Alev Koçak Alan

Emotional prototypes, emotional memory usages, and customer satisfaction

ABSTRACT In this study, we investigated the positive and negative emotion concepts in the prototype perspective and then tested them on customer satisfaction. By studying 612 customers in luxury restaurants, we found that two levels of customer emotions (i.e. positive and negative emotions) as a super-ordinate level, 4 positive emotions (i.e. contentment, happiness, love, and pride) and 5 negative emotions (i.e. anger, fear, sadness, shame, and disgust) as a basic level, and 49 specific emotions as a subordinate level are significantly related to customer satisfaction. We also examined the moderating role of emotional memory (EM) usage in the relationship between consumers’ emotions and their satisfaction. We found that product (food and beverage)-related EM strengthens and service-related EM usage weakens the relationship between customers’ negative emotions and their satisfaction. Interestingly, we found that positive and negative emotions are significantly related to customer satisfaction regardless of experience and store-related EM usage.

WHY DO CONSUMERS MAKE ONLINE SHOPPING THE EFFECT OF BIG FIVE PERSONALITY TRAITS, NARCISSISM AND SELF-ESTEEM

This research aims to investigate consumers’ personality effect in online shopping intention to deepen our understanding and extending empirical evidence. A conceptual framework was designed with Narcissism, Self-esteem and Big-five personality traits. This model was examined by using a field questionnaire with the structural equation modelling; the data were collected from 420 online shoppers. Findings revealed that narcissism, self-esteem and big five personality traits are important drivers of costumers online shopping intention. These results may assist e-retailers to increase their number of visitors if online shoppers will be provided with more accurate online store elements (web page design, transactions, products or services etc.) according to different types of personalities.

Generating and Assessing Consumer’s Innovation Adoption through Consumer Innovativeness, Innovation Characteristics and Perceived Brand Innovativeness

Concerning the digitalism, globalization and competition; offering innovative products or services starts to become a critical issue for banks. Banks adapt its technological infrastructure for mobile banking applications to serve in more efficient and valuable way to their existing and potential customers. Unlike with the western countries, mobile technologies usage in developing countries have skipped lots of steps and become so popular. So for, one of the emerging market was chosen for the data collection and data were collected via internet survey with 451 participants. The effects of innovation characteristics (compatibility, ease of use, perceived usefulness, observability, perceived risk), consumer innovativeness and consumer perceived brand innovativeness on consumer innovation adoption were investigated in a holistic model. The results suggested that innovation characteristics had the most impact on consumer innovation adoption. Among these characteristics, compatibility and observability were most influential factors. Consumer innovativeness also affected adoption of innovations. However, contrary to the expectations, consumer perceived brand innovativeness’ effect on adoption was not supported. Future research directions and managerial implications were also given.