The Effect of Mobile Applications of Supermarket Chains on Corporate Reputation: Evaluation with Sentiment Analysis and Text Mining Methods

Year 2025, Volume: 16 Issue: 45, 177 - 193, 28.02.2025

Fatma Yiğit Açıkgöz , Mehmet Kayakuş

https://doi.org/10.21076/vizyoner.1505641

Abstract

Corporate reputation is a concept that expresses how an organisation is perceived and evaluated by all its stakeholders. A brand with a strong corporate reputation is perceived as reliable, reputable, and successful. Corporate reputation affects the brand's relationships with various stakeholders such as customers, business partners, employees, and society. In the study, the impact of mobile applications of supermarket chains on corporate reputation is analysed and evaluated through the opinions of customers using these applications. The study analyses how factors such as ease of use, functionality, customer satisfaction, and reliability of mobile applications shape the overall reputation of supermarket chains. To make this evaluation, hypotheses are developed to determine whether there is a significant relationship between corporate reputation and customer satisfaction with mobile applications, and hypotheses are tested with appropriate analysis methods. In this process, the data obtained from customer comments are analysed, and the focus is on reaching reliable and scientific results. In line with the feedback of the participants, it is determined that the user-friendliness and smooth operation of mobile applications positively affect corporate reputation by increasing customer satisfaction. In addition, it is determined that technical problems in applications or inadequacies in customer services may damage the reputation of the organisation. The study findings reveal that investments made by supermarket chains in their mobile applications and the performance of these applications have a significant impact on corporate reputation. It is recommended that organizations enhance customer experience and improve application quality to foster customer loyalty and strengthen their corporate reputation

Keywords

Reputation, Public Relations, Sentiment Analysis, Text Mining

Süpermarket Zincirlerinin Mobil Uygulamalarının Kurumsal İtibarına Etkisi: Duygu Analizi ve Metin Madenciliği Yöntemleriyle Değerlendirme

Abstract

Kurumsal itibar, bir kurumun tüm paydaşları tarafından nasıl algılandığını ve değerlendirildiğini ifade eden bir kavramdır. Güçlü bir kurumsal itibara sahip bir marka güvenilir, saygın ve başarılı olarak algılanır. Kurumsal itibar, markanın müşteriler, iş ortakları, çalışanlar ve toplum gibi çeşitli paydaşlarla ilişkilerini etkiler. Bu çalışmada, süpermarket zincirlerinin mobil uygulamalarının kurumsal itibara olan etkisi, bu uygulamaları kullanan müşterilerin görüşleri üzerinden analiz edilerek değerlendirilmiştir. Araştırmada, mobil uygulamaların kullanım kolaylığı, işlevselliği, müşteri memnuniyeti ve güvenilirlik gibi faktörlerin, süpermarket zincirlerinin genel itibarını nasıl şekillendirdiği incelenmiştir. Bu değerlendirmeyi yapabilmek için, kurumsal itibar ile mobil uygulamaya ilişkin müşteri memnuniyeti arasında anlamlı ilişki olup olmadığını belirlemek amacıyla hipotezler geliştirilmiş ve hipotezler uygun analiz yöntemleriyle test edilmiştir. Bu süreçte, müşteri yorumlarından elde edilen veriler analiz edilerek güvenilir ve bilimsel sonuçlara ulaşılmasına odaklanılmıştır. Katılımcıların geri bildirimleri doğrultusunda, mobil uygulamaların kullanıcı dostu olması ve sorunsuz çalışması, müşteri memnuniyetini artırarak kurumsal itibarı olumlu yönde etkilediği tespit edilmiştir. Bunun yanında, uygulamalarda yaşanan teknik aksaklıklar veya müşteri hizmetlerindeki yetersizliklerin, kurum itibarını zedeleyebileceği belirlenmiştir. Çalışma sonucunda, süpermarket zincirlerinin mobil uygulamalarına yaptıkları yatırımların ve bu uygulamaların performansının, kurumsal itibar üzerinde önemli etkisi olduğu ortaya konmuştur. Kurumlara, müşteri deneyimini iyileştirerek ve uygulama kalitesini artırarak hem müşteri sadakatini sağlayabilecekleri hem de kurumsal itibarlarını güçlendirebilecekleri önerisinde bulunulmaktadır.

Keywords

İtibar, Halkla İlişkiler, Duygu Analizi, Metin Madenciliği

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