Browsing by Author "Selime Sezgin"

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Fi̇nansal Hi̇zmetlerde Kurumsal Marka İ̇maji ve Marka Güveni̇ni̇n Bankacılık Hi̇zmeti̇ Alma Ni̇yeti̇ne Etki̇si̇
(Ppad, 2019) Elif Börekçi; Selime Sezgin; Tosun, Petek
Bu çalışmanın amacı, bireysel bankacılık hizmetlerinde kurumsal marka imajı ve marka güveninin bir bankadan hizmet alma niyeti üzerindeki etkisini incelemektir. Müşterilerin bankaya varlık emanet ettikleri yatırım hesapları ile bankadan varlık ödünç aldıkları ih- tiyaç kredisi arasında alınan hizmetin değerlendirilmesi sırasında tüketici hizmete fark- lı noktalardan baktığından, bankacılık ürünleri arasında karşılaştırma da yapılmıştır. Bu çalışmanın kavramsal modeli, Gerekçeli Eylem Teorisi’ne dayandırılmış ve davranışsal niyeti etkileyen değişkenlere marka güveni ve kurumsal marka imajı eklenerek model ge- nişletilmiştir. Kantitatif araştırma yöntemi kapsamında yapılan regresyon analizlerinin so- nucunda, kurumsal marka imajı ile marka güveni kavramlarının, tutum değişkeni aracılığı ile bankacılık ürünü satın alma niyetini pozitif yönde etkilediği görülmüştür. Kurumsal marka imajı, bankacılık ürünlerinin ana kategorileri olan bireysel kredi ürünleri, yatırım ürünleri, kartlar ve dağıtım kanallarını kullanma niyeti üzerinde önemli etkiye sahiptir. Araştırma sonucunda, Gerekçeli Eylem Teorisi, finansal hizmetler alanında marka güveni ve kurumsal marka imajı kavramları ile genişletilerek, finansal hizmetler alanında yapılacak çalışmalar için araştırmacılara bir model önerilmiştir.
Citation - WoS: 17
Citation - Scopus: 20
Voluntary Simplicity: a Content Analysis of Consumer Comments
(Emerald, 2021) Tosun, Petek; Selime Sezgin
Purpose -The voluntary simplification (VS) movement has stemmed from Western societies and gained momentum in the 1980s, but the trend has failed to become a primary perspective for most consumers. The accompanying concepts of conscious consumption, minimalism and accepting that sometimes “less is more” are still vivid in the digital era. The purpose of this study is to provide a deep and recent understanding of the consumer comments about minimalism in Turkey and examine their associations with the prominent themes in the VS literature.Design/methodology/approach -Consumer comments posted on online platforms were analyzed by content analysis and word frequency analysis.Findings -Consumer comments were in parallel to the themes in the VS literature and were classified under personal growth, material simplicity, sustainability, proper technology usage and self-sufficiency categories. Personal growth, material simplicity and sustainability were the first three dimensions mentioned. The prominent sub-themes that emerge from data were psychological well-being, inner peace, freedom, meaningful experiences and getting rid of belongings. A word frequency analysis pointed out that “life” and “owning” were the evident words in the personal growth category, “purchasing things” were mostly mentioned in the material simplicity category and “plastic litter” and “excessive consumption” were the prominent concerns in the sustainability category.Originality/value -VS required further research in different national contexts. Besides, an analysis of the dimensions of VS was needed. This study contributes by providing recent and rich findings from a developing country, connecting them with the VS themes in the literature and suggesting a conceptual framework enriched by sub-themes that emerged from data.