Scopus İndeksli Yayınlar Koleksiyonu

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

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2015 - 20202

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Subject: search.filters.subject.Consumer BehaviorWoS Q: search.filters.wosQuartile.Q1

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  • Article
    Citation - WoS: 66
    Citation - Scopus: 82
    Social Media Utilization of Tourists for Travel-Related Purposes
    (Emerald Group Publishing Ltd, 2015-07-13) Oz, Mustafa
    Purpose - The aim of this study is to determine social media use by consumers for travel-related purposes. Design/methodology/approach - A quantitative study was conducted after reviewing the related literature. The primary data were collected by means of an online questionnaire, and the results were analyzed using a statistical package program. Findings - The respondents use social media intensively both in their daily lives (> 96 per cent) and in travel-related activities (95 per cent). In addition to the detailed analyses of their usage, a model was developed to identify the factors behind social media use for travel-related purposes. Research limitations/implications - As a result of an online questionnaire method, only consumers having an Internet access could respond to the survey. Additionally, the sample was not random, and the respondents were selected only from Turkey. Consequently, the study may suffer from a generalization problem, especially for markets with major different cultural characteristics. Practical implications - The findings of the study may assist academics and practitioners to better understand social media and Web 2.0 technologies and their effects on consumers. Originality/value - One of the dominant trends affecting consumer behavior and tourism marketing in recent years is the use of social media. It is critical to understand such developments and their effects on consumer behavior that may impact on the distribution and accessibility of travel-related information.
  • Article
    Citation - WoS: 12
    Citation - Scopus: 16
    Churn and Loyalty Behavior of Turkish Digital Natives: Empirical Insights and Managerial Implications
    (Elsevier Sci Ltd, 2020-05) Uner, M. Mithat; Guven, Faruk; Cavusgil, S. Tamer
    A generation of consumers have now grown up in the digital age, intimately connected to a host of digital tools. This generation, which we call Digital Natives, has become a prime target for mobile operators due to their size, spending power, and use intensity. In addition, they tend to be influential trend setters when it comes to the adoption of new digital solutions. In the dynamic emerging economy of Turkey, they are of even greater interest to mobile operators as they surpass their peers in many advanced economies in terms of use intensity. Despite its importance, our knowledge of the loyalty and churn behavior of this customer segment is very limited. We respond to this research gap by drawing insights from a comprehensive survey of digital natives in the Turkish context. The empirical data originates from a survey of 2000 Turkish university students. We employ Binomial Logistic Regression analysis which provides interesting managerial and public policy insights. Our findings demonstrate that such customer service factors as call quality, billing and brand image affect both the loyalty and churn intentions of Turkish Digital Natives. Surprisingly, youth loyalty club programs, duration of subscription, and prior churn experience are found to be not significant. These results lead to practical implications for mobile providers and telecom regulators operating in Turkey and elsewhere.