Müşteri Güçlendirme ile Algılanan Pazarlama Performansı İlişkisi: Mobilya Sektöründe Bir Uygulama

Yıl 2016, Sayı: 3, 29 - 53, 01.08.2016

İbrahim Bozacı , Tülin Durukan

Öz

Günümüz pazar şartlarını geçmişten ayırt eden en önemli özelliklerden biri; tüketicilerin daha bilgili, bilinçli, sorgulayıcı, karşılaştırıcı olması ve kontrollü alışveriş yapma olanaklarına kavuşmuş olmasıdır. Bu olanaklar içerisinde; iletişim araçlarının ve kabiliyetlerinin artması, ürünleri satın alırken karşılaştırma yapma imkanlarının artması, bilgi arama ve paylaşma imkanlarının artması, tüketicilerin eğitim düzeyinin artması, tüketici bilincinin artması, firma ile iletişim kurma ve dolayısıyla firmadan bilgi alma ve firmaya bilgi sağlama imkanlarının artması, tüketiciyi koruma kuruluşlarının ve öneminin artması gibi gelişmeler gösterilebilir. Bu şartlar altında bu çalışma, müşterinin bilgi, beceri ve kontrolünün desteklenerek güçlendirilmesinin işletmelerin başarısı için önemini incelenmektedir. Bu bağlamda öncelikle müşteri güçlendirme faaliyetleri ile müşterinin algıladığı pazarlama performansı değişkenleri arasındaki olası ilişkiler öncelikle teorik olarak incelenmektedir. Ardından, müşteri güçlendirme ile müşteri memnuniyeti, müşteri sadakati, çalışanlara güven, algılanan yenilik ve fiyata karşı duyarlılık gibi değişkenler arasındaki ilişkiler mobilya sektöründe bir zincir mağaza müşteri ile gerçekleştirilen anket çalışması ile araştırılmaktadır. Sonuçta müşteri güçlendirmenin, müşteri bakımından performans değişkenleri ile yakından ilişkili olduğu görülmektedir.

Kaynakça

• ALGESHEIMER, Rene, BORLE, Sharad, DHOLAKIA, Utpal M. ve SINGH, Siddharth S., “The Impact of Customer Community Participation on Customer Behaviors: An Empirical Investigation”, Marketing Science, cilt 29, sayı 4, 2010, s. 756-769.
• ANSHARI, Muhammad, ALMUNAWAR, Mohammad N., LOW, Patrick K.C. ve WINT, Zaw, “Customer Empowerment in Healthcare Organizations Through CRM 2.0: Survey Results from Brunei Tracking a Future Path in E-Health Research”, ASEAS, cilt 5, sayı 1, 2012, s. 139-151.
• ANWAR, Amna, GULZAR, Amir ve ANWAR, Ayesha, “Impact of Self Designed Products on Customer Satisfaction”, Interdisciplinary Journal of Contemparary Research in Business, cilt 3, sayı 5, 2011, s. 546-552.
• ARNETT, Dennis B., GERMAN, Steve D., and HUNT, Shelby D.,“The Identity Salience Model of Relationship Marketing Success: The Case of Nonprofit Marketing,” Journal of Marketing, cilt 67, sayı 2, 2003 s. 89-105.
• AUH, Seigyoung, BELL, Simon J., MCLEOD, Colin S. ve SHIH, Eric, “Co-production and Customer Loyalty in Financial Services”, Journal of Retailing, cilt 83, sayı 2, 2007, s. 359-370.
• AWA, Hart O. ve EZE, Sunday C., “Democracy and User Community Collaboration in Innovation: A Value Creation Paradigm in an Extended Enterprise”, International Business and Management, cilt 1, sayı 1, 2010, s. 90-106.
• BENDAPUDI, Neeli ve LEONE, Robert P., “Psychological Implications of Customer Participation in Co-Production”, Journal of Marketing, cilt 67, 2003, s. 14-28.
• BHARADWAJ, Neeraj, NEVIN, John R. ve WALLMAN, Jeffrey P., “Explicating Hearing the Voice of the Customer as a Manifestation of Customer Focus and Assessing its Consequences”, Journal of Product Innovation Management, cilt 29, sayı 6, 2012, s. 1012-1030.
• BLOEMER, Josee ve RUYTER, Ko de, “Customer Loyaty in High and Low Involvement Service Settings: The Moderating Impact of Positive Emotions”, Journal of Marketing Management, cilt 15, sayı 4, 1999, s. 315-330.
• BROWN, Tom J., BARRY, Thomas E., DACIN, Peter A., and GUNST, Richard F., “Spreading the Word: Investigating Antecedents of Consumers’ Positive Word-of- Mouth Intentions and Behaviors in a Retailing Context,” JAMS, cilt 33, sayı 2, 2005, s. 123-138.
• CASALO, Luis V., FLAVIAN, Carlos ve GUIALIU, Miguel, “Antecedents and Consequences of Consumer Participation in On-Line Communities: The Case of the Travel Sector”, International Journal of Electronic Commerce, cilt 15, sayı 2, 2010, s. 137-167.
• CERMARK, Dianne S.P., FILE Karen Maru ve PRINCE, Russ Alan, “Customer Participation in Service Specification and Delivery”, Journal of Applied Business Research, cilt10, sayı 2, 1994, s. 90-97.
• CHAN, Kimmy Wa, KIN, Chi (Bennett) Yim ve LAM, Simon S.K., “Is Customer Participation in Value Creation a Double-Edged Sword? Evidence from Professional Financial Services Across Cultures”, Journal of Marketing, 2010, cilt 74, s. 48-64.
• CHANG, Chia-Chi, CHEN, Hui-Yun ve HUANG, I-Chiang, “The Interplay between Customer Participation and Difficulty of Design Examples in the Online Designing Process and Its Effect on Customer Satisfaction: Mediational Analyses”, CyberPsychology&Behavior, cilt.12, sayı. 2, 2009, s. 147-154.
• CHIH, Wen Hail, HUAN, Ling Chu ve YANG, Tsung Ju, “Organizational Culture and Performance: The Mediating Roles of Innovation Capacity”, African Journal of Business Management, cilt 5, sayı 21, 2011, s. 8500-8510.
• CLARA, Agustin ve SINGH, Jagdip, “Curvilinear Effects of Consumer Loyalty Determinants in Relational Exchanges” Journal of Marketing Research, cilt 42, sayı 1, Şubat 2005, s. 96-108.
• CRONIN, J. Joseph, BRADY, Michael K. ve HULT, G. Tomas M., “Assessing the Effects of Quality, Value, and Customer Satisfaction on Consumer Behavioral Intentions in Service Environments”, Journal of Retailing, cilt 76, sayı 2, 2000, s. 193-218.
• DABHOLKAR, Pratibha A. ve SHENG, Xiaojing, “Consumer Participation in Using Online Recommendation Agents: Effects on Satisfaction, Trust and Purchase Intentions”, The Service Industries Journal, cilt 32, sayı 9, 2012, s. 1433-1449.
• DAN, Micuda Ion, “Impact of Service Encounters Customer Participation on Perceived Service Quality”, Revista Tinerilor Economisti (The Young Economists Journal), cilt 148, sayı 1, 2010, s. 69-74.
• DEEPAK, Sirdeshmukh, SINGH, Jagdip, and SABOL, Barry, “Consumer Trust, Value, and Loyalty in Relational Exchanges,” Journal of Marketing, cilt 66, sayı 1, 2002, s. 15-37.
• DONG, Beibei, EVANS, Kenneth R. ve ZOU, Shaoming, “Antecedents and Consequences of Customer Participation in Service Recovery”, 2006 AMA Winter Educators’ Conference Marketing Theory and Applications, AMA, 2006, ss. 30-31.
• DONG, Beibei, EVANS, Kenneth R. ve ZOU, Shaoming, “The Effects of Customer Participation in Co-created Service Recovery”, Journal of the Academy of Marketing Science, cilt 36, 2008, s.123-137.
• DONG, Beibei, EVANS, Kenneth R. ve ZOU, Shaoming, “What if a Co-Produced Service Fails? An Investigation of Customer Participation in Service Recovery”, Copyright of AMA Summer Educators' Conference Proceedings / Summer 2011, s. 464.
• ERDEM, Tulin and SWAIT, Joffre, “Brand Credibility, Brand Consideration and Choice” JCR, cilt 31, 2004, s. 191-198.
• EROĞLU, Ergün, “Müşteri Memnuniyeti Ölçüm Modeli”, İ.Ü. İşletme Fakültesi İşletme Dergisi, Nisan 2003, cilt 34, sayı 1, s. 7-25.
• FANG, Eric, “Customer Participation and the Trade-Off Between New Product Innovativeness and Speed to Market”, Journal of Marketing, cilt 72, 2008, s. 90-104.
• FILHO, Luiz Augusto Machado Mendes ve TAN, Felix B., “An Overview on User Generated Content and the Empowerment of Online Travellers”, Revista da FARN, cilt 7, sayı 2, 2008, s. 17-30.
• FUCHS, Christoph ve SCHREIER, Martin, “Customer Empowerment in New Product Development”, Journal of Product Innovation Management, cilt 28, 2011, s. 17-32.
• FUCHS, Christoph, PRANDELLI, Emanuela ve SCHREIER, Martin, “The Psychological Effects of Empowerment Strategies on Consumers’ Product Demand”, Journal of Marketing, cilt 74, 2010, s. 65-79.
• FULLER, Johann ve MATZLER, Kurt, “Virtual Product Experience and Customer Participation- A Chance for Customer-centered, Really New Products”, Texhnovation, cilt 27, 2007, s. 378-387.
• GREMLER, Dwayne D. (1995), The Effect of Satisfaction, Switching Costs, and Interpersonal Bonds on Service Loyalty, Yayımlanmamış Doktora Tezi, Arizona State University, Pazarlama Bölümü, Arizona.
• GRISSEMANN, Ursula S. ve STOKBURGER-SAUER, Nicola E., “Customer co-creation of travel services: The role of company support an customer satisfaction with the co-creation performance”, Tourism Management, cilt 33, 2012, s. 1483-1492.
• HOLLAND, Jonna ve BAKER, Stacey Menzel, “Customer Participation in Creating Site Brand Loyalty”, Journal of Interactive Marketing, cilt 15, sayı 4, 2001, s. 34-45.
• HUNTER, Gary L. ve GARNEFELD, Ina, “When does Consumer Empowerment Lead to Satisfied Consumers? Some Mediating and Moderating Effects of the Empowerment-Satisfaction Link”, Journal of Research for Consumers, cilt 15, 2008, s.1-4.
• KAYNAK, Tuğray (1995), Organizasyonel Davranış ve Yönlendirilmesi, Alfa, Gözden Geçirilmiş Ve Yenilenmiş İkinci Baskı, İstanbul.
• KELLER, Kevin Lane and AAKER, David A., “The Effects of Sequential Introduction of Brand Extensions” Journal of Marketing Research, cilt 29, 1992, s. 35-50.
• KO, Hanjun, CHO, Chang-Hoan, and ROBERTS, Marilyn S., “Internet Uses and Gratifications: A Structural Equation Model of Interactive Advertising,” Journal of Advertising, cilt 34, sayı 2, 2005, s. 57-70.
• KOTLER, Philip, KARTAJAYA, Hermawan ve SETİAWAN, Iwan (2010), Pazarlama 3.0, John Wiley&Sonz, çev. Kıvanç Dündar, 2011, Optimist, İstanbul.
• KURTULUŞ, Kemal (2004), Pazarlama Araştırmaları, Literatür Yayınları, İstanbul.
• LIN, Feng-Jeng ve WANG, Yi-Ju, “A Study of Service Model Among Interactive Marketing, Service Value, Customer Satisfaction and Behavior Intention: A Case of I-Lan Area Leisure Farm in Taiwan”, African Journal of Business Management, cilt 5, sayı 16, 2011, s. 7076-7084.
• LLOYD, Harris, ve GOODE, Mark M.H. (2004), “The Four Levels of Loyalty and the Pivotal Role of Trust: A Study of Online Service Dynamics,” Journal of Retailing, cilt 80, sayı 2, s. 139-158.
• LUSCH, R. F., & VARGO, S., “Service dominant logic: Reactions, reflections and refinements”, Marketing Theory, cilt 6, 2006, s. 281–288.
• MARSDEN, Paul ve OETTİNG, Martin, “Consumer Empowerment Reloaded: Why Your Customers Should Drive Your Marketing”, MarketingProfs.com, 29, 2005, s.1-5.
• MATTHING, Jonas, SANDEN, Bodil ve EDVARDSSON, Bo, “New Service Development: Learning from and with Customers”, International Journal of Service Industry Management, cilt 15, sayı 5, 2004, s. 479-498.
• MCCOLL-KENNEDY, Janet R., VARGO, Stephen L., DAGGER, Tracey ve SWEENEY, Jillian C., “Customers as Resource Integrators: Styles of Customer Co-creation”, 2009 Naples Forum on Services: Service-Dominant Logic, Service Science, and Network Theory, 2009, s. 1-24.
• MCDONALD, Malcolm ve CHERMETONY, Leslie de, “Corporate Marketing and Service Brands: Moving Beyond the Fast Moving Consumer Goods Model”, European Journal of Marketing, cilt 35, sayı 3/4, 2001, s. 335-352.
• MENON, Kalyani ve BANSAL, Harvir, “Consumer Experience of Social Power During Service Consumption: An Exploratory Study”, AMA Winter Educators' Conference Proceedings,2005, cilt 16, s. 187-193.
• MIDHA, Vishal, “Impact of consumer empowerment on online trust: An Examination across genders”, Decision Support Systems, cilt 54, sayı 1, 2012, s. 198-205.
• NARDO, Michela, LOI, Massimo, ROSATI, Rossana, MANCA, Anna, “The Consumer Empowerment Index, A Measure of skills, awareness and engagement of European Consumers”, European Commission Joint Research Centre Institute for the Protection and Security of the Citizen, European Union 2011, s. 1-232.
• NDUBISI, Nelson Oly, MALHOTRA, Naresh K. ve WAH, Chan Kok, “Relationship Marketing, Customer Satisfaction and Loyalty: A Theoretical and Empirical Analysis From an Asian Perspective”, Journal of International Consumer Marketing, cilt 21, 2009, s. 5-16.
• NEWELL, Stephen, J., GOLDSMITH, Ronald E., “The development of a scale to measure perceived corporate credibility”, Journal of Business Research, cilt 52, 2001, s. 235-247.
• NIEDRICH, Ronald W. and SWAIN, Scott D., “The Influence of Pioneer Status and Experience Order on Consumer Brand Preference: A Mediated-Effects Model,” Journal of the Academy of Marketing Science, cilt 31, sayı 4, 2003, s. 468-480.
• NORA, Rifon, J., CHOI, Sejung Marina, TRIMBLE, Carrie S. and LI, Hairong, “Congruence Effects In Sponsorship, the Mediating Role of Sponsor Credibility Consumer Attributions of Sponsor Motive” Journal of Advertising, cilt 33,sayı 1, 2004, s.29-42.
• O’BRIEN, Janice L. (2010), Structural Empowerment, Psychological Empowerment and Burnout in Registered Staff Nurses Working in Outpatient Dialysis, Yayımlanmamış Yüksek Lisans Tezi, Newark Rutgers, The State University of New Jersey, New Jersey.
• O’CASS, Aron ve NGO, Liem, “Achieving Customer Satisfaction via Market Orientation, and Customer Empowerment: Evidence from Australia”, Australian and New Zealand Marketing Academy Conference-ANZMAC 2009, s. 1-8.
• OFIR Chezy, SIMONSON Itamar ve YOON, Song-Oh, “The Robustness of the Effects of Consumers’ Participation in Market Research: The Case of Service”, Journal of Marketing, cilt 73, 2009, s.105-114.
• OUSCHAN, Robyn, SWEENEY, Jillian ve JOHNSON, Lester, “Customer empowerment and relationship outcomes in healthcare consultations”, European Journal of Marketing, cilt 40, sayı 9, 2006, s. 1068-1086.
• ÖZDAMAR, Kazım (2004), Paket Programlar İle İstatistiksel Veri Analizi (Çok Değişkenli Analizler), Kaan Kitabevi, Eskişehir.
• PATTERSON, Paul G. and SMITH, Tasman, “A Cross-Cultural Study of Switching Barriers and Propensity to Stay with Service Providers,” Journal of Retailing, cilt 79, sayı 2, 2003, s. 107-120.
• PRANIC, Ljudevit ve ROEHL, Wesley S., “Development and Validation of the Customer Empowerment Scale in Hotel Service Recovery”, Current Issues in Tourism, 2012, s. 1-19.
• RAMANI, Girish ve KUMAR, Vipin, “Interaction Orientation and Firm Performance”, Journal of Marketing, cilt 72, 2008, s. 27-45.
• RUDAWSKA, Edyta, “Customer As an Active Partner in Creating Offer in Banking Services”, International Journal of Management Cases, cilt 13, sayı 3, 2011, s. 50-58.
• SEYİDOĞLU, Halil (2009), Bilimsel Araştırma ve Yazma El Kitabı, Güzem Can Yayınları, Geliştirilmiş 1. Baskı, İstanbul.
• SHARMA, Subbash (1996), Applied Multivariate Statistics for Social Sciences, Lawrence Erlbaum Associaties, Publishers, Mahwah, New Jersey’den aktaran KALAYCI, Şeref (2009) (ed.), SPSS Uygulamalı Çok Değişkenli İstatistik Teknikleri, Asil Yayın, 4. Baskı, Ankara.
• SHIH, Pai Cheng, HU, Hsin-Yun ve FARN, Cheng-Kiang, “Lead User Participation in Brand Community: The Case of Microsoft MVPS”, International Journal of Electronic Business Management, cilt 8, sayı 4, 2010, s. 323-331.
• SOLOMON, Michael R (2003), Tüketici Krallığının Fethi, Markalar Diyarında Pazarlama Stratejileri, Kapital Medya, İstanbul.
• SONG, Michael, KAWAKAMI, Tomoko ve STRINGFELLOW, Anne, “A Cross-National Comparative Study of Senior Management Policy, Marketing-Manufacturing Involvement, and Innovation Performance”, Journal of Product Innovation Management, cilt 27, 2010, s. 179-200.
• SPROTT, David E. and SHIMP, Terence A., “Using Product Sampling to Augment the Perceived Quality of Store Brands,” Journal of Retailing, cilt 80, sayı 4, 2004, s. 305-315.
• SRINIVASAN, Srini S., ANDERSON, Rolph, and PONNAVOLU, Kishore, “Customer Loyalty in E-commerce: An Exploration of its Antecedents and Consequences,” Journal of Retailing, cilt 78, sayı 1, 2002, s. 41-50.
• SUN, Hongfei ve LIU, Min, “Empirical Analysis on the Effect of Customer Relationship Management to the Customer Loyalty”, 2009 International Conferance on Wireless Networks and Information Systems, s.147-149.
• WANG, Miao, WANG, Jiaxin ve ZHAO, Jinlin, “An Empirical Study of the Effect of Customer Participation on Service Quality”, Journal of Quality Assurance in Hospitality&Tourism, cilt 8, sayı 1, 2007, s. 37-41.
• WATHIEU, Luc, BRENNER, Lyle, CARMON, Zıv, CHATTOPADHYAY, Amitava, WERTENBROCH, Klaus, DROLET, Aimee, GOURVILLE, John, A.V., NOVEMSKY, Muthukrishnan, Nathan, RATNER, Rebecca K., WU, George, “Consumer Control and Empowerment: A Primer”, Marketing Letters, cilt 13, sayı 3, 2002, s. 297-305.
• WESTBROOK, Robert A. and OLIVER, Richard L., “Developing Better Measures of Consumer Satisfaction: Some Preliminary Results,” in Advances in Consumer Research, Cilt 8, 1981, s. 94-99.
• WIND, Jerry ve RANGASWAMY, Arvind, “Customerization: The Next Revolution in Mass Customization”, Journal of Interactive Marketing, cilt 15, sayı 1, 2001, s. 13-32.
• WU, Cedric Hsi-Jui, “A re-examination of the Antecedents and Impact of Customer Participation in Service”, The Service Industries Journal, cilt 31, sayı 6, 2011, s. 863-876
• ZAICHKOWSKY, Judith, L., “Measuring the Involvement Construct” Journal of Consumer Research, cilt 12, sayı 3, 1985, s. 341-352.
• ZEITHAML, Parasuraman, Valarie A: ve BERRY, Leonard L., “Servqual: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality”, Journal of Retailing, cilt 64, sayı 1, 1988, s. 12-40.
• ZEITHAML, Valerie A., BERRY, Leonard L., and PARASURAMAN, A., “The Behavioral Consequences of Service Quality” Journal of Marketing, cilt 60, Nisan 1996, s. 31-46.