AN ASSESSMENT OF M-CUSTOMER SATISFACTION DRIVERS AND LEVELS FROM M-SHOPPING APPLICATIONS WITH KANO’S MODEL

Öz

M-Customer satisfaction affects m-customers‟ future purchase intentions, decisions and therewithal m-stores‟ future profits. M-store managers should consider drivers of m-customer satisfaction for sustainability and success in m-commerce. M-store managers should offer a successful m-store design to attract m-customers to shop from m-stores. M-store applications should be designed according to m-customers‟ wishes and desires to gain sustainable competitive advantages. The purposes of this research are to develop a framework for determining the drivers of m-customer satisfaction, to measure m-customer satisfaction level from m-shopping applications, to examine current intentions about m-shopping in Turkey, to highlight the points in m-store design that is needed to increase m-customer satisfaction. For those objectives, first literatures were reviewed; second the descriptive researches are conducted. In the empirical study, students from Pamukkale University, Denizli-Turkey were selected as samples. The data were obtained from 245 students by using questionnaire technique and analyzed in the light of Kano model. According to Kano analysis, one dimensional and indifferent requirements for m-store design were determined

Anahtar Kelimeler

• Mobile Marketing, Mobile Applications, Customer Satisfaction, Kano Model

Öz

Mobil müşteri memnuniyeti, mobil müşterilerin gelecekteki satın alma niyetlerini, kararlarını ve bununla beraber mobil mağazaların gelecek kârlarını etkilemektedir. Mobil mağaza yöneticileri, mobil ticarette başarı ve sürdürülebilirlik için mobil müşteri memnuniyetini dikkate almalıdırlar. Mobil mağaza yöneticileri, mobil müşterilerin mobil mağazalardan alış veriş yapmalarını çekici kılabilmek amacıyla onlara başarılı mobil mağaza tasarımları sunmalıdırlar. Mobil mağaza uygulamaları, sürdürülebilir rekabet avantajı kazanmak için mobil müşterilerin istek ve arzularına doğrultusunda tasarlanmalıdır. Bu çalışmanın amaçları; mobil müşteri memnuniyetini etkileyen faktörleri belirlemek, mobil alışveriş uygulamalarından elde edilen mobil müşteri memnuniyet düzeyini ölçmek, Türkiye‟de mobil alışveriş hakkındaki mevcut tutumları incelemek ve mobil alışverişten elde edilen müşteri memnuniyetini arttırmak için mobil mağaza tasarımlarında gerekli olan özellikleri belirlemek olarak sıralanabilir. Bu amaçlarla, öncelikle literatür taraması yapılmış ve tanımlayıcı araştırma gerçekleştirilmiştir. Uygulama çalışmasında örneklem olarak Pamukkale Üniversitesi öğrencileri, Denizli-Türkiye seçilmiştir. Veriler 245 öğrenciden anket tekniği ile elde edilmiş ve Kano modeli ışığında analiz edilmiştir. Kano analizine göre, mobil mağaza tasarımları için beklenen özellikler ve sıradan özellikler belirlenmiştir

Anahtar Kelimeler

• Mobil Pazarlama, Mobil Uygulamalar, Müşteri Memnuniyeti, Kano Modeli

Kaynakça

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