Özge Özgen

Integrating the Kano model, AHP and planning matrix: QFD application in library services

Purpose – The purpose of the study is to analyze the user (as a customer of the library) requirements related to library services by using service‐based quality function deployment (QFD) and employ QFD to identify visible marketing strategies in a service sector.Design/methodology/approach – In this study, QFD is applied to central library services of Dokuz Eylul University (DEU) in Izmir, Turkey. Basically, the methodology used in this study integrates the Kano model, AHP and planning matrix of house of quality. First, a focus group study is held to find out the requirements of university students for the university library that are then classified using the Kano model. The requirement categories are ranked with respect to their relative importance using analytical hierarchy process (AHP). In the last step, all findings are transferred to the planning matrix and strategies for DEU Central Library are developed.Findings – The paper reveals marketing strategies for a non‐profit organization, a state univer...

The impact of corporate social responsibility in food industry in product‐harm crises

Purpose – The first purpose of this study is to analyse the impact of prior CSR information on the perceived degree of danger, attribution of blame, brand evaluation and buying intentions after a product‐harm crisis in the food industry. The second purpose is to examine the moderation effect of CSR importance ascribed by the consumers on the above mentioned relations.Design/methodology/approach – An experimental design consisting of three between‐subjects conditions was applied and three CSR initiative conditions were selected (positive, negative CSR and no CSR information as a control condition). In this framework, three different scenarios were designed and tested under the condition of a product‐harm crisis related to margarine.Findings – This study highlights that CSR has an impact on attribution of blame, brand evaluation and buying intention but not on the perceived degree of danger. CSR importance has a moderation effect on the relationship between CSR and blame attribution, brand evaluation and bu...

Pre‐recovery and post‐recovery emotions in the service context: a preliminary study

Purpose – The purpose of this study is to analyze the mediating role of pre‐recovery emotions on the relationship between severity of service failure and post‐recovery positive and negative emotions and to examine the mediating role of justice perceptions on the interaction between pre‐recovery and post‐recovery emotions.Design/methodology/approach – Quantitative data were collected in the form of questionnaire which was applied to 238 respondents. The respondents include the consumers who experienced a service failure followed by a service recovery. In this study, post‐recovery positive and negative emotions were dependent variables whereas severity of service failure, pre‐recovery emotions and three dimensions of justice perceptions were the other main variables. In line with this purpose, eight hypotheses aiming to clarify the relations among these variables were tested using correlation and hierarchical regression analysis.Findings – The results suggest that post‐recovery negative emotions were affect...

The meanings, rituals and consumption patterns of Holy Feast and New Year in Turkey

Purpose – The purpose of this paper is to investigate and compare the meanings, rituals, and the celebration context related to Holy Feasts and New Year, to determine consumption patterns of female consumers during these occasions and compare the results for urban and rural areas.Design/methodology/approach – A qualitative research technique was followed and in‐depth interviews were chosen as data‐collection method. A total of 60 in‐depth interviews were held with females in urban and rural areas of Turkey and the respondents were selected according to Family Life Cycle (FLC) categories. Data were analyzed through content analysis.Findings – The findings indicate that six meanings were associated with Holy Feasts and New Year. All meanings except for those which are neutral or negative are more intensely observed for Holy Feasts. Besides, rigidly ritualized Holy Feast celebrations were observed in rural areas whereas these consumers do not have deep inspirations to celebrate New Year. Urban consumers disp...

Müşteri gereksinimlerinin müşteri ilişkileri yönetimine aktarılması: Modern kalite fonksiyon göçerimi uygulaması

Firmalar, rekabet avantaji kazanmak icin musteri iliskileri yonetimi uygulayarak musterileri ile uzun donemli iliski kurmayi amaclamaktadirlar Bunun yanisira, firmalar, musterinin sesini dinlemek ve elde ettikleri gereksinimleri dikkatlice yorumlayip pazarlama stratejileri ile butunlestirmek zorundadirlar. Bu calisma, musteri gereksinimlerinin ortaya cikarilmasi ve anlasilmasini saglayan modern kalite fonksiyon gocerimi metodolojisi araciligiyla elde edilen musteri sesinin, musteri iliskileri yonetimi uygulamalarina aktarilmasini amaclamaktadir. Bu baglamda, Dokuz Eylul Universitesi, Isletme Fakultesi akademik personeli uzerinde dizustu bilgisayarlari ile ilgili ampirik bir calisma yapilmistir ve katilimcilarin dizustu bilgisayarlara iliskin gereksinimlerinin de dahil edildigi bir musteri iliskileri yonetimi veritabani olusturulmustur. Calisma sonucunda, musteri iliskileri yonetimi veritabanina musteri sesinin de eklenmesiyle musteri iliskileri yonetimine yeni bir bakis acisi getirildigi dusunulmektedir. Firmalarin, musterilerinin gereksinimlerinin de dahil edildigi veritabanlari araciligiyla dogru musteriye dogru pazarlama stratejisiyle, bireysellestirilmis urun/hizmet sunarak bu uygulamadan faydalanabilecekleri ve musterilerini daha fazla tatmin edebilecekleri dusunulmektedir.

15-19 yas grubundaki tüketiciler alısveriş merkezlerini nasıl algılıyor?: Izmir ilinde bir uygulama

Bu calismada, 15-19 yas grubundaki tuketicilerin alisveris merkezi seciminde onemli gordukleri degerlendirme kriterleri ele alinmistir. Calismanin amaci, katilimcilarin en sik gittikleri ve en cok sevdikleri alisveris merkezinin, alisveris merkezi degerlendirme kriterlerine verdikleri onem uzerinde fark yaratip yaratmadigini ortaya koymaktir. Bunun yani sira, alisveris merkezinde en fazla para harcanan yer ve alisveris merkezinde en cok zaman gecirilen yer degiskenlerinin, alisveris merkezi degerlendirme kriterlerine verilen onem duzeyleri uzerinde fark yaratip yaratmadigi test edilmistir. Genel olarak katilimcilarin bir alisveris merkezini secerken en onemli gordukleri faktorler sirasiyla, alisveris merkezindeki rahatlik ve konfor, fi yatlar, sinemalar ve urun/ hizmet karmasidir. Ancak bu faktorlere verilen onem duzeyleri uzerinde yukarida belirtilen degiskenlerin fark yarattigi gorulmektedir. Calismanin sonuclarinin alisveris merkezi yoneticilerine, alisveris merkezi imaj bilesenleri uzerine daha fazla yogunlasarak hedef kitle beklentilerine daha uygun pazarlama stratejileri gelistirmeleri konusunda yardimci olacagi dusunulmektedir.

SOSYAL SORUMLULUK KONUSUNDA TÜKETİCİLERİN BEKLENTİLERİ: ANALİTİK HİYERARŞİ SÜRECİ YÖNTEMİ İLE ÖNCELİKLERİN BELİRLENMESİ

Ozet: Isletmelerin faaliyetlerinden tum paydaslari etkilenmektedir. Bu nedenle, isletmeler paydaslarina karsi sorumluluk tasimalidir. Kurumsal sosyal sorumluluk olarak adlandirilan bu olgunun basari ile gerceklestirilebilmesi icin her bir paydasin isletmeden hangi konularda sorumluluk ustlenmesini istediklerinin ve bu istek/beklentilerinin hangilerinin daha onemli oldugunun belirlenmesi gerekmektedir. Aksi taktirde, isletme kit kaynaklarini etkin olarak kullanamayacaktir. Bu calisma, tuketicilerin sosyal sorumluluk konusunda isletmelerden beklentilerinin ve bu beklentilerin onem duzeylerinin belirlenmesini, dolayisiyla da pazarlama stratejileri gelistirilerek isletmelere oneriler getirilmesini amaclamaktadir. Veriler sektor ayirimi gozetmeksizin tum isletmeler, gida ureten isletmeler ve otomobil ureten isletmeler icin ayri ayri Analitik Hiyerarsi Sureci (AHS) yontemi kullanilarak elde edilmistir. Bulgular; “tum uc grup isletme icin de en onemli gorulen genel beklentilerin “urune iliskin sorumluluklar”, “urun ile ilgili verilen bilginin niteligi” ve “cevresel faktorlere duyarlilik” oldugunu ortaya koymaktadir. Ayrica beklentiler daha detayli incelendiginde “saglikli urun” her uc grup isletme icin de onemli iken gida sektorunde bu beklentinin daha da onemli oldugu gorulmektedir. “Urun ile ilgili verilen bilginin niteligi” de gida sektorunde daha on plana cikmaktadir. Otomobil sektorunde ise “cevresel faktorlere duyarlilik” cevaplayicilar tarafindan daha onemli bir beklenti olarak tanimlanmistir. Anahtar Kelimeler: Sosyal Sorumluluk, Analitik Hiyerarsi Sureci, Tuketici Beklentileri Abstract: Companies must have responsibility for the welfare of their stakeholders since their stakeholders are affected from their activities. In order to successfully fulfill these responsibilities, which are called corporate social responsibility – the requirements of the stakeholders from the company and the importance levels of these requirements should be determined. Otherwise, the company can not effectively allocate its resources between these requirements. This study aims to identify the requirements of consumers from companies regarding company’s social responsibility and the importance level of each requirement in order to develop marketing strategies as a recommendation. The data is obtained by using the Analytical Hierarchy Process (AHP). The importance levels of social responsibility requirements are assessed for three groups of companies: all the companies in general, companies producing food products and companies producing automobiles. The findings have shown that “responsibilities regarding the product”, “the quality of the product information” and “sensitivity towards environmental factors” are the most important requirements for all three groups of companies. It is seen that consumers require “healthy food” from all three groups of companies and this requirement is especially evaluated as very important for the companies that produce food. Besides, more importance has been placed to “the quality of the product information” for the food producing companies. Respondents evaluated “sensitivity towards environmental factors” as a more important requirement for the automobile producing companies. Key Words: Social Responsibility, Analythical Hierarchy Process, Consumer Requirements