CHAID ALGORİTMASI İLE BİREYLERİN AKILLI TELEFON TERCİHLERİNİN STRATEJİK OLARAK İNCELENMESİ

Küresel akıllı telefon piyasası, yüksek düzeyde rekabetin olduğu en dinamik gelişen pazarlardan biridir. Akıllı telefon piyasasında yüksek teknoloji ürünlerinin yer alması, firmaları daha temkinli ve stratejik hareket etmeye zorlamaktadır. Firmaların başarılı olmaları, akıllı telefon kullanıcılarının taleplerini karşılama düzeylerine bağlıdır. Bu çalışmada, bireylerin akıllı telefon tercihlerinde hangi faktörlerden etkilendiği ve bu faktörlerin firma stratejilerine etki düzeyinin ne olabileceğinin tespit edilmesi amaçlanmıştır. Bu amaç doğrultusunda TRA2 Bölgesi’nde bir anket yapılmıştır. Anketlerden elde edilen veriler, CHAID algoritması kullanılarak değerlendirilmiştir. Çalışmada, akıllı telefon kullanıcılarının algılanan hizmet kalitesi bakımından en çok Apple’ı beğendikleri görülmüştür. Ayrıca beklenen hizmet kalitesi bakımından da en yüksek beklenti düzeyinin Apple markası üzerinde yoğunlaştığı gözlemlenmiştir. Diğer yandan ençok tercih edilen Xiaomi’nin en düşük marka sadakatine sahip olduğu tespit edilmiştr.

Anahtar Kelimeler:

Küresel Akıllı Telefon Piyasası, CHAID Algoritması, Akıllı Telefon, Apple

STRATEGIC ANALYSIS OF INDIVILDUALS’ SMARTPHONE PREFERENCES THROUGH CHAID ALGORITHM

The global smartphone market is one of the most dynamically developing markets with high competition. The presence of high-tech products in the smartphone market forces companies to act more cautiously and strategically. The success of companies depends on their level of meeting the demands of smartphone users. To this end, this study aims to determine the factors that are affected by the smartphone preferences of individuals and the effect level of these factors on company strategies. For this purpose, in this study, a survey was conducted in the TRA2 Region located in the east of Turkey. The obtained data from the survey was evaluated using the CHAID algorithm. In the study, it was seen that smartphone users liked the Apple the most in terms of perceived service quality. In addition, it has been observed that the highest level of expectation in terms of expected service quality is concentrated on the Apple brand. On the other hand, the most preferred Xiaomi was found to have the lowest brand loyalty.

Keywords:

The Global Smartphone Market, CHAID Algorithm, Smartphone, Apple,

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