Hizmet Pazarında Tüketici Deneyimlerinin Yeri

Yıl 2018, Cilt: 6 Sayı: 4, 297 - 309, 01.01.2018

S Didem Özşenler

Öz

Hizmet pazarında tüketici deneyimini dikkate alma, günümüzde hizmet pazarında olumlu konumlanabilmek için önemli özelliklerden biridir. Pazarda tutunabilmenin ön koşulu tüketiciyi ve deneyimlerini göz önünde bulundurmaktır. Tüketicinin satın alma kararı vermeden önceki tutumundan itibaren satın alma davranışına yönelik olarak gösterdiği her aşamadaki davranış dikkatle izlenip kayda geçmelidir. Tüketicinin vermiş olduğu, rasyonel, duygusal, davranışsal ve etik tepkiler daha sonraki aşamalarda hem tüketiciyi hizmete tutundurma hem o hizmeti satın alma davranışını kazandırmak ve bu doğrultuda müşteri memnuniyetini sağlamak açısından değer taşımaktadır. Bu çalışma tüketicinin hizmet pazarında nasıl etkilendiğini, satın alma davranışında hangi faktörlerin etkili olduğunu ve bu davranışı yönetirken nelere dikkat edilmesi gerektiğini ortaya koyma amacını taşımaktadır. Bu çalışmada öncelikle tüketici kavramının tanımından, tüketici deneyiminin nasıl yönetildiğinden, tüketici deneyiminde duygusallığın ve rasyonelliğin yeri ve öneminden, deneyim alanları modeli ve ortak yapım deneyim modellerinden ve daha sonra tüketici deneyimi süreçlerinden söz edilmektedir. Çalışma nitel bir çalışma olup daha önce yapılan çalışmaları derleyen, betimleyici bir niteliktedir

Anahtar Kelimeler

Hizmet Pazarı, Tüketici, Tüketici Deneyimi

The Place of Consumer Experiences in the Service Market

Öz

Taking into account the consumer experience in the service market is one of the important features to be positively positioned in the service market. It is necessary to take into consideration the consumer and his / her experience in the market. Since the attitude of the consumer before the purchase decision, the behavior at every stage of the purchase behavior should be carefully monitored and recorded. The rational, emotional, behavioral and ethical responses given by the consumers are valuable in terms of providing the consumer to the service and purchasing the service in the following stages and ensuring customer satisfaction in this direction. This study shows how the consumer is affected in the service market, what factors are effective in purchasing service behavior and what should be considered when managing this behavior. In this study, firstly, the definition of consumer concept, how the consumer experience is managed, the place and importance of emotionality and rationality in the consumer experience, the model of experience areas and co-production experience models and then the consumer experience processes are mentioned. The study is a qualitative study and it is a descriptive study that compiles the previous studies

Anahtar Kelimeler

Service Market, Customer, Customer Experience

Kaynakça

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