İşletme Bölümü Koleksiyonu

Permanent URI for this collectionhttps://hdl.handle.net/20.500.11779/1937

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Author: search.filters.author.Tosun, PetekScopus Q: search.filters.scopusQuartile.Q1

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Now showing 1 - 4 of 4
  • Article
    Citation - WoS: 6
    Citation - Scopus: 5
    User-Generated and Brand-Generated Content as Indicators of University Brand Personality and Business Strategy
    (Routledge, 2022-04-04) Tosun, Petek; Ayan, Büşra; Karadağ, Hande
    The rising competition and social media usage increased the importance of university brand personality and strategic marketing in higher education. This study explores the interrelationships between brand-generated content (BGC) and user-generated content (UGC) on social media and universities’ competitive strategy and brand personality. BGC that included four universities’ tweets and UGC that consisted of consumer comments were analyzed by content and correspondence analysis in R programming language. The findings indicated that BGC was in alignment with universities’ generic strategies. BGC-UGC dispersions across brand personality were in alignment for the differentiator university, while there was a mismatch between BGC and UGC for low-cost universities. The differentiator university was associated with being prestigious, cosmopolitan, and conscientious, while the low-cost universities were associated with sincerity. The findings supported the applicability of generic business strategies to the higher education context and showed the strategic link between brand personality and the pursued generic strategy.
  • Article
    Citation - WoS: 8
    Citation - Scopus: 9
    Corporate Social Responsibility Disclosure on the Websites of Coffee Chains in Turkey
    (Emerald, 2021-08-13) Tosun, Petek
    Purpose – Coffee is among the primary products that attract the public attention to the social andenvironmental responsibilities of companies. Coffee shops have a big carbon footprint because of their dailyoperations. With the rising consciousness about sustainability in developing countries, online disclosure ofcorporate social responsibility (CSR) is becoming increasingly important for not only multinational but alsolocal coffee chains. The purpose of this study is to analyze the extent to which coffee chains include CSR ontheir websites.Design/methodology/approach – Turkey, which is a large emerging economy with an expandingcoffee chain market, is selected as the research context. The CSR disclosure on the websites of coffee chains isexamined by content analysis according to CSR dimensions. A sample of 27 coffee chains with more than tenstores is included in the analysis.Findings – Foreign coffee chains disclose more information on the environment and fair trade than localcoffee chains. On the other hand, CSR content in websites of foreign and local coffee chains does not differsignificantly in human resources and community dimensions. Foreign coffee chains have comparativelylonger brand history, more rooted brands and larger networks than local coffee chains.Originality/value – To the best of the author’s knowledge, this study is the first that used a contentanalysis about CSR on the websites of coffee chains in Turkey. Findings contribute to the understanding ofCSR disclosure in the coffee chain industry and can be beneficial for researchers and managers in otheremerging markets.Keywords Marketing, Turkey, Emerging markets, CSR, Corporate social responsibility,Coffee chainsPaper type Research paper
  • Article
    Citation - WoS: 20
    Citation - Scopus: 27
    Consumer Complaining Behavior in Hospitality Management
    (Taylor & Francis, 2021-07-24) Tosun, Petek; Sezgin, Selime; Uray, Nimet
    The purpose of this study is to investigate the impacts of assertiveness, aggressiveness, and perceived risks on consumer complaining behavior (CCB) in the tourism and hospitality sector. This research utilized a quantitative methodology through the implementation of a two-stage study based on surveys. Study 1 examined the impacts of assertiveness, aggressiveness, and perceived risks on CCB in the context of low-quality summer vacation, while Study 2 further investigated the relationships in the research model by replicating the survey within the framework of high-quality summer vacation. The results were then analyzed through factor and regression analyses. Both of the studies demonstrated that assertiveness positively influences CCB directly and also indirectly via the mediating effect of perceived risks. It was found that aggressiveness positively influences CCB when consumers have high service quality expectations but when they have low expectations for service quality, it is insignificant.
  • Article
    Citation - WoS: 20
    Citation - Scopus: 24
    Unethical Sales Practices in Retail Banking
    (Emerald, 2020-06-29) Tosun, Petek
    Purpose: This study examines the salesperson-driven unethical behavior toward consumers in the retail banking context. Design/methodology/approach: Consumer posts on an online social platform were analyzed using content analysis. Cluster analysis and word association analyses were conducted to analyze the posts across ethics dimensions, customer intentions and banking services. Findings: Complaints about salesperson-driven unethical behavior were classified into three clusters: disrespect, fee deception and other deception. Four themes of consumer intentions emerged from data: expecting an action regarding the staff, fixing the problem, exiting the bank, or just expressing the problem on the social platform. There was a significant difference among clusters in terms of intentions. The deception clusters had a stronger association with fixing the problem, while the disrespect cluster had a stronger association with consumers’ willingness to express their complaints and requests regarding corrective actions for the salespeople. Practical implications: Banks must differentiate their service recovery approach depending on the problem. While a refund can be more appropriate for recovering deception, a corrective action regarding misbehaving sales staff is expected by the customers for the disrespect problem. Originality/value: This study contributed to the need for current research on personal selling practices and salesperson ethics in banking services. The unethical sales practices were linked to customer intentions, and several associations were found. An unethical sales behavior framework that can be used in future research was represented.