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Esnaf Teslim Noktası Hizmetinin Algılanan Değeri Üzerine Öncü Bir Çalışma

Year 2021, Volume: 5 Issue: 2, 71 - 82, 29.12.2021

Neslihan Paker

Abstract

Amaç: Elektronik ticaret hacminin artmasıyla birlikte geleneksel kargo dağıtım hizmetlerinde darboğaz yaşanmakta, araç yoğunluğuna bağlı çevresel sürdürülebilirlik ve şehir trafiği olumsuz yönde etkilenmektedir. Kargo şirketleri bir çözüm yolu olarak, müşterilerin kargolarını belli bir yerden kendilerinin alabilecekleri teslim noktası hizmetini pazara sunmuşlardır. Ancak, bu alternatifin ekonomik sürdürülebilirliği bizzat kendi kaynaklarıyla hizmetin üretimi sürecine katılması gereken müşteri tarafından kabulüne ve kullanılmaya değer bulunmasına bağlıdır. Dolayısıyla müşterinin teslim noktası kullanma davranışını etkileyen dinamiklerin araştırılması ve hizmet tasarımının buna bağlı geliştirilmesi oldukça önemlidir. Bu çalışma, esnaf teslim noktası hizmetinin müşteri tarafından algılanan değerini etkileyen unsurları ve mevcut haliyle hizmetin pazarda algılanan değerini ortaya koymayı amaçlamaktadır.
Tasarım/Metodoloji/Yaklaşım: Araştırmada nitel araştırma yöntemleri kullanılmış, keşifsel bir yaklaşım benimsenmiştir. Veriler, Eylül 2020-Nisan-2021 tarihleri arasında yayınlanmış çeşitli forum sitelerindeki müşteri yorumlarına ve araştırmacının saha gözlemlerine dayanmakta olup, içerik analizi ile yorumlanmıştır.
Bulgular: Müşteriler önemli bir ekonomik avantaj sağlaması halinde hizmet değerini olumlu algılamaktadırlar. Mevcut haliyle esnaf teslim noktası hizmet değerini olumlu ve olumsuz algılayan müşterilerin ağırlığı yaklaşık aynıdır. Ayrıca, teslim noktasının hizmet kalitesi ve sorumlulukların paylaşımının belirsizliğinden kaynaklı riskler, hizmetin algılanan değerini etkilemektedir.
Pratik Uygulamalar: Hizmetin tanıtımına ilişkin faaliyetlerin yoğunlaştırılması, fiyat yönlü cazibesinin artırılması, çevresel sürdürülebilirliğe ve esnafa katkı motivasyonlarının tanıtımlarda öne çıkarılması, yaygınlaştırılarak ulaşılabilirliğinin kolaylaştırılması, mevzuat boşluklarının giderilmesi ve hizmet kalitesini iyileştirecek aksiyonların alınması uygulayıcılara tavsiye edilmektedir.
Özgünlük: Son kilometre lojistiği alanında müşteri yönlü çalışmalar oldukça sınırlıdır. Esnaf teslim noktası hizmetinin algılanan değeri literatürde tartışılmamış bir konudur.

Keywords

Son kilometre lojistiği self-servis kargo teslimatı esnaf teslim noktası algılanan değer tüketici davranışı

Supporting Institution

Yok

Project Number

Yok

References

  • Agarwal, S. ve Teas, R. K. (2004), “Cross‐national applicability of a perceived risk‐value model”, Journal of Product Brand Management.
  • Akıskalı, T. ve Kıtapçı, O. (2021), “E-hizmet Uygulamalarında Kalite Algısı E-memnuniyet ve E-sadakat Kavramlarının Kültürel Farklılıklara Göre İncelenmesi: İngiltere ve Türkiye Örneği”, Pazarlama İçgörüsü Üzerine Çalışmalar, 5(1): 1-23.
  • Beneke, J. ve Carter, S. (2015), “The development of a consumer value proposition of private label brands and the application thereof in a South African retail context”, Journal of Retailing and Consumer Services, 25: 22-35.
  • Boruhan, G., Ersoy, P. ve Yumurtacı, I. O. (2015), “What is wrong with private shopping sites?–evidence from turkey”, Journal of Business Economics Finance, 4. Chang, E.-C. ve Tseng, Y.-F. (2013), “Research note: E-store image, perceived value and perceived risk”, Journal of Business Research, 66: 864-870.
  • Chiu, C. M., Wang, E. T., Fang, Y. H. ve Huang, H. Y. (2014), “Understanding customers' repeat purchase intentions in B2C e‐commerce: the roles of utilitarian value, hedonic value and perceived risk”, Information Systems Journal, 24: 85-114.
  • Collins, A. (2015), “Travel behaviour in the context of parcel pickups”, The University of Sydney.
  • Cronin, J. J., Brady, M. K. ve Hult, G. T. M. (2000), “Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments”, Journal of Retailing and Consumer Services, 76:193-218.
  • Devari, A., Nikolaev, A. G. ve He, Q. (2017), “Crowdsourcing the last mile delivery of online orders by exploiting the social networks of retail store customers”, Transportation Research Part E: Logistics Transportation Review, 105: 105-122.
  • Düger, Y. S. ve Kahraman, H. (2017), “Online Alışverişte Hizmet Kalitesinin Ve Algılanan Değerin Müşteri Memnuniyeti ile Tekrar Satın Alma Niyeti Üzerindeki Etkisi”, Journal of International Social Research, 10.
  • Given, L. M. (2008), The Sage Encyclopedia of Qualitative Research Methods, Sage Publications, Inc.
  • Holbrook, M. B. (1999), “Consumer value: a framework for analysis and research”, Psychology Press.
  • Holbrook, M. B. (2006), “Consumption experience, customer value, and subjective personal introspection: An illustrative photographic essay”, Journal of Business Research, 59:714-725.
  • Kedia, A., Kusumastuti, D. vee Nicholson, A. (2017), “Acceptability of collection and delivery points from consumers’ perspective: A qualitative case study of Christchurch city”, Case Studies on Transport Policy, 5: 587-595.
  • Kim, E., Park, M.-C. ve Lee, J. (2017), “Determinants of the intention to use Buy-Online, Pickup In-Store (BOPS): The moderating effects of situational factors and product type”, Telematics and Informatics, 34: 1721-1735.
  • Konuk, F. A. (2018), “The role of store image, perceived quality, trust and perceived value in predicting consumers’ purchase intentions towards organic private label food”, Journal of Retailing Consumer Services, 43: 304-310.
  • Krippendorf, K. (2013), Content Analysis: An Introduction to its Methodology, USA, Sage Publications, Inc.
  • Lim, S. F. W., Jin, X. ve Srai, J. S. (2018), “Consumer-driven e-commerce: A literature review, design framework, and research agenda on last-mile logistics models”, International Journal of Physical Distribution Logistics Management.
  • Mangiaracina, R., Perego, A., Seghezzi, A. ve Tumino, A. (2019), “Innovative solutions to increase last-mile delivery efficiency in B2C e-commerce: a literature review”, International Journal of Physical Distribution Logistics Management.
  • Morganti, E., Dablanc, L. ve Fortin, F. (2014), “Final deliveries for online shopping: The deployment of pickup point networks in urban and suburban areas”, Research in Transportation Business Management, 11: 23-31.
  • Neuman, W. L. (2006), Social Research Methods: Qualitative and Quantitative Approaches, Boston, MA., Allyn and Bacon.
  • Paker, N. (2021a) Self-service parcel delivery as an innovative solution to service failures of cargo delivery. International Symposium of Scientific Research and Innovative Studies, 22-25 Şubat 2021c. Bandırma Onyedi Eylül Üniversitesi, 867-868.
  • Paker, N. (2021b). Investigating the main drivers of self-service parcel delivery preference through new service development approach. In: MUSTAFA BATUHAN KURT, AYŞE Çatalcalı CEYLAN Ve ÖZOMAY, Z. (eds.) Research Reviews in Social, Human Administrative Sciences. Gece Kitaplığı.
  • Paker, N. (2021c). Exploring perceived risks towards self-service parcel delivery usage. In: Ene, S. (ed.) Current Marketing Studies and Digital Developments. France: Livre de Lyon.
  • Parasuraman, A. ve Grewal, D. (2000), “The impact of technology on the quality-value-loyalty chain: a research agenda”, Journal of the Academy of Marketing Science, 28: 168-174.
  • Ramaswamy, V. (2011), “It's about human experiences… and beyond, to co-creation”, Industrial Marketing Management, 40: 195-196.
  • Sánchez-Fernández, R. ve Iniesta-Bonillo, M. Á. (2007), “The concept of perceived value: a systematic review of the research”, Marketing Theory, 7: 427-451.
  • Snoj, B., Korda, A. P. ve Mumel, D. (2004), “The relationships among perceived quality, perceived risk and perceived product value”, Journal of Product Brand Management.
  • Sweeney, J. C., Soutar, G. N. ve Johnson, L. W. (1999), “The role of perceived risk in the quality-value relationship: A study in a retail environment”, Journal of Retailing, 75: 77-105.
  • Vural, C. A. ve Aktepe, Ç. (2021), “Why do some sustainable urban logistics innovations fail? The case of collection and delivery points”, Research in Transportation Business Management, 100690.
  • Wang, X., Yuen, K. F., Wong, Y. D. ve Teo, C.-C. (2018), “It is green, but is it fair? Investigating consumers’ fairness perception of green service offerings”, Journal of cleaner production, 181: 235-248.
  • Wang, X., Yuen, K. F., Wong, Y. D. ve Teo, C.-C. (2019), “Consumer participation in last-mile logistics service: an investigation on cognitions and affects”, International Journal of Physical Distribution Logistics Management.
  • Weltevreden, J. W. (2008), “B2c e‐commerce logistics: the rise of collection‐and‐delivery points in The Netherlands”, International Journal of Retail Distribution Management.
  • Wu, M.-Y. (2013), “Cultural Influences on Consumers' On-Line Shopping Preferences: A Cross-Cultural Study of Taiwan and the United States. China”, Media Research, 9.
  • Yuen, K. F., Wang, X., Ng, L. T. W. ve Wong, Y. D. (2018), “An investigation of customers’ intention to use self-collection services for last-mile delivery”, Transport Policy, 66: 1-8.
  • Zhou, M., Zhao, L., Kong, N., Campy, K. S., Xu, G., Zhu, G., Cao, X. Ve Wang, S. (2020), “Understanding consumers’ behavior to adopt self-service parcel services for last-mile delivery”, Journal of Retailing Consumer Services, 52: 101911.
  • Bukoli. Bukoli yeniden sizlerle. https://www.bukoli.com/ (08/11/21)
  • Hepsiburada. Hepsimat Teslimat Noktaları. https://www.hepsiburada.com/staticPage/13390 (08.11.21)
  • HofstedeInsights. https://www.hofstede-insights.com/country (09/11/21)
  • Kitapyurdu. Teslim Noktalarında siz kargonuzu değil Kargonuz Sizi Bekler https://www.kitapyurdu.com/index.php? route=information/information&information_id=145 (09/11/21)
  • Mckinsey&Company. 2016. Parcel delivery: The future of last mile. Travel, Transport and Logistics. https://www.mckinsey.com/~/media/mckinsey/industries/travel%20transport%20and%20logistics/our%20insights/how%20customer%20demands%20are%20reshaping%20last%20mile%20delivery/parcel_delivery_the_future_of_last_mile.ashx (05/11/21)
  • Statista. 2021. E-commerce worldwide - Statistics and Facts. https://www.statista.com/topics/871/online-shopping/ (05/11/21)
  • Trendyol. Gel Al Noktası Nedir? https://www.trendyol.com/s/gel-al-noktasi (05/11/21)
  • Tubisad. 2021. tubisad-e-commerce impact assessment https://www.tubisad.org.tr/tr/images/pdf/tubisad-e-commerce_impact_assessment-launchpresentation.pdf (04/11/21)
  • YurtiçiKargo. Kargo almaya gelen 3 kişiden biri müşterimiz oluyor https://www.yurticikargo.com/tr/kargo-almaya-gelen-3-kisiden-biri-musterimiz-oluyor (08/11/21)

Year 2021, Volume: 5 Issue: 2, 71 - 82, 29.12.2021

Neslihan Paker

Abstract

Project Number

Yok

References

  • Agarwal, S. ve Teas, R. K. (2004), “Cross‐national applicability of a perceived risk‐value model”, Journal of Product Brand Management.
  • Akıskalı, T. ve Kıtapçı, O. (2021), “E-hizmet Uygulamalarında Kalite Algısı E-memnuniyet ve E-sadakat Kavramlarının Kültürel Farklılıklara Göre İncelenmesi: İngiltere ve Türkiye Örneği”, Pazarlama İçgörüsü Üzerine Çalışmalar, 5(1): 1-23.
  • Beneke, J. ve Carter, S. (2015), “The development of a consumer value proposition of private label brands and the application thereof in a South African retail context”, Journal of Retailing and Consumer Services, 25: 22-35.
  • Boruhan, G., Ersoy, P. ve Yumurtacı, I. O. (2015), “What is wrong with private shopping sites?–evidence from turkey”, Journal of Business Economics Finance, 4. Chang, E.-C. ve Tseng, Y.-F. (2013), “Research note: E-store image, perceived value and perceived risk”, Journal of Business Research, 66: 864-870.
  • Chiu, C. M., Wang, E. T., Fang, Y. H. ve Huang, H. Y. (2014), “Understanding customers' repeat purchase intentions in B2C e‐commerce: the roles of utilitarian value, hedonic value and perceived risk”, Information Systems Journal, 24: 85-114.
  • Collins, A. (2015), “Travel behaviour in the context of parcel pickups”, The University of Sydney.
  • Cronin, J. J., Brady, M. K. ve Hult, G. T. M. (2000), “Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments”, Journal of Retailing and Consumer Services, 76:193-218.
  • Devari, A., Nikolaev, A. G. ve He, Q. (2017), “Crowdsourcing the last mile delivery of online orders by exploiting the social networks of retail store customers”, Transportation Research Part E: Logistics Transportation Review, 105: 105-122.
  • Düger, Y. S. ve Kahraman, H. (2017), “Online Alışverişte Hizmet Kalitesinin Ve Algılanan Değerin Müşteri Memnuniyeti ile Tekrar Satın Alma Niyeti Üzerindeki Etkisi”, Journal of International Social Research, 10.
  • Given, L. M. (2008), The Sage Encyclopedia of Qualitative Research Methods, Sage Publications, Inc.
  • Holbrook, M. B. (1999), “Consumer value: a framework for analysis and research”, Psychology Press.
  • Holbrook, M. B. (2006), “Consumption experience, customer value, and subjective personal introspection: An illustrative photographic essay”, Journal of Business Research, 59:714-725.
  • Kedia, A., Kusumastuti, D. vee Nicholson, A. (2017), “Acceptability of collection and delivery points from consumers’ perspective: A qualitative case study of Christchurch city”, Case Studies on Transport Policy, 5: 587-595.
  • Kim, E., Park, M.-C. ve Lee, J. (2017), “Determinants of the intention to use Buy-Online, Pickup In-Store (BOPS): The moderating effects of situational factors and product type”, Telematics and Informatics, 34: 1721-1735.
  • Konuk, F. A. (2018), “The role of store image, perceived quality, trust and perceived value in predicting consumers’ purchase intentions towards organic private label food”, Journal of Retailing Consumer Services, 43: 304-310.
  • Krippendorf, K. (2013), Content Analysis: An Introduction to its Methodology, USA, Sage Publications, Inc.
  • Lim, S. F. W., Jin, X. ve Srai, J. S. (2018), “Consumer-driven e-commerce: A literature review, design framework, and research agenda on last-mile logistics models”, International Journal of Physical Distribution Logistics Management.
  • Mangiaracina, R., Perego, A., Seghezzi, A. ve Tumino, A. (2019), “Innovative solutions to increase last-mile delivery efficiency in B2C e-commerce: a literature review”, International Journal of Physical Distribution Logistics Management.
  • Morganti, E., Dablanc, L. ve Fortin, F. (2014), “Final deliveries for online shopping: The deployment of pickup point networks in urban and suburban areas”, Research in Transportation Business Management, 11: 23-31.
  • Neuman, W. L. (2006), Social Research Methods: Qualitative and Quantitative Approaches, Boston, MA., Allyn and Bacon.
  • Paker, N. (2021a) Self-service parcel delivery as an innovative solution to service failures of cargo delivery. International Symposium of Scientific Research and Innovative Studies, 22-25 Şubat 2021c. Bandırma Onyedi Eylül Üniversitesi, 867-868.
  • Paker, N. (2021b). Investigating the main drivers of self-service parcel delivery preference through new service development approach. In: MUSTAFA BATUHAN KURT, AYŞE Çatalcalı CEYLAN Ve ÖZOMAY, Z. (eds.) Research Reviews in Social, Human Administrative Sciences. Gece Kitaplığı.
  • Paker, N. (2021c). Exploring perceived risks towards self-service parcel delivery usage. In: Ene, S. (ed.) Current Marketing Studies and Digital Developments. France: Livre de Lyon.
  • Parasuraman, A. ve Grewal, D. (2000), “The impact of technology on the quality-value-loyalty chain: a research agenda”, Journal of the Academy of Marketing Science, 28: 168-174.
  • Ramaswamy, V. (2011), “It's about human experiences… and beyond, to co-creation”, Industrial Marketing Management, 40: 195-196.
  • Sánchez-Fernández, R. ve Iniesta-Bonillo, M. Á. (2007), “The concept of perceived value: a systematic review of the research”, Marketing Theory, 7: 427-451.
  • Snoj, B., Korda, A. P. ve Mumel, D. (2004), “The relationships among perceived quality, perceived risk and perceived product value”, Journal of Product Brand Management.
  • Sweeney, J. C., Soutar, G. N. ve Johnson, L. W. (1999), “The role of perceived risk in the quality-value relationship: A study in a retail environment”, Journal of Retailing, 75: 77-105.
  • Vural, C. A. ve Aktepe, Ç. (2021), “Why do some sustainable urban logistics innovations fail? The case of collection and delivery points”, Research in Transportation Business Management, 100690.
  • Wang, X., Yuen, K. F., Wong, Y. D. ve Teo, C.-C. (2018), “It is green, but is it fair? Investigating consumers’ fairness perception of green service offerings”, Journal of cleaner production, 181: 235-248.
  • Wang, X., Yuen, K. F., Wong, Y. D. ve Teo, C.-C. (2019), “Consumer participation in last-mile logistics service: an investigation on cognitions and affects”, International Journal of Physical Distribution Logistics Management.
  • Weltevreden, J. W. (2008), “B2c e‐commerce logistics: the rise of collection‐and‐delivery points in The Netherlands”, International Journal of Retail Distribution Management.
  • Wu, M.-Y. (2013), “Cultural Influences on Consumers' On-Line Shopping Preferences: A Cross-Cultural Study of Taiwan and the United States. China”, Media Research, 9.
  • Yuen, K. F., Wang, X., Ng, L. T. W. ve Wong, Y. D. (2018), “An investigation of customers’ intention to use self-collection services for last-mile delivery”, Transport Policy, 66: 1-8.
  • Zhou, M., Zhao, L., Kong, N., Campy, K. S., Xu, G., Zhu, G., Cao, X. Ve Wang, S. (2020), “Understanding consumers’ behavior to adopt self-service parcel services for last-mile delivery”, Journal of Retailing Consumer Services, 52: 101911.
  • Bukoli. Bukoli yeniden sizlerle. https://www.bukoli.com/ (08/11/21)
  • Hepsiburada. Hepsimat Teslimat Noktaları. https://www.hepsiburada.com/staticPage/13390 (08.11.21)
  • HofstedeInsights. https://www.hofstede-insights.com/country (09/11/21)
  • Kitapyurdu. Teslim Noktalarında siz kargonuzu değil Kargonuz Sizi Bekler https://www.kitapyurdu.com/index.php? route=information/information&information_id=145 (09/11/21)
  • Mckinsey&Company. 2016. Parcel delivery: The future of last mile. Travel, Transport and Logistics. https://www.mckinsey.com/~/media/mckinsey/industries/travel%20transport%20and%20logistics/our%20insights/how%20customer%20demands%20are%20reshaping%20last%20mile%20delivery/parcel_delivery_the_future_of_last_mile.ashx (05/11/21)
  • Statista. 2021. E-commerce worldwide - Statistics and Facts. https://www.statista.com/topics/871/online-shopping/ (05/11/21)
  • Trendyol. Gel Al Noktası Nedir? https://www.trendyol.com/s/gel-al-noktasi (05/11/21)
  • Tubisad. 2021. tubisad-e-commerce impact assessment https://www.tubisad.org.tr/tr/images/pdf/tubisad-e-commerce_impact_assessment-launchpresentation.pdf (04/11/21)
  • YurtiçiKargo. Kargo almaya gelen 3 kişiden biri müşterimiz oluyor https://www.yurticikargo.com/tr/kargo-almaya-gelen-3-kisiden-biri-musterimiz-oluyor (08/11/21)
There are 44 citations in total.

Details

Primary Language Turkish
Subjects Behaviour-Personality Assessment in Psychology
Journal Section Articles
Authors

Neslihan Paker 0000-0001-8087-7758

Project Number Yok
Publication Date December 29, 2021
Submission Date November 11, 2021
Published in Issue Year 2021 Volume: 5 Issue: 2

Cite

APA Paker, N. (2021). Esnaf Teslim Noktası Hizmetinin Algılanan Değeri Üzerine Öncü Bir Çalışma. Pazarlama İçgörüsü Üzerine Çalışmalar, 5(2), 71-82.
AMA Paker N. Esnaf Teslim Noktası Hizmetinin Algılanan Değeri Üzerine Öncü Bir Çalışma. SOMI. December 2021;5(2):71-82.
Chicago Paker, Neslihan. “Esnaf Teslim Noktası Hizmetinin Algılanan Değeri Üzerine Öncü Bir Çalışma”. Pazarlama İçgörüsü Üzerine Çalışmalar 5, no. 2 (December 2021): 71-82.
EndNote Paker N (December 1, 2021) Esnaf Teslim Noktası Hizmetinin Algılanan Değeri Üzerine Öncü Bir Çalışma. Pazarlama İçgörüsü Üzerine Çalışmalar 5 2 71–82.
IEEE N. Paker, “Esnaf Teslim Noktası Hizmetinin Algılanan Değeri Üzerine Öncü Bir Çalışma”, SOMI, vol. 5, no. 2, pp. 71–82, 2021.
ISNAD Paker, Neslihan. “Esnaf Teslim Noktası Hizmetinin Algılanan Değeri Üzerine Öncü Bir Çalışma”. Pazarlama İçgörüsü Üzerine Çalışmalar 5/2 (December 2021), 71-82.
JAMA Paker N. Esnaf Teslim Noktası Hizmetinin Algılanan Değeri Üzerine Öncü Bir Çalışma. SOMI. 2021;5:71–82.
MLA Paker, Neslihan. “Esnaf Teslim Noktası Hizmetinin Algılanan Değeri Üzerine Öncü Bir Çalışma”. Pazarlama İçgörüsü Üzerine Çalışmalar, vol. 5, no. 2, 2021, pp. 71-82.
Vancouver Paker N. Esnaf Teslim Noktası Hizmetinin Algılanan Değeri Üzerine Öncü Bir Çalışma. SOMI. 2021;5(2):71-82.
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