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Titiz Müşteri Ölçeğinin Türkçe Diline Uyarlanması: Geçerlilik ve Güvenirlik Çalışması

Yıl 2024, Cilt: 26 Sayı: 3, 1181 - 1194, 27.09.2024
https://doi.org/10.32709/akusosbil.1211739

Öz

Tüketicilerin sahip oldukları bireysel özellikler ve tüketim alışkanlıkları onların satın alma davranışları üzerinde önemli bir etkiye sahiptir. Pazarlamacılar için de tüketicilerin bu özelliklerinin bilinmesi, onlara uygun pazarlama karmasının geliştirilmesi açısından önem arz etmektedir. Dolayısıyla bu çalışmada Cheng, Baumgartner ve Meloy (2021a) tarafından geliştirilen ve 10 ifadeden oluşan Kıl Müşteri Ölçeğinin Türkçeye uyarlanması ve geçerlilik ile güvenirliğinin test edilmesi amaçlanmıştır. Bu amaçla 1-30 Mayıs 2022 tarihlerinde kolayda örnekleme yöntemiyle belirlenmiş, 18 yaşından büyük toplam 237 kişiden online anket tekniği ile veriler toplanmıştır. Verilere ilk olarak SPSS programı aracılığıyla frekans analizi yapılmış ve katılımcıların demografik özellikleri ortaya konulmuştur. Daha sonra SPSS programı ile Açıklayıcı Faktör Analizi yapılmış ve ölçeğin beşer ifadeden oluşan “Kabul Ederek Seçicilik” ve “Reddederek Seçicilik” adlı iki faktörlü yapısı ortaya konulmuştur. AFA sonucunda ölçekte binişi madde ve düşük yük değerli madde olmadığı görülmüştür ve diğer analizler 10 maddelik ölçek üzerinden gerçekleştirilmiştir. Daha sonra AMOS programıyla Doğrulayıcı Faktör Analizi yapılmış ve uyum iyiliği değerleri , X2/df: 1,975 ; GFI=0,949 ; IFI=0,956 ; CFI=0,955 ; RMSEA=0,064 ve RMR=0,061 şeklinde bulunmuş ve ölçeğin verilerle mükemmel derecede iyi uyum gösterdiği ortaya konulmuştur. Son aşamada ise ölçeğe ve faktörlere ait AVE, CR ve Cronbach α katsayılarının istenen aralıklarda skorlara sahip olduğu ortaya konulmuş ve Türkçeye uyarlanan ölçeğin uyum geçerliliği ile ayrışma geçerliliğini sağladığı ve güvenilir olduğu kanıtlanmıştır.

Kaynakça

  • Andersson, B. ve Luo, H. (2022). Impact of Sampling Variability When Estimating the Explained Common Variance. Applied Psychological Measurement, 46(4), 338–341.
  • Barreto, I. D. de C., Dore, L. H., Stosic, T. ve Stosic, B. D. (2021). Extending DFA-based multiple linear regression inference: Application to acoustic impedance models. Physica A: Statistical Mechanics and Its Applications, 582, 126259.
  • Bohle, D., Marynych, A., ve Meiners, M. (2021). A fundamental problem of hypothesis testing with finite inventory in e-commerce. Applied Stochastic Models in Business and Industry, 37(3), 454-474.
  • Brown, T. A. (2015). Confirmatory Factor Analysis for Applied Research, (Second Edition), New York: Guilford Press.
  • Büyüköztürk, Ş. (2002). Sosyal Bilimler İçin Veri Analizi El Kitabı (2. Baskı), Ankara: Pegem Yayıncılık.
  • Carruth, B. R. ve Skinner, J. D. (2000). Revisiting the Picky Eater Phenomenon: Neophobic Behaviors of Young Children. Journal of the American College of Nutrition, 19(6), 771-780.
  • Ceyhan, E., Namlu A.G. (2000). Bilgisayar Kaygı Ölçeği (BKÖ): Geçerlik ve Güvenirlik Çalışması. Anadolu Üniversitesi Eğitim Fakültesi Dergisi, 10(2), s.77-93.
  • Cheng, A., Baumgartner, H. ve Meloy, M. G. (2021a). Identifying Picky Shoppers: Who They Are and How to Spot Them. Journal of Consumer Psychology, 31(4), 706-725.
  • Cheng, A., Meloy, M. G., ve Polman, E. (2021b). Picking Gifts for Picky People. Journal of Retailing, 97(2), 191-206.
  • Das, A., Mathieu, C., ve Ricketts, D. (2009). Maximizing profit using recommender systems (arXiv:0908.3633). arXiv. http://arxiv.org/abs/0908.3633
  • De-cheng, W., ve Li-ying, C. (2013). An analysis of discerning customer behaviour: An exploratory study. Total Quality Management & Business Excellence, 24(11-12), 1316-1331.
  • Dede, Y., Yaman S. (2008). Fen Öğrenmeye Yönelik Motivasyon Ölçeği: Geçerlik ve Güvenirlik Çalışması. Necatibey Eğitim Fakültesi Elektronik Fen ve Matematik Eğitimi Dergisi (EFMED), 2(1), s.19-37.
  • Fontella, A. C. (2018). Picky Shoe Mom [Firm’s Blog]. Madison Mom. https://madisonmom.com/picky-shoe-mom/.
  • Fornell, C. ve Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39-50.
  • Gottlieb, L. (2011). Marry Him: The Case for Settling for Mr. Good Enough (Reprint Edition). Berkley.
  • Ha Nam Khanh, G. (2020). Customer Satisfaction at Tiki.vn E-Commerce Platform (SSRN Scholarly Paper Sy 3687114).
  • Hausman, T. (1998, Temmuz 1). Study Says Floridians Are Picky When Investing Their Money. Wall Street Journal. https://www.wsj.com/articles/SB899231549447796500, Erişim Tarihi: 01.10.2022.
  • Hoffman, J. (2014, 12). Think You Found the Perfect Gift? Think Again. Well. https://archive.nytimes.com/well.blogs.nytimes.com/2014/12/23/shopping-for-the-perfect-gift-dont-sweat-it/, Erişim Tarihi: 02.10.2022.
  • Jacobi, C., Schmitz, G., ve Agras, W. S. (2008). Is picky eating an eating disorder? International Journal of Eating Disorders, 41(7), 626-634.
  • Kartal, M. ve Bardakçı, S. (2018). SPSS ve AMOS Uygulamalı Örneklerle Güvenirlilik ve Geçerlilik Analizi (1. Baskı), Ankara: Akademisyen Kitabevi.
  • Kassarjian, H. H. (1971). Personality and Consumer Behavior: A Review. Journal of Marketing Research, 8(4), 409-418.
  • Kline, RB. (2010). Principles And Practice of Structural Equation Modeling. (3rd Edition), New York: Guilford Press.
  • Kwon, K. M., Shim, J. E., Kang, M., ve Paik, H.-Y. (2017). Association between Picky Eating Behaviors and Nutritional Status in Early Childhood: Performance of a Picky Eating Behavior Questionnaire. Nutrients, 9(5), Art. 5.
  • Levav, J., Reinholtz, N., ve Lin, C. (2012). The effect of ordering decisions by choice-set size on consumer search. Journal of Consumer Research, 39, 585–599.
  • Lyubomirsky, S., ve Ross, L. (1997). Hedonic consequences of social comparison: A contrast of happy and unhappy people. Journal of Personality and Social Psychology,73, 1141–1157.
  • Ma, J., ve Roese, N.J. (2014). The maximizing mind-set. Journal of Consumer Research, 41, 71–92.
  • Mihailović, B., ve Moric, I. (2012). The role of marketing philosophy in rural tourism development. Tourism and Hospitality Management, 18(2), 267-279.
  • Min, S., Zhang, X., Kim, N., ve Srivastava, R. K. (2016). Customer Acquisition and Retention Spending: An Analytical Model and Empirical Investigation in Wireless Telecommunications Markets. Journal of Marketing Research, 53(5), 728-744.
  • Miyashita, K., Masuda, K., ve Higashitani, F. (2008). Coordinated Service Allocation through Flexible Reservation. IEEE Transactions on Services Computing, 1(2), 117-128.
  • Oduor, E. S. (2011). Effects of relationship marketing on customer retention in the Kenyan banking sector [Master Thesis]. https://ir-library.ku.ac.ke/handle/123456789/1320, Erişim Tarihi: 03.10.2022.
  • Park, S. H., Kim, K., Smith, J., ve Ngo-Ye, T. (2014). Mobile Consumer Self-confidence and Behaviors: Investigating the Consequences of Consumer Self-confidence with M-commerce. In The Forty-fourth Annual Conference of the Southeast Decision Science Institute (pp. 121-13).
  • Schreiber, J. B., Nora, A., Stage, F. K., Barlow, E. A. ve King, J. (2006). Reporting Structural Equation Modeling and Confirmatory Factor Analysis Results: A Review. The Journal of Educational Research, 99(6), 323-338.
  • Schwartz, B., Ward, A., Monterosso, J., Lyubomirsky, S.,White, K., e Lehman, D.R. (2002). Maximizing versus satisficing: Happiness is a matter of choice. Journal of Personality and Social Psychology, 83, 1178–1197.
  • Shim, J. E., Kim, J., ve Mathai, R. A. (2011). Associations of Infant Feeding Practices and Picky Eating Behaviors of Preschool Children. Journal of the American Dietetic Association, 111(9), 1363-1368.
  • Simon, H.A. (1955). A behavioral model of rational choice. The Quarterly Journal of Economics, 69, 99–118.
  • Sparks, E.A., Ehrlinger, J., ve Eibach, R.P. (2012). Failing to commit: Maximizers avoid commitment in a way that contributes to reduced satisfaction. Personality and Individual Differences, 52, 72–77.
  • Steyn, N. P., Nel, J. H., Nantel, G., Kennedy, G., ve Labadarios, D. (2006). Food variety and dietary diversity scores in children: Are they good indicators of dietary adequacy? Public Health Nutrition, 9(5), 644-650.
  • Tavşancıl, E. (2014). Tutumların Ölçülmesi ve SPSS ile Veri Analizi. İstanbul: Nobel Yayıncılık.
  • Taylor, C. M., ve Emmett, P. M. (2019). Picky eating in children: Causes and consequences. Proceedings of the Nutrition Society, 78(2), 161-169.
  • Upadhyay, M. P. (2022). Impact of Relationship Marketing on Brand Loyalty with Reference to Nepalese Commercial Banks. Journal of Balkumari College, 11(1), 11.
  • Yaşlıoğlu, M. (2017). Sosyal bilimlerde faktör analizi ve geçerlilik: keşfedici ve doğrulayıcı faktör analizlerinin kullanılması. İstanbul Üniversitesi İşletme Fakültesi Dergisi, 46 (0), 74-85.

Adaptation of the Picky Customer Scale to Turkish Language: A Validity and Reliability Study

Yıl 2024, Cilt: 26 Sayı: 3, 1181 - 1194, 27.09.2024
https://doi.org/10.32709/akusosbil.1211739

Öz

The individual characteristics and consumption habits of consumers have a significant impact on their purchasing behavior. For marketers, knowing these characteristics of consumers is important in terms of developing the appropriate marketing mix for them. Therefore, in this study, it was aimed to adapt the Hair Customer Scale, which consists of 10 statements and developed by Cheng, Baumgartner, and Meloy (2021a), into Turkish and to test its validity and reliability. For this purpose, data were collected by online survey technique from 237 people over 18 years of age, who were determined by convenience sampling method on 1-30 May 2022. Frequency analysis was first performed on the data through the SPSS program and the demographic characteristics of the participants were revealed. Then, Explanatory Factor Analysis was performed with the SPSS program, and the two-factor structure of the scale, "Selectivity by Accepting" and "Selectivity by Rejecting", consisting of five statements each, was revealed. As a result of EFA, it was observed that there was no overlapping item and low-load item in the scale, and other analyzes were carried out on a 10-item scale. Then, Confirmatory Factor Analysis was performed with the AMOS program and the goodness of fit values were X2/df: 1,975 ; GFI=0,949 ; IFI=0,956 ; CFI=0,955 ; RMSEA=0,064 and RMR=0,061 it was revealed that the scale fits perfectly well with the data. At the last stage, it was revealed that the AVE, CR and Cronbach α coefficients of the scale and the factors had scores in the desired ranges, and it was proven that the scale adapted to Turkish provided concordance validity and discriminant validity and was reliable.

Kaynakça

  • Andersson, B. ve Luo, H. (2022). Impact of Sampling Variability When Estimating the Explained Common Variance. Applied Psychological Measurement, 46(4), 338–341.
  • Barreto, I. D. de C., Dore, L. H., Stosic, T. ve Stosic, B. D. (2021). Extending DFA-based multiple linear regression inference: Application to acoustic impedance models. Physica A: Statistical Mechanics and Its Applications, 582, 126259.
  • Bohle, D., Marynych, A., ve Meiners, M. (2021). A fundamental problem of hypothesis testing with finite inventory in e-commerce. Applied Stochastic Models in Business and Industry, 37(3), 454-474.
  • Brown, T. A. (2015). Confirmatory Factor Analysis for Applied Research, (Second Edition), New York: Guilford Press.
  • Büyüköztürk, Ş. (2002). Sosyal Bilimler İçin Veri Analizi El Kitabı (2. Baskı), Ankara: Pegem Yayıncılık.
  • Carruth, B. R. ve Skinner, J. D. (2000). Revisiting the Picky Eater Phenomenon: Neophobic Behaviors of Young Children. Journal of the American College of Nutrition, 19(6), 771-780.
  • Ceyhan, E., Namlu A.G. (2000). Bilgisayar Kaygı Ölçeği (BKÖ): Geçerlik ve Güvenirlik Çalışması. Anadolu Üniversitesi Eğitim Fakültesi Dergisi, 10(2), s.77-93.
  • Cheng, A., Baumgartner, H. ve Meloy, M. G. (2021a). Identifying Picky Shoppers: Who They Are and How to Spot Them. Journal of Consumer Psychology, 31(4), 706-725.
  • Cheng, A., Meloy, M. G., ve Polman, E. (2021b). Picking Gifts for Picky People. Journal of Retailing, 97(2), 191-206.
  • Das, A., Mathieu, C., ve Ricketts, D. (2009). Maximizing profit using recommender systems (arXiv:0908.3633). arXiv. http://arxiv.org/abs/0908.3633
  • De-cheng, W., ve Li-ying, C. (2013). An analysis of discerning customer behaviour: An exploratory study. Total Quality Management & Business Excellence, 24(11-12), 1316-1331.
  • Dede, Y., Yaman S. (2008). Fen Öğrenmeye Yönelik Motivasyon Ölçeği: Geçerlik ve Güvenirlik Çalışması. Necatibey Eğitim Fakültesi Elektronik Fen ve Matematik Eğitimi Dergisi (EFMED), 2(1), s.19-37.
  • Fontella, A. C. (2018). Picky Shoe Mom [Firm’s Blog]. Madison Mom. https://madisonmom.com/picky-shoe-mom/.
  • Fornell, C. ve Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18, 39-50.
  • Gottlieb, L. (2011). Marry Him: The Case for Settling for Mr. Good Enough (Reprint Edition). Berkley.
  • Ha Nam Khanh, G. (2020). Customer Satisfaction at Tiki.vn E-Commerce Platform (SSRN Scholarly Paper Sy 3687114).
  • Hausman, T. (1998, Temmuz 1). Study Says Floridians Are Picky When Investing Their Money. Wall Street Journal. https://www.wsj.com/articles/SB899231549447796500, Erişim Tarihi: 01.10.2022.
  • Hoffman, J. (2014, 12). Think You Found the Perfect Gift? Think Again. Well. https://archive.nytimes.com/well.blogs.nytimes.com/2014/12/23/shopping-for-the-perfect-gift-dont-sweat-it/, Erişim Tarihi: 02.10.2022.
  • Jacobi, C., Schmitz, G., ve Agras, W. S. (2008). Is picky eating an eating disorder? International Journal of Eating Disorders, 41(7), 626-634.
  • Kartal, M. ve Bardakçı, S. (2018). SPSS ve AMOS Uygulamalı Örneklerle Güvenirlilik ve Geçerlilik Analizi (1. Baskı), Ankara: Akademisyen Kitabevi.
  • Kassarjian, H. H. (1971). Personality and Consumer Behavior: A Review. Journal of Marketing Research, 8(4), 409-418.
  • Kline, RB. (2010). Principles And Practice of Structural Equation Modeling. (3rd Edition), New York: Guilford Press.
  • Kwon, K. M., Shim, J. E., Kang, M., ve Paik, H.-Y. (2017). Association between Picky Eating Behaviors and Nutritional Status in Early Childhood: Performance of a Picky Eating Behavior Questionnaire. Nutrients, 9(5), Art. 5.
  • Levav, J., Reinholtz, N., ve Lin, C. (2012). The effect of ordering decisions by choice-set size on consumer search. Journal of Consumer Research, 39, 585–599.
  • Lyubomirsky, S., ve Ross, L. (1997). Hedonic consequences of social comparison: A contrast of happy and unhappy people. Journal of Personality and Social Psychology,73, 1141–1157.
  • Ma, J., ve Roese, N.J. (2014). The maximizing mind-set. Journal of Consumer Research, 41, 71–92.
  • Mihailović, B., ve Moric, I. (2012). The role of marketing philosophy in rural tourism development. Tourism and Hospitality Management, 18(2), 267-279.
  • Min, S., Zhang, X., Kim, N., ve Srivastava, R. K. (2016). Customer Acquisition and Retention Spending: An Analytical Model and Empirical Investigation in Wireless Telecommunications Markets. Journal of Marketing Research, 53(5), 728-744.
  • Miyashita, K., Masuda, K., ve Higashitani, F. (2008). Coordinated Service Allocation through Flexible Reservation. IEEE Transactions on Services Computing, 1(2), 117-128.
  • Oduor, E. S. (2011). Effects of relationship marketing on customer retention in the Kenyan banking sector [Master Thesis]. https://ir-library.ku.ac.ke/handle/123456789/1320, Erişim Tarihi: 03.10.2022.
  • Park, S. H., Kim, K., Smith, J., ve Ngo-Ye, T. (2014). Mobile Consumer Self-confidence and Behaviors: Investigating the Consequences of Consumer Self-confidence with M-commerce. In The Forty-fourth Annual Conference of the Southeast Decision Science Institute (pp. 121-13).
  • Schreiber, J. B., Nora, A., Stage, F. K., Barlow, E. A. ve King, J. (2006). Reporting Structural Equation Modeling and Confirmatory Factor Analysis Results: A Review. The Journal of Educational Research, 99(6), 323-338.
  • Schwartz, B., Ward, A., Monterosso, J., Lyubomirsky, S.,White, K., e Lehman, D.R. (2002). Maximizing versus satisficing: Happiness is a matter of choice. Journal of Personality and Social Psychology, 83, 1178–1197.
  • Shim, J. E., Kim, J., ve Mathai, R. A. (2011). Associations of Infant Feeding Practices and Picky Eating Behaviors of Preschool Children. Journal of the American Dietetic Association, 111(9), 1363-1368.
  • Simon, H.A. (1955). A behavioral model of rational choice. The Quarterly Journal of Economics, 69, 99–118.
  • Sparks, E.A., Ehrlinger, J., ve Eibach, R.P. (2012). Failing to commit: Maximizers avoid commitment in a way that contributes to reduced satisfaction. Personality and Individual Differences, 52, 72–77.
  • Steyn, N. P., Nel, J. H., Nantel, G., Kennedy, G., ve Labadarios, D. (2006). Food variety and dietary diversity scores in children: Are they good indicators of dietary adequacy? Public Health Nutrition, 9(5), 644-650.
  • Tavşancıl, E. (2014). Tutumların Ölçülmesi ve SPSS ile Veri Analizi. İstanbul: Nobel Yayıncılık.
  • Taylor, C. M., ve Emmett, P. M. (2019). Picky eating in children: Causes and consequences. Proceedings of the Nutrition Society, 78(2), 161-169.
  • Upadhyay, M. P. (2022). Impact of Relationship Marketing on Brand Loyalty with Reference to Nepalese Commercial Banks. Journal of Balkumari College, 11(1), 11.
  • Yaşlıoğlu, M. (2017). Sosyal bilimlerde faktör analizi ve geçerlilik: keşfedici ve doğrulayıcı faktör analizlerinin kullanılması. İstanbul Üniversitesi İşletme Fakültesi Dergisi, 46 (0), 74-85.
Toplam 41 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm İktisadi ve İdari Bilimler
Yazarlar

Murat Fatih Tuna 0000-0002-8634-8643

İbrahim Yemez 0000-0003-3176-6394

Yayımlanma Tarihi 27 Eylül 2024
Gönderilme Tarihi 29 Kasım 2022
Yayımlandığı Sayı Yıl 2024 Cilt: 26 Sayı: 3

Kaynak Göster

APA Tuna, M. F., & Yemez, İ. (2024). Titiz Müşteri Ölçeğinin Türkçe Diline Uyarlanması: Geçerlilik ve Güvenirlik Çalışması. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, 26(3), 1181-1194. https://doi.org/10.32709/akusosbil.1211739