Yapay Zekâ Destekli Ürünlerde Müşteri Deneyimi Nasıl Ölçülür? Türkiye’ye Özgü Bir Ölçek Uyarlaması

Year 2025, Volume: 6 Issue: 1, 119 - 146, 26.03.2025

Arif Tuncal

https://doi.org/10.54733/smar.1602880

Abstract

Yapay zekâ, müşteri deneyimlerini kişiselleştirmek ve yenilikçi hizmetler sunmak amacıyla günümüzde ticari ürünlerin yaygın bir özelliği haline gelmektedir. Ancak, hızla gelişen yapay zekâ destekli ürünler bağlamında müşteri deneyimini ölçmeye yönelik ulusal literatürde uygun bir ölçme aracına rastlanılmamıştır. Bu çalışma Yapay Zekâ Destekli Ürünlerde Müşteri Deneyimi Ölçeğinin Türkçeye uyarlanmasını amaçlamaktadır. Özgün ölçek, beş boyutta gruplanan 18 maddeden oluşmaktadır. Ölçeğin geçerliliği ve güvenirliği teknoloji yoğun bir sektör olan havacılık bağlamında incelenmiştir. Çalışma kapsamında, yapay zekâ destekli ürünlerle deneyimi olan 539 havayolu yolcusundan elde edilen veriler analiz edilmiştir. Yapılan analizler sonucunda, antropomorfik deneyim boyutunun istatistiksel olarak anlamlı olmadığı belirlenmiş ve ölçek yapısından çıkarılmıştır. Ölçek veri toplama, sınıflandırma, yetkilendirme, sosyal deneyim olmak üzere dört boyutlu ve 15 maddeli olarak Türkçeye uyarlanmıştır. Uyarlanan ölçeğin, bireylerin yapay zekâ destekli ürünler bağlamındaki müşteri deneyimlerini değerlendirmede geçerli ve güvenilir bir ölçüm aracı olduğu ortaya konulmuştur.

Keywords

havacılık, müşteri deneyimi, ölçek uyarlama, yapay zekâ, yapay zekâ destekli ürünler

How to Measure Customer Experience in AI-Enabled Products? A Scale Adaptation for the Turkish Context

Abstract

Artificial intelligence is now a common feature of commercial products, with the objective of personalizing customer experiences and delivering innovative services. Nevertheless, no appropriate instrument for assessing customer experience in the context of AI-enabled products has been identified in the national literature. The aim of the study was to adapt the customer experience scale for AI-enabled products into Turkish. The original scale comprises 18 items, which are grouped into five dimensions. The scale was evaluated for its validity and reliability within the context of the aviation sector, which is a technology-intensive industry. The data were collected from a sample of 539 airline passengers who had experience using AI-enabled products. Following the analyses, the anthropomorphic experience dimension was found to be statistically insignificant and removed from the structure. The scale was adapted into Turkish with four dimensions -data capture, classification, delegation, and social experience- comprising 15 items. The findings indicated that the adapted scale is a valid and reliable instrument for evaluating customer experiences with AI-enabled products.

Keywords

aviation, customer experience, scale adaptation, artificial intelligence, AI-enabled products

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