SIFIR TOPLAMLI OYUN: TÜRKİYEDEKİ GSM PAZARINDA TÜKETİCLERİN MARKA DEĞİŞTİRME DAVRANIŞI: BİR NÖROPAZARLAMA ARAŞTIRMASI

Öz

Bu çalışma, rakip GSM operatörlerinin yeni müşterileri çekmeyi amaçlayan satış promosyon kampanyalarına maruz kaldıktan sonra mevcut müşterilerin GSM operatörlerine duydukları duygusal tepkileri araştırmayı ve ölçmeyi amaçlamaktadır. Çalışma aynı zamanda, müşterilerin bu satış promosyon kampanyalarına maruz kalmadan önce ve sonra GSM operatörlerine yönelik marka bağlılıklarını ölçmeyi amaçlamaktadır. Müşterilerin GSM operatörlerinin promosyonlarına yönelik duyguları bir yüz duygu tanıma yazılımı, bir göz izleme cihazı ve bir anket kullanılarak ölçülmüştür. Çalışma sonuçlarına göre müşteriler GSM operatörlerinden memnun olsalar bile cazip bir teklifle karşılaştıklarında mevcut operatörlerinden diğer rakip operatörlere geçiş yapabilecekleri görülmektedir. Araştırma bulgular, GSM operatörlerinin uzun vadede mevcut müşterilerini, hedeflenen promosyonların kendilerine verebileceği zarara uygun olarak dikkate alması gerektiğini göstermektedir. Sektördeki uygulayıcılar yeni müşteriler edinmek yerine mevcut müşteriyi elde tutmayı daha fazla önceliklendirmeleri gerekmektedir. Mevcut bir müşteri, algılanan fiyat adaletsizliğinden etkilenebilir. Çalışmanın, GSM pazarında sadakatin oldukça düşük olması ve satışların promosyon kampanyalarına maruz kalmanın değişme niyetini arttırması nedeniyle GSM şirketleri için önemli etkilerinin olduğunu göstermektedir.

Anahtar Kelimeler

• GSM operatörleri,Satış promosyonları,Marka Değiştirme,Göz İzleme,Yüz Duygu Tanıma

A ZERO-SUM GAME: CUSTOMERS’ SWITCHING BEHAVIOR IN THE TURKISH GSM MARKET - A NEUROMARKETING ANALYSIS

Öz

This study aims to measure the emotional responses of existing customers to their GSM operators after exposed to the other GSM operators’ sales promotion campaigns aimed at attracting new customers.  The study also aims to measure customers’ brand loyalty towards their GSM operators before and after the exposure to these sales’ promotion campaigns. The emotions of the customers towards GSM operators’ promotions were measured by using a Facial Recognition Software, an eye tracker device and a questionnaire. The results of this study show that even if the customers are satisfied with their GSM operators, they can switch from their current operators when they encounter an attractive offer. Practitioners should focus more on customer retention as opposed to acquiring new customers. Findings indicate that GSM operators should consider their current customers in the long-term in accordance with the damage that targeted promotions may have on them.

Anahtar Kelimeler

• GSM operators,Sales promotions,Campaigns,Eye Tracking,Facial Expression Recognition,Neuromarketing

Kaynakça

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