Müşteri Deneyimi Odaklı Pazarlama Kararlarında Tersine Lojistik (İade) Süreçlerinin ÇKKV ile Değerlendirilmesi: Fuzzy AHP Yaklaşımı

Öz

Bu çalışma, tersine lojistik (iade) süreçlerini müşteri deneyimi perspektifinden ele alarak farklı iade stratejilerini çok kriterli bir pazarlama karar problemi kapsamında değerlendirmeyi amaçlamaktadır. Araştırma, iade süreçlerinin yalnızca operasyonel değil, aynı zamanda müşteri memnuniyeti, güven ve marka algısını etkileyen stratejik bir pazarlama unsuru olduğunu ortaya koymaktadır. Bu doğrultuda, müşteri deneyimini yansıtan kriterlerin önem düzeyleri ile alternatif iade stratejilerinin öncelik sıralamasını belirlemek amacıyla Fuzzy AHP yöntemi kullanılmıştır. Değerlendirme süreci, tersine lojistik ve müşteri deneyimi alanlarında uzman dört akademisyen ve üç sektör profesyonelinden oluşan yedi uzman karar vericinin görüşlerine dayanmaktadır. Ayrıca ikili karşılaştırma matrislerinin tutarlılık oranları kontrol edilerek analizlerin güvenilirliği sağlanmıştır. Bulgular, güven ve şeffaflık ile algılanan kolaylık kriterlerinin müşteri deneyimi açısından en yüksek öneme sahip olduğunu ve bu unsurları merkeze alan iade stratejilerinin pazarlama performansını güçlendirdiğini göstermektedir.

Anahtar Kelimeler

• Müşteri Deneyimi
• Pazarlama Kararları
• Tersine Lojistik
• İade Süreçleri
• Fuzzy AHP

Etik Beyan

Etik Kurul İzni: Bu çalışmanın etik kurul izni gerektirmeyen çalışmalar arasında yer aldığını beyan ederim.

Evaluating Reverse Logistics (Return) Processes in Customer Experience-Focused Marketing Decisions Using MCDM: A Fuzzy AHP Approach

Öz

This study aims to evaluate different return strategies within the framework of a multi-criteria marketing decision-making problem by examining reverse logistics (return) processes from the perspective of customer experience. The research demonstrates that return processes are not merely operational but also a strategic marketing element that influences customer satisfaction, trust, and brand perception. In this context, the Fuzzy AHP method was used to determine the priority ranking of alternative return strategies based on the importance levels of criteria reflecting the customer experience. The evaluation process is based on the opinions of seven expert decision-makers, comprising four academics and three industry professionals specializing in reverse logistics and customer experience. Additionally, the reliability of the analyses was ensured by verifying the consistency ratios of the pairwise comparison matrices. The findings indicate that the criteria of trust, transparency, and perceived ease hold the highest importance in terms of customer experience, and that return strategies centered on these elements enhance marketing performance.

Anahtar Kelimeler

• Customer Experience
• Marketing Decisions
• Reverse Logistics
• Return Processes
• Fuzzy AHP

Kaynakça

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