THE KEENNESS OF CELLULAR PHONE BRANDS TO VALUE CO-CREATION WITH THEIR CUSTOMERS: A STUDY ON THE PERCEPTIONS OF ISTANBUL CONSUMERS

Öz

With the emergence of service dominant logic in the services marketing literature, it is recognized that value creation is not only a one-sided responsibility of the firm toward the customer, but it is actually a process created mutually with the customer. The efforts of firms have increased in recent years in creating value with the customer, however there is still a lack of research regarding value co-creation. For example, there is still a few scale for measuring value co-creation in the literature. DART scale is one of the scales that is developed for measuring the readiness of firms for value co-creation, and designed with four dimensions which are dialog, access, risk assessment and transparency. This study aims to apply the DART scale on mobile phone users who live in the city of Istanbul in order to measure the perceptions of them toward the readiness of cell phone brands for value co-creation. The results of the study show that all dimensions are classified under the same factors as the original scale, and the scale has a high rate of reliability

Anahtar Kelimeler

• Value creation,value co-creation,services marketing

CEP TELEFONU MARKALARININ MÜŞTERİLERİ İLE BİRLİKTE DEĞER YARATMA HEVESLİLİKLERİ: İSTANBULDAKİ TÜKETİCİLERİN ALGILARI ÜZERİNE BİR ARAŞTIRMA

Öz

Hizmet baskın mantık döneminin ilerlemesiyle değer yaratmanın sadece işletmenin müşteriye karşı tek taraflı bir sorumluluğu olmadığı, aksine müşterilerle karşılıklı bir etkileşim sonucu ortaya çıkan bir süreç olduğu ortaya konmuştur. İşletmelerin müşterileri ile birlikte değer yaratma çabaları son yıllarda artış göstermiş olmasına rağmen tam anlamıyla izlenecek yol hakkında yeterli araştırma bulunmamaktadır. Birlikte değer yaratma kavramını hizmet yazınında ölçen az sayıda ölçek bulunmaktadır. Bunların içerisinde en son geliştirilen DART ölçeğidir ve işletmelerin müşterileri ile birlikte değer yaratma hevesliliklerini toplam dört boyutta – diyalog, erişim, risk değerlendirmesi ve şeffaflık- ölçmek üzere tasarlanmıştır. Bu araştırmanın amacı, İstanbul ilinde cep telefonu kullanan tüketiciler üzerinde, cep telefonu markalarının birlikte değer yaratma heveslilikleri konusunda algılarını ölçmek adına DART ölçeğinin uygulanmasıdır. Araştırmanın sonucunda ölçek, aslında olduğu gibi boyutlarını korumuş ve güvenilirliği yüksek bulunmuştur

Anahtar Kelimeler

• Değer yaratma,birlikte değer yaratma,hizmet pazarlaması

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