Omni Kanal Müşteri Deneyimi, Marka İmajı ve Algılanan Risk Etkileşimi: Ampirik Bir Araştırma

Öz

Omni kanal, online, mobil ve fiziksel kanalların birbirleriyle entegrasyon sağlanarak tek bir kanalmış gibi hareket etme yeteneği olarak ifade edilebilir. Omni kanal stratejileri ile kanallar arası entegrasyon sağlanarak müşteri deneyimi optimize edilmekte ve bu durum tüketici davranışını olumlu yönde etkilemektedir. Yapılan çalışmalar incelendiğinde omni kanal stratejilerini müşterilerin deneyimi sonucunda marka imajı ve algılanan riskin etkilendiği ortaya koyulmuştur. Çalışmanın amacı, tüketicilerin omni kanal deneyimlerinin marka imajına etkisinin incelenmesi ve bu etkileşimde algılanan riskin aracılık rolünü belirlemektir. Konu ile ilgili geliştirilen anket, online ortamda uygulanmış ve 507 katılımcıdan veri elde edilmiştir. Araştırma amaçları ve hipotezleri doğrultusunda, elde edilen verilere açıklayıcı ve doğrulayıcı faktör analizi, korelasyon ve regresyon analizleri uygulanmıştır. Aracı etkisini belirlemek amacıyla bootstrap yöntemi kullanılmıştır. Analizler sonucu, omni kanal müşteri deneyiminin algılanan risk ve marka imajı üzerinde anlamlı bir etkisi olduğu ve bu etkileşimde algılanan riskin düşük düzeyde aracılık etkisi olduğu saptanmıştır.

Anahtar Kelimeler

• Omni Kanal
• Müşteri Deneyimi
• Marka İmajı
• Algılanan Risk

Interaction of Omni Channel Customer Experience, Brand Image and Perceived Risk: An Empirical Investigation

Öz

Omni channel can be defined as the ability of online, mobile and physical channels to act as if they were a single channel by integrating them with each other. By providing integration between channels with omni channel strategies, customer experience is optimized and this positively affects consumer behavior. When the studies conducted are examined, it has been revealed that brand image and perceived risk are affected as a result of customers' experience with omni channel strategies. The aim of the study is to examine the effect of consumers' omni channel experiences on brand image and to determine the mediating role of perceived risk in this interaction. The survey developed on the subject was applied in an online environment and data was obtained from 507 participants. In line with the research objectives and hypotheses, explanatory and confirmatory factor analysis, correlation and regression analyses were applied to the obtained data. The bootstrap method was used to determine the mediating effect. As a result of the analyses, it was determined that omni channel customer experience had a significant effect on perceived risk and brand image and that perceived risk had a low level mediating effect in this interaction.

Anahtar Kelimeler

• Omni Channel
• Customer Experience
• Brand Image
• Perceived Risk

Kaynakça

1. Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name. New York: NY.
2. Altunışık R., Coşkun R., Bayraktaroğlu S. ve Yıldırım E. (2015). Sosyal bilimlerde araştırma yöntemleri. İstanbul: Sakarya Kitapevi.
3. Ailawadi, K. L., & Farris, P. W. (2017). Managing multi-and omni-channel distribution: Metrics and research directions. Journal of Retailing, 93(1), 120-135. doi.org/10.1016/j.jretai.2016.12.003
4. Asmare, A., & Zewdie, S. (2022). Omnichannel retailing strategy: A systematic review, The International Review of Retail, Distribution and Consumer Research, 32(1), 59-79. doi:10.1080/09593969.2021.2024447
5. Aydemir, E. (2023). Influence of omni-channel consistency and consumer confusion on customer satisfaction in omni-channel retailing [Yayınlanmış doktora tezi]. Yaşar Üniversitesi.
6. Baron, R. M, & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal Of Personality And Social Psychology, 51(6), 1173. doi: 10.1037/0022-3514.51.6.1173
7. Becker, L., & Jaakkola, E. (2020). Customer experience: fundamental premises and implications for research. J. Acad. Market. Sci., (48), 630–648. doi: 10.1007/s11747-019-00718-x
8. Berman, B., Evans, J. R., & Chatterjee, P. (2018). Perakende yönetimi. (Çev. E. Ustaahmetoğlu) İstanbul: Nobel Akademik Yayıncılık.

9. Blom, A., Lange, F., & Hess, R. L. (2017). Omnichannel-based promotions’ effects on purchase behavior and brand image. Journal of Retailing and Consumer Services, (39), 286-295.
10. Bodhani, A. (2012). Shops offer the e-tail experience, Engineering & Technology, 7(5), 46–49.
11. Brun, I., Rajaobelina, L., Ricard, L., & Berthiaume, B. (2017). Impact of customer experience on loyalty: A multichannel examination, The Service Industries Journal, 37(5-6), 317-340.
12. Bianchi, C., & Andrews, L. (2012.) Risk, trust, and consumer online purchasing behaviour: A chilean perspective. Int. Mark. Rev., 29(3), 253–275. doi: 10.1108/02651331211229750
13. Carlson, J., O’Cass, A., & Ahrholdt, D. (2015). Assessing customers’ perceived value of the online channel of multichannel retailers: A two country examination. J. Retailing Consum. Serv., (27), 90–102. doi:10.1016/j.jretconser.2015.07.008
14. Ceyhan, Y. (2022). Pazarlama iletişiminde bütüncül kanal stratejisi: Yapılandırılmış görüşme yöntemiyle bir inceleme [Yayımlanmış yüksek lisans tezi]. Selçuk Üniversitesi.
15. Chang, M. K., Cheung, W., & Lai, V. S. (2005). Literature derived reference models for the adoption of online shopping. Information and Management, 42(4), 543–559. doi: 10.1016/j.im.2004.02.006
16. Chellappa, R. K., & Pavlou, P. A. (2002). Perceived information security, financial liability and consumer trust in electronic commerce transactions. Logistics Information Management, 15(5/6), 358–368. doi: 10.1108/09576050210447046
17. Chambers, R., & Lewis, R. (2000). Marketing leadership in hospitality: Foundations and practices. New York: John Wiley & Sons.
18. Chang, Y., P. & Li, J. (2022). Seamless experience in the context of omni channel shopping：Scale development and empirical validation. Journal of Retailing and Consumer Services, (64), 1-20.
19. Chopdar, P. K., & Sivakumar, V. J. (2019). Understanding continuance usage of mobile shopping applications in India: The role of espoused cultural values and perceived risk. Behaviour & Information Technology, 38(1), 42-64.
20. Cook, G. (2014). Customer experience in the omni-channel world and the challenges and opportunities this presents. Journal of Direct, Data and Digital Marketing Practice, 15(4), 262–266.
21. Çomoğlu, G. K. (2022). Bütüncül kanal müşteri deneyiminin sadakat niyetine etkisinde ılişki kalitesinin aracı rolü üzerine bir araştırma [Yayımlanmış doktora tezi]. Marmara Üniversitesi.
22. Dirsehan, T. (2010). Örneklerle Temel Deneyimsel Pazarlama. İstanbul: İkinci Adam Yayınları
23. Durmuş, B., Yurtkoru, E. S. ve Çinko, M. (2016). Sosyal bilimlerde SPSS'le veri analizi. İstanbul: Beta Yaymları
24. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal Of Marketing Research, 18(1), 39-50. doi: 88.228.156.39
25. Gao, L., Waechter, K. A., & Bai, X. (2015). Understanding consumers’ continuance intention towards mobile purchase: A theoretical framework and empirical study – A case of China. Computers in Human Behavior, (53), 249-262. doi:10.1007/s10796-015-9611-0
26. Gao, W., Li, W., Fan, H. & Jia, X. (2021). How customer experience ıncongruence affects omnichannel customer retention: The moderating role of channel characteristics. Journal of Retailing and Consumer Services, 60, 1-9.
27. Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis: A regressionbased approach. The Guilford Press.
28. Hsia, T. L., Wu, J. H., Xu, X., Li, Q., Peng, L., & Robinson, S. (2020). Omnichannel retailing: The role of situational involvement in facilitating consumer experiences. Information and Managent, 57(8), 103390.
29. Humbani, M., & Wiese, M. (2019). An integrated framework for the adoption and continuance intention to use mobile payment apps. International Journal of Bank Marketing, 37(2), 646-664. doi: 10.1108/IJBM-03-2018-0072
30. Johnson, O., & Ramirez, S. A. (2021). The influence of showrooming on millennial generational cohorts online shopping behaviour, International Journal of Retail and Distribution Management, 49(1), 81-103.
31. Karagöz, Y. (2017). SPSS ve AMOS uygulamalı bilimsel araştırma yöntemleri ve yayın etiği. Sivas: Nobel Yayınları
32. Kerviler, G., Demoulin, N. T. M., & Zidda, P. (2016). Adoption of instore mobile payment: Are perceived risk and convenience the only drivers? Journal of Retailing and Consumer Services, (31), 334-344. doi: 10.1016/j.jretconser.2016.04.011
33. Konuk, G. (2014). Deneyimsel pazarlama. Ankara: Detay Yayıncılık.
34. Kotler, P., Kartajaya, H., & Setiawan, İ. (2017). Pazarlama 4.0 gelenekselden dijitale geçiş, İstanbul: Optimist.
35. Kimery, K. M., & McCord, M. (2002). Third-party assurances: Mapping the road to trust in e-retailing. Journal of Information Technology Theory and Application, 4(2), 63–81.
36. Lehrer, C., & Trenz, M. (2022). Omnichannel business, Electronic Markets, 32(2), 687-699, doi:10.1007/s12525-021-00511-1
37. Levy, M., & Weitz, A. B. (2012). Retailing management (8th ed.). New York: McGraw-Hill Irwin.
38. Lynch, S., & Barnes, L. (2020). Omnichannel fashion retailing: Examining the customer decisionmaking journey, Journal of Fashion Marketing and Management, 24(3), 471-493.
39. Malhotra, N. K., Nunan, D., & Birks, D. F. (2017). Pazarlama araştırması: Uygulamalı bir yaklaşım. Pearson.
40. Miyazaki, A. D., & Fernandez, A. (2001). Consumer perceptions of privacy and security risks for online shopping. The Journal Of Consumer Affairs, 35(1), 27–44.
41. Mothersbaugh, H., & Hawkins DI. Kleiser. (2020). Consumer behavior framework for omni-channel. Journal of Business Research, (77), 53–67.
42. Oktay, B. (2021). Türkiye'de omni kanal perakendecilik: Bir içerik analizi çalışması [Yayımlanmış yüksek lisans tezi]. Beykent Üniversitesi.
43. Pal, A., De’R, Herath, T., & Rao, H. R. (2019). A review of contextual factors affecting mobile payment adoption and use. Journal of Banking and Financial Technology, 3(1), 43–57. doi:10.4103/jfmpc.jfmpc_214_18
44. Pal, A., Herath, T., De R., & Rao, H. R. (2020). Is the convenience worth the risk? An investigation of mobile payment usage. Information Systems Frontiers, (23), 941-961. Doi:10.1007/s10796-020-10070-z
45. Park, J., Amendah, E., Lee, Y., & Hyun, H. (2019). M-payment service: interplay of perceived risk, benefit and trust in service adoption. Human Factors and Ergonomics in Manufacturing, 29(1), 31-43.  doi: 10.1002/hfm.20750
46. Piotrowicz, W., & Cuthbertson, R. (2014). Introduction to the special issue information technology in retail: Toward omnichannel retailing. International Journal of Electronic Commerce, 18(4): 5-16.
47. Rahmani, S., Susilowati, E., & Effendi, F. (2023). The impact of omnichannel experience and brand image on consumer purchase intentions mediated by consumer attitudes. Management Studies and Entrepreneurship Journal (MSEJ), 4(6), 9843-9850.
48. Rana, N., Luthra, S., & Rao, H. R. (2018). Developing a framework using interpretive structural modeling for the challenges of digital financial services in India. PACIS 2018 Proceedings, 53. Doi:10.1108/ITP-05-2018-0243
49. Rakhi, T., & Mala, S. (2014). Adoption readiness, personal innovativeness, perceived risk and usage intention across customer groups for mobile payment services in India. Internet Research, 24(3), 369-392. Doi:10.1108/IntR-12-2012-0244
50. Raykov, T. (1998). Coefficient alpha and composite reliability with interrelated nonhomogeneous items. Applied Psychological Measurement, 22(4), 375-385. doi: 10.1177/014662169802200407
51. Runyon, K. E. (1980). Consumer Behaviour (2nd ed.). Ohio: Charles E. Merril Publishing Company.
52. Riaz, H., Baig, U., Meidute-Kavaliauskiene, I., & Ahmed, H. (2022). Factors effecting omnichannel customer experience: Evidence from Fashion Retail Information, 13(12), 1-18, doi: 10.3390/info13010012,
53. Roca, J. C., Garcia, J. J., & de la Vega, J. J. (2008). The importance of perceived trust, security and privacy in online trading systems. Information Management & Computer Security, 17(2), 96-113. doi:10.1504/IJEF.2010.034033
54. Sahu, K. C., Khan, M., & Gupta, K. D. (2021). Determinants of webrooming and showrooming behavior: A systematic literature review. Journal of Internet Commerce, 20(2), 137-166. Doi: 10.1080/15332861.2020.1863041
55. Salem, S., Khan, S., Y. & Qureshi, J. A. (2022). Examining customer loyalty among omni-channel users in the age of disruptions in retailing. Journal of Management Sciences, 9(1), 39-59.
56. Gürbüz, S. (2019). Aracı, düzenleyici ve durumsal etki analizleri. Ankara: Seçkin Kitapevi.
57. Sekaran, U. (2000). Research methods for business: A skill business approach. New York: John Wiley & Sons.
58. Shao, Z., Zhang, L., Li, X., & Guo, Y. (2019). Antecedents of trust and continuance intention in mobile payment platforms: The moderating effect of gender. Electronic Commerce Research and Applications, (33), 100823. doi: 10.1016/j.elerap.2018.100823
59. Schmitt, B. (1999). Experiential marketing. Journal of Marketing Management,15(1–3), 53–67
60. Shen, X., Li, L., Sun, Y.J., & Wang, N. (2018). Channel integration quality, perceived fluency and omnichannel service usage: The moderating roles of internal and external usage experience. Decision Support Systems, (109), 61–73 doi: 10.1016/j.dss.2018.01.006
61. Sheng, M., & Liu, T. (2009). Reducing consumers' perceived risk through website service quality cues in C2C e-commerce trading, In Proceedings of the International Conference on Management and Service Science, 2009. MASS '09. Doi:978-1-4244-4639-1/09
62. Shi, S., Wang, Y., Chen, X., & Zhang, Q. (2020). Conceptualization of omnichannel customer experience and its impact on shopping intention: A mixed-method approach. Int. J. Inf. Managment, 50, 325–336. doi:10.1016/j.ijinfomgt.2019.09.001
63. Sobel, M. (1982). Asymptotic confidence intervals for indirect effects in structural equation models. Sociological Methodology, (13), 290-312 doi:79.123.189.176
64. Sönmez, A.T. (2015). Tüketicilerin yaş kuşaklarına göre marka aşkı, marka faydası, marka kişiliği ve marka sadakati hakkındaki değerlendirmeleri [Yayımlanmış yüksek lisans tezi]. Bozok Üniversitesi.
65. Suh, B., & Han, I. (2003). The impact of trust and perception of security control on the acceptance of electronic commerce. International Journal of Electronic Commerce, 7(3), 135–161. Doi: 10.1080/10864415.2003.11044270
66. Thakur, R. (2016). Müşteri katılımını ve sadakatini anlamak: Alışveriş için mobil cihazlar örneği. Perakendecilik ve Tüketici Hizmetleri Dergisi, (32), 151-163. doi:10.1080/0144929X.2018.1513563
67. Timmerman, E. M. (2001). Marka imajlarının araştırılması: Marka temsillerinin doğası ve hafızadaki aktivasyonu. Stichting Wetenschappelijk Onderzoek Ticari İletişim SWOOC.
68. Türk, E. (2023). Sanal alışverişte algılanan riskin tüm kanallı (omni-channel) perakendecilik modellerinde hizmet kalitesi, müşteri memnuniyeti ve sanal satın alma niyeti açısından incelenmesi [Yayımlanmış doktora tezi]. Galatasaray Üniversitesi.
69. Vedamani, & Gibson G. (2017). Retail management functional principles and practice. India: Pearson
70. Verhoef, P. C., Kannan, P. K., & Inman, J. J. (2015). From multi-channel retailing to omni-channel retailing: Introduction to the special issue on multi-channel retailing, Journal of Retailing, 91(2), 174-181. doi:10.1016/j.jretai.2015.02.005
71. Yeniçeri, T. ve Özbezek, B. D. (2019). Tüketici karar verme tarzları: Suriyeli sığınmacılar üzerine bir araştırma, BMIJ, 7(5), 2282-2298
72. Yüce, A. (2010). Bütünleyici bir model ile marka değeri ölçümü [Yayımlanmış doktora tezi]. Atatürk Üniversitesi.
73. Walters, J. H. (1974). Marketing: Management and social change, Journal of Marketing, 38(000004), 115.