Cilt 6 Sayı 2 (2018): BUSINESS & MANAGEMENT STUDIES: AN INTERNATIONAL JOURNAL
Makaleler

MÜŞTERİ DENEYİMLERİNDEN ÖĞRENME: AKILLI HATALAR GÜÇLÜ MARKALAR

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  • Hayat AYAR ŞENTÜRK
Hayat AYAR ŞENTÜRK
Gebze Teknik Üniversitesi, İşletme Fakültesi, Strateji Bilimi Bölümü
Biyografi
DOI: https://doi.org/10.15295/bmij.v6i2.275

Yayınlanmış 2018-09-02

Anahtar Kelimeler

  • Hatalardan Öğrenme,
  • Müşteri Deneyimleri,
  • Marka Başarısızlıkları.

Nasıl Atıf Yapılır

AYAR ŞENTÜRK, H. (2018). MÜŞTERİ DENEYİMLERİNDEN ÖĞRENME: AKILLI HATALAR GÜÇLÜ MARKALAR. Business & Management Studies: An International Journal, 6(2), 730–751. https://doi.org/10.15295/bmij.v6i2.275

Özet

Hatalar her zaman mükemmel olmayan bir mühendislik, tasarım veya satış faaliyetlerinin sonucu olarak meydana gelmez. Sinemaseverler tarafından kült film statüsüne kavuşmuş ve büyük bir maddi başarıya erişmiş yüzlerce kötü film varken, gişede hüsrana uğrayan yüzlerce iyi film vardır. Bu anlamda markaların hedef kitlede memnuniyetsizliğe yol açan negatif eylemlerini tanımlaması, analiz etmesi ve bilinçli deneyimlerde bulunması çok önemlidir. Ancak hataların değerli ve eşsiz yeni bilgiler üreteceğine dair inancın artmasına rağmen, hatalardan öğrenme sürecini açıklamada çok fazla yol alınamadığı ve daha fazla araştırmaya ihtiyaç duyulduğu sıklıkla belirtilmektedir. Bu çalışmanın amacı; çeşitli marka hikayeleri incelenerek i) işletmelerin ölüm katılığına düşmemek için öğrenmenin kaynağı olarak hataları nasıl kullanabileceğine dair yol haritası sunmak, ii) hatalardan öğrenme becerisi geliştirmeye engel olan unsurları ortaya çıkarmak ve iii) bu engellerin üstesinden gelme yollarını keşfetmektir. Böylelikle hatalardan öğrenme davranışına ilişkin ampirik ve deneysel çalışmalara katkı sağlanacağı umulmaktadır.

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