Research Article
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Türkiye’de Faaliyet Gösteren Hazır Giyim İşletmelerinin Performansları Açısından Pazarlama Problemlerinin Değerlendirilmesi

Year 2019, Volume: 2 Issue: 2, 156 - 175, 31.10.2019

Abstract

Bu çalışmanın amacı hizmet kalitesi boyutlarının müşteri memnuniyeti ve sadakatine etkisini incelemektir. Bu doğrultuda Türkiye'de faaliyet gösteren hazır giyim işletmelerinin hem pazarlama performanslarını değerlendirmek hem de hazır giyim müşterileri ile yarı yapılandırılmış görüşme tekniğini gerçekleştirdikten sonra ortaya çıkan müşteri problemlerini anlamak ve derecelendirmek amaçlanmıştır. Yapılan görüşmeler sonrasında anket formu düzenlenmiştir. Anket formumuzda demografik özelliklerinin belirlendiği ifadelerin yanısıra, hizmet kalitesi boyutlarını içeren yirmi iki ifade, müşteri memnuniyeti ve sadakatini içeren dört ifade ile birlikte, toplamda yirmi altı ifade bulunmaktadır. Ayrıca müşteriler ile daha önce  gerçekleştirilen yarı yapılandırılmış görüşmeler neticesinde ortaya çıkan problemler genel ifadelerle yansıtılmış ve ifadelerden kendisini yansıtan seçeneğin işaretlenmesi istenmiştir. Dört yüz katılımcıdan elde edilen verilerin demografik özellikleri frekans analizi yardımıyla belirlenmiş, demografik özelliklerin belirlendiği frekans analizinden sonra Türkiye‟de faaliyet gösteren hazır giyim işletmelerinin müşteri memnuniyeti düzeyini belirlemek için tanımlayıcı frekans analizi yapılmıştır. Genel olarak müşteriler Türkiye'deki hazır giyim işletmelerinden memnun olduğu sonucuna ulaşılmıştır. Hizmet kalitesi ile müşteri memnuniyeti arasındaki ilişkilerin ortaya çıkarılmasında korelasyon analizinden, hizmet kalitesinin müşteri memnuniyeti üzerindeki etkilerinin belirlenmesinde ise regresyon analizinden faydalanılmıştır. Hizmet kalitesi ile müşteri memnuniyeti arasında bir ilişkinin olduğu ve müşteri memnuniyetinin sağlanmasında hizmet kalitesinin etkili olduğu tespit edilmiştir. 

References

  • Arlı, E. (2013). Marina işletmeciliğinde ilişkisel pazarlama uygulamalarının tekrar satın alma niyeti, tavsiye etme niyeti ve memnuniyet üzerindeki etkisi. Anadolu Üniversitesi Sosyal Bilimler Dergisi. 1(13): 61-76.
  • Appalayya, M. & Justin P. (2016). Service quality, consumer satisfaction and loyalty in hospitals: thinking for the future. Journal of retailing and consumer services, (1): 1-9.
  • Apri, B. (2019). Customer loyalty: quality of service. Journal of management review, 3(1): 299-305.
  • Berry, L. L. (2002). Relationship marketing of services perspectives from 1983 and 2000. Journal of relationship marketing. 1(1): 59-77.
  • Chen, S. (2015). Customer value and customer loyalty: Is competition a missing link?” Journal of retailing and consumer services, 22(1): 107-116.
  • Don, P. & Martha, R. & Bob D. (1999). Is your company ready for one-to-one marketing? Harvard business revıew. January-February, 151-161.
  • Grönroos, C. (2000). Service management and marketing-a customer relationship management approach. Wiley, New York.
  • Gummesson, E. (2002). Relationship marketing in the new economy. Journal of relationship marketing. 1(1): 37-57.
  • Kalaycı, Ş. (2016). SPSS uygulamalı çok değişkenli istatistik teknikleri. 7. Baskı. Ankara. Asil Yayıncılık.
  • Kumar, V. & Reinartz, W. (2016). Creating enduring customer value. Journal of marketing: AMA/MSI Special 5(80): 36-68.
  • Koç, E. (2015). Tüketici davranışı ve pazarlama stratejileri: global ve yerel yaklaşım. Altıncı baskı. Ankara. Seçkin Yayıncılık.
  • Lieve, D. & Wım, J. & Sara, L. & Sandra, S. (2016). what to diffuse in a gender-specific store? the effect of male and female perfumes on customer value and behaviour. Journal of consumer behaviour, j. consumer behav. 3(15): 271–280.
  • Magnus, S. (2017). Employee display of burnout in the service encounter and ıts impact on customer satisfaction. Journal of retailing and consumer services. 5(37): 168-176.
  • Margaret, M. R. (2014). Internal Marketing of The Patent Information Team in The Corporate Environment. World Patent Information. 5(36): 16-21.
  • Ngo, V. M. & Nguyen, H. H. (2016). The Relationship between service quality, customer satisfaction and customer loyalty: An Investigation in vietnamese retail banking sector. Journal of competitiveness, 8(2): 103-116.
  • Ni, K. T. U. & I, W. S. & I, N. S. (2018). Customer loyalty creation based on customer and trust satisfaction from quality of service in pt. pharos ındonesia branch denpasar. International journal of contemprary research and review, 9(2): 20493-20502.
  • Parasuraman, A. & Zeithalm, V. A. & Berry, L. L. (1988). SERVQUAL: a multiple-ıtem scale for measuring consumer perceptions of service quality. Journal of retailing. 64(1): 12-40.
  • Ramanathan, U. & Subramanian, N. & Parrott, G. (2017). Role of social media in retail network operations and marketing to enhance customer satisfaction. International journal of operations & production management. 1(37): 105-123.
  • Rizan, M. & Warokka, A. & Listyawati D. (2014). relationship marketing and customer loyalty: do customer satisfaction and customer trust really serve as ıntervening variables? Journal of marketing research and case studies. 2(4): 1-12.
  • Sekaran, U. (2003). Research methods for business: a skill building approach. USA: John Wiley & Sons, Inc.
  • Shahiida, M. & Bonaventure, B. & Geoffrey, T. (2014). Relationship marketing moderating effect on value chain of horticulture produce: an ıntermediaries perspective. UMK Procedia (1): 82-92.
  • Taeshik, G. & Youjae, Y. (2018) The Effect of service quality on customer satisfaction, loyalty, and happiness in five asian countries. Psychology and Marketing 35 (6): 427-442.
  • Tjiptono, Fandy (2008). Strategi pemasaran. Yogyakarta: Andi Offset.
  • Yaprak, Ü. (2018). “Tüketicilerin hazır giyim firmalarının ilişkisel pazarlama faaliyetlerine yönelik tutumları: İstanbul ilinde bir uygulama. Yüksek lisans tezi. Celal Bayar Üniversitesi. Manisa.
  • Walters, S. (1992). Marketing: a how-to-do manual for librarians, New York: Nealschuman.
  • Winer, R. S. (2001). A framework for customer relationship management. California Management review. (Summer). (43): 89-105.
  • Yen, H. J. R. & Gwinner, K. P. (2003). Internet retail customer loyalty: the mediating role of relational benefits. International journal of service ındustry management. 5(14): 483-500.
  • Grönroos, C. (1990). Service management: A management focus for service competition. International Journal of Service Industry Management, 1(1), 138.
  • Gül, H. & Avcı, M. (2018). Kurumsal itibarın kariyer yönetimi üzerindeki etkileri: KTMÜ örneği. KMÜ Sosyal ve Ekonomik Araştırmalar Dergisi, 20 (34),53-69.
  • Maureen, K., Kenneth, L. W., George, K. & Robert, A. (2017). Tecnology infrastructure: A customer relationship management dimension in maintaining customer loyalty. International Journal of Economics, Commerce and Management, 5(5), 88-106.
  • Muhammad, A. & Syed, A. R. (2015). Service quality perception and customer satisfaction in Islamic Banks of Pakistan: The modified SERVQUAL model. Totalquality Management & Business Excellence, 1-19.
  • Yaprak, Ü. & Kahraman, A. (2019) Tüketicilerin hazır giyim işletmelerinin ilişkisel pazarlama faaliyetlerine yönelik algıları: İstanbul ilinde bir uygulama. PPAD Pazarlama Kongresi Bildiri Kitabı, 1-4 Mayıs, Kuşadası.

Evaluation of Marketing Problems In Terms of Performance of Apparel Firms Operating In Turkey

Year 2019, Volume: 2 Issue: 2, 156 - 175, 31.10.2019

Abstract

The aim of this study is to examine the effect of five dimensions of service quality on customer satisfaction and loyalty. Accordingly, it is aimed to evaluate the marketing performance of the apparel firms operating in Turkey and to understand and rate the customer problems that arise after performing the semi-structured interview technique with apparel customers. After the interviews, the survey form was prepared. In addition to the demographics of the survey form, there are twenty-two statements containing service quality dimensions, four statements containing customer satisfaction and loyalty, and twenty-six statements in total. In addition, the problems arising from the semi-structured interviews with the customers were reflected in the general statements and it was requested from the statements to select the option reflecting itself. The data obtained from the demographic characteristics of participants four hundred determined with the help of frequency analysis, frequency analysis of demographic characteristics of apparel firms in Turkey after the determined operating frequency descriptive analysis was conducted to determine the level of customer satisfaction. In general, it was concluded that the customers were satisfied with the apparel firms in Turkey. To determine the relationships between service quality and customer satisfaction was used correlation analysis and to determine the effects of service quality on customer satisfaction was used regression analysis. It has been determined that there is a relationship between service quality and customer satisfaction and that service quality is effective in ensuring customer satisfaction. 

References

  • Arlı, E. (2013). Marina işletmeciliğinde ilişkisel pazarlama uygulamalarının tekrar satın alma niyeti, tavsiye etme niyeti ve memnuniyet üzerindeki etkisi. Anadolu Üniversitesi Sosyal Bilimler Dergisi. 1(13): 61-76.
  • Appalayya, M. & Justin P. (2016). Service quality, consumer satisfaction and loyalty in hospitals: thinking for the future. Journal of retailing and consumer services, (1): 1-9.
  • Apri, B. (2019). Customer loyalty: quality of service. Journal of management review, 3(1): 299-305.
  • Berry, L. L. (2002). Relationship marketing of services perspectives from 1983 and 2000. Journal of relationship marketing. 1(1): 59-77.
  • Chen, S. (2015). Customer value and customer loyalty: Is competition a missing link?” Journal of retailing and consumer services, 22(1): 107-116.
  • Don, P. & Martha, R. & Bob D. (1999). Is your company ready for one-to-one marketing? Harvard business revıew. January-February, 151-161.
  • Grönroos, C. (2000). Service management and marketing-a customer relationship management approach. Wiley, New York.
  • Gummesson, E. (2002). Relationship marketing in the new economy. Journal of relationship marketing. 1(1): 37-57.
  • Kalaycı, Ş. (2016). SPSS uygulamalı çok değişkenli istatistik teknikleri. 7. Baskı. Ankara. Asil Yayıncılık.
  • Kumar, V. & Reinartz, W. (2016). Creating enduring customer value. Journal of marketing: AMA/MSI Special 5(80): 36-68.
  • Koç, E. (2015). Tüketici davranışı ve pazarlama stratejileri: global ve yerel yaklaşım. Altıncı baskı. Ankara. Seçkin Yayıncılık.
  • Lieve, D. & Wım, J. & Sara, L. & Sandra, S. (2016). what to diffuse in a gender-specific store? the effect of male and female perfumes on customer value and behaviour. Journal of consumer behaviour, j. consumer behav. 3(15): 271–280.
  • Magnus, S. (2017). Employee display of burnout in the service encounter and ıts impact on customer satisfaction. Journal of retailing and consumer services. 5(37): 168-176.
  • Margaret, M. R. (2014). Internal Marketing of The Patent Information Team in The Corporate Environment. World Patent Information. 5(36): 16-21.
  • Ngo, V. M. & Nguyen, H. H. (2016). The Relationship between service quality, customer satisfaction and customer loyalty: An Investigation in vietnamese retail banking sector. Journal of competitiveness, 8(2): 103-116.
  • Ni, K. T. U. & I, W. S. & I, N. S. (2018). Customer loyalty creation based on customer and trust satisfaction from quality of service in pt. pharos ındonesia branch denpasar. International journal of contemprary research and review, 9(2): 20493-20502.
  • Parasuraman, A. & Zeithalm, V. A. & Berry, L. L. (1988). SERVQUAL: a multiple-ıtem scale for measuring consumer perceptions of service quality. Journal of retailing. 64(1): 12-40.
  • Ramanathan, U. & Subramanian, N. & Parrott, G. (2017). Role of social media in retail network operations and marketing to enhance customer satisfaction. International journal of operations & production management. 1(37): 105-123.
  • Rizan, M. & Warokka, A. & Listyawati D. (2014). relationship marketing and customer loyalty: do customer satisfaction and customer trust really serve as ıntervening variables? Journal of marketing research and case studies. 2(4): 1-12.
  • Sekaran, U. (2003). Research methods for business: a skill building approach. USA: John Wiley & Sons, Inc.
  • Shahiida, M. & Bonaventure, B. & Geoffrey, T. (2014). Relationship marketing moderating effect on value chain of horticulture produce: an ıntermediaries perspective. UMK Procedia (1): 82-92.
  • Taeshik, G. & Youjae, Y. (2018) The Effect of service quality on customer satisfaction, loyalty, and happiness in five asian countries. Psychology and Marketing 35 (6): 427-442.
  • Tjiptono, Fandy (2008). Strategi pemasaran. Yogyakarta: Andi Offset.
  • Yaprak, Ü. (2018). “Tüketicilerin hazır giyim firmalarının ilişkisel pazarlama faaliyetlerine yönelik tutumları: İstanbul ilinde bir uygulama. Yüksek lisans tezi. Celal Bayar Üniversitesi. Manisa.
  • Walters, S. (1992). Marketing: a how-to-do manual for librarians, New York: Nealschuman.
  • Winer, R. S. (2001). A framework for customer relationship management. California Management review. (Summer). (43): 89-105.
  • Yen, H. J. R. & Gwinner, K. P. (2003). Internet retail customer loyalty: the mediating role of relational benefits. International journal of service ındustry management. 5(14): 483-500.
  • Grönroos, C. (1990). Service management: A management focus for service competition. International Journal of Service Industry Management, 1(1), 138.
  • Gül, H. & Avcı, M. (2018). Kurumsal itibarın kariyer yönetimi üzerindeki etkileri: KTMÜ örneği. KMÜ Sosyal ve Ekonomik Araştırmalar Dergisi, 20 (34),53-69.
  • Maureen, K., Kenneth, L. W., George, K. & Robert, A. (2017). Tecnology infrastructure: A customer relationship management dimension in maintaining customer loyalty. International Journal of Economics, Commerce and Management, 5(5), 88-106.
  • Muhammad, A. & Syed, A. R. (2015). Service quality perception and customer satisfaction in Islamic Banks of Pakistan: The modified SERVQUAL model. Totalquality Management & Business Excellence, 1-19.
  • Yaprak, Ü. & Kahraman, A. (2019) Tüketicilerin hazır giyim işletmelerinin ilişkisel pazarlama faaliyetlerine yönelik algıları: İstanbul ilinde bir uygulama. PPAD Pazarlama Kongresi Bildiri Kitabı, 1-4 Mayıs, Kuşadası.
There are 32 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Research Article
Authors

Ümit Yaprak 0000-0002-2590-7325

Publication Date October 31, 2019
Acceptance Date October 2, 2019
Published in Issue Year 2019 Volume: 2 Issue: 2

Cite

APA Yaprak, Ü. (2019). Türkiye’de Faaliyet Gösteren Hazır Giyim İşletmelerinin Performansları Açısından Pazarlama Problemlerinin Değerlendirilmesi. Bucak İşletme Fakültesi Dergisi, 2(2), 156-175.