Yazar "Ozcelik, A.B." seçeneğine göre listele

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    Are you monitoring my performance or bullying me? A framework for patient orientation
    (IGI Global, 2024) Ozcelik, A.B.
    As competition in the health sector increases, the burden on employees also increases. Patients, who are the customers of the healthcare industry, gain power with the development of marketing and make their own choices more easily in a competitive environment. It becomes inevitable to consider the link between the perceptions and motivations of hospital employees and outcomes for the patient. This chapter proposes a model on how performance monitoring affects patientorientation. Along with the model, relational propositions are provided. Looking at the relationship between monitoring and orientation, the moderator effects of service climate and interdependence are also considered. This model shows that practices that employees may perceive as bullying can have a negative impact on the customer, and it can negatively affect business performance in line with the effect of patient-orientation on patient satisfaction. The model will contribute to both the literature and managerial practices in the direction of a long-term research suitable for hospitals being complex workplaces. © 2024, IGI Global. All rights reserved.
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    Step aside, millennials and centennials! The attitudes of baby boomers toward social media influencers
    (Nova Science Publishers, Inc., 2021) Levi, E.; Ozcelik, A.B.
    Since digital tools are thought to be used mostly by young people, influencer marketing is assumed to appeal to Generations Y and Z. However, the online behaviours of Baby Boomers have changed as use of social media has become widespread. This study investigates the attitudes of Baby Boomers toward social media influencers. Using an exploratory research design, in-depth-interviews are conducted to discover the attitudes of Baby Boomers towards influencers and, more specifically, provide insights into (1) how much Baby Boomers know influencers, (2) how much they rely on the suggestions of influencers, (3) which factors make them more likely to rely on those suggestions, and (4) whether they make (or intend to make) purchases in accordance with those suggestions. The findings reveal that, contrary to popular belief, Baby Boomers may hold positive attitudes toward social media influencers; they do not exclude influencers categorically, but rather contextualize their judgments depending on the qualities of the influencer in question. Specifically, they expect expertise, experience, authenticity, and similarity to trust an influencer. This study is among the first to examine how Baby Boomers, supposedly traditional consumers, relate to one of the newest marketing strategies. The results provide a preliminary foundation for researchers in this field and valuable consumer insights for marketing professionals. © 2021 Nova Science Publishers, Inc.