Relational Marketing Approach for the Challenged (Disabled)

Yıl 2024, Cilt: 10 Sayı: 2, 233 - 248

Cihat Kartal , Bülent Erdinç , Tülin Durukan

Öz

In today's world, where shopping carries meanings beyond meeting basic needs, being deprived of this can not only be an obstacle for individuals to maintain their integrity, but also create a negative impact on their adaptation to society. Developed societies have developed the term "those who live life hard" groups in the society, and developments have been made in the field of marketing as one of the many legs of this. In this study, the literature was reviewed to examine the definition of " those who live life hard - HZY" and the change in its scope, and to reach marketing-specific conclusions about what has been done and what can be done for the benefit of HZY groups. In the review, the differences between the two different approaches to HZY, the medical approach and the social approach, were highlighted. The importance of the study is to reveal that the awareness on the subject has just started to develop in our country and therefore academic studies are insufficient. In this respect, this article is one of the first academic studies. In addition, this study addressed the EIA approach for HZY within the accessibility dimension from a relationship marketing perspective

Anahtar Kelimeler

Those who live life hard, Disabled, Relationship Marketing

Hayatı Zorlu Yaşayanlar (Engelliler) İçin İlişkisel Pazarlama Yaklaşımı

Öz

Alışverişin temel ihtiyaçları gidermenin ötesinde anlamlar taşıdığı günümüzde, bundan mahrum kalmak bireylerin bütünlüğünü muhafaza etmesinde bir engel olmakla birlikte, topluma uyum sağlamalarında da olumsuzluk yaratabilmektedir. Gelişmiş toplumlar hayatı zorlu yaşayan (Bu makalede engelli kelimesi yerine engelli bireylerin psikolojik anlamda incinmelerini önlemek maksadıyla “Hayatı Zorlu Yaşayanlar” ifadesi kullanılacaktır. Böylece toplumda engelli bireylerin daha nazik bir üslup ile ifade edilmesi konusunda bir farkındalık yaratmaya çalışılacaktır.) grupların toplum içindeki konumlarını iyileştirme yönünde irade ortaya koymuş, bunun birçok bacağından biri olarak pazarlama alanında da gelişmeler kaydedilmiştir.
Bu çalışmada literatür taranarak “Hayatı Zorlu Yaşayan-HZY” tanımı ve kapsamındaki değişim incelenmiş, HZY grupların yararına yapılanlar ve yapılabilecekler ile ilgili pazarlama alanına özgü sonuçlara ulaşılmaya çalışılmıştır. Çalışmada HZY’a yönelik iki farklı yaklaşım olan tıbbi yaklaşım ve sosyal yaklaşım arasındaki farklara dikkat çekilmiştir. Çalışmanın önemi ülkemizde konu hakkındaki farkındalığın henüz yeni gelişmeye başladığını bu nedenle de akademik çalışmaların yetersiz olduğunu ortaya koymaktır. Bu açıdan, söz konusu makale ilk akademik çalışmalardan biridir.

Anahtar Kelimeler

Hayatı Zorlu Yaşayanlar, Engelli, İlişkisel Pazarlama

Kaynakça

• Aile ve Sosyal Hizmetler Bakanlığı (2024). Engelli Hakları Ulusal Eylem Planı 2023-2025, https://aile.gov.tr/media/133056/engelli_haklari_ulusal_eylem_plani_23-25.pdf, (Erişim Tarihi: 09.05.2024).
• Aile ve Sosyal Hizmetler Bakanlığı (2024). Erişilebilirlik, https://www.aile.gov.tr/sss/engelli-ve-yasli-hizmetleri-genel-mudurlugu/erisilebilirlik/, (Erişim Tarihi: 09.05.2024).
• Alberle, L. (2024). Relationship Marketing, https://www.techtarget.com/searchcustomerexperience/definition/relationship-marketing, (Erişim Tarihi: 22.05.2024).
• APA (2024). Equity, Diversity and Inclusion, https://www.apa.org/topics/equity-diversity-inclusion, (Erişim Tarihi: 24.05.2024).
• Arsel, Z., Crockett, D. ve Scott, M.L. (2022). Diversity, Equity, and Inclusion (DEI) in the Journal of Consumer Research: A Curation and Research Agenda, Oxford University Press on Behalf of Journal of Consumer Research, 48(1):920-933. https://ideas.repec.org/a/oup/jconrs/v48y2022i5p920-933..html.
• Askegaard, S., Arnould, E.J. ve Kjeldgaard, D. (2005). Postassimilationist Ethnic Consumer Research: Qualifications and Extensions, Journal of Consumer Research, 32(1):160-170. https://doi.org/10.1086/426625.
• Baker,S.M.,Stephens,D.L. ve Hill,R.P. (2001). Marketplace Experiences of Consumers with Visual Impairments: Beyond the Americans with Disabilities Act, Journal of Public Policy & Marketing, 20(2):215-224. https://researchworks.creighton.edu/esploro/outputs/991005929688602656.
• Baker, S.M. (2006). Consumer Normalcy: Understanding the Value of Shopping Through Narratives of Consumers With Visual Impairments, Journal of Retailing, 1(82):37–50. https://www.uwyo.edu/mgtmkt/faculty-staff/faculty-pages/docs/baker/consumer%20normalcy.pdf.
• Baker,S.M., Holland.,J. ve Kaufman-Scarborough,C. (2007). How Consumers With Disabilities Perceive Welcome In Retail Servicescapes: A Critical Incident Study, Journal of Services Marketing, 21(3):160-173. https://doi.org/10.1108/08876040710746525.
• Barnhart, M. ve Penaloza, L.(2016). Who Are You Calling Old? Negotiating Old Age Identity in the Elderly Consumption Ensemble, Journal of Consumer Research, 39(6):1133-1153. https://doi.org/10.1086/668536.
• Bennett, A.M., Hill, R.P. ve Oleksiuk, D. (2013). The Impact of Disparate Levels of Marketplace Inclusion on Consumer-Brand Relationships, Journal of Public Policy & Marketing, 32:16-31. https://doi.org/10.1509/jppm.12.023.
• Bernstein, R.S., Bulger, M., Salipante M. ve Weisinger,J.Y. (2020). From Diversity to Inclusion to Equity: A Theory of Generative Interactions, Journal of Business Ethics 167(3):395–410. https://doi.org/10.1007/s10551-019-04180-1. Bernstein, R.S.ve Salipante M. (2022). Embedding Inclusive, Equitable Diversity Practices in Nonprofit Organizations: Developing Policy to Account for System Dynamics, De Gruyter pub., Nonprofit Policy Forum, sf. 1-24. https://doi.org/10.1515/npf-2022-0042.
• Beudaert, A., Özçağlar-Toulouse, N. ve Türe, M. (2016). Becoming Sensory Disabled: Exploring Self-Transformation Through Rites of Passage, Journal of Business Research, (69):57-64. https://doi.org/10.1016/j.jbusres.2015.07.020.
• Bone, S.A., Christensen, G.L. ve Willams, J.D.(2014). Rejected, Shackled, and Alone: The Impact of Systemic Restricted Choice on Minority Consumers, Construction of Self, Journal of Consumer Research, 41(2):451-474. https://research.wpcarey.asu.edu/services-leadership/rejected-shackled-and-alone-the-impact-of-systemic-restricted-consumer-choice-on-minority-consumers-construction-of-self-updated/.
• Burnett, J.J. ve Paul, P. (1996). Assessing the Media Habits and Needs of the Mobility-Disabled Consumer, Journal of Advertising, 25(3):47-59. https://doi.org/10.1080/00913367.1996.10673506.
• Burnett, J.J., (2006). Disabled Consumers: The Use of the Internet and Attitudes Toward Web Advertising, Journal of Advertising Research, 46(3):324-338, https://doi.org/10.2501/S0021849906060314.
• Canadian Commission, (2024), Inclusion, Diversity, Equity & Accessibility (IDEA), https://en.ccunesco.ca. (Erişim Tarihi: 23.05.2024).
• Canbulut, M. (2016). Labeling People As “Disabled:” A Production Of Modern Society And The Role Of Marketing, İzmir Ekonomi Üniversitesi, Y.Lis. Tezi. https://gcris.ieu.edu.tr/handle/20.500.14365/102.
• Carrasco, R. (2023). The Buying Power of Consumers with Disabilities, https://www.linkedin.com/pulse/buying-power-consumers-disabilities-ren%C3%A9-carrasco, (Erişim Tarihi: 21.05.2023).
• Cengiz, F. ve Aksöz, E.O. (2018). Müşteri Odaklı Pazarlama Kapsamında Engelli Turizmine Yönelik Teorik Bir İnceleme, Ömer Halisdemir Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 11(1):126-138. https://doi.org/10.25287/ohuiibf.338987.
• Clevelant, S. ve Puente, M. (2023). Inclusion, Diversity, Equity, and Accessibility, Music Library Association, 80(2):259-265, https://doi.org/10.1353/not.2023.a912338.
• Crocett, D., (2017). Paths to Respectability: Consumption and Stigma Management in the Contemporary Black Middle Class, Oxford University Press on Behalf of Journal of Consumer Research, 44(3):554-581. https://doi.org/10.1093/jcr/ucx049.
• Crocett, D., (2022). Racial Oppression and Racial Projects in Consumer Markets: A Racial Formation Theory Approach, Oxford University Press on Behalf of Journal of Consumer Research, 49(1):1-23. https://doi.org/10.1093/jcr/ucab050.
• Dimitrieska, S., Stamevska, E. ve Stankovska, A. (2019). Inclusive Marketing - Reality or Make Up, Economics and Management, 16(2):112-119. https://ideas.repec.org/a/neo/journl/v16y2019i2p112-119.html.
• Eichert,C.A. ve Luedicke,M.K. (2022). Almost Equal: Consumption under Fragmented Stigma, Journal Of Consumer Research, (49):409-429. https://doi.org/10.1093/jcr/ucab077.
• Engelliler Konfederasyonu (2024). Projeler, https://www.engellilerkonfederasyonu.org.tr/projeler/, (Erişim Tarihi: 09.05.2024).
• Ferraro, C., Hemsley, A. ve Sands, S., (2023). Embracing Diversity, Equity, and Inclusion (DEI): Considerations and Opportunities for Brand Managers, Business Horizons, 66(4):463-479, https://doi.org/10.1016/j.bushor.2022.09.005.
• Geeks (2023). Çevremizdeki Piyasalar, https://www.geeksforgeeks.org/markets-and-equality/, (Erişim Tarihi: 24.05.2024).
• Gehrels, S. ve Suleri, J. (2016). Diversity and Inclusion as Indicators of Sustainable Human Resources Management in The İnternational Hospitality Industry, Research in Hospitality Management, 6(1):61-67, http://dx.doi.org/10.2989/RHM.2016.6.1.8.1296.
• Gillan, J. ve Gadsbay, N. (2018). The Psychology of Shopping, https://www.criteo.com/wp-content/uploads/2018/11/The-Psychology-of-shopping-2018.pdf, (Erişim Tarihi: 21.05.2024).
• Grönroos, C. (1994). From Marketing Mix to Relationship Marketing, Management Decision, 32(2):4-20. http://dx.doi.org/10.1108/00251749410054774.
• Heinz, K. (2024). What Does Diversity, Equity and Inclusion (DEI) Mean in the Workplace?, https://builtin.com/diversity-inclusion/what-does-dei-mean-in-the-workplace, (Erişim Tarihi: 24.05.2024). Henderson, R.G. ve Williams, J.D., (2013). From Exclusion to Inclusion: An Introduction to The Special Issue on Marketplace Diversity and Inclusion, Journal of Public Policy & Marketing, (32):1–5. https://doi.org/10.1509/jppm.32.S.1.
• Kalaç, M.Ö., Kılınç.,M., (2023). Eğitim 5.0’a Geçişin Engelli Öğrenciler ve Erişilebilirlik Açısından Etkileri, Üniversite Araştırmaları Dergisi, 6(3):229-237. https://doi.org/10.32329/uad.1285615.
• Kaufman-Scarborough, C. ve Baker, S.M., (2005). Do People with Disabilities Believe the ADA Has Served Their Consumer Interests, The Journal of Consumer Affairs, 39(1):1-26. https://doi.org/10.1111/J.1745-6606.2005.00001.X.
• Kevin, K. ve Ana, F.I. (2019). Customer Relation Management, Smart Information Systems and Ethics. ORBIT Journal, 2(2). https://doi.org/10.29297/orbit.v2i2.114.
• Kubuş, O. ve Çağıltay, K. (2006). E-Devlet Siteleri Görme Engelliler için Erişilebilir mi? TBD Bilişim Kurultayı, Ankara (2006). https://www.researchgate.net/publication/271645523_E-Devlet_Siteleri_Gorme_Engelliler_icin_Erisilebilir_mi?
• Luedicke, M.K., (2011). Consumer Acculturation Theory: (Crossing) Conceptual Boundaries, Consumption Markets & Culture, 14(3):223-244. https://doi.org/10.1080/10253866.2011.574824.
• Mahr, N. (2023). Relationship Marketing, https://study.com/academy/lesson/relationship-marketing-definition-strategies-quiz.html, (Erişim Tarihi: 23.05.2024).
• Mason,M. ve Pavia,T., (2006). When the Family System Includes Disability: Adaptation in the Marketplace, Roles and Identity, Journal of Marketing Management, 22(9-10):1009-1030. https://doi.org/10.1362/026725706778935637.
• McKinsey and Company, (2022). What is Diversity, Equity, and Inclusion?, https://www.mckinsey.com/featured-insights/mckinsey-explainers/what-is-diversity-equity-and-inclusion, (Erişim Tarihi: 23.05.2024).
• Molenaar, K. (2024). Diversity, Equity and Inclusion in Marketing: Changing the Way You Market, https://influencermarketinghub.com/diversity-equity-inclusion/, (Erişim Tarihi: 24.05.2024).
• Notre Dame University, (2024). History of DEI: The Evolution of Diversity Training Programs, https://www.ndnu.edu/history-of-dei-the-evolution-of-diversity-training-programs/, (Erişim Tarihi: 24.05.2024).
• Pandey, V.K., Shanahan, K.J. ve Hansen, S.W.,(2005). The Relationship Between Shareholder Wealth Effects, Diversity, and Publicity as a Marketing Strategy, Journal of the Academy of Marketing Science, 33(4):423-431. https://doi.org/10.1177/0092070305277384.
• Pavia, T. M. ve Mason, M. J., (2012). Inclusion, Exclusion And Identity In The Consumption Of Families Living With Childhood Disability, Consumption Markets & Culture, 15(1):87–115. https://doi.org/10.1080/10253866.2011.637753.
• Pemberton, K. ve Takhar, J., (2021). A Critical Technocultural Discourse Analysis Of Muslim Fashion Bloggers In France: Charting ‘Restorative Technoscapes’, Journal Of Marketıng Management, 37(3):387–416. https://doi.org/10.1080/0267257X.2020.1868551.
• Raymond, M.A., Smith, H.R. ve Carlson, L. (2024). Being Inclusive Means Being Accessible: Problems With Digital Media For Visually İmpaired Consumers, Journal Of Global Scholars Of Marketing Science, 34(1):1-14. https://doi.org/10.1080/21639159.2023.2280319.
• Reichheld, F.E., (1993). Loyalty-based Management, Harvard Business Review, (2):64-73. https://hbr.org/1993/03/loyalty-based-management.
• Richard, O.C., (2000). Racial Diversity, Business Strategy, And Firm Performance: A Resource-Based View, Academy of Management Journal, 43(2):164-177. https://doi.org/10.2307/1556374.
• Rosenthal, B., Cardoso ve F.,Abdalla,C. (2021). (Mis) Representations Of Older Consumers In Advertising: Stigma And Inadequacy In Ageing Societies, Journal Of Marketıng Management, 37(5):569–593. https://doi.org/10.1080/0267257X.2020.1850511.
• Saatcioğlu, B. ve Ozanne, J.L., (2013). A Critical Spatial Approach to Marketplace Exclusion and Inclusion, Journal of Public Policy & Marketing, (32):32–37 2013, https://doi.org/10.1509/jppm.12.018.
• Sandıkçı, Ö. ve Ger, G., (2010). Veiling In Style: How Does A Stigmatized Practice Become Fashionable? Journal of Consumer Research, 37(1):15–36. https://repository.bilkent.edu.tr/server/api/core/bitstreams/861e5448-fe17-4909-be3c-40b2302d1e5b/content.
• Scaraboto, D. ve Fischer, E., (2013). Frustrated Fatshionistas: An Institutional Theory Perspective on Consumer Quests for Greater Choice in Mainstream Markets, Journal of Consumer Research, 39(6):1234-1257. https://econpapers.repec.org/article/oupjconrs/doi_3a10.1086_2f668298.htm.
• Scope (2024). Social and Medical Model, https://www.scope.org.uk/social-model-of-disability, (Erişim Tarihi: 23.05.2024).
• Servaes, S., Choudhury, P. ve Parikh, A.K.,(2022). What is Diversity?, Pediatr Radiol. 52(9):1708–1710, https://doi.org/10.1007/s00247-022-05356-0.
• Smith, C. ve Turner, S., 82015). The Radical Transformation of Diversity and Inclusion: The Millennial Influence, Deloitte University, 2015 https://www2.deloitte.com/content/dam/Deloitte/us/Documents/about-deloitte/us-inclus-millennial-influence-120215.pdf.
• Söğüt, A.Y., Ertaş Beşir, Ş. ve Elinç,Z.K. (2022). Fiziksel Engelli Öğrencilerin Kampüs Alanlarında Mekânsal Erişilebilirliği: Pamukkale Üniversitesi Prof. Dr. Fuat Sezgin Kütüphane Binası Giriş Mekânı, Türk Kütüphaneciliği, 36(3):314-333. https://doi.org/10.24146/tk.1063604.
• Tan, T.O., (2019). Principles of Inclusion, Diversity, Access and Equity, The Journal of Infectious Deseases, 220 (S2):S30–32, https://academic.oup.com/jid/article/220/Supplement_2/S30/5552351.
• Tutar, H. ve Akar,F. (2023). The Problem of Digital Disability in E-Municipality: A Study on Metropolitan Municipalities, İletişim Kuram ve Araştırma Dergisi, (62):30-46, https://doi.org/10.47998/ikad.1216718. Universita ta’Malta (2024). What is The Relationship Between Equity, Diversity And Inclusion?, https://www.um.edu.mt/about/equity/office/relationship/, (Erişim Tarihi: 24.05.2024).
• Üstüner,T. ve Holt, D.B., (2007). Dominated Consumer Acculturation: The Social Construction of Poor Migrant Women’s Consumer Identity Projects in a Turkish Squatter, Journal of Consumer Research, (34):41-56, https://doi.org/10.1086/513045.
• Veresiu,E. ve Giesler, M.,(2018). Beyond Acculturation: Multiculturalism and the Institutional Shaping of an Ethnic Consumer Subject, Journal of Consumer Research, (45):553-570. https://doi.org/10.1093/JCR/UCY019.
• Williams, K. (2024). The Psychology of Consumer Buying Behavior: Understanding How and Why People Buy, https://surveysparrow.com/blog/consumer-buying-behavior/, (Erişim Tarihi: 21.05.2024).
• Workplace Strategies for Mental Healt, (2019). Discrimination Prevention and Inclusion, https://www.workplacestrategiesformentalhealth.com/resources/discrimination-prevention-and-inclusivity, (Erişim Tarihi: 21.05.2024).
• Zhang, L. (2024). An Institutional Approach To Gender Diversity And Firm Performance, Organization Science, 3(2):439–457., https://www.hbs.edu/ris/Publication%20Files/Final_version_6cb1dbd5-9c48-4a1c-9afa-237da2a1a7b4.pdf. (Erişim Tarihi: 29.06.2024).
• www.rvd.org (2024). Herkese Erişim Projesi 10 Mart - 13 Nisan 2023 Anket Sonuçları, https://www.rvd.org.tr/uploads/2023/08/herkeseerisimprojesi-calismagrubuanketsonuclari-15082023-pdf.pdf, (Erişim Tarihi: 09.05.2024).
• www.csgb.gov.tr (2024). Erdem ile Hedef Erişilebilir Türkiye, https://www.csgb.gov.tr/haberler/erdem-ile-hedef-erisilebilir-turkiye/, (Erişim Tarihi: 09.05.2024).