B2C web sitelerinde algılanan değer, müşteri sadakati ve marka çağrışımı ilişkisi
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Date
2018
Authors
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Publisher
İstanbul Ticaret Üniversitesi Dış Ticaret Enstitüsü
Access Rights
info:eu-repo/semantics/openAccess
Abstract
İnternet teknolojisinin insan hayatına hızla dahil olmasıyla ve günden güne gelişmesiyle birlikte, klasik pek çok uygulamanın kullanılabilirliği ortadan kalkmıştır. Bunun yanı sıra internet sayesinde bütün kurumların ve kuruluşların çalışma şekilleri ve ilişkileri de etkilenmiş ve değişmiştir. Bu gelişimler doğrultusunda bütün kurum ve kuruluşlar, internet teknolojisinin göstermiş olduğu gelişim ile paralel bir yeniden yapılanma sürecine girmişlerdir. İnternet teknolojisinin bir getirisi olan elektronik ticaret, bir diğer deyişle e-ticaret, elektronik olarak bağlantılı kuruluşlar için bir ticaret kanalıdır. Bu yeni ticaret kanalı, pazarda rekabet gücüne sahip olan ürün ve hizmet sunan işletmeler ile sunulan ürün ve hizmetleri yeniden sınıflandırmaktadır. Yeni nesil üretim biçimi doğrultusunda ortaya çıkan ürünler farklı türde alıcılara hitap etmektedir. Alıcıların farklılaşması nedeniyle gerçekleştirilen elektronik ticaret faaliyetlerinin de farklılaşması kaçınılmaz olmaktadır. Literatürde pek çok akademisyen tarafından sunulan farklı tanımları olmakla birlikte, B2C ticaret; bir uçta ürün veya hizmet sunan işletmelerin diğer uçta da sunulan ürün veya hizmetten yararlanmak isteyen müşterilerin, yani tüketicilerin bulunduğu, internet aracılığıyla satın alımların yapıldığı ticaret şekli olarak açıklanmaktadır. Günümüzde ticaret alanında ön plana çıkan kavramlar müşteri sadakati, algılanan değer ve marka çağrışımıdır. Bununla birlikte, elektronik ticaret ile değişen pazar yapısı ve dünyanın her yerinde ön plana çıkan yeni bilinçli tüketici profili, ticaretin kurallarının da değişmesine ve kavramların yeniden tanımlanmasına neden olmaktadır. Yeni pazarlarda rekabet avantajı elde edebilmek ve bu yeni bilinçli tüketici kitleleri etkileyebilmek için işletmelerin bu pazarın yeni düzenini ve pazara şekil veren farklı müşterilerin eğilimlerini anlayabilmesi gerekmektedir. Bu çalışmada B2C alanında faaliyette bulunan web sitelerinde algılanan değer, müşteri sadakati ve marka çağrışım arasındaki ilişki açıklanmaya çalışılacaktır.
With the rapid inclusion of Internet technology in the human life and the day-to-day development, the usability of many classic applications has ceased to exist. In addition, thanks to the internet, the work and relationships of all institutions and organizations have also been affected and changed. In line with these developments, all institutions and organizations have entered a restructuring process parallel to the development of internet technology. Electronic commerce, in other words e-commerce, is a trade channel for electronically linked organizations, a result of Internet technology. This new trade is reclassifying products and services offered by businesses that offer products and services that have channel competitiveness on the market. The products emerging in the direction of the new generation production style appeal to different types of buyers. Due to the differentiation of buyers, differentiation of e-commerce activities realized is inevitable. In the literature, B2C commerce is explained in terms of the way in which businesses offering a product or service at one end have customers who want to benefit from the product or service offered at the other end, as well as the trade in which purchases are made via the internet, with different definitions presented by many academics. The concepts that are at the forefront in trade today are customer loyalty, perceived value and association. However, the changing market structure with electronic commerce, and the new conscious consumer profile that has come to the forefront everywhere in the world, have also changed the rules of trade and redefined the concepts. In order to gain competitive advantage in new markets and to influence these new conscious consumer masses, businesses need to be able to understand the new order of this market and the trends of different customers who shape the market. This study will attempt to explain the relationship between perceived value, customer loyalty, and brand association in B2C websites.
With the rapid inclusion of Internet technology in the human life and the day-to-day development, the usability of many classic applications has ceased to exist. In addition, thanks to the internet, the work and relationships of all institutions and organizations have also been affected and changed. In line with these developments, all institutions and organizations have entered a restructuring process parallel to the development of internet technology. Electronic commerce, in other words e-commerce, is a trade channel for electronically linked organizations, a result of Internet technology. This new trade is reclassifying products and services offered by businesses that offer products and services that have channel competitiveness on the market. The products emerging in the direction of the new generation production style appeal to different types of buyers. Due to the differentiation of buyers, differentiation of e-commerce activities realized is inevitable. In the literature, B2C commerce is explained in terms of the way in which businesses offering a product or service at one end have customers who want to benefit from the product or service offered at the other end, as well as the trade in which purchases are made via the internet, with different definitions presented by many academics. The concepts that are at the forefront in trade today are customer loyalty, perceived value and association. However, the changing market structure with electronic commerce, and the new conscious consumer profile that has come to the forefront everywhere in the world, have also changed the rules of trade and redefined the concepts. In order to gain competitive advantage in new markets and to influence these new conscious consumer masses, businesses need to be able to understand the new order of this market and the trends of different customers who shape the market. This study will attempt to explain the relationship between perceived value, customer loyalty, and brand association in B2C websites.
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Keywords
B2C, Algılanan Değer, Müşteri Sadakati, Marka Çağrışımı, B2C, Perceived Value, Customer Loyalty, Association
