Sertan Kabadayi

Consumer – brand engagement on Facebook: liking and commenting behaviors

Purpose – The purpose of this paper is to study factors affecting consumers’ liking and commenting behavior on Facebook brand pages, and to analyze the mediating role of mode of interaction on relationships between personality traits and liking/commenting behavior. Design/methodology/approach – Data were collected using an online national survey from 269 respondents, ages between 18 and 32. The hypotheses were tested using structural equation modeling. Findings – Results support nine of ten hypotheses with significant relationships between analyzed constructs. It was found that two different modes of interaction acted as mediators between three personality traits and liking/commenting behavior on Facebook. Research limitations/implications – This study only included liking and commenting behavior on Facebook. Future studies could extend the conceptual model by including sharing behavior and other personality traits that were not included in this conceptual model. Practical implications – The findings have...

Managing motives and design to influence web site revisits

Purpose – The purpose of this paper is to better understand the relationship between web site design characteristics and revisit intention by examining the roles of satisfaction and consumer motives, thus providing managers with strategies that they can adopt to secure revisiting consumers at their web sites.Design/methodology/approach – This paper uses survey method to collect data from 238 respondents and mediation hypotheses are tested with structural equation modelling using LISREL.Findings – The results indicate that for goal‐directed consumers web site content and customization play a more significant role in influencing their satisfaction and revisit intentions than convenience. However, for experiential consumers, content and convenience play a more significant role in satisfaction and revisit intentions than customization options at a web site.Research limitations/implications – One type of online business is used as a stimulus in this study. Future studies may include different types of web site...

Customer Engagement in a Big Data World

This paper aims to propose that the literature on customer engagement has emphasized the benefits of customer engagement to the firm and, to a large extent, ignored the customers’ perspective. By drawing upon co-creation and other literature, this paper attempts to alleviate this gap by proposing a strategic framework that aligns both the customer and firm perspectives in successfully creating engagement that generates value for both the customer and the bottom line.,A strategic framework is proposed that includes the necessary firm resources, data, process, timeline and goals for engagement, and captures customers’ motives, situational factors and preferred engagement styles.,The authors argue that sustainability of data-driven customer engagement requires a dynamic and iterative value generation process involving customers recognizing the value of engagement behaviours and firm’s ability to capture and passing value back to customers.,This paper proposes a dynamic strategic value-creation framework that comprehensively captures both the customer and firm perspectives to data-driven customer engagement.

The protection of the trustor through the use of control mechanisms and its performance implications

Purpose – The article seeks to explain the impact of the adoption of control mechanisms by a manufacturer as a safeguard against the betrayal of trust, which could consequently have performance implications for its relationship with its supplier.Design/methodology/approach – This study was conducted within the context of the relationship between a manufacturer and its major supplier and the framework was tested by survey data collected from 174 manufacturers. LISREL was used in the testing of the hypotheses.Findings – This study reflects that a manufacturer may reduce the risk associated with trusting its suppliers by either monitoring them directly or adopting the norm of information sharing. Alternatively, it could seek to reduce risk by adopting both types of control mechanism simultaneously. Conversely, the results of this study indicate that control mechanisms, when used individually, are not effective in increasing supplier performance. However, when used in combination as plural control mechanisms,...

A segmentation of Turkish consumers based on their motives to visit shopping centres

Abstract This paper aims to contribute to the literature by providing a segmentation of Turkish consumers based on their motives for visiting shopping centres. First, we identified the motives that Turkish consumers had for visiting shopping centres and then we used those motives to segment consumers. Data were collected through a survey from 390 participants living in the six largest cities in Turkey. First, the results showed that Turkish consumers had five groups of motives when it comes to visiting shopping centres. The results of a two-step cluster analysis used for segmentation revealed four distinct segments of Turkish shopping centre visitors. Those segments were named as serious consumers, recreational consumers, enthusiast consumers, pragmatic consumers. These findings suggest that Turkish shopping centre managers need to recognize that Turkish consumers are not a homogeneous unit when it comes to visiting shopping centres. Finally, academic and managerial implications of our findings are discussed.

Customer Value Creation in Multichannel Systems: The Interactive Effect of Integration Quality and Multichannel Complexity:

Abstract This research examines factors that influence consumer perceptions of value created by a multichannel system of service delivery. The literature suggests that multichannel integration quality allows firms to benefit from the effect of synergy and complementarity between channels. We investigate the perceived value of multichannel service delivery in the context of retail banking services, where such multichannel systems are omnipresent. We propose and test a model in which multichannel integration quality is an important value driver, such that higher multichannel integration quality leads to greater value perceptions of not only the multichannel system, but also the overall value of the bank as perceived by the customer. Importantly, the complexity of the multichannel system of service delivery, as perceived by customers, moderates the direct effect of channel integration quality on perceived value of the multichannel system, so that in highly complex multichannel systems, channel integration quality will have a stronger effect on the perceived value to customer. Our findings also shed light on the specific factors that contribute to consumer value perceptions of multichannel retail banking services, which has important implications to managers and researchers.

Is share of wallet exclusively about making customers happy or having more customers? Exploring the relationship between satisfaction and double jeopardy

Purpose – The satisfaction and loyalty research argues that customer satisfaction is an antecedent to share of wallet (SOW). The double jeopardy view, however, argues that satisfaction and SOW levels are driven exclusively by penetration levels. Customer satisfaction and penetration, however, are not always positively related. The purpose of this paper is to explore the relevance and validity of these two divergent perspectives to creating growth in customer share of spending. Design/methodology/approach – The authors examine a series of models evaluating the impact of both the relative penetration of a brand, and the satisfaction ratings of its customers on SOW using data covering 11 industry sectors, 188 brands, and 4,263 customers. Findings – The authors find that part of the problem in reconciling these two views has been in how satisfaction is measured and analyzed. When using absolute satisfaction ratings of the firm/brand, the explanatory power of satisfaction on SOW is very weak at both the indivi...

Customer Value Creation for Risky Products: The Role of Brand Trust and Trusting Beliefs

Abstract Consumers often perceive products and services as risky. As a result, they might perceive the same products as less valuable. While past research has investigated numerous ways of reducing the negative effect of perceived product risk on customers’ perceived value, surprisingly, the role of brand trust has not been taken into account. This article aims to fill this gap by investigating how consumers’ trust in a brand, as well as their trusting beliefs about the brand’s competence, benevolence and integrity, may moderate the relationship between consumers’ perceived product risk and consumers’ perceived value. By means of two empirical studies based on a panel of smartphone users, the authors propose and demonstrate that the trust customers have for a brand can mitigate the negative effect of perceived product risk on perceived value of products with the same brand name. Importantly, findings also show that the various beliefs underlying trust have differential downstream effects. More specifically, while benevolence and integrity beliefs about a brand mitigate the negative effect of perceived product risk on customers’ perceived value, competence beliefs were found irrelevant to the effect of risk on value. These findings inform and guide marketing practitioners’ efforts to cultivate specific, rather than generic, trusting beliefs to ultimately create and maximize value for their customers who otherwise view these products as risky.

A Typology of Channel Organizations

The authors develop a typology of channel organizations that consists of two fundamental and opposite types with respect to channel anatomy and channel coordination: 1) complex organic and 2) simple bureaucratic channels. Complex organic channels have a large number of parallel channels, many levels between the manufacturer and its end customers, and numerous channel member types, whereas simple bureaucratic channels have few of each. In complex organic channels the members function with decentralized authority, informality, and high specialization, whereas in simple bureaucratic channels they function with centralized authority, formality, and rudimentary specialization. The complex organic type of channel is proposed to be ideal in dynamic, unpredictable, diverse and munificent environments, whereas the simple bureaucratic type of channel is ideal in stable, predictable, homogenous, and lean environments. In both cases the meaning of “ideal” is that this channel type in this environment elicits loyalty, smoothes working relationships, and contributes to the bottom line.