Yazar "Ozcelik, Ayse Bengi" seçeneğine göre listele

Listeleniyor 1 - 2 / 2
  • Küçük Resim Yok
    Öğe
    Effectiveness of online behavioral targeting: A psychological perspective
    (Elsevier, 2019) Ozcelik, Ayse Bengi; Varnali, Kaan
    The practice of online behavioral targeting in advertising is one of the hottest issues of contemporary debates about data privacy in the information age. Drawing upon the theory of regulatory focus and the ad value model, the present research focuses on the psychology of the recipient in explaining the effectiveness of online ads customized using behavioral targeting. Results of the present research suggest that the promotion focus level of a consumer has a significant effect on perceptions regarding informativeness and entertainment of a customized online ad, whereas perceived security risk associated with clicking customized online ads has a directly inverse effect on these two constructs, in addition, it increases the irritation caused by behavioral targeting. Further, the effect of ad value dimensions on behavioral ad responses is mediated by the attitude toward the ad and brand attitude. Implications of findings and future research directions are discussed.
  • Küçük Resim Yok
    Öğe
    A holistic framework for patient experience: 5P model
    (Emerald Group Publishing Ltd, 2021) Ozcelik, Ayse Bengi; Varnali, Kaan; Burnaz, Sebnem
    Purpose Hospitals have become competitive organizations striving to serve the needs of empowered consumers seeking positive experiences. As a result, the patient experience turns into a critical driver of performance for hospitals. Accordingly, the question what are the critical dimensions for creating a well-designed patient experience? has been drawing increasing attention from the industry and academia alike. This paper aims to contribute to the understanding of patient experience by using multiple source data obtained from experts and patients. Design/methodology/approach This study uses a qualitative research approach to examine the perspectives of both health-care experts and patients about the experience. A semi-structured interview series is conducted with health-care professionals, academicians, researchers, physicians and patients. Findings The results suggest a novel framework for the patient experience including five critical dimensions as follows: provider, physician, patient, personnel and periphery. This framework, 5Ps of patient experience, provides a holistic picture, which integrates the perspectives of patients, health-care providers and experts including scholars and researchers. Practical implications The 5P framework can be used by health-care professionals to better understand the driving factors of patient experience and to create a strategy to improve patient satisfaction. Originality/value To the best of the authors' knowledge, the present study is the first qualitative study, which provides a holistic approach to patient experience independent from the branch and considers the perspectives of both health-care experts and patients.