The Effects of Mobile Technology on Retailing

Yıl 2019, Cilt: 14 Sayı: 2, 421 - 440, 30.08.2019

İzzet Gülşen , Şuayıp Özdemir

https://doi.org/10.17153/oguiibf.483661

Cited By: 2

Öz

The aim of this study is to make predictions about
the future of retailing by analyzing the important factors affecting retailing.
 In view of the fact that mobile technology alone would be insufficient
to explain the change in retailing, the changes in consumers, organization,
competition, logistics and marketing communication in relation to technology
are emphasized. Of course, the study mainly
deals with the effects of mobile technology. How mobile technology directly or
indirectly affects retailing and, accordingly, how it causes structural
transformation in retailers has been analyzed on the basis of literature and
case studies based on developments in the sector. It has been determined that
mobile technology affects the form and content of communication with the
customer, the organization of retailing and the direction of competition in the
sector. Considering the change in all these areas as a whole, it is predicted
that there may be signs of changes that can be considered important for
retailing.

Anahtar Kelimeler

Digital Transformation, Mobile Technology, Mobile Marketing, Mobile Communication, Retailing

Mobil Teknolojinin Perakendecilik Üzerindeki Etkileri

Öz

Bu çalışmanın amacı,
perakendeciliği etkileyen önemli faktörleri analiz ederek perakendeciliğin
geleceği ile ilgili öngörülerde bulunmaktır. Tek başına mobil teknolojinin
perakendecilikteki değişimi açıklamakta yetersiz kalacağı düşüncesiyle,
teknolojiyle bağlantılı olarak tüketiciler,  organizasyon, rekabet, lojistik ve
pazarlama iletişimindeki değişim üzerinde durulmuştur. Elbette çalışmada
ağırlıklı olarak mobil teknolojinin etkileri ele alınmıştır. Mobil teknolojinin
doğrudan ya da dolaylı olarak perakendeciliği nasıl etkilediği, buna bağlı
olarak perakendecilerde nasıl bir yapısal dönüşüme neden olduğu konusu,
literatüre dayalı olarak ve sektördeki gelişmelere bağlı olarak örnek olaylar
üzerinden analiz edilmiştir. Mobil teknolojinin, müşteri ile iletişim biçimi ve
içeriğini, perakendeciliğin organizasyonunu, sektörde yaşanacak rekabetin
yönünü etkilediği tespit edilmiştir. Tüm bu alanlardaki değişimin bütün olarak
ele alındığında perakendecilik için önemli sayılabilecek değişikliklerin
işaretleri olabileceği öngörülmüştür.

Anahtar Kelimeler

Dijital Dönüşüm, Mobil Teknoloji, Mobil Pazarlama, Mobil İletişim, Perakendecilik

Kaynakça

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