-to-test-with-5-users/ (Erişim tarihi: 16.07.2020)
  • Nielsen, J. (2020). How Many Test Users in a Usability Study? https://www.nngroup.com/articles/how-many-test-users/ (Erişim tarihi: 16.07.2020)
  • Porter, M. E. (1985). Competitive Advantage: Creating and Sustaining Superior Performance. New York.: Simon and Schuster.
  • PWC (2017). What’s Next? https://www.pwc.com/gx/en/ceo-survey/2017/pwc-ceo-20th-survey-report-2017.pdf (Erişim tarihi: 16.07.2020).
  • Ries A. ve Trout, J. (2001). Positioning: The Battle for Your Mind. McGraw Hill Professional
  • Stengel, J. (2011). Grow: How Ideals Power Growth and Profit at the World's Greatest Companies. Crown Business
  • Tavassoli, N. (2015). Alignment Business, Brand and Behavior. London Business School.
  • Taylor, F. W. (1911). The Principles of Scientific Management. New York, NY, USA and London, UK: Harper & Brothers,
  • Tuğçe’nin Dünyası (2017). Platinum Vuvu https://tgcenindunyasi.blogspot.com/2017/04/platinum-vuvu_20.html
  • Vuvu (2020). Vuvu Hakkında. https://www.vuvu.com.tr/blogs/2018 (Erişim tarihi: 5.01.2020)
  • Vuvu (2018). Vuvu Blog https://www.vuvu.com.tr/blogs/2018 (Erişim tarihi: 5.01.2020)
  • Wood, O. (2012). How Emotional Tugs Trump Rational Pushes: The Time Has Come To Abandon A 100-Year-Old Advertising Model. Journal of Advertising Research, 52(1), 31-39.
  • Young, I. (2015). Practical Empathy: For Collaboration and Creativity in Your Work. New York: Rosenfeld Media.
  • Zaltman, G. (2003). How Customers Think: Essential Insights into the Mind of the Markets. Boston: Harvard Business School Press.
  • Zaltman, G. & Zaltman,L. (2008). Marketing Metaphoria: What Deep Metaphors Reveal about the Minds of Consumers. Boston: Harvard Business School Press.

Alignment Product, Customer and User Experience Approaches

Year 2020, Volume: 7 Issue: 2, 12 - 27, 28.12.2020

Abstract

In this article, it is emphasized that product, customer, and user orientation should be aligned in the organization. The ethnographic and netnographic studies conducted in the hair and face care industry reveal that given the richness product and brands which are far from satisfying the users’ expectations. On the other hand, the Japanese origin Platinum Vuvu carries an excellent user experience. It not only helps the hair problems such as dandruff or grease but also relieves the weariness and stress of the day. On the other hand, without product and brand support, they cannot enter into a crowded Turkish market. There is a strong need for a strong organization (product) and brand (customer) support behind the user experience alone.

References

  • Alter, A. L., & Oppenheimer, D. M. (2008), Easy on the mind, easy on the wallet: The roles of familiarity and processing fluency in valuation judgments. Psychonomic Bulletin & Review, 15(5), 985-990.
  • Anne Kaz (2017). Platinum vuvu inceleme yorum. http://www.annekaz.com/platinum-vuvu-inceleme-yorum.html
  • Akın, M.S. (2018). Kullanıcı Deneyiminde Bağlamsal Analiz Yöntemleri: Senaryo, Görev Haritası ve Bilgi Mimarisi Oluşturmak. Ekonomi İşletme ve Maliye Araştırmaları Dergisi, 1, 1, 64 - 87
  • Akın, M S. (2019a). Kullanıcı Gerçekten Ne İster? Etnografik Metotları İle Derinlemesine Araştırma. Anadolu İktisat ve İşletme Dergisi, 3 (1), 1-25
  • Akın, M. S. (2019b). Kullanıcının bağlamının önemi ve bağlamsal sorgulama. Istanbul Management Journal, 87, 1-25.
  • Akın, M.S. (2020a). Ürün, Kullanıcı ve Müşteri Odaklı Yaklaşımların Karşılaştırılması. Pamukkale İşletme ve Bilişim Yönetimi Dergisi, 6, 35-46.
  • Akın, M. S. (2020b). Advanced Design Thinking Model For Innovation and Entrepreneurship: Ethnographic, Brainstorming, Prototyping (EBP Canvas Method). Berlin: Lambert Publishing.
  • Astebro, T. (2003). The Return to Independent Invention: Evidence of Unrealistic Optimism, Risk Seeking or Skewness Loving? The Economic Journal, 113, 484, 226-239.
  • Brown, T. (2008). Design Thinking. Harvard Business Review, 5(3), 56-65
  • Brown T. (2009). Change by Design: How Design Thinking Transforms Organizations and Inspires Innovation. New York: Harper Business.
  • Canniford, R., (2005). Moving Shadows: Suggestions for Ethnography in Globalized Cultures. Quantitative Market Research, 8(2), 204- 218.
  • Christensen, C., Cook, S., & Hall, T. (2005) Marketing Malpractice: The Cause and the Cure. Harvard Business Review, 83(12):74-83
  • Christensen C. M., Hall, T., Dillon K., & Duncan D. S. (2016). Know Your Customers’ Jobs to Be Done. Harvard Business Review, September, 54-62.
  • Collins, J. & Porras, J. (1996). Built to Last. Harper Business
  • Cooper, R.G. (2017). Winning of the New Products: Creating Value Through Innovation. Ingram Publishers, 5th Creation.
  • Creswell J. W. & Creswell J. D. (2017). Research Design: Qualitative, Quantitative, and Mixed Methods Approaches 5th Edition. New York: SAGE Publications, Inc.
  • Elliot, R. & Elliot N.J. (2003). Using Ethnography in Strategic Consumer Research. Qualitative Market Research. An International Journal, 6(4), 215-223.
  • Ekman, P. (2004). Emotions revealed: Understanding faces and feelings. London, UK: Phoenix.
  • Faulkner, L. (2003). Beyond the five-user assumption: Benefits of increased sample sizes in usability testing. Behavior Research Methods, Instruments, & Computers, 35, 379–383.
  • Frankl, V. (2006). Man’s Seraching for Meaning. Beacon Press
  • Gigerenzer, G. (2008). Gut feelings: Short cuts to better decision making. London, UK: Penguin Books.
  • Goddard, J. & Eccles, T. (2013). Uncommon Sense, Common Nonsense: Why Some Organizations Consistently Outperform Others Paperback. Profile Books.
  • Gourville, J. T. (2006). Eager Sellers and Stony Buyers: Understanding the Psychology of New-Product Adoption. Harvard Business Review, 84(6):98-106.
  • Hall, T. and Wengel, R. (2016). Nielsen Breakthrough Innovation Report from 2012-2016. https://www.nielsen.com/wp-content/uploads/sites/3/2019/04/nielsen-us-breakthrough-innovation-report-2015.pdf (Erişim tarihi: 16.07.2020)
  • Hounshell, D. A. (1984), From the American System to Mass Production, 1800–1932: The Development of Manufacturing Technology in the United States. Baltimore, Maryland: Johns Hopkins University Press
  • Kumar, V. (2012). 101 Design Methods: A Structured Approach for Driving Innovation in Your Organization. Chicago: Wiley.
  • Kearon, J. (2017). We Think Much Less Than We Think We Think AANA presents Reset 2017. https://www.youtube.com/watch?v=mzQ_bGVVbzw. (Erişim tarihi: 16.07.2020)
  • Kearon, J., Wood, O., & Ewing, T. (2017). System1 Unlocking Profitable Growth. System1 Group PLC. London: U.K.
  • Levitt, T. (1969). The Marketing Mode: Pathways To Corporate Growth. New York: McGraw-Hill Book Company.
  • Liedtka, J., King, A., & Bennett, K. (2014). Solving Problems With Design Thinking, New York: Columbia Business School.
  • Moisander, J., Voltanen, A. (2011). Interpretive Marketing Research: Using Ethnography In Strategic Market Development. in Lisa Penaloza; Nil Toulouse and Luca M. Vıscontı (Eds.), Marketing Management: A Cultural Perspective, First Edition, London: Routledge.
  • Nielsen, J. (2012). Intranet Usability: The Trillion-Dollar Question. www.nielsen.com (Erişim tarihi: 16.07.2020)
  • Nielsen, J. (2000). Why You Only Need to Test with 5 Users. https://www.nngroup.com/articles/why-you-only-need-to-test-with-5-users/ (Erişim tarihi: 16.07.2020)
  • Nielsen, J. (2020). How Many Test Users in a Usability Study? https://www.nngroup.com/articles/how-many-test-users/ (Erişim tarihi: 16.07.2020)
  • Porter, M. E. (1985). Competitive Advantage: Creating and Sustaining Superior Performance. New York.: Simon and Schuster.
  • PWC (2017). What’s Next? https://www.pwc.com/gx/en/ceo-survey/2017/pwc-ceo-20th-survey-report-2017.pdf (Erişim tarihi: 16.07.2020).
  • Ries A. ve Trout, J. (2001). Positioning: The Battle for Your Mind. McGraw Hill Professional
  • Stengel, J. (2011). Grow: How Ideals Power Growth and Profit at the World's Greatest Companies. Crown Business
  • Tavassoli, N. (2015). Alignment Business, Brand and Behavior. London Business School.
  • Taylor, F. W. (1911). The Principles of Scientific Management. New York, NY, USA and London, UK: Harper & Brothers,
  • Tuğçe’nin Dünyası (2017). Platinum Vuvu https://tgcenindunyasi.blogspot.com/2017/04/platinum-vuvu_20.html
  • Vuvu (2020). Vuvu Hakkında. https://www.vuvu.com.tr/blogs/2018 (Erişim tarihi: 5.01.2020)
  • Vuvu (2018). Vuvu Blog https://www.vuvu.com.tr/blogs/2018 (Erişim tarihi: 5.01.2020)
  • Wood, O. (2012). How Emotional Tugs Trump Rational Pushes: The Time Has Come To Abandon A 100-Year-Old Advertising Model. Journal of Advertising Research, 52(1), 31-39.
  • Young, I. (2015). Practical Empathy: For Collaboration and Creativity in Your Work. New York: Rosenfeld Media.
  • Zaltman, G. (2003). How Customers Think: Essential Insights into the Mind of the Markets. Boston: Harvard Business School Press.
  • Zaltman, G. & Zaltman,L. (2008). Marketing Metaphoria: What Deep Metaphors Reveal about the Minds of Consumers. Boston: Harvard Business School Press.
There are 47 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Research Articles
Authors

Mustafa Şeref Akın 0000-0002-1850-9118

Publication Date December 28, 2020
Published in Issue Year 2020 Volume: 7 Issue: 2

Cite

APA Akın, M. Ş. (2020). Ürün, Müşteri ve Kullanıcı Deneyimi Odaklı Yaklaşımların Hizalanması. Pamukkale Üniversitesi İşletme Araştırmaları Dergisi, 7(2), 12-27.

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