TEKNOLOJİ TEMELLİ PAZARLAMA STRATEJİLERİNİN MÜŞTERİ DAVRANIŞLARINA ETKİSİ

Son otuz yıl boyunca küresel rekabet çarpıcı biçimde değişmiştir. Küreselleşme ile farklılaşan müşteri ihtiyaçları göz önüne alındığında müşteri davranışlarının yönetilebilmesi için gerekli pazarlama stratejileri daha da önem kazanmıştır. Pazarlama literatüründe çok eski bir kavram olan pazarlama karmasının müşteri davranışları üzerine etkisinin incelendiği çok sayıda çalışma mevcuttur. Bu çalışmalar, değişen teknoloji ortamında işletmeler için kritik öneme sahip olan bilginin edinimi ve ticarileşme süreçlerinin yönetilebilmesini sağlayan teknoloji temelli pazarlama kavramının da olumlu müşteri çıktıları elde etmek için gerekliliğini vurgulamaktadır. Literatürde teknoloji temelli pazarlama unsurlarının müşteri davranışlarına etkisinin incelendiği çalışmalar yer alırken, pazarlama karması ile teknoloji temelli pazarlamanın ortak etkisini inceleyen çalışmaların eksikliği dikkati çekmektedir. Çalışmalar, pazarlama karmasının müşteri davranışlarına direkt etkisine yoğunlaşmış, dolaylı bir etki ihtimali gözden kaçırılmıştır. Bu araştırmada gözetim yöntemlerinden anket yöntemi kullanılmış olup, anket kişiler arasında yayılarak kartopu yöntemi ile uygulama yaptığımız hava yolu sektörü çalışanlarına iletilmiştir. Araştırmada 193 hava yolu çalışanın oluşturduğu veriler pazarlama karması ile teknoloji temelli pazarlama arasında direkt bir ilişki olduğunu, teknoloji temelli pazarlama ile müşteri memnuniyeti ve satın alma niyeti arasında direkt bir ilişki olduğu ve teknoloji temelli pazarlamanın, pazarlama karması ile müşteri memnuniyeti ve satın alma niyeti arasında aracı değişken etkisi olduğunu ortaya koymaktadır. Çalışma pazarlama karması ve teknoloji temelli pazarlamanın bir arada kullanıldığı ve müşteri davranışlarına etkisini test eden başka bir çalışma bulunmaması sebebiyle literatüre önemli bir katkı yapmaktadır.

THE EFFECT OF TECHNOLOGY BASED MARKETING STRATEGIES ON CUSTOMER BEHAVIOR

Over the last three decades, global competition has changed dramatically. Given the changing customer needs with globalization, the marketing strategies for managing customer behaviors have become even more critical. There is an abundance in studies examining the effect of marketing mix on customer behaviors. While they implicitly suggest that technology marketing which enables the acquisition of information and management of commercialization processes, is critical for businesses in a changing technology environment, research has so far overlooked how technology marketing transmits the impact of marketing mix to consumer behavior. Studies mainly examined the effects of technology marketing on customer behaviors, however the simultaneous effect of marketing mix and technology marketing on consumer behavior still begs for examination. In this study survey method is administered in order to collect the data to test our hypotheses. The snowball sampling that is a nonrandom sampling technique, was used to distribute the survey to the employees of the airline sector through chain referrals. Using the data collected the indirect effect of marketing mix on consumer behavior through the mediating role of technology marketing is examined. The data generated by 193 airline employees revealed that there is a direct relationship between marketing mix and technology marketing, a direct relationship between technology marketing and customer satisfaction and purchase intention, and that technology marketing has a mediating effect between marketing mix and customer satisfaction and purchase intention. The study makes an important contribution to the literature by offering an alternate explanation on how marketing mix indirectly affects consumer behavior through technology marketing.

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