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Article
Publication date: 5 July 2021

Asli Sakarya and Ibrahim Taylan Dortyol

Beverage serving affects consumers’ taste and price perceptions. Therefore, the correct selection of the presentation cues is essential when a consumer evaluates a product. This…

Abstract

Purpose

Beverage serving affects consumers’ taste and price perceptions. Therefore, the correct selection of the presentation cues is essential when a consumer evaluates a product. This study aims to determine how haptic (weight) and visual (colour) cues of drinking vessels affect the taste and price perception of coffee.

Design/methodology/approach

The authors created three different experimental designs. Given that coffee is a popular drink among the younger population, the authors invited undergraduate students in the 18–24 age group into this study. The participants tasted the same coffee from cups differ in weight (heavy and normal) and colour (congruent, incongruent and neutral), after which their opinions about the taste and price were recorded.

Findings

According to the results, increasing the weight of the cup creates a more positive perception of the smell and density of the coffee. Moreover, coffee served in a heavy cup was perceived to be more expensive than in other cups. The authors also found that incongruent cups received a lower score in all evaluations regarding taste perception. In the final experiment, the authors used the weight and colour manipulations together. According to the participants, the most fragrant coffee was perceived from a heavy and congruent cup.

Research limitations/implications

Small sample is one of the limitations of this study. Future studies could be conducted with bigger and more diverse sample using different kinds of coffee beans.

Practical implications

It will be appropriate for coffee producers to design the cups in light of the said results.

Originality/value

The paucity in the existing literature of sensory marketing studies using hot drinks is remarkable, especially takeaway coffee, which is becoming more popular with an increasing number of coffee chains, and needs to be examined in detail.

Details

Young Consumers, vol. 23 no. 1
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 6 November 2023

Elif Tanrikulu and Ibrahim Taylan Dortyol

Social exclusion is a complicated psychological phenomenon with behavioral ramifications that influences consumers' lifestyles and behaviors. In contrast, anthropomorphism is a…

Abstract

Purpose

Social exclusion is a complicated psychological phenomenon with behavioral ramifications that influences consumers' lifestyles and behaviors. In contrast, anthropomorphism is a phenomenon that marketing strategists employ and that occurs in customers' lives as a result of social isolation. The literature discusses these two complicated structures as ones that require investigation based on consumer judgments. The purpose of the current study is to understand the fundamental motivations that underlie the propensity for anthropomorphizing in people who suffer social isolation through their pets.

Design/methodology/approach

To look into the motivations driving these themes, a study technique with three distinct components was created. Cyberball was employed as a technique to manipulate social exclusion in the initial stage of this research methodology. Two scenarios, one of which had an anthropomorphizing tendency and the other of which did not, were presented to participants who had suffered social exclusion and advanced to the second phase in order to determine the anthropomorphizing tendency. The Attachment to Pets Scale (LAPS), which Johnson et al. (1992) created based on the social support provided by pets, was utilized while creating the scenarios. The Zaltman method was applied as an interviewing technique in the third stage of the research design, with the interviewees being guided by visuals that reflected their emotions and thoughts.

Findings

The results of the data analysis were evaluated in light of social psychology. A more thorough expression of the complex relationship between anthropomorphism and those who experience social exclusion has been made. The findings showed that when people anthropomorphize their pets in response to feelings of social exclusion, the motivations that emerge include pure love, loyalty, animals' need for a human, living creature and embracing. The study emphasizes that these ideas will be helpful in customers' interactions with anthropomorphic objects.

Practical implications

As a contribution to the literature, the study findings offer the five major motivations underpinning these beliefs. These findings may help marketing scientists comprehend social exclusion and anthropomorphism, thereby benefiting the individual and society.

Originality/value

The majority of research in the literature (Chen et al., 2017; Epley et al., 2008; Eyssel and Reich, 2013; Waytz et al., 2019) verified that people who were socially excluded would use anthropomorphism, but no studies were discovered about the motivations outlined in the current study. The results of this investigation should add to the body of knowledge in this area. The pet was employed as an anthropomorphism tool in the current study because it is the object that a person chooses to anthropomorphize deliberately and independently. It adds to the study's originality by explaining in the individual's own terminology how he will feel as a result of his social isolation, how he will make up for it and potential responses he may have. In addition to all of these contributions, the study's primary goal of analyzing the motivations behind anthropomorphism yields significant findings that are relevant to both industry and academic research.

Details

Qualitative Research Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1443-9883

Keywords

Article
Publication date: 30 March 2020

Ibrahim Taylan Dortyol

This research aims to uncover consumers' deeply hidden thoughts and feelings about store scent and its effects on shopping experiences.

Abstract

Purpose

This research aims to uncover consumers' deeply hidden thoughts and feelings about store scent and its effects on shopping experiences.

Design/methodology/approach

Following a qualitative approach, this research uses Zaltman metaphor elicitation technique (ZMET). All the steps of the ZMET have been performed, and important constructs and contents have been explored.

Findings

Ultimately, a hierarchical value map was presented. Accordingly, the naturalness and intensity of the scent played a prominent part in its effectiveness. The pleasantness and complexity of the scent, the malodor, congruity and incongruity of the scent, as well as nostalgia, were seen as the predominant originator constructs that resulted in approach or avoidance reactions.

Research limitations/implications

These findings have practical implications for managers seeking to design a store atmospherics making way for consumers to engage with the store and the brand. The cultural milieu in which the study was performed could be seen as a possible limitation of the study. This cultural angle should also be taken into consideration while the findings were considered.

Originality/value

Using ZMET as an innovative research method makes the study significant. By doing so, the metaphors of consumption are extended to the sensory marketing field to provide a more comprehensive understanding on the effects of store scent. Moreover, the study contributes to the existing literature of smell marketing.

Details

Qualitative Research Journal, vol. 20 no. 2
Type: Research Article
ISSN: 1443-9883

Keywords

Article
Publication date: 11 September 2009

Olgun Kitapci and Ibrahim Taylan Dortyol

The purpose of this paper is to test the differences in customer complaint behaviour between loyal customers and first comers.

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Abstract

Purpose

The purpose of this paper is to test the differences in customer complaint behaviour between loyal customers and first comers.

Design/methodology/approach

This study has adopted the work of Ndubisi and Ling, which categorized consumer complaint actions into public, private, defection and no action. Interview and survey data were collected. SPSS 15.0 for Windows was used for data analysis. Descriptive statistics such as means, frequencies, Mann‐Whitney U test and chi‐square tests were calculated.

Findings

The results reveal that first comers are more willing to engage in private complaining actions such as negotiation and worth‐of‐mouth comments and telling friends and family about their bad experiences compared to loyal customers. Our major findings indicate that even if a first comer does not complain, this does not mean that the person is satisfied. As there is a likelihood that when a customer makes a private complaint, such as spreading negative word‐of‐mouth criticisms, bank managers should pay more attention to those customers. Further, first comers are more likely to take part in a defection by doing business with another firm following the bad experience compared to loyal customers.

Originality/value

It is a new study about the differences in customer complaint behaviour between loyal and first customers in Turkey. It presents valuable information that can assist bank managers and marketers understand the customer complaint behaviour of both loyal customers and first comers.

Details

Management Research News, vol. 32 no. 10
Type: Research Article
ISSN: 0140-9174

Keywords

Article
Publication date: 22 March 2013

Olgun Kitapci, Ibrahim Taylan Dortyol, Zührem Yaman and Mustafa Gulmez

The aim of this study is to determine the paths between the five SERVQUAL dimensions, customer satisfaction and customer loyalty.

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Abstract

Purpose

The aim of this study is to determine the paths between the five SERVQUAL dimensions, customer satisfaction and customer loyalty.

Design/methodology/approach

The paper is based on a sample of 505 supermarket customers in Turkey who have completed a self‐administered questionnaire. The paper uses means, such as standard deviation and multiple regression analysis, to analyze and propose the conceptual model on supermarket management.

Findings

The paper concludes that empathy, tangibility, responsiveness, and assurance are factors that are positively related to customer satisfaction, which in turn is positively related to customer loyalty.

Originality/value

The paper provides certain suggestions to supermarket managers regarding the terms of service quality dimensions, satisfaction, and loyalty.

Details

Management Research Review, vol. 36 no. 3
Type: Research Article
ISSN: 2040-8269

Keywords

Article
Publication date: 8 April 2014

Ibrahim Taylan Dortyol, Inci Varinli and Olgun Kitapci

The aim of this paper is to identify tourists' perceptions of services provided by hotels in Antalya/Turkey and to explore hotel service quality dimensions. Specifically, the…

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Abstract

Purpose

The aim of this paper is to identify tourists' perceptions of services provided by hotels in Antalya/Turkey and to explore hotel service quality dimensions. Specifically, the objectives are as follows: to identify the dimensions of hotel service quality, and to determine the relative impact of those dimensions on customer satisfaction levels, on customer value and on customers' intentions to recommend or revisit a hotel.

Design/methodology/approach

The present study uses the framework which originally appeared in Juwaheer's study investigating international tourists' perceptions of hotels in Mauritius. In this framework ten hotel service quality dimensions were defined by factor analysis and then the most important dimensions for each component were determined using stepwise regression analysis.

Findings

Of the ten hotel service quality dimensions, “tangibles” and “food quality and reliability” influence the customer satisfaction level the most. Customer value is explained by five dimensions which generate 37.8 percent of the variance. “Hotel employees and problem solving”, “transportation”, “food quality and reliability”, “climate and hygiene”, “level of price”, “tangibles”, “interaction with Turkish culture” and “friendly, courteous and helpful employees” are the main dimensions which affect whether a guest will recommend a hotel. “Tangibles”, “interaction with Turkish culture”, and “level of price” are seen as the most influential dimensions in terms of customers' intentions to revisit a hotel.

Research limitations/implications

The basic limitation of the study is the unexplained variance, which is the result of the regression analysis. Therefore, future research should aim to determine the factors explaining that variance.

Practical implications

In light of these findings, hotel managers in Antalya can better understand their guests' priorities and consequently, they can arrange their service encounter process accordingly to fulfill these priorities.

Originality/value

This study presents potentially valuable information for hotel managers in Antalya with regards to understanding customer value and satisfaction, which are the key elements in terms of guests revisiting a hotel and recommending it to others. As providing an opportunity for a comparative study of service quality searches, this study contributes to the field.

Details

International Journal of Contemporary Hospitality Management, vol. 26 no. 3
Type: Research Article
ISSN: 0959-6119

Keywords

Content available
Article
Publication date: 8 April 2014

Fevzi Okumus

162

Abstract

Details

International Journal of Contemporary Hospitality Management, vol. 26 no. 3
Type: Research Article
ISSN: 0959-6119

Content available
Book part
Publication date: 30 July 2018

Abstract

Details

Marketing Management in Turkey
Type: Book
ISBN: 978-1-78714-558-0

Content available
Book part
Publication date: 12 October 2018

Abstract

Details

Quality Services and Experiences in Hospitality and Tourism
Type: Book
ISBN: 978-1-78756-384-1

Article
Publication date: 6 August 2019

Noor Fareen Abdul Rahim, Essia Ries Ahmed, Mohammad Nizam Sarkawi, Abdul Rahman Jaaffar and Jauriyah Shamsuddin

The purpose of this paper is to examine the relationship between operational risk management and customer complaints. It also determines whether product complexity moderates the…

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Abstract

Purpose

The purpose of this paper is to examine the relationship between operational risk management and customer complaints. It also determines whether product complexity moderates the relationship between the operational risk management and customer complaints.

Design/methodology/approach

This study utilizes a quantitative method: quantitative data were collected using a questionnaire. The population of this study is 1,845 local conventional bank branches based in Malaysia.

Findings

The findings revealed that components of operational risk management, namely practice of hazard identification and formulation of implementation of risk control, have negative and significant relationships with customer complaints. Empirical evidence confirmed the moderating effects of product complexity on the relationship between operational risk management and customer complaints.

Originality/value

From the perspective of developing countries, the main contribution of this study is the elucidation of the effect of operational risk management on customer complaints in commercial banks in Malaysia. This study confirmed the usability of the resource-based view theory in the banking industry, as well as operational risk management as a bank resource.

Details

Benchmarking: An International Journal, vol. 26 no. 8
Type: Research Article
ISSN: 1463-5771

Keywords

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