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Öğe AI and service encounters(Edward Elgar Publishing Ltd., 2024) Tuğer, Ahmet TuğrulThis chapter takes a customer-centric interpretation of the impact of artificial intelligence (AI) agents in service encounters. Different AI agents touch consumers and employees throughout service experience in tourism and hospitality, retailing, and healthcare service encounters. With the increasing number of studies about different AI agents’ interaction with consumers and employees, the antecedents of various AI-supported service encounters require a comprehensive review. Consequently, this chapter aims to provide an inclusive framework to interpret the AI-supported service encounter, based on the service experience perspective including pre-service encounter, core service encounter and post-service encounter stages. Accordingly, the critical antecedents of AI supported service encounters are reviewed with the main theoretical models applied in the extant literature through a three-stage service experience lens. After introducing the details of actual service encounter, service AI technology, levels of AI, and different service AI tools are briefly reviewed. The chapter concludes with the actual state of AI in service encounters and key areas for further research after reviewing main factors and theoretical frameworks used to explain AI in service encounters. © The Editors and Contributors Severally 2024Öğe E-Ticarette Giyim İadeleri Üzerine Sistematik Literatür Taraması ve Teknolojik Çözümler İçin 3-Boyutlu Model Veri Platformu Önerisi(2025) Dınc, Kenan; Tuğer, Ahmet Tuğrul; Uzpeder, İbrahimE-ticaret artmakta, iadeler ise e-ticaretten daha büyük bir hızla artmaktadır. E-ticarette giyim %70’e varan iade oranına sahiptir. İadeler e-ticaret şirketlerinin lojistik maliyetlerini artırmanın yanında, sürdürülebilirliği de olumsuz etkilemektedir. Bu çalışmada, PRISMA (Preferred Reporting Items for Systematic Reviews and Meta- Analyses) sistematik yazın tarama yöntemi kullanılarak elde edilen 34 yayın ile, e-ticarette giyim iadelerinin yüksek olmasının nedenleri ve iadelerinin azaltılmasına yönelik çözüm önerilerinin neler olduğu aranmaktadır. Elde edilen bulgular: iade nedenleri, maliyetler, politika ve teknolojik çözümler altında açıklanmaktadır. Ayrıca, teknolojik çözümlerin yaygınlaştırmasında kullanılacak bir platform önerisinde bulunulmaktadır. Beden ve stil uyumsuzluğu nedenleri başlıca iade nedenleri olarak tespit edilmektedir. İadeleri azaltmada en önemli politika bulguları iade toplama noktası kullanma, iade sayılarını kısıtlama ve kitle kaynak kullanımı olarak öne çıkmaktadır. Teknolojik bulgular arasında ise müşterinin gerçek beden ölçülerinde yaratılmış 3B modeller kullanılan sanal soyunma odaları en önde gelmektedir. Ancak, 3B model kullanan sanal soyunma odaları teknolojisi hala gelişme aşamasındadır. Bu çalışmada, müşteri bedenine ait 3B modeli verisini şirketler ile paylaşma hızını 100 kata varan oranda artıracak özgün bir 3B model veri platformu ara katmanı önerilmektedir.Öğe Quiet Luxury and Brand Building in Classical Music Institutions(İstanbul Üniversitesi, 2025) Tuğer, Fatma Gökçe Çiçek; Tuğer, Ahmet TuğrulThis study examines the marketing strategies of classical music institutions through the conceptual lens of quiet luxury. Quiet luxury refers to a paradigm in which status signaling is constructed not through overt ostentation, but through cultural capital, aesthetic sensibility, and intellectual distinction. Drawing upon the cases of the Borusan İstanbul Philharmonic Orchestra (BIFO), the İstanbul Foundation for Culture and Arts (IKSV), the Berlin Philharmonic Orchestra, and the London Symphony Orchestra, the research employs a qualitative content analysis to evaluate how these institutions construct brand identities and implement digital marketing strategies. The findings reveal how classical music institutions reconfigure quiet luxury consumption in digital environments by redefining cultural exclusivity. Although music and festival marketing have become increasingly visible research domains in the international literature, studies addressing the Turkish context remain limited. This study aims to contribute to filling this gap by offering an interdisciplinary perspective to both music and marketing scholarship and positioning itself as a foundational step for further research.Öğe THE IMPACT OF GAMIFICATION ON BRAND LOYALTY IN TURKISH ONLINE RETAIL PLATFORMS(Sivas Cumhuriyet Üniversitesi, 2026) Akbaba, Azer; Meydanoğlu, Ela Sibel Bayrak; Tuğer, Ahmet TuğrulDigitalization reshapes digital customer experience in e-tailing, and with the use of digital game elements to enhance products, brands, and services by creating engaging experiences, gamification serves as a key supporter of customer engagement and loyalty. This study examines the impact of gamification on brand loyalty within Turkish e-tailing platforms. Based on the Stimulus–Organism–Response (S-O-R) framework, the study develops and tests a complete model with data collected from 156 e-shoppers. In the theoretical framework, gamification features are viewed as stimuli, the cognitive, emotional, and social dimensions of brand engagement are considered the organism, and brand loyalty is the response. The research quantitatively tests a conceptual model that proposes gamification elements positively influence social, emotional, and cognitive dimensions of brand engagement, thereby enhancing brand loyalty. Additionally, it examines the mediating role of each brand engagement dimension and the potential direct effect of gamification on brand loyalty. The findings reveal that gamification has a significant influence on all three dimensions of brand engagement, with the most substantial effect observed on social engagement. Among the engagement dimensions, only emotional engagement significantly predicts brand loyalty, while cognitive and social engagement show no significant effects. Gamification has a modest but significant direct impact on brand loyalty, indicating that its influence on loyalty works both directly and indirectly—primarily through enhancing emotional engagement. By focusing on the Turkish e-commerce market and breaking down brand engagement into its sub-dimensions, this research makes significant theoretical contributions to the gamification literature and provides valuable insights for online retail platforms seeking to foster long-term customer relationships. From a managerial perspective, these findings provide practical guidance for online retail managers and marketing professionals, suggesting that gamification strategies should prioritize emotional engagement mechanisms—such as enjoyment, excitement, and affective attachment—rather than relying solely on rational or social stimuli to foster brand loyalty.
