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

Yıl 2019, , 251 - 270, 30.09.2019

Hakan Boz , Erdoğan Koç

https://doi.org/10.11611/yead.601742

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

• Alshurideh, M. T. (2016) “Is customer retention beneficial for customers: A conceptual background”, Journal of Research in Marketing, 5(3), 382-389.Anderson, E. W., Fornell, C., & Lehmann, D. R. (1994) “Customer satisfaction, market share, and profitability: Findings from Sweden”, Journal of marketing, 58(3), 53-66.
• Anderson, E. W., & Sullivan, M. W. (1993) “The antecedents and consequences of customer satisfaction for firms”, Marketing Science, 12(2), 125-143.
• Antón, C., Camarero, C., & Carrero, M. (2007) “Analysing firms' failures as determinants of consumer switching intentions: The effect of moderating factors”," European Journal of Marketing, 41(1/2), 135-158.
• Aydin, S., & Özer, G. (2005) “The analysis of antecedents of customer loyalty in the Turkish mobile telecommunication market”,European Journal of marketing, 39(7/8), 910-925.
• Bansal, H. S., & Taylor, S. F. (1999) “The service provider switching model (spsm) a model of consumer switching behavior in the services industry”, Journal of service Research, 2(2), 200-218.
• Bansal, H. S., Taylor, S. F., & St. James, Y. (2005) “Migrating” to new service providers: Toward a unifying framework of consumers’ switching behaviors”, Journal of the Academy of Marketing Science, 33(1), 96-115.
• Bowen, J. T., & Chen, S. L. (2001) “The relationship between customer loyalty and customer satisfaction”, International journal of contemporary hospitality management, 13(5), 213-217.
• Boz, H., & Kose, U. (2018) “Emotion Extraction from Facial Expressions by Using Artificial Intelligence Techniques” BRAIN. Broad Research in Artificial Intelligence and Neuroscience, 9(1), 5-16.
• BTK, (2019) “Elektronik Haberleşme Sektörüne İlişkin İstatistik Bülteni il Bazında Yıllık 2019”, https://www.btk.gov.tr/uploads/pages/yillik-il-istatistikleri/elektronik-haberlesme-sektorune-iliskin-il-bazinda-yillik-istatistik-bulteni-2019-v2.pdf. (12.03.2019).
• BTK, (2018) “Pazar verileri”, https://www.btk.gov.tr/pazar-verileri (12.03.2019).
• Bucklin, R. E., & Srinivasan, V. (1991) “Determining interbrand substitutability through survey measurement of consumer preference structures” Journal of Marketing Research, 28(1), 58-71.z
• Calvo-Porral, C., & Lévy-Mangin, J. P. (2015) “Smooth operators? Drivers of customer satisfaction and switching behavior in virtual and traditional mobile services” Revista Española de Investigación de Marketing ESIC, 19(2), 124-138.
• Carpenter, G. S., & Lehmann, D. R. (1985) “A model of marketing mix, brand switching, and competition”, Journal of Marketing Research, 22(3), 318-329.
• Chakraborty, S., & Sengupta, K. (2014) “Structural equation modelling of determinants of customer satisfaction of mobile network providers: Case of Kolkata”, India. IIMB Management Review, 26(4), 234-248.
• Chandrashekaran, M., Rotte, K., Tax, S. S., & Grewal, R. (2007) “Satisfaction strength and customer loyalty”, Journal of Marketing Research, 44(1), 153-163.
• Choi, J., Seol, H., Lee, S., Cho, H., & Park, Y. (2008) “Customer satisfaction factors of mobile commerce in Korea” Internet research, 18(3), 313-335.
• Cox Lyn, J. (2001) “Can differential prices be fair”, Journal of Product & Brand Management, 10(5), 264-275.
• Cronin Jr, J. J., Brady, M. K., & Hult, G. T. M. (2000) “Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments”, Journal of retailing, 76(2), 193-218.
• Dawkins, P., & Reichheld, F. (1990) “Customer retention as a competitive weapon”, Directors and Boards, 14(4), 42-47.
• Deng, Z., Lu, Y., Wei, K. K., & Zhang, J. (2010) “Understanding customer satisfaction and loyalty: An empirical study of mobile instant messages in China”, International journal of information management, 30(4), 289-300.
• Dick, A. S., & Basu, K. (1994) “Customer loyalty: toward an integrated conceptual framework”, Journal of the academy of marketing science, 22(2), 99-113.dos Santos P, C., & Basso, K. (2012) “Price unfairness: the indirect effect on switching and negative word-of-mouth”, Journal of Product & Brand Management, 21(7), 547-557.
• Eggert, A., & Ulaga, W. (2002) “Customer perceived value: a substitute for satisfaction in business markets?”, Journal of Business & industrial marketing, 17(2/3), 107-118.
• Eshghi, A., Haughton, D., & Topi, H. (2007) “Determinants of customer loyalty in the wireless telecommunications industry”, Telecommunications policy, 31(2), 93-106.
• Fornell, C., & Larcker, D. F. (1981) “Evaluating structural equation models with unobservable variables and measurement error”, Journal of marketing research, 18(1), 39-50.
• Ganesan, S. (1994) “Determinants of long-term orientation in buyer-seller relationships”, Journal of marketing, 58(2), 1-19.
• Ganesh, J., Arnold, M. J., & Reynolds, K. E. (2000) “Understanding the customer base of service providers: an examination of the differences between switchers and stayers”, Journal of marketing, 64(3), 65-87.
• Gerrard, P., & Barton Cunningham, J. (2004) “Consumer switching behavior in the Asian banking market”, Journal of Services Marketing, 18(3), 215-223.
• Grönroos, C. (1995) “Relationship marketing: the strategy continuum”, Journal of the Academy of Marketing Science, 23(4), 252-254.
• Gupta, S., Lehmann, D. R., & Stuart, J. A. (2004) “Valuing customers”, Journal of marketing research, 41(1), 7-18.
• Gupta, S., & Zeithaml, V. (2006) “Customer metrics and their impact on financial performance”, Marketing science, 25(6), 718-739.
• Gwinner, K. P., Gremler, D. D., & Bitner, M. J. (1998) “Relational benefits in services industries: the customer’s perspective”, Journal of the academy of marketing science, 26(2), 101-114.
• Hallowell, R. (1996) “The relationships of customer satisfaction, customer loyalty, and profitability: an empirical study”, International journal of service industry management, 7(4), 27-42.
• Han, H., Kim, W., & Hyun, S. S. (2011)” Switching intention model development: Role of service performances, customer satisfaction, and switching barriers in the hotel industry”, International Journal of Hospitality Management, 30(3), 619-629.
• Hanks, R. D. (2007) “Listen and learn”, Restaurant Hospitality, 91(8), 70-72.https://www.freepik.com/free-vector/abstract-black-friday-shopping-sale-background_3358094.htm. vector created by starline (01.01.2019).
• Hootsuite, H. (2019) “Digital in 2019 Global Overview” https://wearesocial.com/global-digital-report-2019. (01.04.2019).
• Jones, M. A., Mothersbaugh, D. L., & Beatty, S. E. (2000) “Switching barriers and repurchase intentions in services”, Journal of retailing, 76(2), 259-274.
• Jones, M. A., Mothersbaugh, D. L., & Beatty, S. E. (2002) “Why customers stay: measuring the underlying dimensions of services switching costs and managing their differential strategic outcomes”, Journal of business research, 55(6), 441-450.
• Keaveney, S. M. (1995) “Customer switching behavior in service industries: An exploratory study”, Journal of marketing, 59(2), 71-82.
• Keaveney, S. M., & Parthasarathy, M. (2001) “Customer switching behavior in online services: An exploratory study of the role of selected attitudinal, behavioral, and demographic factors”, Journal of the academy of marketing science, 29(4), 374-390.
• Khushaba, R. N., Wise, C., Kodagoda, S., Louviere, J., Kahn, B. E., & Townsend, C. (2013) “Consumer neuroscience: Assessing the brain response to marketing stimuli using electroencephalogram (EEG) and eye tracking”, Expert Systems with Applications, 40(9), 3803-3812.
• Kim, M. K., Park, M. C., & Jeong, D. H. (2004) “The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services”, Telecommunications policy, 28(2), 145-159.
• Koç, E. (2019) “Hizmet pazarlaması ve yönetimi. Baskı 3”, Seçkin Yayınları: Ankara.
• KPMG (2018) “Sektörel Bakış”, https://assets.kpmg/content/dam/kpmg/tr/pdf/2018/02/sektorel-bakis-2018.pdf. (29.04.2019).
• Lam, S. Y., Shankar, V., Erramilli, M. K., & Murthy, B. (2004) “Customer value, satisfaction, loyalty, and switching costs: an illustration from a business-to-business service context”, Journal of the academy of marketing science, 32(3), 293-311.
• Liang, D., Ma, Z., & Qi, L. (2013) “Service quality and customer switching behavior in China's mobile phone service sector”, Journal of Business Research, 66(8), 1161-1167.
• Lopez, Pablo Maicas, J., Polo Redondo, Y., & Sese Olivan, F. J. (2006) “The impact of customer relationship characteristics on customer switching behavior: Differences between switchers and stayers”, Managing Service Quality: An International Journal, 16(6), 556-574.
• Lu, T., Tu, R., & Jen, W. (2011) “The role of service value and switching barriers in an integrated model of behavioural intentions”, Total Quality Management & Business Excellence, 22(10), 1071-1089.
• Lymperopoulos, C., Chaniotakis, I. E., & Soureli, M. (2013) “The role of price satisfaction in managing customer relationships: the case of financial services”, Marketing Intelligence & Planning, 31(3), 216-228.
• Mazzoni, C., Castaldi, L., & Addeo, F. (2007) “Consumer behavior in the Italian mobile telecommunication market”, Telecommunications Policy, 31(10-11), 632-647.
• Misbah, H. (2014) “Customer switching behaviour: an exploratory study of predictive factors in the UK retail banking context”, Unpiblished Doctoral dissertation, Edinburg: University of Edinburgh.
• Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of marketing, 58(3), 20-38.
• Munnukka, J. (2005) “Dynamics of price sensitivity among mobile service customers”, Journal of product & brand management, 14(1), 65-73.
• Parvatiyar, A., & Sheth, J. N. (2001) “Customer relationship management: Emerging practice, process, and discipline”, Journal of Economic & Social Research, 3(2).1-34.
• Patterson, P. G., & Smith, T. (2003) “A cross-cultural study of switching barriers and propensity to stay with service providers”, Journal of retailing, 79(2), 107-120.
• Peters, T. (1987) “Thriving on Chaos”, , New York, NY: Alfred A. Knopf
• Reichheld F.F. (1996) “The Loyalty Effect: The Hidden Force behind Growth, Profits and Lasting Value”, Boston, MA: Harvard Business School Press.
• Roos, I. (1999) “Switching processes in customer relationships”, Journal of Service Research, 2(1), 68-85.
• Rust, R. T., & Zahorik, A. J. (1993) “Customer satisfaction, customer retention, and market share”, Journal of Retailing, 69(2), 193-215.
• Shukla, P. (2010) “Effects of perceived sacrifice, quality, value, and satisfaction on behavioral intentions in the service environment”, Services Marketing Quarterly, 31(4), 466-484.
• Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002) “Customer loyalty in e-commerce: an exploration of its antecedents and consequences”, Journal of retailing, 78(1), 41-50.
• Taşkın, Ç., Koç, E., & Boz, H. (2017) “Perceptual Image of Conflict-Ridden Destinations: An EEG and Eye Tracker Analysis”, Business & Economics Research Journal, 8(3). 533-553.
• Uncles, M. D., Dowling, G. R., & Hammond, K. (2003) “Customer loyalty and customer loyalty programs”, Journal of consumer marketing, 20(4), 294-316.
• Vandenbosch, M., & Dawar, N. (2002) “Beyond better products: capturing value in customer interactions”, MIT Sloan Management Review, 43(4), 35-42.
• Vázquez‐Carrasco, R., & Foxall, G. R. (2006) “Positive vs. negative switching barriers: the influence of service consumers' need for variety”, Journal of Consumer Behaviour, 5(4), 367-379.
• Walsh, G., Dinnie, K., & Wiedmann, K. P. (2006) “How do corporate reputation and customer satisfaction impact customer defection? A study of private energy customers in Germany”, Journal of Services Marketing, 20(6), 412-420.
• Weinstein, A. (2002) “Customer retention: a usage segmentation and customer value approach”, Journal of Targeting, Measurement and Analysis for Marketing, 10(3), 259-268.
• Wieringa, J. E., & Verhoef, P. C. (2007) “Understanding customer switching behavior in a liberalizing service market: an exploratory study”, Journal of Service Research, 10(2), 174-186.
• Williams, P., & Naumann, E. (2011) “Customer satisfaction and business performance: a firm-level analysis”, Journal of services marketing, 25(1), 20-32.
• Xia, L., Monroe, K. B., & Cox, J. L. (2004) “The price is unfair! A conceptual framework of price fairness perceptions”, Journal of marketing, 68(4), 1-15.
• Yang, A. (2006) “A multi-criteria decision support system for selecting cell phone services”, Unpublished Thesis, Lethbridge, Alta.: University of Lethbridge, Faculty of Management, 2006.
• Zamani, H., Abas, A., & Amin, M. K. M. (2016) “Eye Tracking Application on Emotion Analysis for Marketing Strategy. Journal of Telecommunication”, Electronic and Computer Engineering (JTEC), 8(11), 87-91.
• Zhao, L., Lu, Y., Zhang, L., & Chau, P. Y. (2012) “Assessing the effects of service quality and justice on customer satisfaction and the continuance intention of mobile value-added services: An empirical test of a multidimensional model”, Decision support systems, 52(3), 645-656.