MÜŞTERI GÜÇLENDIRMENIN ÖLÇÜLMESI: IÇ ANADOLU'DA BIR UYGULAMA

İbrahim BOZACI; Tülin DURUKAN

MEASURING CUSTOMER EMPOWERMENT: AN APPLICATION AT INNER ANATOLIA

Journal Name:

Niğde Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi

Publication Year:

2015

Key Words:

Keywords (Original Language):

Author Name	University of Author	Faculty of Author
İbrahim BOZACI	Kırıkkale Üniversitesi	Meslek Yüksekokulu
Tülin DURUKAN	Kırıkkale Üniversitesi	İktisadi İdari Bilimler Fakültesi

Abstract (2. Language):

Today's consumers can be more effective in consumption processes, be informed easier and behave more organized. In this study, a tool has developed for measuring "customer empowerment" perceptions which is about supporting information, capability and control of consumers. In academic literature the subject of customer empowerment is researched in the theoretical and case study level. But in today's marketing environment in which customers wish to have a say across the big producers and channel members, measuring customer empowerment perception is empowerment for managing related marketing activities. Under this framework, comprehensive exploratory review of literature was carried out first. Then designed questions about customer empowerment are subjected to statistical analyses with the data obtained from customers of leading furniture brand by survey method. As a result of the analysis, customer empowerment factors summed as; encouraging customer knowledge and capability, autonomy, participation and redress seeking. Research questions have been found reliable and valid. By this way, the structure of customer empowerment is lightened and a scale which would be facilitates the researches about importance and results of the customer empowerment.

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Abstract (Original Language):

Günümüz tüketicisinin, çok daha kolay bir şekilde bilgilenmesi, örgütlü hareket etmesi, becerilerini artırması ve tüketim süreçlerinde daha etkili olması söz konusudur. Bu çalışmada, günümüzün daha bilinçli tüketicileri için; bilgi, beceri ve kontrolünü desteklendiği yönündeki "müşteri güçlendirme" algısının ölçülmesine yönelik bir araç geliştirilmektedir. Akademik yazında müşteri güçlendirme konusu daha çok teorik nitelikte ve örnek olay düzeyinde incelenmektedir. Ancak günümüzde büyük üretici ve dağım kanalı üyeleri karşısında tüketicilerin de söz sahibi olmak istediği pazar ortamında, müşteri güçlendirme algısının ölçülmesi bu faaliyetlerin yönetilmesi için öncelikle gereklidir. Bu doğrultuda öncelikle kapsamlı keşifsel literatür taraması gerçekleştirilmiştir. Ardından müşteri güçlendirme ile ilgili tasarlanan sorular mobilya sektöründe lider bir mobilya markasının müşterilerinden anket yöntemi ile elde edilen veriler yardımıyla analize tabi tutulmuştur. Analiz sonuçlarında müşteri güçlendirme; müşteri bilgi ve becerilerinin, özerkliğinin, katılımının ve telafi arayışının desteklenmesi faktörleri altında toplanmaktadır. Araştırma sorularının güvenilir ve geçerli olduğu tespit edilmiştir. Böylelikle müşteri güçlendirmenin yapısı aydınlatılmakta ve müşteri güçlendirmenin sonuçları hakkında yapılacak çalışmaları kolaylaştıracak bir ölçek geliştirilmektedir.

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MÜŞTERI GÜÇLENDIRMENIN ÖLÇÜLMESI: IÇ ANADOLU'DA BIR UYGULAMA

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