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

Yıl 2019, Cilt: 17 Sayı: 3, 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

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