Tosun, Petek
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tosunp@mef.edu.tr
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04.03. Department of Business Administration
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Sustainable Development Goals
9
INDUSTRY, INNOVATION AND INFRASTRUCTURE
3
Research Products
7
AFFORDABLE AND CLEAN ENERGY
0
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4
QUALITY EDUCATION
0
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10
REDUCED INEQUALITIES
0
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3
GOOD HEALTH AND WELL-BEING
2
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5
GENDER EQUALITY
0
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16
PEACE, JUSTICE AND STRONG INSTITUTIONS
0
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2
ZERO HUNGER
0
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1
NO POVERTY
0
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11
SUSTAINABLE CITIES AND COMMUNITIES
0
Research Products
14
LIFE BELOW WATER
0
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15
LIFE ON LAND
0
Research Products
8
DECENT WORK AND ECONOMIC GROWTH
1
Research Products
13
CLIMATE ACTION
1
Research Products
6
CLEAN WATER AND SANITATION
0
Research Products
17
PARTNERSHIPS FOR THE GOALS
3
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12
RESPONSIBLE CONSUMPTION AND PRODUCTION
3
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Documents
19
Citations
225
Scholarly Output
22
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13
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1
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WoS Citation Count
68
Scopus Citation Count
114
WoS h-index
5
Scopus h-index
6
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0
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0
WoS Citations per Publication
3.09
Scopus Citations per Publication
5.18
Open Access Source
14
Supervised Theses
1
| Journal | Count |
|---|---|
| 5th International GAP BUSINESS SCIENCES AND ECONOMY Congress, December 04-06, 2020, Sanliurfa-Turkey | 1 |
| Academic Studies in Administrative Sciences | 1 |
| Anemon Muş Alparslan Üniversitesi Sosyal Bilimler Dergisi | 1 |
| ATLAS 7th International Conference on Social Sciences | 1 |
| Effects of the Covid 19 | 1 |
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Article Kurumsal Sosyal Sorumluluk Çalışmalarında Marka Uyumu ve Algılanan Sosyal İkiyüzlülük(2021) Tosun, Petek; Güner, ElifArtan çevresel sorunlar, küresel krizler ve sosyal problemler nedeniyle, işletmelerin kurumsal sosyal sorumluluk (KSS)faaliyetleri çok önemli hale gelmiştir. Diğer taraftan, işletmenin faaliyet alanı ile KSS çabaları arasında uyum olmadığında,tüketiciler KSS aksiyonlarını ikiyüzlü olarak algılayabilmektedir. Bu çalışmanın amacı, marka-KSS uyumunun, tutum aracıdeğişkeni üzerinden satın alma niyeti üzerindeki etkisini ve algılanan sosyal ikiyüzlülüğün marka-KSS uyumu ve marka tutumuilişkisi üzerindeki rolünü incelemektir. Araştırma modeli, deneysel serim ile test edilmiştir. Marka-KSS uyumu yüksek olduğundamarkaya yönelik tutumun, marka-KSS uyumunun düşük olduğu duruma kıyasla daha olumlu olduğu bulunmuştur. MarkaKSS uyumunun yüksek olması, markaya yönelik tutumu ve satın alma niyetini olumlu etkilemektedir. Marka-KSS uyumunundüşük olduğu deney grubunun markaya yönelik tutumu da hiçbir KSS faaliyetinden bahsedilmeyen kontrol grubuna göre dahapozitiftir. Marka-KSS uyumunun satın alma niyetini doğrudan etkilemediği, tutum değişkeninin aracılık etkisi üzerinden dolaylıbir etkiye sahip olduğu belirlenmiştir. Algılanan ikiyüzlülüğün marka-KSS uyumu ve marka tutumu ilişkisindeki düzenleyicietkisinin anlamlı olmadığı görülmüştür.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.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.Article Citation - Scopus: 22Meat Substitutes in Sustainability Context: a Content Analysis of Consumer Attitudes(Routledge, 2020) Tosun, Petek; Sezgin, Selime; Uray, Nimet; Gürce, Merve YanarFood 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 Fi̇nansal Hi̇zmetlerde Kurumsal Marka İ̇maji ve Marka Güveni̇ni̇n Bankacılık Hi̇zmeti̇ Alma Ni̇yeti̇ne Etki̇si̇(Ppad, 2019) Elif Börekçi; Selime Sezgin; Tosun, PetekBu 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.Article The Impact of Marketing on the Business Performance of Companies: a Literature Review(2021) Köylüoğlu, A. Selçuk; Doğan, Mesut; Tosun, PetekThe 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.Article Destination Personalities of Alacati and Ayvalik in Turkey: Consumer Perceptions of a Summer Holiday(2019) Tosun, Petek; Merve AkarIn 2018 summer, Alaçatı and Ayvalık have been listed among the top cities that are preferred as tourism destinations for local tourists. These destinations have been popular for tourists in the last decade and Turkish tourists increasingly prefer local destinations for their summer holidays because of the devalued Turkish lira. Attracting tourists is among the primary goals for tourism marketers, and consequently understanding customer perceptions regarding destinations is one of the key factors to achieve this goal. In this context, the purpose of this study is to examine the destination personalities of Ayvalık and Alaçatı and compare them in terms of destination personality dimensions. In a quantitative research design, respondents (n=191) have been asked about their perceptions about the destination personalities of Alaçatı and Ayvalık, in which they compare the two destinations on a 5 Point-Likert scale. Destination personalities have been examined within the conceptual framework of destination personality dimensions, which are, sincerity, excitement, and conviviality. In addition, respondents have answered a question by writing their opinions about “a great summer vacation” with a few words, which have been analyzed by content and cluster analyses, aiming to have a deeper understanding about the consumer perceptions about their summer vacations. Significant differences have been found between the destination personality dimensions of Ayvalık and Alaçatı. Ayvalık is perceived as sincerer and more convivial than Alaçatı, whereas Alaçatı is perceived as more exciting than Ayvalık. Regarding their expectations from their summer holiday, consumers have been grouped into 4 clusters such as; (1) fun, excitement, and activity oriented, (2) travelling and exploring oriented, (3) family and friends oriented, (4) relaxation, comfort, and silence-oriented consumers. There is not a significant difference among clusters regarding the perceived destination personalities of Ayvalık and Alaçatı. This study aims to contribute to researchers not only by implementing destination personality research in the Turkish context, but also by extending the existing knowledge by assessing destination personality concept together with the consumers’ descriptions of an idealized summer vacation. Moreover, findings of the study will be beneficial for marketing activities of tourism agencies, hospitality industry, and local governments.Master Thesis Alkollü İçki Sektöründe Kurumsal Sosyal Sorumluluk Çalışmaları(MEF Üniversitesi Sosyal Bilimler Enstitüsü, 2019) Çokcoşkun, Güneş; Tosun, PetekKurumsal sosyal sorumluluk (KSS) kavramını gönüllülük esası temeliyle yola çıkan herhangi bir firmanın çevreye karşı etik ve sorumlu davranması, karar alması ve uygulaması olarak tanımlayabiliriz. Karşımıza ilk olarak 1953’te yayımlanan H. Bowen’in “İşadamlarının Sosyal Sorumlulukları” (Social Responsibilities of the Businessman) adlı kitabında karşımıza çıkan bu kavramda Bowen iş insanlarının, toplumun değer ve amaçlarıyla örtüşen sosyal sorumluluk faaliyetlerle ilgilenmeleri gerektiğini ileri sürmüştür (Aktan, 2007). İşletmelerde sosyal sorumluluk uygulamalarının tüm dünyada olduğu gibi Türkiye’de de hızla arttığı gözlenmektedir. Kamu kuruluşları, uluslararası kuruluşlar, sivil toplum kuruluşları (STK), özel sektör vb. aktörlerin bu alandaki uygulamalara ve bu uygulamaların teşvik edilmesine büyük ölçüde katkıları mevcuttur (Ay, Kahraman, Kacar, 2012). Bu bağlamda özellikle özel sektör grubunda sanat, spor, eğitim, insan hakları, çalışma koşulları, çevre gibi konular başta olmak üzere topluma yönelik çalışmalar yürütülmektedir. Kurumsal sosyal sorumluluk uygulamaları marka imajını koruyarak hem uzun dönemde kar elde etmeye hem de bir sosyal amaca hizmet etmeye olanak vermektedir. Örneğin, Koç Grubu ‘Meslek Lisesi Memleket Meselesi’ sosyal sorumluluk kampanyasında Milli Eğitim Bakanlığı ile işbirliği yaparak ‘Mesleki – Teknik Eğitimi Özendirme Programı çerçevesinde olanakları kısıtlı ilköğretim mezunu gençleri hedeflemekte ve onları desteklemektedir (Özdemir, 2009). Ulusal ve uluslararası ölçekte araştırmalar, özellikle Avrupa ülkelerinde, alkol kullanımının halk sağlığını tehdit eden sorunlar arasında ilk sıralarda yer aldığını göstermektedir. Alkol tüketimine ilişkin sorunların geniş bir yelpazede ortaya çıkması; toplumun, özellikle çocukların ve gençlerin alkole bağlı zararlı etkilerden korunması amacıyla politikalar geliştirilmesini gerektirmiştir. Bu politikalarda, genel olarak amaç, alkolün zararları konusunda farkındalık yaratılması, bilinçlendirmenin yanı sıra eğitimin sağlanmasıdır. Bu eğitimler alkollü içki satışı yapan firmaların büyük çoğunluğunun alkolün insan sağlığına yönelik zararlarını ve olumsuz sosyal etkilerini en aza indirmeyi amaçlayan projeler içerisinde bulunduğu fikrini vermektedir. Geniş kapsamlı alkol politikaları ve önleme programları bulunan firmalarda bahsi geçen bu eğitim ve bilinçlendirme çalışmaları sosyal sorumluluk projesi olarak karşımıza çıkmaktadır. Alkollü içki satışı yapan firmaların yazılı basında yer alan reklamlarında % 84’lük bir oran ile sosyal sorumluluk mesajlarına yer verdiği gözlenmiştir (Zengin, 2013). Bu genel çerçeve içerisinde bu projenin amacı, kurumsal sosyal sorumluluk kavramının alkollü içki sektöründe hangi şekilde uygulandığını örnekler ile göstermek ve buna bağlı olarak firmanın marka bilinirliğine ve dolayısı ile kurumsal marka imajına ve gelirlerine etkisinin açıklanmasıdır.Article Citation - WoS: 18Citation - Scopus: 21Voluntary Simplicity: a Content Analysis of Consumer Comments(Emerald, 2021) Tosun, Petek; Selime SezginPurpose -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.
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