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Öğe Analysis of customer lifetime value and marketing expenditure decisions through a Markovian-based model(Elsevier, 2014) Ekinci, Yeliz; Ulengin, Fusun; Uray, Nimet; Ulengin, BurcThe general aim of this study is to provide a guide to the future marketing decisions of a firm, using a model to predict customer lifetime values. The proposed framework aims to eliminate the limitations and drawbacks of the majority of models encountered in the literature through a simple and industry-specific model with easily measurable and objective indicators. In addition, this model predicts the potential value of the current customers rather than measuring the current value, which has generally been used in the majority of previous studies. This study contributes to the literature by helping to make future marketing decisions via Markov decision processes for a company that offers several types of products. Another contribution is that the states for Markov decision processes are also generated using the predicted customer lifetime values where the prediction is realized by a regression-based model. Finally, a real world application of the proposed model is provided in the banking sector to show the empirical validity of the model. Therefore, we believe that the proposed framework and the developed model can guide both practitioners and researchers. (C) 2014 Elsevier B.V. All rights reserved.Öğe Consumer complaining behavior in hospitality management(Routledge Journals, Taylor & Francis Ltd, 2022) Tosun, Petek; Sezgin, Selime; Uray, NimetThe purpose of this study is to investigate the impacts of assertiveness, aggressiveness, and perceived risks on consumer complaining behavior (CCB) in the tourism and hospitality sector. This research utilized a quantitative methodology through the implementation of a two-stage study based on surveys. Study 1 examined the impacts of assertiveness, aggressiveness, and perceived risks on CCB in the context of low-quality summer vacation, while Study 2 further investigated the relationships in the research model by replicating the survey within the framework of high-quality summer vacation. The results were then analyzed through factor and regression analyses. Both of the studies demonstrated that assertiveness positively influences CCB directly and also indirectly via the mediating effect of perceived risks. It was found that aggressiveness positively influences CCB when consumers have high service quality expectations but when they have low expectations for service quality, it is insignificant.Öğe A customer lifetime value model for the banking industry: a guide to marketing actions(Emerald Group Publishing Ltd, 2014) Ekinci, Yeliz; Uray, Nimet; Ulengin, FusunPurpose - The aim of this study is to develop an applicable and detailed model for customer lifetime value (CLV) and to highlight the most important indicators relevant for a specific industry - namely the banking sector. Design/methodology/approach - This study compares the results of the least square estimation (LSE) and artificial neural network (ANN) in order to select the best performing forecasting tool to predict the potential CLV. The performances of the models are compared by the hit ratio, which is calculated by grouping the customers as top 20 per cent and bottom 80 per cent profitable. Findings - Due to its higher performance; LSE based linear regression model is selected. The results are found to be highly competitive compared with the previous studies. This study shows that, beside the indicators mostly used in the literature in measuring CLV, two additional groups, namely monetary value and risk of certain bank services, as well as product/service ownership-related indicators, are also significant factors. Practical implications - Organisations in the banking sector have to persuade their customers to use certain routine risk-bearing transaction-based services. In addition, the product development strategy has a crucial role to increase the CLV of customers because some of the product-related variables directly increase the value of customers. Originality/value - The proposed model predicts potential value of current customers rather than measuring current value considered in the majority of previous studies. It eliminates the limitations and drawbacks of the majority of models in the literature through simple and industry-specific method which is based on easily measurable and objective indicators.Öğe Duygu Durumunun Tüketici Şikayet Davranışına Etkisi Hakkında Bir Pilot Çalışma(2018) Tosun, Petek; Uray, Nimet; Sezgin, SelimeBu pilot çalışmanın amacı, duygu durumunun tüketici şikâyet davranışı üzerindekietkisini incelemek ve oluşturulan kavramsal modelin ön testini yapmaktır. Çalışmanınkavramsal modeli, algılanan marka değeri, algılanan risk, duygu durumu ve tüketicietkileşim stilleri olan kendinden emin olma ve agresiflik değişkenlerini içermektedir.2x2 faktöriyel deneysel serim tasarımıyla ve anket yöntemiyle elde edilen verilerinanalizi sonucunda, algılanan risk, agresiflik ve rıza göstermeye direnme değişkenlerinin,tüketici şikayet davranışı üzerinde pozitif yönlü bir etkiye sahip olduğu görülmüştür.Telafi talep edebilme, bilgi ve yardım isteyebilme değişkenlerinin ise tüketici şikayetdavranışının üzerinde etkili olmadığı görülmüştür. Algılanan marka değeri yüksek ise,ya da tüketicilerin duygu durumu negatif ise, şikayet etme eğilimi istatistiki olarakartmamaktadır. Örneklem sayısının düşüklüğü (n=118) ve tüketici şikayet davranışıölçeğinin kategorik olması gibi kısıtlara sahip olan bu pilot çalışma sonucunda,kavramsal modelin ön testi yapılmış, gelecekteki araştırmalarda kullanılabileceği veduygu durumunun e-posta ile dağıtılan anketlerdeki görsellerle değişimlenebileceğigörülmüştür.Öğe Factors affecting the purchase intention of over the counter products in the self care actions of consumers(Emerald Group Publishing Ltd, 2023) Unver, Sevgi Salman; Sezgin, Selime; Uray, NimetPurpose - Within the framework of the theory of planned behavior (TPB), this study aims to investigate which factors affect consumers' purchase intention with regard to over-the-counters (OTCs), focusing on personal factors, including health consciousness and risk aversion, as well as rational factors, consisting of the level of knowledge, price consciousness and involvement in the purchase intentions. Design/methodology/approach - Due to the necessity of finding the most crucial industry-specific indicators, it was decided to carry out two-stage research based on qualitative preliminary research and the main study. The findings obtained from the qualitative studies were integrated with insights gleaned from the literature to finalize the study's conceptualmodel. Themain study was based on a descriptive research design, and data were collected through an online survey. Structural equationmodelingwas themain technique used to test themodel. Findings - Health consciousness, level of knowledge and involvement in consumer purchase intentions affect either attitude or perceived behavioral control. Moreover, attitudes toward OTCs and perceived behavioral control were significant predictors of purchase intentions for OTC drugs. At the same time, subjective norms did not have a significant effect. Practical implications - Knowing what influences consumer purchase intentions contributes to developing more effective marketing strategies and actions. Originality/value - This study took an integrative approach to understanding the effect of personal and rational factorswithin the TPB framework for a changing tendency in consumer behavior of specific product categories.Öğe PAZARLAMA BİLİMİNDE DUYGU VE DUYGU DURUMU KAVRAMLARI İÇİN BAZ ALINMIŞ TEORİLER(2019) Sezgin, Selime; Uray, Nimet; Tosun, PetekGünlük hayatın ve insan benliğinin ayrılmaz birer parçası olan duygular, pazarlama bilimi içerisinde çeşitli bağlamlarda çalışılmıştır. Bu makalenin amacı, duygu ve duygu durumu kavramlarının pazarlama bilimi içerisinde çalışıldığı genel bağlamlar olan bilişsel süreçler, satın alma davranışı, ürün ve hizmet değerlendirmesi ile marka-tüketici ilişkisi kapsamındaki çalışmaları kavramsal şekilde incelemek ve pazarlama biliminde duygulara ilişkin çalışmalarda temel alınmış teorileri ve modelleri özetlemektir. Tüketicilerin bilişsel süreçleri ve davranışlarına etki eden duygu yayılım mekanizmaları olarak, aralarında Bilgi Kaynağı Olarak Duygular Modeli, Duygu Yayılma Modeli, Sezgisel ve Sistematik Bilgi İşleme Modeli ve Uyum Teorisi’nin de yer aldığı on iki adet kuram açıklanmıştır. Pazarlama alanında temel alınan teorileri ilk kez sınıflandıran ve özetleyen bu çalışma ile gelecekteki araştırmaların kavramsal çerçeveleri açısından bir kaynak oluşturmak hedeflenmiştir. Pazarlamada duygu ve duygu durumuna ilişkin çalışmalarda baz alınmış teori ve modellerin açıklandığı ve sınıflandırıldığı bu çalışmada ayrıca pazarlama yöneticileri için uygulama örneklerine de yer verilmiştir. Pazarlamada duygu ve duygu durum araştırmaları son yıllarda giderek artmakta olup, duygusal süreçlerin, bilişsel süreçler ve tüketici davranışı üzerindeki etkisinin daha net anlaşılabilmesi için daha çok sayıda araştırma yapılmasına ihtiyaç duyulmaktadır.Öğe A SEGMENTATION BASED ANALYSIS FOR MEASURING CUSTOMER SATISFACTION IN MARITIME TRANSPORTATION(VILNIUS GEDIMINAS TECH UNIV,, 2018) Ekinci, Yeliz; Uray, Nimet; Uluengin, Füsun; Duran, CemThis study was conducted to profile customers according to the level of satisfaction with the service attributes of maritime public transport provided by Seabus Service Company (SSC), the sole provider of maritime transport in Istanbul. Such analysis needs to be conducted by considering market segments in terms of maritime transportation usage and post purchase behavior. This was accomplished by conducting quantitative research through face-to-face surveys of SSC passengers. According to the results by multivariate data analysis, including factor analysis and cluster analysis, six segments are revealed in terms of customer satisfaction level with the maritime service attributes. Moreover, there are significant differences among the segments in terms of usage frequency (travel frequency in this study), age and education level. Different strategies for different customer segments within the maritime passenger market to increase customer usage and satisfaction of maritime transportation in Istanbul are suggested from the findings. Thus, this paper provides guidelines for the Turkish Maritime Authorities as to how to expand maritime transportation usage in Istanbul, which is not only the largest city and the most crucial trade center of Turkey but also has the highest share of passenger maritime transportation in the country.
