Cilt 12 Sayı 1 (2024): Business & Management Studies: An International Journal
Makaleler

Farklı temas noktalarındaki müşteri deneyiminin ödemeye istekli olunan fiyat üzerine etkisi

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  • Murat Hoşgör,
  • Samet Aydın
Murat Hoşgör
Doktora Öğrencisi, Maltepe Üniversitesi, İstanbul, Türkiye
Samet Aydın
Doç. Dr., Maltepe Üniversitesi, İstanbul, Türkiye
DOI: https://doi.org/10.15295/bmij.v12i1.2366

Yayınlanmış 2024-03-25

Anahtar Kelimeler

  • Müşteri Deneyimi, Ödemeye İstekli Olunan Fiyat, Müşteri Temas Noktaları, Algılanan Değer
  • Customer Experience, Willingness to Pay, Customer Touchpoints, Conjoint Analysis

Nasıl Atıf Yapılır

Hoşgör, M., & Aydın, S. (2024). Farklı temas noktalarındaki müşteri deneyiminin ödemeye istekli olunan fiyat üzerine etkisi. Business & Management Studies: An International Journal, 12(1), 176–197. https://doi.org/10.15295/bmij.v12i1.2366

Telif Hakkı (c) 2024 Murat Hoşgör- Samet Aydın

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Özet

Hemen her sektörde benzer kalitede ürün ve hizmetin üretilebilir olması, ürünlerdeki işlevsellik düzeylerinin birbirine yaklaşması, alternatif çözümlere ulaşabilmenin kolaylaşması ve müşterilerin geçmişe göre çok daha bilinçli hale gelmesi ile markalar artık yaşattıkları müşteri deneyimi ile tercih edilme yolunu seçmeye yönelmektedir. Bu bakış açısıyla gelişmek isteyen işletmeler artan müşteri deneyiminin önemi ile birlikte bu alanda araştırma ve yatırım yapma kararları alınmaya başlanmış ve müşterilerinin geçtiği farklı temas noktalarında yaşadıkları deneyimlere odaklanmaya çalışmaktadır. Ancak tam da bu safhada müşteri yolculuğundaki hangi temas noktalarının ödemeye istekli olunan fiyata etki edebildiğini ve farklı demografik yapılara göre bu etkilerin getirdiği sonuçları anlamak büyük önem teşkil etmektedir. Bu noktadan hareketle bu çalışmada telekomünikasyon sektöründe farklı temas noktalarındaki müşteri deneyiminin ödemeye istekli olunan fiyata etki edip etmediği ele alınmıştır. Türkiye’deki üç farklı telekomünikasyon şirketinden birer müşteri deneyimi yöneticisi ile bireysel derinlemesine görüşmeler yapılarak müşteri deneyimi yolculuğu tespit edilmiştir. Akabinde ortogonal yöntemle oluşturulan 16 farklı müşteri deneyimi senaryosu çevrim içi anket haline getirilip son üç yıl içerisinde telekomünikasyon şirketlerinden abonelik hizmet paketi satın alan 18-64 yaş aralığındaki 500 kişiye uygulanmıştır. Araştırma sonucunda her temas noktasının ödemeye olan istekliliğe farklı fayda oranlarında etki ettiği ortaya çıkmıştır. Fiyata olan ödeme istekliliğine en çok etki eden ilk üç faktörün olumlu söylentiler, çağrı merkezi bekleme süresinin kısa olması ve kullanıcının ilgisini çeken içeriklerin paylaşılması faktörleri olduğu tespit edilmiştir.

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