İşletme Bölümü Koleksiyonu
Permanent URI for this collectionhttps://hdl.handle.net/20.500.11779/1937
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Book Part Social Media Marketing of Brands in the Covid-19 Pandemic: Exploring the Crisis-Related Content(IGI Global, 2022) Tosun, PetekThis chapter explores the social media marketing communication of brands in the first days of the novel coronavirus (COVID-19) outbreak within the theoretical framework provided by signaling theory. The social media content of six Turkish brands was examined by content analysis. The findings have shown that brands shared posts in four themes: brand promotion, brand's COVID-19 messages, product promotion, and special day posts. Brands integrated the COVID-19 agenda in their social media communication in two ways. First, they designed and shared posts that focused solely on the pandemic. These COVID-19-related posts constituted a separate category that did not include any direct relevance to the brands' promotion activities. Second, they added COVID-19-related points in their social media posts. This study provides valuable findings for marketing practitioners and academicians regarding social media communication in a global health crisis.Article Citation - WoS: 20Citation - Scopus: 27Consumer Complaining Behavior in Hospitality Management(Taylor & Francis, 2021-07-24) Tosun, Petek; Sezgin, Selime; Uray, NimetThe 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: 20Citation - Scopus: 23Voluntary Simplicity: a Content Analysis of Consumer Comments(Emerald, 2021-06-09) Tosun, Petek; Selime Sezgin; Sezgin, SelimePurpose -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, PetekThe 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.Book Part Corporate Social Responsibility in the Food Industry From a Marketing Perspective.(Livre de Lyon, 2020) Tosun, Petek; Selçuk KöylüoğluRapid 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 The Impact of Brand Trust and Mood on Consumer Complaining Behavior(2020) Tosun, PetekManaging consumer complaints is essential in the competitive business environment. Various personal or situational factors can influence consumer complaining behavior. Marketing managers must understand these factors well to understand their customers and manage their complaints. A customer’s affective state or mood can influence his or her complaining behavior since affective states interact with cognition in shaping consumer behavior. Besides, a consumer’s trust regarding a brand is closely related to his or her expectations in the consumption situation and influences complaining behavior. In this context, the purpose of this study is to examine the impact of consumer mood and brand trust on consumer complaining behavior. An online survey was distributed by convenience sampling method in Istanbul between 17 October – 3 November 2020. Fifty-nine individuals with a mean age of 41 participated in the survey. The participants answered questions about their mood, brand trust towards the bank they use most frequently, and then read a service failure scenario regarding the bank’s branch services. After answering questions about their satisfaction level with the service explained in the text, they responded to questions about their complaining behavior estimates. In alignment with the service failure scenario, the participants’ satisfaction level has become approximately 1.6 over 5, indicating dissatisfaction, as expected. Findings were analyzed in SPSS. The scales were reliable with the following Cronbach’s alpha levels; 0.867 for the brand trust scale, 0.958 for the mood scale, and 0.729 for the consumer complaining behavior scale. The normality tests showed that the dependent variable, consumer complaining behavior, was normally distributed (Shapiro-Wilk test, p:0.24, skewness: -0.189, kurtosis: -0.010). The regression analysis showed that mood (standardized beta: -0.272, p=0.024) and brand trust (standardized beta: -0.288, p=0.002) had a significant negative effect on consumer complaining behavior. Two other variables were also controlled; the frequency of doing banking transactions and the number of banks that are actively used, but the analysis showed that they did not have a significant effect on consumer complaining behavior. Besides, ANOVA results showed that consumer complaining behavior did not differ across participants’ education level and preferred banking channels such as the internet or mobile banking. This study has shown that a positive mood and bank trust reduced consumers’ intentions to complain in a service failure situation. The primary managerial implication of this study is that marketing programs, personal selling efforts, and customer relationship management must focus on building and maintaining trust and commitment between their brand and customers since brand trust decreases negative word-of-mouth and reduces CCB intentions in case of a service failure. Besides, service providers must try to create a positive-mood-inducing atmosphere to decrease customer complaints. The findings support the commitment and trust model of relationship marketing (Morgan and Hunt, 1994). Future studies can employ more representative samples to reach more generalizable results. Researchers can test the findings and make comparisons across different service sectors. Further studies can also include brand forgiveness and brand personality concepts in their research models.Article Citation - Scopus: 14Supervisor and Customer-Driven Stressors To Predict Silence and Voice Motives: Mediating and Moderating Roles of Anger and Self-Control(Taylor & Francis, 2020-07-02) Muhammad Kashif; Shanika Wijenayake; Merve Yanar Gürce; Tosun, Petek; Kashif, Muhammad; Gürce, Merve Yanar; Wijenayake, ShanikaThis study aims to investigate communicative deviance among front line employees (FLEs) as a consequence of supervisor and customer mistreatment. The emotion of anger as a mediator while self-control as a moderator is positioned to buffer the customer and supervisor aggression–>communicative deviance. The survey-based data from 284 Turkish FLEs demonstrate that abusive supervision triggers negative emotion of anger, resulting in deviant silence. A stronger support for self- control as a moderator to buffer the anger–deviant silence relationship is also found. The study uniquely integrates human emotions to investigate destructive work behaviors in a service context.Article Citation - WoS: 20Citation - Scopus: 24Unethical Sales Practices in Retail Banking(Emerald, 2020-06-29) Tosun, PetekPurpose: 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.