Perakende Sektöründe Kayıp Müşteri Yönetimi: Bir Vaka Çalışması

Perakende sektörü, küresel olarak gelişmekte olan endüstriler arasında yer almakta, uygulayıcılar ve akademisyenler tarafından artan bir ilgi görmektedir. Perakende çevresi hızla değişmekte ve hem yerli hem de yabancı şirketlerden gelen büyük rekabet ile karakterize edilmektedir. Firmaların çoğu özdeş mallar üretmekte ve bunları rekabetçi fiyatlarla satmaya çalışmaktadır. Bu bağlamda yeni müşteriler bulmak ve onları sadık kılmak perakende sektörünün en zor işlerinden biridir. Firmalar için yeni müşteri bulmak eski müşteriyi elde tutmaktan beş kat daha pahalıya mal olmaktadır. Bu nedenle müşteriyi elde tutma kavramı akademik literatürde yeni bir terim olan “Kayıp Müşteri Yönetimi” nin ortaya çıkmasına neden olmuştur. Bu çalışmanın amacı, Perakendeci X'in İzmir'in farklı bölgelerinde bulunan düşük ve yüksek verimli mağazalarını veri zarflama analizi yaparak analiz etmek ve ardından bu mağazalardaki müşteri kaybının nedenlerini hem müşteriler hem de mağaza yöneticileri açısından incelemektir. Düşük ve yüksek verimli mağazaları bulmak için veri zarflama analizi yapmak üzere Perakendeci X'ten veriler toplanmıştır. Bir sonraki aşamada, her iki tarafın algılarını karşılaştırabilmek için hem mağaza yöneticileri hem de müşterilerle yarı yapılandırılmış görüşmeler yapılmıştır. Bu görüşmeler sonucunda müşteri kaybı nedenleri ürün ve stok düzeyi, fiyat, promosyonlar, fiziksel mağaza atmosferi, satış personelinin etkileşimi, satış sonrası hizmetler ve rakipler olmak üzere 7 grupta sınıflandırılmıştır.

Anahtar Kelimeler:

Kayıp Müşteri, Kayıp Müşteri Yönetimi, Perakende Yönetimi, Veri Zarflama Analizi, Yarı Yapılandırılmış Görüşme

Churn Customer Management in Retail Industry: A Case Study

Retail industry is amongst the emerging industries globally, and has attracted increasing attention from practitioners and academicians. The retail environment is changing rapidly and characterized by huge competition from both domestic and foreign companies. Most of the companies produce identical goods and try to sell them at competitive prices. In this regard, finding new customers and make them a loyal one is one of the most difficult things for the retail sector. It costs five times more than keeping the old one (Idris et al., 2012). That is why, the concept of customer retention led to the emergence of a new term in the academic literature that is “Churn Management”. The aim of this study is to analyse the low and high efficient stores of Retailer X that are located in different parts of İzmir by conducting data envelopment analysis, and then examine the reasons of the churn customers in these stores both from customers and store managers perspective. Data was collected from Retailer X to conduct data envelopment analysis to find out low and high efficient stores. In the next stage, semi-structured interviews were conducted with both store managers and customers to be able to compare the perceptions of both sides. As a result of these interviews, the reasons of churn customers are classified into 7 groups that are product and stock level, price, promotions, physical atmosphere, interaction of sales personnel, after sales services and competitors.

Keywords:

Churn Customer, Churn Customer Management, Retail Management, Data Envelopment Analysis, Semi Structured Interview,

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