Müşteri Değeri Yaratmak: Düşünme Tarzlarının Müşteri Deneyimi ile Etkileşimi

Modern pazarlama anlayışında işletmelerden beklenen, ürünün kendisini vurgulamak değil müşterinin ürünü istediği gibi deneyimlemesi için uygun ortamı sunmaktır. Müşteri değerinin ürün temelinde değil, ürünün de içinde olduğu bütünsel bir deneyim ekosistemi temelinde yaratıldığını söylemek mümkündür. Bu ekosistemde müşteri deneyiminin, bilişsel ve sezgisel düşünme stilleri sonucu yaratıldığı düşünülmektedir. Müşteri tatmini ise, bu zihinsel eğilimlerin deneyim süreci ile etkileşimi sonucu ortaya çıkmaktadır. Çalışmanın amacı, bu etkileşim sürecini cep telefonu kullanıcıları özelinde test etmektedir. Bu amaçla İstanbul ilinde 525 kullanıcı üzerinde yapılandırılmış anket çalışması uygulanmıştır. Yapısal eşitlik analizi sonucu elde edilen bulgular, müşteri tatmininin oluşmasında bilişsel sürecin değil sezgisel sürecin etkili olduğunu göstermiştir. Sezgisel düşünme tarzı baskın olan müşterilerin deneyim süreci, sosyal çevreye ve dış uyaranlara bağlı olarak oluşmakta ve bu müşteri tatminini belirlemektedir. Çalışmanın, müşteri tatmini üzerinde düşünme stili-deneyim etkileşimini ilk kez inceleyen çalışmalar arasında olması yönüyle mevcut yazına; müşteri deneyimi süreci yönetiminin önemini göstermesi yönüyle işletmelere önemli katkılar sağladığı düşünülmektedir.

Creation of Customer Value: Interaction of Thinking Styles with Customer Experience

In modern marketing view, companies are expected to present a suitable environment for customers to experience product as they wish. It is possible to say customer value is created not on the basis of product, but of holistic experience ecosystem where product is located. It is thought customer experience is created through cognitive and intuitive thinking styles. Customer satisfaction emerges as a result of the interaction of these mental tendencies with experiencing process. This study aims to test this interaction on mobile phone users. To that end, a structured survey was applied to 525 users in İstanbul. Findings obtained by structural equation analysis indicated that intuitive process, not cognitive one, impacted customer satisfaction. The experience process for those customers with dominant intuitive thinking style was determined depending on social environment and external stimuli, which shaped customer satisfaction. The study is thought to significantly contribute to current literature and managerial sides.

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