MÜŞTERİ GÜÇLENDİRMENİN ÖLÇÜLMESİ: İÇ ANADOLU’DA BİR UYGULAMA

İbrahim Bozacı, Tülin Durukan
2.885 602

Öz


Günümüz tüketicisinin, çok daha kolay bir şekilde bilgilenmesi, örgütlü hareket etmesi, becerilerini artırması ve tüketim süreçlerinde daha etkili olması söz konusudur. Bu çalışmada, günümüzün daha bilinçli tüketicileri için; bilgi, beceri ve kontrolünü desteklendiği yönündeki “müşteri güçlendirme” algısının ölçülmesine yönelik bir araç geliştirilmektedir. Akademik yazında müşteri güçlendirme konusu daha çok teorik nitelikte ve örnek olay düzeyinde incelenmektedir. Ancak günümüzde büyük üretici ve dağım kanalı üyeleri karşısında tüketicilerin de söz sahibi olmak istediği pazar ortamında, müşteri güçlendirme algısının ölçülmesi bu faaliyetlerin yönetilmesi için öncelikle gereklidir. Bu doğrultuda öncelikle kapsamlı keşifsel literatür taraması gerçekleştirilmiştir. Ardından müşteri güçlendirme ile ilgili tasarlanan sorular mobilya sektöründe lider bir mobilya markasının müşterilerinden anket yöntemi ile elde edilen veriler yardımıyla analize tabi tutulmuştur. Analiz sonuçlarında müşteri güçlendirme; müşteri bilgi ve becerilerinin, özerkliğinin, katılımının ve telafi arayışının desteklenmesi faktörleri altında toplanmaktadır. Araştırma sorularının güvenilir ve geçerli olduğu tespit edilmiştir. Böylelikle müşteri güçlendirmenin yapısı aydınlatılmakta ve müşteri güçlendirmenin sonuçları hakkında yapılacak çalışmaları kolaylaştıracak bir ölçek geliştirilmektedir.

Anahtar kelimeler


Müşteri Gücü, Güçlendirme, Müşteri Güçlendirme

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