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KALİTE FONKSİYON GÖÇERİMİ YÖNTEMİ İLE MARKA BAĞLILIĞI STRATEJİLERİNİN BELİRLENMESİ: HAZIR GİYİM SEKTÖRÜ UYGULAMASI

Yıl 2014, Cilt: 24 Sayı: 1, 3 - 8, 01.06.2014

Öz

Günümüzün yoğun ve öldürücü rekabet ortamında işletmelerin ayakta kalabilmeleri ve hedeflerine sağlıklı bir şekilde ulaşabilmelerinin en önemli araçlarından birisi güçlü bir markaya sahip olmalarına bağlıdır. Bu anlamda işletmelerin rekabeti yarattığı marka/markalar üzerinden gerçekleşmektedir. Bir işletmenin markasının/markalarının gücünün en önemli göstergesi ise marka bilinilirliği ve yarattığı marka sadakatidir. Piyasaların bir marka çöplüğüne döndüğü günümüzde marka bilinilirliğinin, marka değerinin ve yarattığı marka sadakatinin değeri daha da artmaktadır. Bu nedenle işletmeler markalarının değerini ve yarattığı müşteri bağımlılığının derinliğini öğrenmek için birçok farklı yöntemi kullanmaktadır. Bu yöntemlerden önemli biri de kalite fonksiyon göçerimi yöntemidir. Birçok farklı işletme sorunlarının çözümünde kullanılabilen kalite fonksiyon göçerimi kendisini kanıtlamış bir teknik olarak karşımıza çıkmaktadır. Bu çalışmada markanın ve marka bağımlılığının çok önemli olduğu hazır giyim işletmelerinde kalite fonksiyon göçerimi yöntemi kullanılarak marka bağımlılığı ölçülmüş ve ortaya çıkan sonuçlar ile işletmelerin bu konuda geliştirdikleri ve geliştirebilecekleri işletme stratejileri analiz edilmiştir

Kaynakça

  • 1. Yee, W.F. and Sidek, Y., 2008, “Influence of Brand Loyalty on Consumer Sportswear”, International Journal of Economics and Management, 2(2), pp: 221- 236.
  • 2. Sharma, A. and Sharma, N.K., 2012, “Consumer’s Personality and Brand Loyalty: An Empirical Study”, Annals of Management Research, 2(1), pp: 1-20.
  • 3. Moisescu, O.I., 2006, “A Conceptual Analysis of Brand Loyalty as Core Dimension of Brand Equity”, Competitiveness and Stability in the Knowledge-Based Economy No. International conference proceedings, Craiova, ROMANIA, pp: 1128-1136.
  • 4. Gommans, M., Krishnan, K.S. and Scheffold, K.B., 2001, “From Brand Loyalty to E-Loyalty: A Conceptual Framework”, Journal of Economic and Social Research, 3(1), pp: 43-58.
  • 5. Kabir, G. and Hasin, M.A., 2011, “Customer Perceived Quality Improvement of Synthetic Fiber Using Fuzzy QFD: A Case Study”, 5th International Quality Conference, May 20th, pp: 837-854.
  • 6. Bouchereau, V. and Rowlands, H., 2000, “Methods and Techniques to Help Quality Function Deployment (QFD)”, Benchmarking: An International Journal, 7(1), pp: 8-19.
  • 7. Bennur, S. and Jin, B., 2012, “A Conceptual Process of Implementing Quality Apparel Retail Store Attributes: An Application of Kano’s Model and the Quality Function Deployment Approach”, International Journal of Business, Humanities and Technology, 2(1), pp: 174-183.
  • 8. Gharakhani, D. and Eslami, J., 2012, “Determining Customer Needs Priorities for Improving Service Quality Using QFD”, International Journal of Economics and Management Sciences, 1(6), pp: 21-28.
  • 9. Mehrjerdi, Y.Z., 2010, “Quality Function Deployment and its Extension”, International Journal of Quality & Reliability Management, 27(6), pp: 616-640.
  • 10. Siraj, F., Nordin, N. and Yusoff, N., 2008, “Quality Function Deployment Analysis Based on Neural Network and Statistical Results”, International Journal of Simulation Systems, Science & Technology - IJSSST, 9(2), pp: 73-81.
  • 11. Yıldız, M.S. ve Baran, Z., 2011, “Kalite Fonksiyon Göçerimi ve Homojenize Yoğurt Üretiminde Uygulaması”, Ege Akademik Bakış, 11(1), pp: 59-72.

DETERMINATION OF THE BRAND LOYALTY STRATEGIES BY USING QUALITY FUNCTION DEPLOYMENT METHOD: AN APPLICATION IN THE APPAREL INDUSTRY

Yıl 2014, Cilt: 24 Sayı: 1, 3 - 8, 01.06.2014

Öz

Having a strong brand has become an important factor for companies to continue their operations and to reach their targets in today's intense and fatal competitive environment. In this sense, the competitiveness of companies is carried out by the brand/brands they created. The most important indicators of the brand power are the brand awareness and the brand loyalty. The value of brand awareness, brand equity and brand loyalty are increasing more and more, as the markets are turned into brand garbage. For this reason, companies use several different methods to find out their brand equity and depth of their brand loyalty. Quality function deployment is one of these methods and it appears to be a proven technique for solving many different business problems. In this study, the brand loyalty was measured by using quality function deployment method in the apparel industry, where brand and brand loyalty is very important. In the scope of the results, the strategies that are already developed and that could be developed in the future by the companies were analyzed

Kaynakça

  • 1. Yee, W.F. and Sidek, Y., 2008, “Influence of Brand Loyalty on Consumer Sportswear”, International Journal of Economics and Management, 2(2), pp: 221- 236.
  • 2. Sharma, A. and Sharma, N.K., 2012, “Consumer’s Personality and Brand Loyalty: An Empirical Study”, Annals of Management Research, 2(1), pp: 1-20.
  • 3. Moisescu, O.I., 2006, “A Conceptual Analysis of Brand Loyalty as Core Dimension of Brand Equity”, Competitiveness and Stability in the Knowledge-Based Economy No. International conference proceedings, Craiova, ROMANIA, pp: 1128-1136.
  • 4. Gommans, M., Krishnan, K.S. and Scheffold, K.B., 2001, “From Brand Loyalty to E-Loyalty: A Conceptual Framework”, Journal of Economic and Social Research, 3(1), pp: 43-58.
  • 5. Kabir, G. and Hasin, M.A., 2011, “Customer Perceived Quality Improvement of Synthetic Fiber Using Fuzzy QFD: A Case Study”, 5th International Quality Conference, May 20th, pp: 837-854.
  • 6. Bouchereau, V. and Rowlands, H., 2000, “Methods and Techniques to Help Quality Function Deployment (QFD)”, Benchmarking: An International Journal, 7(1), pp: 8-19.
  • 7. Bennur, S. and Jin, B., 2012, “A Conceptual Process of Implementing Quality Apparel Retail Store Attributes: An Application of Kano’s Model and the Quality Function Deployment Approach”, International Journal of Business, Humanities and Technology, 2(1), pp: 174-183.
  • 8. Gharakhani, D. and Eslami, J., 2012, “Determining Customer Needs Priorities for Improving Service Quality Using QFD”, International Journal of Economics and Management Sciences, 1(6), pp: 21-28.
  • 9. Mehrjerdi, Y.Z., 2010, “Quality Function Deployment and its Extension”, International Journal of Quality & Reliability Management, 27(6), pp: 616-640.
  • 10. Siraj, F., Nordin, N. and Yusoff, N., 2008, “Quality Function Deployment Analysis Based on Neural Network and Statistical Results”, International Journal of Simulation Systems, Science & Technology - IJSSST, 9(2), pp: 73-81.
  • 11. Yıldız, M.S. ve Baran, Z., 2011, “Kalite Fonksiyon Göçerimi ve Homojenize Yoğurt Üretiminde Uygulaması”, Ege Akademik Bakış, 11(1), pp: 59-72.
Toplam 11 adet kaynakça vardır.

Ayrıntılar

Diğer ID JA88UH38RY
Bölüm Makaleler
Yazarlar

Esra Zeynep Yıldız Bu kişi benim

Turan Atılgan Bu kişi benim

Yayımlanma Tarihi 1 Haziran 2014
Gönderilme Tarihi 1 Haziran 2014
Yayımlandığı Sayı Yıl 2014 Cilt: 24 Sayı: 1

Kaynak Göster

APA Yıldız, E. Z., & Atılgan, T. (2014). DETERMINATION OF THE BRAND LOYALTY STRATEGIES BY USING QUALITY FUNCTION DEPLOYMENT METHOD: AN APPLICATION IN THE APPAREL INDUSTRY. Textile and Apparel, 24(1), 3-8.

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