İşletme Bölümü Koleksiyonu

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

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Author: search.filters.author.Tosun, PetekSubject: search.filters.subject.Marketing

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Now showing 1 - 8 of 8
  • 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: 23
    Voluntary Simplicity: a Content Analysis of Consumer Comments
    (Emerald, 2021-06-09) Tosun, Petek; Selime Sezgin; Sezgin, Selime
    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.
  • Book Part
    Exploring Elderly Customer-Employee Rapport in Services: Managerial and Social Implications
    (IGI Global, 2021) Tosun, Petek
    The increasing share of older people in the population has influenced the economic and social life andservices sectors. Banking services are integrated into almost all of the daily transactions and inevitablefor older consumers. This study aims to examine the special needs and expectations of older customers in retail banking. A survey was conducted on frontline salespeople in branches. The findings haveshown that older consumers expect special attention from their customer relationship managers. Therelationship managers have positive attitudes toward older consumers and high customer-employeerapport levels. Attitude and rapport constructs are positively and significantly correlated. In addition,relationship managers were divided into three clusters depending on their rapport levels and perceivedbranch visit reasons. This chapter has provided current empirical findings, insights, and managerialrecommendations about customer-employee relationships in the older consumers and services contexts.
  • Article
    The Impact of Marketing on the Business Performance of Companies: a Literature Review
    (2021-02-22) Köylüoğlu, A. Selçuk; Doğan, Mesut; Tosun, Petek
    The technology-based global competition environment that pushes businesses to constructive transformation in order to ensure customer satisfaction has further increased the importance of marketing capabilities in business strategies. The purpose of the literature review is to summarize the previous studies about marketing-financial performance nexus. Studies that were published between 1969 and 2019 could be reached from the EBSCO database were included in the literature review. A significant number of studies conducted in different countries have shown that marketing spending is an investment that creates value for the company and has a positive impact on firm profitability, firm value or firm sales. This study contributes to the literature by summarizing the research findings on the effects of marketing investments on business performance.
  • Book Part
    Corporate Social Responsibility in the Food Industry From a Marketing Perspective.
    (Livre de Lyon, 2020) Tosun, Petek; Selçuk Köylüoğlu
    Rapid developments in technology, the increase in the world population, environmental degradation, pandemics, and various social problems have led to a different perception and understanding of marketing. Marketing has been increasingly expected to embrace and even contribute to the remedy of issues such as obesity and been discussed from a social responsibility perspective. Although several studies have investigated the impact of CSR in the food sector, the market shares of sustainable products are generally low, so there is a need to comprehend better the effect of CSR on food marketing in different contexts. To compile previous research and present findings in an integrated way, this study focuses on CSR in the food industry from a marketing perspective.
  • Conference Object
    Customer Relationship Management in the Covid-19 Outbreak From a Salesperson Perspective
    (2020) Tosun, Petek
    The new coronavirus disease (Covid-19) has led to an unpredictable change in business and social life. Many institutions shifted to remote working to reduce the possibility of contagion in the workplace. Banks, which are among the major institutions in business life, have adopted remote working and social distancing rules in their branches and other workspaces. This change has inevitably influenced salespeople’s relationships with their customers since the ways of interacting and communicating have changed dramatically. The purpose of this study is to explore the impact of flexible and remote working during the Covid-19 pandemic on customer relationship management (CRM) in retail banking. A survey was conducted on customer relationship managers, branch managers, and other sales personnel regarding their self-assessment of CRM and sales performance during the remote working conditions in the Covid-19 outbreak. The findings have shown that the outbreak period has improved salespeople’s relationships with their customers. Besides, sales performance was positively influenced by CRM. CRM and sales performance did not change significantly depending on the size of the bank’s branch network or the salesperson’s total work experience. 18% and 16% of the salespeople found themselves important and safe, as employees of banks during the outbreak, respectively. However, 51% of the participants stated that working in the banking sector in the outbreak period was hard and anxious. While 16% of the participants thought that it is possible to work from home, only 4% stated that face-to-face communication is required. This study is timely research that has focused on the impact of the Covid-19 outbreak on CRM in banking and may constitute a proper base for future studies that will examine the impact of the pandemic deeper.
  • Article
    Citation - Scopus: 22
    Meat Substitutes in Sustainability Context: a Content Analysis of Consumer Attitudes
    (Routledge, 2020-10-29) Tosun, Petek; Sezgin, Selime; Uray, Nimet; Gürce, Merve Yanar; Yanar, Merve
    Food consumption affects the environment because it requires the usage of water, land, and oil resources. In particular, the consumption of red meat is associated with sustainability issues. Replacing meat with plant-based meat substitutes offers a useful way of reducing the burden that meat consumption places on the environment and dealing with issues regarding animal welfare. However, consumer acceptance of such products is low in some countries. The purpose of this paper is to clarify consumer attitudes toward meat substitutes and discuss them from a marketing perspective. The findings of this study, which are based on content analyses of web forums in Turkey, indicate that negative consumer perceptions can be categorized into three main dimensions: unhealthy, unusual, and tasteless. A marketing perceptive is used to dis- cuss the findings.
  • 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.