Scopus İndeksli Yayınlar Koleksiyonu

Permanent URI for this collectionhttps://hdl.handle.net/20.500.12573/395

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Access Right: Open AccessAuthor: search.filters.author.Yilmaz, Cengiz

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  • Article
    Citation - WoS: 40
    Citation - Scopus: 57
    How Do Firms Benefit From Customer Complaints
    (Elsevier Science inc, 2016-02) Yilmaz, Cengiz; Varnali, Kaan; Kasnakoglu, Berna Tari
    The study explores the effects of two sets of factors relating to complaint management on firm performance, namely, (1)customer response factors and (2) organizational learning factors, thereby integrating organizational learning into the conceptualization of complaint management Symmetric testing using hierarchical regression analysis of data obtained from complainants and firm managers revealed the joint effects of the two main paths on firm performance, independently from one another. Learning from complaints is shown to influence both short- and long-term firm-level performance measures positively. However, contrary to expectations, complainants' and managers' perceptions of fairness in the complaint handling processes of firms are found to (1) be nonrelated to short-term firm performances and (2) influence long-term performance expectancies negatively. Asymmetric analyses involving contrarian cases and further utilizing the fuzzy-set qualitative comparative analysis (fsQCA) disclosed distinct sets of antecedents that are sufficient for explaining short- and long-term firm performance. (C) 2015 Elsevier Inc. All rights reserved.
  • Article
    Citation - WoS: 7
    Citation - Scopus: 10
    Expanding the Boundary of Brand Extensions Through Brand Relationship Quality
    (Vilnius Gediminas Tech Univ, 2016-12-21) Arikan, Esra; Yilmaz, Cengiz; Bodur, Muzaffer
    Research on brand extensions identifies the concept of perceived fit as the prime determinant of success. Yet, it is not difficult to find examples of brands that have been extended successfully into "perceptually distant" domains. In an attempt to resolve this discrepancy between research insights and practical experiences, the study investigates the role of Brand Relationship Quality (BRQ) as a critical factor determining consumer responses to brand extensions. The proposed model is tested separately in the context of three different fit scenarios (high, moderate, and low) with data from 502 consumers. The results indicate that BRQ and perceived fit exert independent effects on consumer responses and complement each other as they jointly influence evaluations of brand extensions. The study therefore extends existing theory by providing evidence that the brand extension phenomenon cannot be explained justly without including constructs that portray personal relationships consumers develop with brands and provides insights for marketers and researchers as to how such relationships can be integrated in formulations of successful brand extension strategies.