Investigation of the Website Communication Quality: A Study on Turkish Container Ports

Abstract

Seaports operate in highly competitive business environment. One of the strategic components to survival in such competitive market conditions is the development of sound marketing communication strategies in order to present themselves to their existing and potential customers as well as other stakeholders. Due to their importance in reaching many users with adaptable and informative contents, websites play a critical role in marketing communication strategies of ports. Main aim of this study is to provide an insight regarding the characteristics of Turkish container ports’ websites in terms of website communication quality. In addition, an evaluation regarding the specific dimensions in Turkish container ports with high handling volumes is presented. The 2QCV3Q model was employed to identify website communication quality of ports’ websites. Content analysis was performed on the websites of Turkish container ports based on the dimensions that were adapted to container port industry. An analysis of the extent to which Turkish container ports use their websites in their marketing communication strategies provided a context for a deeper understanding regarding the availability of the attributes in the model. As the first study to explore the website characteristics of Turkish container ports, this research supports the theoretical background regarding the website communication quality, and also provides recommendations on improving the quality of websites to the practitioners in the container port industry.

Keywords

• Websitesi İletişim Kalitesi
• Denizcilik
• Konteyner Limanları
• Pazarlama İletişimi

Web Sitesi İletişim Kalitesinin İncelenmesi: Türk Konteyner Limanları Üzerine Bir Çalışma

Öz

Limanlar son derece rekabetçi bir iş çevresinde hizmet vermektedirler. Rekabetçi pazar koşullarında hayatta kalabilmedeki stratejik bileşenlerden biri, mevcut ve potansiyel müşterileri ile birlikte diğer paydaşlara kendilerini tanıtmak için etkin pazarlama iletişimi stratejilerinin geliştirilmesidir. Uyarlanabilir ve bilgilendirici içerikleriyle birçok kullanıcıya ulaşmadaki önemi nedeniyle web siteleri, limanların pazarlama iletişim stratejilerinde önemli bir rol oynamaktadır. Bu çalışmanın temel amacı, Türk konteyner limanlarının web sitelerinin özelliklerine ilişkin olarak web sitesi iletişim kalitesi açısından bir bakış açısı sağlamaktır. Ayrıca, yüksek hacimli elleçleme yapan Türk konteyner limanlarında belirli boyutlara ilişkin değerlendirmeler yapılmıştır. Limanların web sitelerinin iletişim kalitesini belirlemek için 2QCV3Q modeli kullanılmıştır. Konteyner limancılık sektörüne uyarlanmış boyutlar ışığında, Türk konteyner limanlarının web siteleri içerik analizi ile incelenmiştir. Türk konteyner limanlarının kendi web sitelerini pazarlama iletişimi stratejilerinde kullanma derecesinin analizi, modeldeki özelliklerin varlığı hakkında daha derin bir bakış açısı sağlamaktadır. Türk konteyner limanlarının web sitelerinin özelliklerini inceleyen ilk çalışma olarak bu araştırma, web sitelerinin iletişim kalitesi ile ilgili teorik altyapıyı desteklemektedir ve aynı zamanda limancılık sektöründeki uygulayıcılara web sitelerinin kalitesini iyileştirmeye yönelik öneriler sunmaktadır.

Anahtar Kelimeler

• Ottoman
• Armenian
• Relocation
• Sivas
• Kayseri
• Pınarbaşı

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