BibTex RIS Kaynak Göster

Hizmet Pazarında Tüketici Deneyimlerinin Yeri

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

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

Kaynakça

  • Akter, S. (2011). Implementation of Customer Experience Management in a NonExperience-Centric Service Company. Cand. Merc. Marketing Communications Management, Copenhagen Business School.
  • Douglas, T. (2018), “What is customer intelligence? How a deeper customer understanding drives revenue and sales”, https://www.visioncritical.com/what-iscustomer-intelligence/, access date: 24.11.2018.
  • Franklin, B. (-), https://www.goodreads.com/, access date: 26.11.2018.
  • Gentile, C., Nicola S. & Giulano N. (2007). How to Sustain the Customer Experience: An Overview of Experience Components that Create Value with the Customer. European Management Journal, 25 (5), pp. 395–410.
  • Haeckel, S. H., Carbone, L. P. & Berry, L. L. (2003). How to Lead the Customer Experience, Marketing Management. Vol.12, No.1, pp. 18-23.
  • Holbrook, Morris B. and Elizabeth C. Hirschman (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research, Vol:9, No:2 (September), pp. 132–40.
  • Honnebein P.C., Cammarano Roy F. (2009). Balancing Act: The Impact of Rational and Emotional Designs on Memorable Customer Experiences. edit by. Lindgreen A., Vanhamme J., Beverland M. B., Gower.
  • Lanier C. D.& Hampton R. D. (2009), Experiential Marketing: Understanding the Logic of Memorable Customer Experiences, Ed. (Lindgreen A., Vanhamme J., and Beverland M.B.), Memorable Customer Experiences: A Research Anthology, Gower Publishing Ltd.
  • Lazarus R. S. (1993), From Psychologıcal Stress To The Emotions, A History of Changing Outlooks, Annu. Rev. Psychol., 44:1.
  • Koenig-Lewis, N. & Palmer, A. (2008). Experiental values over time a comparison of measures of satisfaction and emotion. Journal of Marketing Management (24:1-2), pp. 69-85.
  • Konus, Umut, Verhoef, P.C., & Neslin, S. (2008), Multichannel Shopper Segments and their Covariates, Journal of Retailing, 84 (4), pp. 398–413.
  • Meyer, C. & Schwager, A. (2007). Understanding Customer Experience, Harvard Business Review, February, pp. 117–26, https://hbr.org/2007/02/understandingcustomer-experience , access date: 24.11.2018
  • Pine, B.J. & Gilmore, J.H. (1999). "The Experience Economy", Harvard Business School Press, Boston, MA, p. 30.
  • Schmitt, B. (1999), Experiential Marketing, Journal of Marketing Management, 15 (1–3), pp. 53–67.
  • Schmitt, B. H. (2003). Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers. John Wiley & Sons, New York.
  • Shaw, C., Ivens, J., (2002). Building Great Experience, Palgrave Macmillan.
  • Skilbeck, R. (2017). Top 30 Employee Engagement Ideas from the Experts Category:EmployeeEngagement, https://www.pageuppeople.com/2017/08/31/top30-employee-engagement-ideas-tailored-for-your-team/, access date: 24.11.2018
  • Springer, T., Azzarello, D., & Melton, J. (2011). What It Takes to win with Customer Experiences. Bain Company.
  • Vellmure, B., Raj, W. (2012). Leverage Marketing Analytics to Improve Customer Experience, https://engageinnovate.wordpress.com/, access date: 24.11.2018.
  • Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros M., Schlesinger, L. A. (2009). Customer Experience Creation: Determinants, Dynamics and Management Strategies", Journal of Retailing, 85 (1), pp. 31–41.
  • Verweij, M., Senior, T. J., Domínguez J.F., Turner R. (2015), Emotion, Rationality, And Decision-Making: How To Link Affective And Social Neuroscience With Social Theory, Front Neurosci, 22 (9: 332.
  • Tilles, S. (1963). “How to Evaluate Corporate Strategy”, Harvard Businness Review, https://hbr.org/1963/07/how-to-evaluate-corporate-strategy, access date: 24.11.2018
  • -, (2018), Real-Time Analytics The Key to Unlocking Customer Insights & Driving the Customer Experience, Harvard Business School Publishing,
  • https://www.sas.com/content/dam/SAS/en_us/doc/whitepaper2/real-timeanalytics-109676.pdf., access date: 24.11.2018.
  • Walden& Janewska, www.beyondphilosophy.com, access date: 06.12.2014.

The Place of Consumer Experiences in the Service Market

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

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

Kaynakça

  • Akter, S. (2011). Implementation of Customer Experience Management in a NonExperience-Centric Service Company. Cand. Merc. Marketing Communications Management, Copenhagen Business School.
  • Douglas, T. (2018), “What is customer intelligence? How a deeper customer understanding drives revenue and sales”, https://www.visioncritical.com/what-iscustomer-intelligence/, access date: 24.11.2018.
  • Franklin, B. (-), https://www.goodreads.com/, access date: 26.11.2018.
  • Gentile, C., Nicola S. & Giulano N. (2007). How to Sustain the Customer Experience: An Overview of Experience Components that Create Value with the Customer. European Management Journal, 25 (5), pp. 395–410.
  • Haeckel, S. H., Carbone, L. P. & Berry, L. L. (2003). How to Lead the Customer Experience, Marketing Management. Vol.12, No.1, pp. 18-23.
  • Holbrook, Morris B. and Elizabeth C. Hirschman (1982). The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun. Journal of Consumer Research, Vol:9, No:2 (September), pp. 132–40.
  • Honnebein P.C., Cammarano Roy F. (2009). Balancing Act: The Impact of Rational and Emotional Designs on Memorable Customer Experiences. edit by. Lindgreen A., Vanhamme J., Beverland M. B., Gower.
  • Lanier C. D.& Hampton R. D. (2009), Experiential Marketing: Understanding the Logic of Memorable Customer Experiences, Ed. (Lindgreen A., Vanhamme J., and Beverland M.B.), Memorable Customer Experiences: A Research Anthology, Gower Publishing Ltd.
  • Lazarus R. S. (1993), From Psychologıcal Stress To The Emotions, A History of Changing Outlooks, Annu. Rev. Psychol., 44:1.
  • Koenig-Lewis, N. & Palmer, A. (2008). Experiental values over time a comparison of measures of satisfaction and emotion. Journal of Marketing Management (24:1-2), pp. 69-85.
  • Konus, Umut, Verhoef, P.C., & Neslin, S. (2008), Multichannel Shopper Segments and their Covariates, Journal of Retailing, 84 (4), pp. 398–413.
  • Meyer, C. & Schwager, A. (2007). Understanding Customer Experience, Harvard Business Review, February, pp. 117–26, https://hbr.org/2007/02/understandingcustomer-experience , access date: 24.11.2018
  • Pine, B.J. & Gilmore, J.H. (1999). "The Experience Economy", Harvard Business School Press, Boston, MA, p. 30.
  • Schmitt, B. (1999), Experiential Marketing, Journal of Marketing Management, 15 (1–3), pp. 53–67.
  • Schmitt, B. H. (2003). Customer Experience Management: A Revolutionary Approach to Connecting with Your Customers. John Wiley & Sons, New York.
  • Shaw, C., Ivens, J., (2002). Building Great Experience, Palgrave Macmillan.
  • Skilbeck, R. (2017). Top 30 Employee Engagement Ideas from the Experts Category:EmployeeEngagement, https://www.pageuppeople.com/2017/08/31/top30-employee-engagement-ideas-tailored-for-your-team/, access date: 24.11.2018
  • Springer, T., Azzarello, D., & Melton, J. (2011). What It Takes to win with Customer Experiences. Bain Company.
  • Vellmure, B., Raj, W. (2012). Leverage Marketing Analytics to Improve Customer Experience, https://engageinnovate.wordpress.com/, access date: 24.11.2018.
  • Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros M., Schlesinger, L. A. (2009). Customer Experience Creation: Determinants, Dynamics and Management Strategies", Journal of Retailing, 85 (1), pp. 31–41.
  • Verweij, M., Senior, T. J., Domínguez J.F., Turner R. (2015), Emotion, Rationality, And Decision-Making: How To Link Affective And Social Neuroscience With Social Theory, Front Neurosci, 22 (9: 332.
  • Tilles, S. (1963). “How to Evaluate Corporate Strategy”, Harvard Businness Review, https://hbr.org/1963/07/how-to-evaluate-corporate-strategy, access date: 24.11.2018
  • -, (2018), Real-Time Analytics The Key to Unlocking Customer Insights & Driving the Customer Experience, Harvard Business School Publishing,
  • https://www.sas.com/content/dam/SAS/en_us/doc/whitepaper2/real-timeanalytics-109676.pdf., access date: 24.11.2018.
  • Walden& Janewska, www.beyondphilosophy.com, access date: 06.12.2014.
Toplam 25 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Araştırma Makalesi
Yazarlar

S Didem Özşenler Bu kişi benim

Yayımlanma Tarihi 1 Ocak 2018
Yayımlandığı Sayı Yıl 2018 Cilt: 6 Sayı: 4

Kaynak Göster

IEEE S. D. Özşenler, “The Place of Consumer Experiences in the Service Market”, Researcher, c. 6, sy. 4, ss. 297–309, 2018.
  • Yayın hayatına 2013 yılında başlamış olan "Researcher: Social Sciences Studies" (RSSS) dergisi, 2020 Ağustos ayı itibariyle "Researcher" ismiyle Ankara Bilim Üniversitesi bünyesinde faaliyetlerini sürdürmektedir.
  • 2021 yılı ve sonrasında Mühendislik ve Fen Bilimleri alanlarında katkıda bulunmayı hedefleyen özgün araştırma makalelerinin yayımlandığı uluslararası indeksli, ulusal hakemli, bilimsel ve elektronik bir dergidir.
  • Dergi özel sayılar dışında yılda iki kez yayımlanmaktadır. Amaçları doğrultusunda dergimizin yayın odağında; Endüstri Mühendisliği, Yazılım Mühendisliği, Bilgisayar Mühendisliği ve Elektrik Elektronik Mühendisliği alanları bulunmaktadır.
  • Dergide yayımlanmak üzere gönderilen aday makaleler Türkçe ve İngilizce dillerinde yazılabilir. Dergiye gönderilen makalelerin daha önce başka bir dergide yayımlanmamış veya yayımlanmak üzere başka bir dergiye gönderilmemiş olması gerekmektedir.