Theses supervised by Doç. Dr. Yusuf Can Erdem
17 theses · Yeditepe University
A new insight in socially responsible behavior: The relation among uniqueness, frugality and self-esteem with the mediation of socially responsible consumption
Social responsibility aims to satisfy customers' needs and wants through the usage and disposition of products that minimize the harmful effects and maximize the benefits for the environment and the society. It has become increasingly vital for enterprises to act responsibly and adopt policies on the subject. The consumers preferably would have more positive attitude towards those businesses. Hence, looking from the consumers' perspective we may also assume that the socially responsible consumers also will have a positive attitude towards themselves. Their responsible behavior expected to have a positive influence on their self-esteem that will cause recurrent behaviors. It is assumed that behaviors receive sources and motive from different traits of people. The need for uniqueness, using or disposing goods that enhance one's social identity and image can be one of these traits. Besides, the economic usage of the resources and avoiding from the unnecessary consumption can be another trait that is called frugality. This research aimed finding the relationships among the need for uniqueness, frugality, consumer's socially responsible consumption and self-esteem. In this respect, the model is developed and the hypotheses are constructed. A face-to-face questionnaire conducted to 322 customers in Istanbul. The model is tested through partial least square (PLS) algorithm for structural equation modeling (SEM). The findings showed a positive relationship between the need for uniqueness and self-esteem through the mediation of subconstruct resistance to irresponsible businesses that discriminate women and exploit their employees. There is also a positive relation between frugality and self-esteem without mediation.
The influence of fashion attitudes on Turkish consumers' clothing purchase intentions
This thesis aims to determine the clothing purchase intentions of Turkish consumers. In this study, quantitative research is employed. From the former studies and the literature review, a questionnaire has been created. 310 responses have been collected from all over Turkey with different demographics and tested with factor analysis, reliability analysis,correlation analysis and regression analysis by using SPSS to test the hypotheses. This study showed us different relations between some characteristics of clothing purchase intentions that affect consumers preferences. In the end, we hope that this study helps and contributes to further studies regarding purchase intentions of clothing.
An analysis of the relationship between customer satisfaction, repurchase intention, and the factors affecting purchasing behavior: An example of electric oven purchases by Turkish consumers
Turkey is one of the largest white goods production bases in the world, especially in electric oven production. With the increasing awareness of health, attention to eating habits and cooking equipment began to increase. The high number of players in the sector and imports are the main factors that increase the competition in the market. By examining the consumers satisfaction, repurchase intention, and factors affecting oven purchasing behavior, companies can have the opportunity to position themselves ahead of the competition. This research was based on a survey that was conducted with 384 participants in Turkey. According to the analyses, customer satisfaction was found to strongly affect repurchase intention for the electric oven product group. Quality and consumer ethnocentrism have an effect on both customer satisfaction and repurchase intention. Brand and product features have an indirect effect on repurchase intention and after-sales services have a direct effect on the repurchase intention. One of the interesting findings of the research is that the price consciousness has no effect either directly or indirectly. Moderation effects of gender and education level were determined.
Türkiye'de mobil telekomünikasyon endüstrisinde self servis teknolojilerinin benimsenmesini etkileyen faktörler
Technology is no longer just a driver but a necessary platform for future development. Delivering outstanding customer service has become a fundamental part of almost every company's rules book. Self-service technologies are defined like "technological interfaces that enable customers to produce a service independent of direct service employee involvement" (Meuter, Ostrom, Roundtree, & Bitner, 2000). Self-service is a good and effective way of empowering the client. Besides allowing consumers better autonomy over the service, SSTs also decrease workload and expenses of service providers. This study aims to understand the factors which effect adoption of Self-Service Technologies in mobile telecommunications industry in Turkey. Studies in the literature cover a variety of industries such as mobile banking, marketing and internet shopping. However, there is no study that analyzes self-service applications in the telecommunication sector in Turkey. Davis's (1989) Technology Acceptance Model establishes the foundation of structural model. Model includes perceived usefulness, perceived ease of use, attitude toward use, and behavioral intention. Compatibility is included from Roger's Diffusion of Innovation Theory. Personal innovativeness, system availability and perceived security are considered as other determinants of the technology acceptance process. Primary data is collected via online questionnaire. 314 of answers in questionnaire were used for analysis. Normality test is done to understand how the data is distributed. Then, factor and reliability analyses are followed by correlation and regression analysis. Each scale used in the questionnaire has good level of validity and reliability. Key words: Technology acceptance model, self service applications, mobile communications
The effect of ethnocentrism level of consumers on country of origin: A study with Chinese household appliances
The effect of consumers' ethnocentrism levels on the country of origin strongly influences their purchasing intentions. Therefore, it is very important for companies engaged in commercial activities with the import method in terms of supplying products and determining from which countries they should buy products and services. The socio-demographic characteristics of potential customers in the target market are important factors affecting the country of origin and consumer ethnocentrism. In addition, these demographic characteristics are closely related to ethnocentrism. This study aimed to investigate how the ethnocentrism levels of a selected group of Turkish consumers affect their intention to purchase Chinese home appliances. 360 consumers contributed to the implementation phase of the study. The data were analyzed in the light of the information provided by the participants with the help of a questionnaire. Factor analysis was applied for these data obtained with Cetscale and COO scales. In addition, Cronbach's Alpha values of each scale were examined. Afterwards, correlation and simple linear regression analyzes were applied for the hypotheses. Independent groups T-test and ANOVA test were also applied for sociodemographic characteristics. As a result of the study, it was determined that the hypotheses proposed at the beginning of the research were supported by the findings. While it is concluded that it is related to marital status, age and income level; It was found that it was not related to education status. Keywords: County of Origin, Chinese Household Appliances, Sociodemographic Attributes, Consumer Ethnocentrism.
Evaluation of service quality, customer satisfaction and loyalty in marine services industry
The importance of measurement and evaluation of service quality and efficiency in maritime industry, an indispensable instrument of transportation of global trade, has increased drastically in the past 20 years with the influence of the global trends. Especially in the last 10 years, the financial outlook of the global markets had changed dramatically and maybe even permanently. A number of scientific studies, which will contribute to the adaptation to the new financial standards, are yet so few due to the complexity and diversity of the services in maritime industry. This study aims to evaluate the relationship between service quality and customer satisfaction and loyalty of some of the important services in the maritime industry while taking the charactheristics of the industry into consideration. Study will use a service quality scale previously used in a different type of service in maritime industry which was derived from ROPMIS.
Online shoppers' intention of using self collection services for last mile delivery: The mediating role of perceived customer value and the moderator effect of customer innovativeness
Developing technology and new customer expectations have led businesses to focus on last mile delivery. Many developed countries continually develop systems such as self-collection for last-mile delivery, as an alternative to home delivery, for customers who are frustrated by serious delivery problems and poor delivery services. As an implementation of self-service technology, the self-collection system is a logistical innovation to address the inefficiency of traditional home delivery. However, the long-term feasibility of this system depends on consumers' acceptance of this concept. In this study, it is analyzed the intention of customers to use the self-collection method as the last mile delivery method. The characteristics of innovation were assumed to be key factors affecting the customer's intention to use self-collection services and were tested along with demographic features. Survey data collected from 389 consumers who shop online were analyzed using regression analysis and Sobel test. SPSS 23 program was used for analysis. The results of the analysis show that the five main characteristics of innovation (Relative advantage, compatibility, complexity, trialability, and observability) positively affect the customer's intention to use self-collection services. In addition, the perceived consumer value and the consumer innovativeness, of which intermediary role was examined in the research model, had also significant and positive impacts. In this article, the literature on the characteristics of innovation and self-collection system has been reviewed and it is aimed to enrich the management of self-collection services. Keywords: Last-mile delivery, Self-collection, E-commerce, Perceived attributes of innovation, Marketing, Innovation
Türk içecek sektörü için retro pazarlamada, duygusal bağlılığın marka sadakati üzerine etkisi : İstanbul'daki bir vakıf üniversitesi öğrencileri üzerine araştırma
The intensification of competition in every area and the increase in consumer expectations every day necessitate companies to constantly seek new search for branding strategies.Nostalgia and the concept of retro offer important opportunities for brands to attract the attention of their consumers and look for new elements that will appeal to their thoughts and feelings. The aim of this study is to determine the nostalgia tendencies of the young generation, which is defined as postmodern individuals, and to analyze the effect of retro theme on brand loyalty. The data was collected by the survey method; nostalgia tendencies of the participants were determined and the role of emotional commitment on brand loyalty was explored by focusing on the concepts of brand image, nostalgia proneness, brand inheritance and self-identification.In addition, it was found that the tendency of nostalgia did not have any effect on the brand loyalty of postmodern individuals.
Exploring the factors affecting the adoption of smart home appliances: An application and extension of UTAUT2 Model and E-S-QUAL
Smart home appliances (SHA), a growing field in the Internet of Things market, allow consumers to monitor and regulate a variety of appliances distantly and intelligently. The technology has been available for some time, and market predictions are optimistic to grow rapidly. The purpose of this paper is to evaluate the elements that affect the behavioral intention to adopt SHA, as user adoption is the basis of SHA market extension. This research addresses a gap in the literature by delivering insights into the adoption of SHA and provides experts meaningful information to create and advance appliances from the consumer perspective. This research combines two established approaches, Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) and Electronic Service Quality (E-S-QUAL) into consumers' behavioral intention to adopt SHA, explore their influence quantitatively by employing the SEM-PLS method on data collected from 316 respondents. According to the results, performance expectancy, habit, facilitating conditions, fulfillment, and efficiency had positive significant effects on behavioral intention to adopt SHA. However, effort expectancy, social influence, hedonic motivation, price value, system availability, and privacy did not have influence on behavioral intention to adopt smart home appliances. Home classification has a significant moderator effect between habit and behavioral intention to adopt SHA, whereas gender, marital status, age, education level, and household income did not have a moderating effect. In addition, findings indicate that the research model had a greater explanatory power compared to the UTAUT2 and E-S-QUAL models.
Psikografik pazar bölümleme: Markalar için ne zaman uygulanabilirdir?
Lifestyle market segmentation is one of the leading concepts associated with segmentation literature in general which has an increased popularity in the last decades. So many research attempts have been published on this subject mainly aiming to define the lifestyle segments on a given product/service market in a positivist look. But, there is a lack of research interest on the normative look of lifestyle segmentation efficiency across different product categories to have a guidance for the brands regarding when to implement lifestyle segmentation for which product types and for which consumer groups. Thus, this research aimed to define a formulation to understand the effectiveness of lifestyle segmentation for the brands. By a cross categorical analysis, consumers of four different product categories have been reached by this research using an on-line questionnaire and the relationships through lifestyle segments exposed by using AIO scale, the brand value perceptions of these segmented consumers and their purchase intention variation were analysed to clarify a segmentation roadmap for brands. As a result, it was found out that the lifestyle segmentation could not be defined as the main driver of purchase intention while consumer's perceived values which are partially affected by the lifestyle market segments significantly affect the purchase intention and this effect varies by different product categories.
The effects of luxury purchase intention in Turkey
This study aims to investigate the relationship between research functions, demographically middle-income, especially white-collar employees, and their significant impact on luxury product evaluation and their effects on the to purchase intention in luxury products. Consumer "Cognitive Interaction Motivation-conception and motivation" and "Cogitative Mindfullness Perceptions-brand love and purchase intention with loyalty" are considered as dependent variables. "Brand-Id Image-brand personality, image" luxury product interest and Image Involvement Perceptions with product involvement were chosen as moderators as independent variables. In particular, the "Cognitive Interaction Motivation-motivation and perception" survey questions has almost never used a scale in Turkey. Therefore, Therefore, this study's research survey has supported by with native language interpreter and philology experts. İstanbul is seen as a pioneer city of luxury consumption in Turkey. 510 people responded the scale from the designated districts of Istanbul. In this study, in order to test the hypotheses, factor analysis, reliability analysis, T test, Anova test and regression analysis were performed in SPSS with the collected data. The results showed that most respondents intend to purchase intention luxury items. In particular, the luxury brands users have shown that they feel better the Cognitive Interaction Motivation, while they feel the loyalty, love and purchase intention luxury brands positively. As a result, all dimensions of the research positively affected the tendency to purchase intention luxury in the perception of "cognitive interaction motivation". Merely, the Image Involvement Perceptions moderates the luxury product in the perception of "cognitive interaction motivation" has not affected each other to purchase intention and frequency. All hypotheses except H6 and H8 are supported. As a result, this study aimed to contribute to the existing literature with a comprehensive literature review and quantitative research and aimed to shed light on future research on luxury purchasing. Key words: luxury brand intention, ideal self and actual self-conception, ideal self-motivation, actual self-motivation, luxurious consumer behavior, brand loyalty, brand love, Image Involvement Perceptions and product involvement, Cogitative Mindfullness Perceptions, middle income consumers' luxury purchase intention
Effects of brand equity dimensions on firm value and examining the moderating effect of perceived reputation: A study on large stores listed on ise
Brand equity compromises all the attitudes of consumers against a corporate brand. Brand equity offers advantage to both brand and consumer. In the same breath, brand equity is utilised financially. On the other hand, corporate reputation is made of the efficient and emotional jurisdiction of corporate stakeholders about the corporation. The aim of this thesis is to measure scientifically whether brand equity dimensions have any effect on firm value by moderating the perceived reputation dimensions of the companies. By this aim, a model is created to show correlation between these three concepts by gauging the reputation of the company, and brand equity perceptions of users and non-users of 10 corporations that are listed as "Large Stores" under the Nace classification of Istanbul Stock Exchange (ISE). The results, together with firm values of these companies which are the secondary data (Book to Market Ratio) were tested with structural equation modelling by using R programme. To the best of our knowledge, there is not any academic research globally and in Turkey that measures the relationship between these 3 concepts. According to the results of analysis, brand equity dimensions have statistically and scientifically meaningful effect on perceived reputation dimensions and on firm values of the companies.
Lüks ürün tüketimine müşteri memnuniyetinin etkisi: İstanbul'daki lüks gözlük tüketimine yönelik araştırma
Nowadays, luxury goods providers face a strong competitive environment. The continuity of the business is related to the importance of comprehensive ability of the customer wants and expectations. In an increasingly competition conditions, firms which can offer products that meet customer expectations could survive. It is very important to define, measure and develop consumer satisfaction in order for producers of products to gain advantage with competitive advantage. Firms that offer luxury products need to focus on creating customer loyalty and protection strategies that are tailored to these product characteristics in order to provide consumer satisfaction. The first step in this strategy is to identify and manage the key factors that influence customer satisfaction as far as possible. In this context, the purpose of this research is to investigate the effects of differentiated value perceptions on satisfaction levels of consumers who consume luxury products. In this direction, a questionnaire which is covering 41 questions was applied to 300 consumers within the Istanbul provincial border. When effects of customer satisfaction on luxury goods consumption is examined; most important 3 factors affecting customer satisfaction are entertainment, price and quality. The entertainment factor has become one of the most important dimensions on luxury product consumption. As a result of analysis, administrative inferences, research limitations and recommendations for future works are also discussed in this research.
The role of consumer ethnocentrism and country of origin effect on consumer purchase decision
There are lots of factor affecting consumer purchasing decision behaviour, and in the results of many studies the result that ethnocentric tendencies of consumers and country of origin effect have also impacts on this behaviour can be seen. In this respect, consumer behaviour, consumer ethnocentrism and country of origin effect topics were investigated, and the role of consumer ethnocentrism and country of origin effect on consumer purchasing decision behaviour was analysed within the scope of this study. In consequence of the gathered data via survey form conducted on the students of Yeditepe University, Bahçeşehir University and Işık University, the result that participants have low level of ethnocentric tendencies was reached. It was determined that country of origin effect differentiates according to the ethnocentrism levels. Moreover, consumer ethnocentrism is statistically differentiated according to monthly family income, openness towards foreign cultures and closeness with foreign cultures variables. However, consumer ethnocentrism is not statistically differentiate according to age group, gender and marital status variables. KEY WORDS: Ethnocentrism, Consumer Ethnocentrism, Country of Origin, Country of Origin Effect, Consumer Purchase Decision
The impact of retail service quality on store loyalty intentions of the grocery shoppers within the framework of organized retailsector of consumer packaged goods in Turkey
As an organizing framework, this academic dissertation reveals an opportunity in the academic literature by exploring the impact of Retail Service Quality on Store Loyalty Intentions of the grocery shoppers from the perspective of Organized Retail Sector of Consumer-Packaged Goods (CPG) in Turkey. It applies the 18-items, 4-dimensional and 5-point Service Quality in Retailing scale composed by Vazquez et al. (2001), which is a multi-layered component architecture combining the outcomes from their qualitative research with a careful examination of the relevant retail literature as well as the service quality constructs that were previously developed by the academicians who worked in the field. The construct adapted by Sirohi and his colleagues (1998) was leveraged to gauge Store Loyalty Intentions, which is composed of three items, namely willingness to repurchase, willingness to purchase more in the future and willingness to recommend the store to others. Each item that will be assessing the dimensions of Store Loyalty Intentions will be accompanied by a 5-point likelihood scale. The outcomes of the Principal Components and Multiple Regression & Correlation Analysis, managerial implications, restrictions of the study and recommendations for the upcoming studies in this field were discussed in a detailed way for contributing to the related academic research field.
The study on customers' fuel-oil station choices: A case of Istanbul
The general purpose of this study is to determine the fuel station choices of retail customers who purchase fuel in Istanbul, the factors affecting these choices and to explain the impact of service quality dimensions on the customers' intention decisions to purchase fuel oils. In the study, determining the importance order of the factors affecting the choices of the customers who buy retail fuel in Istanbul, determining the most important factors , defining the customers' brand choices, to determine and analyse the most important factors affecting customers 'choice of fuel station based on brands, to determine that service quality effects on customers' fuel station brand choices, to determine the demographic characteristics of customers in station preferences, testing of Servqual Scale applicability for fuel station sector in Turkey are among the objectives of the research. The target audience of this study is the fuel station customers who purchase retail fuel in various parts of Istanbul. An online survey system has been used as the primary data collection tool. The data were analysed using quantitative techniques. Sometimes qualitative techniques were used. Results are very important for the sector. The Factors affecting customers' choices were determined in order of importance. The quality of service has an impact on customers' brand choices. The quality of service has an impact on customers' intention decision to purchase. Servqual scale was used to measure the quality of service. Result shows that it is applicable in the measurement of the service quality of fuel oil stations in Turkey.
Key success factors of managing co-creation experience
Value co-creation in an ecosystem has transformed the role of companies and various stakeholders. Earlier proposals stated that co-creation is beneficial for dyadic customer-firm relationships, but marketing theory has progressed to the participation of all actors in value creation who combine resources most effectively. The overarching aim of this manuscript is to contribute to the understanding of the integrating role of companies in the co-creation process and identify the key factors underpinning successful co-creation practices. The context of this study is the banking industry and value co-creation in that collaborative context is elaborated. The study also discusses and further evolves the effect of collaborative working on the innovation strategy of firms. The study utilizes a mixed research method; while the qualitative approach defines how value co-creation occurs in the banking industry and how banks contribute to this process as value facilitators, the quantitative approach endeavors to understand whether value co-creation impacts the innovation strategy of banks and subsequently on the perceived market performance. The transition in the meaning of the building blocks of co-creation after digitalization has influenced the interpretations of collaborative work. The findings indicate that collaborative working affects the degree of innovativeness of a company and consequently its perceived market performance. Managing the co-creation experience in a multi-actor setting is a complex phenomenon and this study paves the way for further research into the values underlying the success of co-creation and provides a guide for successfully integrating the different roles of stakeholders in an ecosystem.