Türkiye'de dikey pazarlarda online müşteri deneyimi yönetimi

In the evolution of differentiation for companies, Customer Experience Management is the last step. At the beginning of the history, marketing focused on product, return and price. Nowadays, the competition become tougher and companies need to differentiate with their experience management styles. Customer Experience Management becomes the new differentiation key. Creating meaningful experiences for online businesses is one of the most important business facts after e-transformation of the world. Vertical markets become a fast growing business model in e-commerce and they are well-known with their innovations. Furthermore, they are aware of the importance of customer experiences due to the fact that their target audience and the expectations of their customers are more specific. We have analyze customer experience management perspective of vertical market players with a model which suggests that customer experience have a strong relationship with loyalty and perceived service quality; affected by trust, security, navigation, usability, aftersales and complaint management. In chapter one, we have started our study with the definition of key terms. First we give a literature review to show what customer, experience, customer experience and customer experience management mean and how customer experience evaluate. As everyone knows, customer is a recipient of a good, service, product or idea for a monetary or other valuable consideration. Experience is the accumulation of knowledge or skill that results from direct participation in events or activities. In marketing, customer experience is the sum-totality of customers engaging with the company or a brand, not just in a snapshot in time, but throughout the entire lifetime. So customer experience management is a strategy that focuses the operations and processes of a business around the needs of an individual customer. We continued our literature review with the differences between customer experience management and customer relationship management, due to the fact that they are all confused each other. We agreed that, customer experience management and customer relationship management are very different, but if they combine in a business strategy, they are complementary to success to create meaningful experiences and make customers happier sustainably. Because none of them have enough power to make improve relations with customers and experiences of customers sustainable. xi In our chapter 2, we specialize to online customer experience. Because internet and e-commerce have the biggest growth potential in our world and online companies have a great understanding about customer experience, due to the fact that they have to be innovative. After explaining how online customer experience differs from the traditional, we mentioned the components of online customer experience management which are sensorial, emotional, cognitive, pragramatic, lifestyle and relational. Another part of online customer experience management was the process of creating meaningful online experiences. With the help of literature, we stated the steps of creating meaningful experiences. As a first step, we explained understanding customer and expectations of customer, due to the fact that companies need to understand their customers well and know the expectations of customers to creat them a perfect experience. Then we mentioned importance of touchpoints. From marketing perspective, an experience is an engagement delivered to customer trough an integrated system of touch points, so companies have to design experiences with every touch points. Another step to create meaningful experience is understanding the importance of consistency. Companies need to be consistent in every touch points to create a perfect customer experience, and this brings a good brand experience. Moreover, managing perceptions is another step, due to customers' brand perceptions affect their experiences with the brands. In online world, navigation and usability is one of the design and technology step. Design of the web sites have to be good to user experience and this bring usability. Nowadays, people measure the services of a company with after sales services and complaint management, so this is another step to create a meaningful experience. Because experiences do not end at the end of purchase, they long till the end of lifetime. Finally our last step is loyalty management, which is the top level of customer experience management. All these steps create a powerful background to understand online customer experience and analyze a company. In our research, we have chosen vertical markets and try to understand their perspective about customer experience. We have chosen vertical markets because their speed innovation capability, also they became so popular day by day. Furthermore, they are aware of the importance of customer experiences due to the fact that their target audience and the expectations of their customers are more specific. In the third chapter, first we explain how e-commerce on vertical markets evaluates in Turkey. Then we selected 4 leading vertical market players; Unnado.com, Zizigo.com, Lidyana.com and MissPera.com, to understand their perspective about customer experience management as a case study. Unnado.com is one of the mother and baby shopping website which has a private shopping model. Zizigo.com sells shoes and it is a brand of Markafoni. Lidyana.com is specialized to accessories. Finally, MissPera sells cosmetics and perfumes and it is also a branch of Markafoni. After observing their business model and story, one by one, we made interviews withxii the C-level directors of them. After explaining the market dynamics with the help of our interviews, we have created a model to analyze these companies for their customer experience management. Our model suggests that customer experience have a strong relationship with loyalty and perceived service quality. Also perceived service quality and loyalty are affected by trust, security, navigation, usability, aftersales and complaint management. We create this model according our interviews with selected companies. We study these factors one by one to understand how businesses on online vertical markets give importance to make their customers happier. To analyze these factors, we have created a survey and spread it on the internet. So we catch internet users. We asked 9 questions to measure all factors of our model. There was 4 different set of same questions for every company to understand every company separately. 498 participants gave their responses to our survey, but 64 of them was from 3 big cities at the age of 18-35, and statistically significant. We analyze only their answers. We use ANOVA test, Benferroni and Tukey HSD Post Hoc Tests. We have found that there are no significant differences between our 4 brands according our model. Then we compare their means to understand little differences. As a result, we found that online vertical market companies that we have chosen are really aware of the importance of customer experience management and they are working on to increase their service quality to make their customers happier. And also they are all aware of the loyalty results of customer experience management and its financial affects. We also see that purchase frequency, desire to shop and general opinion about these 4 brands are higher than to average, so we can say that our candidates are loyal and have good experiences with the companies. Moreover, our candidates trust these companies, feel comfortable to shop from them, think that the web sites are secure to shop, easy to use and useful, their aftersales and complaint management are successful. But we had not enough data to prove these facts statistically. For further research, we suggest to analyze these facts with a big sample to prove with regression analysis. Moreover, for the same market, other factors such as touch points, consistency and perception management can be analyze to know how they affect perceived service quality and customer experience management in vertical markets. Also there is a technical, communicational and advertisement side of customer experience management; so the same topic can be analyze with these perspectives. We added a world-known customer experience expert e-commerce company on vertical markets, Zappos.com, to the annexes and we try to understand their way to success. We explained why Zappos.com is one of the best customer service companies and how it delivers happiness to its customers from customer service to culture, employee training to warehouse management, call centers to retailers. They have created an enormous customer experience management perspective to online world.