Research Article
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The Role of Mobile Applications in Building Customer Loyalty: A Qualitative Study

Year 2021, Issue: 37, 39 - 52, 30.06.2021

Öykü Çalyan İrem Elbir Elif Eşiyok

https://doi.org/10.17829/turcom.858501

Abstract

In an increasingly competitive environment, brands need to retain existing customers and attract
potential customers. Brands that employ various promotional activities to develop brand loyalty use
different strategies. Especially with the developments in technology and the increase in social media
use, mobile applications have become tools for these promotional activities. From this point of view,
this study aims to examine the importance of mobile applications in creating customer loyalty. For this
purpose, the Starbucks brand, one of the leading coffee chains in the world, was selected. A qualitative
research method, semi-structured interviews, was conducted with 20 participants. While selecting the
participants, customers who fit the definition of “loyal customer” in the literature were chosen. The
question form consisted of two parts. In the first part, information about the participants’ demographic
characteristics was collected, and in the second part, questions related to the purpose of this research
were asked. The findings of the research were examined under the following themes namely; loyalty
drivers of the customers, usage of mobile applications and customer loyalty, and impact of the mobile
application on customer loyalty. Loyalty drivers of the customers were examined under three main
themes as service-related choices, location of the stores, quality and taste. Besides, under the “Servicerelated
choices” theme, internal environment and store atmosphere, and self-service sub-themes were
discussed. As a result, it was revealed that service related choices, quality-taste, and location of the
stores are the drivers that effect customer loyalty. The mobile applications were not used frequently by the consumers yet, and it was not found as a strong indicator of customer loyalty.

Keywords

Customer Loyalty Mobile Applications Starbucks Customer Satisfaction Brand Loyalty

References

  • Albari, A., & Kartikasari, A. (2019). The influence of product quality, service quality and price on customer satisfaction and loyalty. Asian Journal of Entrepreneurship and Family Business, 1(4), 1491-1498.
  • Andaleeb, S. S., & Conway, C. (2006). Customer satisfaction in the restaurant industry: An examination of the transaction-specific model. Journal of Services Marketing, (20)1, 3-11.
  • Bat, M. (2014). Yeni bir medya olarak sosyal medyanın genel çerçevesi. In Z. B. Akıncı Vural, (Ed.), Dijital panorama – Bilgi iletişim teknolojilerinde son gündem (pp. 100-126). Ankara: Ütopya.
  • Bayuk, M. N., & Küçük, F. (2007). Müşteri tatmini ve müşteri sadakati ilişkisi. Journal of Marmara Üniversitesi, İ.İ.B.F. Dergisi, 22(1), 285-292.
  • Bıçakçı, S. (2019). Starbucks nasıl ABD’nin en büyük bankalarından biri haline geldi?. Retrieved on May 5, 2020 from http://www.sanayinindijitaldonusumu.com/starbucks-nasil-abdnin-en-buyukbankalarindan- biri-haline-geldi/.
  • Bilgin, Y. (2017). Qualitative method versus quantitative method in marketing research: An application example at Oba Restaurant. In S. Oflazoğlu (Ed.), Qualitative versus quantitative research (pp. 1-28). Rijeka: InTech.
  • Bozkurt, Ç. (2018). Starbucks mağazaları ve Türkiye’nin kahve mağazası karnesi. Retrieved on April 26, 2020 from https://medium.com/türkiye/starbucks-magazalari-ve-turkiyenin-magazasi-karnesie2553e994229.
  • Bridson, K., Evans, J, & Hickman, M. (2008). Assessing the relationship between loyalty program attributes, store satisfaction and store loyalty. Journal of Retailing and Consumer Services. 15(5), 364-374.
  • Brotman, A., & Garner, C. (2013). How Starbucks has gone digital. MIT Sloan Management Review, 53(2), 1-5.
  • Browne, K. (2005). Snowball sampling: using social networks to research non-heterosexual women. International Journal of Social Research Methodology, 8(1), 47-60.
  • Budianto, A. (2019). Customer loyalty: quality of service. Journal of Management Review, 3(1), 299-305.
  • Chang, C. C. (2015). Exploring mobile application customer loyalty: The moderating effect of use contexts. Telecommunications Policy, 39(8), 678-690.
  • Clement, J. (2019). Mobile app usage – Statistics & Facts, Retrieved July 2, 2020 from https://www.statista. com/topics/1002/mobile-app-usage/.
  • Çoban, S. (2005). Müşteri sadakatinin kazanılmasında veri tabanlı pazarlamanın kullanımı. Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 1(19), 295-307.
  • Deng, Z., Lu, Y., Kee,K., & Zhang, J. (2010).Understanding customer satisfaction and loyalty: An empirical study of mobile instant messages in China. International Journal of Information Management, 30(4), 289–300.
  • Dhisasmmito, P.P., & Kumar, S. (2020). Understanding customer loyalty in the coffee shop industry (A survey in Jakarta, Indonesia). British Food Journal, 122(7), 2253-2271.
  • Donio, J., Massari, P., & Passiante, G. (2006). Customer satisfaction and loyalty in a digital environment: An empirical test. Journal of Consumer Marketing, 23(7), 445–457.
  • Duffy, L.D. (2005). The evolution of customer loyalty strategy. Journal of Consumer Marketing, 22(5), 284- 286.
  • Eren, S. S., & Erge, A. (2012). Marka güveni, marka memnuniyeti ve müşteri değerinin tüketicilerin marka sadakati üzerine etkisi. Journal of Yasar University, 7(26), 4455-4482.
  • Githiri, M. (2018). An examination of the relationship between perceived price fairness on customer satisfaction and loyalty in Kenyan star-rated restaurants. International Journal of Scientific Research and Management, 6(10), 763-770.
  • Gönüller, Ş. (2018). Satış sonrası hizmetlerde müşteri sadakatinin öncülleri: Otomotiv sektöründe bir araştırma. Yönetim Bilimleri Dergisi, 16(32), 113-134.
  • Haghighi, M., Dorosti, A., Rahnama, A., & Hoseinpour, A. (2012). Evaluation of factors affecting customer loyalty in the restaurant industry. African Journal of Business Management, 6(14), 5039-5046.
  • Haskova, K. (2015). Starbucks marketing analysis. CRIS-Bulletin of the Centre for Research and Interdisciplinary Study, (1), 11-29.
  • Jacoby, J., & Kyner, D. B. (1973). Brand loyalty vs. repeat purchasing behavior. Journal of Marketing Research, 10(1), 1-9.
  • Jones, M.A., Mothersbaugh, D.L., & Beatty, S.E. (2003). The effects of locational convenience on customer purchase intentions across service type. Journal of Services Marketing, 17(7), 701-712.
  • Kalyoncuoğlu, S. (2017). Markaya duyulan güven ile marka sadakati ilişkisinde marka aşkının aracılık rolü: Starbucks markası üzerine bir araştırma. Journal of Tourism and Gastronomy Studies, 5(4), 383-402.
  • Karaca, Y. (2001). Müşteri sadakati ve müşteri için değer yaratma. Afyon Kocatepe Üniversitesi, İİBF Dergisi, 3(1), 125-135.
  • King, N., Horrocks, C. & Brooks, J. (2019). Interviews in Qualitative Research. London: Sage Publications.
  • Kırlar C. B., Yeşilyurt, H., Sancaktar, C. L., & Koçak, N. (2017). Mobil çağda mobil uygulamalar: Türkiye’deki yerli otel zincirleri üzerine bir durum tespiti. Journal of Yaşar University, 12(45), 60-75.
  • Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Pazarlama 4.0: Gelenekselden dijitale geçiş (N. Özata, Trans.). İstanbul: Optimist Yayın Grubu. (Original work published 2017).
  • Kotler, P. & Armstrong, G. (2011). Principles of Marketing. New York: Pearson.
  • Kurcan ,O. B. (2014). Bilgi iletişim teknolojilerine genel bir bakış. In Z. B. Akıncı Vural (Ed.), Dijital panorama – Bilgi iletişim teknolojilerinde son gündem (pp. 7-26). Ankara: Ütopya.
  • Leckie, C., Nyadzayo, M. W., & Johnson, L. W. (2016). Antecedents of consumer brand engagement and brand loyalty. Journal of Marketing Management, 32(5-6), 558-578.
  • Li, C. Y. (2018). Consumer behavior in switching between membership cards and mobile applications: The case of Starbucks. Computers in Human Behavior, 84, 171-184.
  • Longhurst, R. (2016). Semi-structured interviews and focus groups. In N. Clifford, M. Cope, T.W. Gillespie and S. French (Ed.), Key Methods in Geography (pp. 143-156). London: Sage Publications.
  • Ogba, I. E., & Tan, Z. (2009). Exploring the impact of brand image on customer loyalty and commitment in China. Journal of Technology Management in China, 4(2), 132-144.
  • Oliver, R. L. (1999). Whence consumer loyalty. The Journal of Marketing, 63, 33-44.
  • Oyman, M. (2002). Müşteri sadakati sağlamada sadakat programlarının önemi. Kurgu, 19, 169-185.
  • Palmer, A., Mcmahon-Beattie, U., & Beggs, R. (2000). Influences on loyalty programme effectiveness: a conceptual framework and case study investigation. Journal of Strategic Marketing, 8(1), 47-66.
  • Passikoff, R. (2006). Predicting Market Success: New Ways to Measure Customer Loyalty and Engage Consumers with Your Brand. London: John Wiley & Sons.
  • Rowley, J. (2005), Re-conceptualizing the strategic role of loyalty schemes. Journal of Consumer Marketing, 24(6), 366-374.
  • Starbucks Rewards. (n.d.). Retrieved on July 4, 2020 from https://www.starbuckscardtr.com/Applications/ MobileApplicationLanding.aspx.
  • Starbucks Heritage. (n.d.). Retrieved on July 4, 2020 from https://www.starbucks.com.tr/about-us/ourheritage/.
  • Statista (n.d.). Annual number of global mobile app downloads 2016-2019, Retrieved on July 2, 2020 from https://www.statista.com/statistics/271644/worldwide-free-and-paid-mobile-app-storedownloads/.
  • TUIK. (2020). Retrieved on March 19, 2021 from https://data.tuik.gov.tr/Bulten/Index?p=Hanehalki- Bilisim-Teknolojileri-(BT)-Kullanim-Arastirmasi-2020-33679
  • Uncles, D.M., Dowling, R.G., & Hammond, K. (2003). Customer loyalty and customer loyalty programs. Journal of Customer Marketing, 20(4), 294-316.
  • Yalçın, A., & Ene, S. (2013). Online ortamda kurumsal marka imajının marka sadakati ile ilişkisi üzerine bir araştırma. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi, 34(1), 113-134.
  • Yılmaz, V. (2005). Tüketici memnuniyeti ve ihtiyaçlarının marka sadakatine etkisi: Sigara markasına uygulanması. Anadolu Üniversitesi Sosyal Bilimler Dergisi 1, 257-271.
  • Yoo, B. (2009). Cross-national invariance of the effect of personal collectivistic orientation on brand loyalty and equity. Asia Pacific Journal of Marketing and Logistics, 21(1), 41-57.

Müşteri Sadakati Oluşturmada Mobil Uygulamaların Rolü: Nitel Bir Araştırma

Year 2021, Issue: 37, 39 - 52, 30.06.2021

Öykü Çalyan İrem Elbir Elif Eşiyok

https://doi.org/10.17829/turcom.858501

Abstract

Artan rekabet ortamında markalar için potansiyel müşterileri etkilemenin yanı sıra, mevcut müşterileri
tutmak da oldukça önemlidir. Günümüzde müşteri sadakatini yaratmak için firmalar çeşitli stratejiler
kullanmaktadır. Özellikle teknoloji alanında yaşanan gelişmeler ve sosyal medya kullanımının artması
ile birlikte mobil uygulamalar da bu tanıtım ve promosyon faaliyetlerinin bir aracı haline gelmiştir.
Bu noktadan hareketle, bu çalışmanın amacı müşteri sadakati yaratmada mobil uygulamaların
kullanımının önemini incelemektir. Bu amaçla dünyanın önde gelen kahve zincirlerinden biri olan
Starbucks markası seçilmiştir. Bu araştırmada nitel araştırma yöntemi kullanılmıştır ve derinlemesine
görüşme tekniğiyle 20 katılımcı ile yarı yapılandırılmış mülakatlar gerçekleştirilmiştir. Katılımcılar
belirlenirken literatürdeki “sadık müşteri” tanımına uyan kişiler seçilmiştir. Hazırlanan soru formu
iki bölümden oluşmaktadır. Birinci kısımda katılımcıların demografik özelliklerine ilişkin bilgiler
toplanmış, ikinci kısımda ise araştırma amacı doğrultusunda hazırlanan sorular sorulmuştur. Araştırma
bulguları, sadakat ölçütleri, mobil uygulama kullanımı ve mobil uygulamanın müşteri sadakatine olan
etkisi başlıkları altında incelenmiştir. Sadakat ölçütleri hizmetle ilgili tercihler, mağazaların lokasyonu,
kalite ve lezzet olarak üç ana tema altında ele alınmıştır. Hizmet temasının altında iç mekan ve mağaza
atmosferi ve self-servis alt temaları ele alınmıştır. Sonuç olarak; hizmet, kalite – lezzet ve lokasyonun
müşteri sadakatini etkileyen ölçütler olduğu, mobil uygulamanın tüketiciler tarafından sık tercih
edilmediği ve bir sadakat programı olarak etkili bir şekilde kullanılmadığı saptanmıştır.

Keywords

Müşteri Sadakati Mobil Uygulama Starbucks Müşteri Tatmini Marka Sadakati

References

  • Albari, A., & Kartikasari, A. (2019). The influence of product quality, service quality and price on customer satisfaction and loyalty. Asian Journal of Entrepreneurship and Family Business, 1(4), 1491-1498.
  • Andaleeb, S. S., & Conway, C. (2006). Customer satisfaction in the restaurant industry: An examination of the transaction-specific model. Journal of Services Marketing, (20)1, 3-11.
  • Bat, M. (2014). Yeni bir medya olarak sosyal medyanın genel çerçevesi. In Z. B. Akıncı Vural, (Ed.), Dijital panorama – Bilgi iletişim teknolojilerinde son gündem (pp. 100-126). Ankara: Ütopya.
  • Bayuk, M. N., & Küçük, F. (2007). Müşteri tatmini ve müşteri sadakati ilişkisi. Journal of Marmara Üniversitesi, İ.İ.B.F. Dergisi, 22(1), 285-292.
  • Bıçakçı, S. (2019). Starbucks nasıl ABD’nin en büyük bankalarından biri haline geldi?. Retrieved on May 5, 2020 from http://www.sanayinindijitaldonusumu.com/starbucks-nasil-abdnin-en-buyukbankalarindan- biri-haline-geldi/.
  • Bilgin, Y. (2017). Qualitative method versus quantitative method in marketing research: An application example at Oba Restaurant. In S. Oflazoğlu (Ed.), Qualitative versus quantitative research (pp. 1-28). Rijeka: InTech.
  • Bozkurt, Ç. (2018). Starbucks mağazaları ve Türkiye’nin kahve mağazası karnesi. Retrieved on April 26, 2020 from https://medium.com/türkiye/starbucks-magazalari-ve-turkiyenin-magazasi-karnesie2553e994229.
  • Bridson, K., Evans, J, & Hickman, M. (2008). Assessing the relationship between loyalty program attributes, store satisfaction and store loyalty. Journal of Retailing and Consumer Services. 15(5), 364-374.
  • Brotman, A., & Garner, C. (2013). How Starbucks has gone digital. MIT Sloan Management Review, 53(2), 1-5.
  • Browne, K. (2005). Snowball sampling: using social networks to research non-heterosexual women. International Journal of Social Research Methodology, 8(1), 47-60.
  • Budianto, A. (2019). Customer loyalty: quality of service. Journal of Management Review, 3(1), 299-305.
  • Chang, C. C. (2015). Exploring mobile application customer loyalty: The moderating effect of use contexts. Telecommunications Policy, 39(8), 678-690.
  • Clement, J. (2019). Mobile app usage – Statistics & Facts, Retrieved July 2, 2020 from https://www.statista. com/topics/1002/mobile-app-usage/.
  • Çoban, S. (2005). Müşteri sadakatinin kazanılmasında veri tabanlı pazarlamanın kullanımı. Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 1(19), 295-307.
  • Deng, Z., Lu, Y., Kee,K., & Zhang, J. (2010).Understanding customer satisfaction and loyalty: An empirical study of mobile instant messages in China. International Journal of Information Management, 30(4), 289–300.
  • Dhisasmmito, P.P., & Kumar, S. (2020). Understanding customer loyalty in the coffee shop industry (A survey in Jakarta, Indonesia). British Food Journal, 122(7), 2253-2271.
  • Donio, J., Massari, P., & Passiante, G. (2006). Customer satisfaction and loyalty in a digital environment: An empirical test. Journal of Consumer Marketing, 23(7), 445–457.
  • Duffy, L.D. (2005). The evolution of customer loyalty strategy. Journal of Consumer Marketing, 22(5), 284- 286.
  • Eren, S. S., & Erge, A. (2012). Marka güveni, marka memnuniyeti ve müşteri değerinin tüketicilerin marka sadakati üzerine etkisi. Journal of Yasar University, 7(26), 4455-4482.
  • Githiri, M. (2018). An examination of the relationship between perceived price fairness on customer satisfaction and loyalty in Kenyan star-rated restaurants. International Journal of Scientific Research and Management, 6(10), 763-770.
  • Gönüller, Ş. (2018). Satış sonrası hizmetlerde müşteri sadakatinin öncülleri: Otomotiv sektöründe bir araştırma. Yönetim Bilimleri Dergisi, 16(32), 113-134.
  • Haghighi, M., Dorosti, A., Rahnama, A., & Hoseinpour, A. (2012). Evaluation of factors affecting customer loyalty in the restaurant industry. African Journal of Business Management, 6(14), 5039-5046.
  • Haskova, K. (2015). Starbucks marketing analysis. CRIS-Bulletin of the Centre for Research and Interdisciplinary Study, (1), 11-29.
  • Jacoby, J., & Kyner, D. B. (1973). Brand loyalty vs. repeat purchasing behavior. Journal of Marketing Research, 10(1), 1-9.
  • Jones, M.A., Mothersbaugh, D.L., & Beatty, S.E. (2003). The effects of locational convenience on customer purchase intentions across service type. Journal of Services Marketing, 17(7), 701-712.
  • Kalyoncuoğlu, S. (2017). Markaya duyulan güven ile marka sadakati ilişkisinde marka aşkının aracılık rolü: Starbucks markası üzerine bir araştırma. Journal of Tourism and Gastronomy Studies, 5(4), 383-402.
  • Karaca, Y. (2001). Müşteri sadakati ve müşteri için değer yaratma. Afyon Kocatepe Üniversitesi, İİBF Dergisi, 3(1), 125-135.
  • King, N., Horrocks, C. & Brooks, J. (2019). Interviews in Qualitative Research. London: Sage Publications.
  • Kırlar C. B., Yeşilyurt, H., Sancaktar, C. L., & Koçak, N. (2017). Mobil çağda mobil uygulamalar: Türkiye’deki yerli otel zincirleri üzerine bir durum tespiti. Journal of Yaşar University, 12(45), 60-75.
  • Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Pazarlama 4.0: Gelenekselden dijitale geçiş (N. Özata, Trans.). İstanbul: Optimist Yayın Grubu. (Original work published 2017).
  • Kotler, P. & Armstrong, G. (2011). Principles of Marketing. New York: Pearson.
  • Kurcan ,O. B. (2014). Bilgi iletişim teknolojilerine genel bir bakış. In Z. B. Akıncı Vural (Ed.), Dijital panorama – Bilgi iletişim teknolojilerinde son gündem (pp. 7-26). Ankara: Ütopya.
  • Leckie, C., Nyadzayo, M. W., & Johnson, L. W. (2016). Antecedents of consumer brand engagement and brand loyalty. Journal of Marketing Management, 32(5-6), 558-578.
  • Li, C. Y. (2018). Consumer behavior in switching between membership cards and mobile applications: The case of Starbucks. Computers in Human Behavior, 84, 171-184.
  • Longhurst, R. (2016). Semi-structured interviews and focus groups. In N. Clifford, M. Cope, T.W. Gillespie and S. French (Ed.), Key Methods in Geography (pp. 143-156). London: Sage Publications.
  • Ogba, I. E., & Tan, Z. (2009). Exploring the impact of brand image on customer loyalty and commitment in China. Journal of Technology Management in China, 4(2), 132-144.
  • Oliver, R. L. (1999). Whence consumer loyalty. The Journal of Marketing, 63, 33-44.
  • Oyman, M. (2002). Müşteri sadakati sağlamada sadakat programlarının önemi. Kurgu, 19, 169-185.
  • Palmer, A., Mcmahon-Beattie, U., & Beggs, R. (2000). Influences on loyalty programme effectiveness: a conceptual framework and case study investigation. Journal of Strategic Marketing, 8(1), 47-66.
  • Passikoff, R. (2006). Predicting Market Success: New Ways to Measure Customer Loyalty and Engage Consumers with Your Brand. London: John Wiley & Sons.
  • Rowley, J. (2005), Re-conceptualizing the strategic role of loyalty schemes. Journal of Consumer Marketing, 24(6), 366-374.
  • Starbucks Rewards. (n.d.). Retrieved on July 4, 2020 from https://www.starbuckscardtr.com/Applications/ MobileApplicationLanding.aspx.
  • Starbucks Heritage. (n.d.). Retrieved on July 4, 2020 from https://www.starbucks.com.tr/about-us/ourheritage/.
  • Statista (n.d.). Annual number of global mobile app downloads 2016-2019, Retrieved on July 2, 2020 from https://www.statista.com/statistics/271644/worldwide-free-and-paid-mobile-app-storedownloads/.
  • TUIK. (2020). Retrieved on March 19, 2021 from https://data.tuik.gov.tr/Bulten/Index?p=Hanehalki- Bilisim-Teknolojileri-(BT)-Kullanim-Arastirmasi-2020-33679
  • Uncles, D.M., Dowling, R.G., & Hammond, K. (2003). Customer loyalty and customer loyalty programs. Journal of Customer Marketing, 20(4), 294-316.
  • Yalçın, A., & Ene, S. (2013). Online ortamda kurumsal marka imajının marka sadakati ile ilişkisi üzerine bir araştırma. Marmara Üniversitesi İktisadi ve İdari Bilimler Dergisi, 34(1), 113-134.
  • Yılmaz, V. (2005). Tüketici memnuniyeti ve ihtiyaçlarının marka sadakatine etkisi: Sigara markasına uygulanması. Anadolu Üniversitesi Sosyal Bilimler Dergisi 1, 257-271.
  • Yoo, B. (2009). Cross-national invariance of the effect of personal collectivistic orientation on brand loyalty and equity. Asia Pacific Journal of Marketing and Logistics, 21(1), 41-57.
There are 49 citations in total.

Details

Primary Language English
Subjects Communication and Media Studies
Journal Section Research Articles
Authors

Öykü Çalyan 0000-0003-3729-0390

İrem Elbir 0000-0003-3753-6805

Elif Eşiyok 0000-0001-9486-7067

Publication Date June 30, 2021
Submission Date January 11, 2021
Published in Issue Year 2021 Issue: 37

Cite

APA Çalyan, Ö., Elbir, İ., & Eşiyok, E. (2021). The Role of Mobile Applications in Building Customer Loyalty: A Qualitative Study. Türkiye İletişim Araştırmaları Dergisi(37), 39-52. https://doi.org/10.17829/turcom.858501