Browsing by Author "Uray, Nimet"

Now showing 1 - 13 of 13

Citation Count: 3
Communicating Value in Healthcare Marketing from a Social Media Perspective
(Springer, 2022) Çağlıyor, Sendi; Tosun, Petek; Uray, Nimet
Sustainable healthcare policies and a developed healthcare industry are vital to countries’ competitiveness and productivity. The ongoing transformations in healthcare services and advances in health technologies and analytics make it clear that there is a pressing need for more collaborative and interdisciplinary efforts in the industry. This study aims to explore the effectiveness of online marketing communication for healthcare services in Turkey with regard to the value-driven marketing approach utilized by leading chain hospitals through an examination of two research questions: (1) Which messages are emphasized in the social media marketing communications of hospitals? (2) Which factors increase engagement with healthcare consumers on social media? To that end, we compiled the Facebook and Twitter posts of three of the largest hospital chains in Turkey for the last 5 years along with the interaction metrics of the posts, ultimately generating a dataset consisting of 9212 posts in total. Using Latent Dirichlet Allocation, we identified four main topics: Posts on holidays and special days/weeks promoting healthy lifestyles, informative posts about the symptoms and treatments of illnesses, posts containing statistics about diseases, and posts including news about the hospital in question. In the following stage, we carried out predictive analysis using three tree-based machine learning algorithms (decision trees, random forests, and gradient boosting trees) to predict total interaction and relative variable importance. Our model performed at an accuracy rate of 70%. The findings of this study indicate that contextual factors such as the number of followers may have more predictive power than content or interactivity factors. Hospitals use social media to improve their brand reputation and increase public awareness about health and critical diseases. The posts about holidays and special days and using links in the posts resulted in the most interaction. Message source was identified as an important factor, so different social media platforms should be treated as separate mediums in the design of marketing communication strategies and the different dynamics of those platforms should be considered instead of posting the same content on various platforms. As such, this research has valuable implications for marketing managers and administrators working in healthcare in terms of the design of their online marketing communication strategies. © 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.
Citation Count: 9
Consumer complaining behavior in hospitality management
(Routledge Journals, Taylor & Francis Ltd, 2022) Tosun, Petek; Uray, Nimet; Uray, Nimet
The purpose of this study is to investigate the impacts of assertiveness, aggressiveness, and perceived risks on consumer complaining behavior (CCB) in the tourism and hospitality sector. This research utilized a quantitative methodology through the implementation of a two-stage study based on surveys. Study 1 examined the impacts of assertiveness, aggressiveness, and perceived risks on CCB in the context of low-quality summer vacation, while Study 2 further investigated the relationships in the research model by replicating the survey within the framework of high-quality summer vacation. The results were then analyzed through factor and regression analyses. Both of the studies demonstrated that assertiveness positively influences CCB directly and also indirectly via the mediating effect of perceived risks. It was found that aggressiveness positively influences CCB when consumers have high service quality expectations but when they have low expectations for service quality, it is insignificant.
Citation Count: 0
Don't give me just positive feedback: How positive and negative feedback can increase feedback-based goal setting and proactive customer service behavior
(Springer, 2024) Mengüç, Bülent; Uray, Nimet; Ang, Dionysius; Uray, Nimet
How can managers use positive and negative feedback to encourage employees' proactive customer service behavior (PCSB)? This question has significant implications because while companies utilize feedback for employee development, it remains unclear how different forms of manager feedback can improve or impair customer service. We synthesize the feedback, goal-setting, and proactive service behavior literature and propose a motivational driver-goal setting-goal striving-goal attainment (MG3) model to help unpack the feedback-PCSB link. Using time-wave survey data in Study 1, we find that feedback-based goal setting fully mediates the effect of positive (but not negative) feedback on PCSB. Using controlled experiments in Studies 2 and 3, we demonstrate that while positive feedback affects feedback-based goal setting through feedback utility, negative feedback does so via feedback accountability, revealing distinct mechanisms. Our research underscores the importance of distinguishing between feedback types when the goal is to foster PCSB.
Citation Count: 0
Duygu Durumunun Tüketici Şikayet Davranışına Etkisi Hakkında Bir Pilot Çalışma
(Melih Topaloğlu, 2018) Uray, Nimet; Tosun, Petek; Uray, Nimet
Bu pilot çalışmanın amacı, duygu durumunun tüketici şikâyet davranışı üzerindeki etkisini incelemek ve oluşturulan kavramsal modelin ön testini yapmaktır. Çalışmanın kavramsal modeli, algılanan marka değeri, algılanan risk, duygu durumu ve tüketici etkileşim stilleri olan kendinden emin olma ve agresiflik değişkenlerini içermektedir. 2x2 faktöriyel deneysel serim tasarımıyla ve anket yöntemiyle elde edilen verilerin analizi sonucunda, algılanan risk, agresiflik ve rıza göstermeye direnme değişkenlerinin, tüketici şikayet davranışı üzerinde pozitif yönlü bir etkiye sahip olduğu görülmüştür. Telafi talep edebilme, bilgi ve yardım isteyebilme değişkenlerinin ise tüketici şikayet davranışının üzerinde etkili olmadığı görülmüştür. Algılanan marka değeri yüksek ise, ya da tüketicilerin duygu durumu negatif ise, şikayet etme eğilimi istatistiki olarak artmamaktadır. Örneklem sayısının düşüklüğü (n=118) ve tüketici şikayet davranışı ölçeğinin kategorik olması gibi kısıtlara sahip olan bu pilot çalışma sonucunda, kavramsal modelin ön testi yapılmış, gelecekteki araştırmalarda kullanılabileceği ve duygu durumunun e-posta ile dağıtılan anketlerdeki görsellerle değişimlenebileceği görülmüştür.
Citation Count: 0
Economic contractions and effectiveness of marketing activities: a case from the automotive industry
(Palgrave Macmillan Ltd, 2024) Uray, Nimet; Ulengin, Fusun; Ulengin, Burc; Beyhan, Hidayet; Sirkeci, Kubra; Aydin, Gizem Kaya
Environmental and market factors play an essential role in shaping the evaluation of the strategy and performance of organizations as well as moderating these relationships. This study examines how the effectiveness of different marketing actions changes in the passenger car industry by considering brand-based data during economic contraction, which most countries experience, especially during and after the COVID-19 era. Different marketing activities' effectiveness means examining each action's impact on performance. Performance is measured by sales volume and market share through quarterly data between 2010 and 2018, while advertising, pricing, and distribution are considered marketing actions in this study. The model is estimated using the fixed effect panel estimated generalized least square. The results support that price competitiveness and investing in advertising, including social media during recessions, are two critical factors enhancing performance through sales volume in the car segment covered in the study. In addition, distribution intensity positively influences the sales volume of each car brand and model, while this effect does not change during the recession. In the case of performance measurement through market share, the total impact of advertising expense on performance during a downturn is found to be zero in contrast to the sales volume-based analysis. The price-related result is found to be in a similar direction, while distribution hurts performance during economic contraction. Unlike most studies in the literature, the study offers the opportunity to discuss the impact of economic contradiction, both in an understudied industry and in a sub-sector/segment where competition and sales are intense.
Citation Count: 21
Efficiency analysis of emergency departments in metropolitan areas
(Elsevier, 2020) Uray, Nimet; Karadayı, Melis Almula; Ekinci, Yeliz; Ulengin, Füsun; Uray, Nimet; Karaosmanoğlu, Elif
The demand in the healthcare industry is increasing exponentially due to aging population of the world and this is leading to a rapid increase in the cost of healthcare. The emergency departments of the hospitals are the frontline of health care systems and play an additional critical role in providing an efficient and high-quality response for patients. The overcrowding at the emergency departments due to growing demand results in a situation where the demand for ED services exceeds the ability to provide care in a reasonable amount of time. This has led countries to reconsider their health policies in a way to increase their efficiency in their healthcare systems in general and in emergency departments, in particular. As in many countries, there has been a steady and significant increase in the number of patients that seek health services at the emergency departments of state hospitals of Turkey, due to the significant structural reforms in health services since 2003. While meeting this increasing demand, it is ever more important to provide these critical health services efficiently. Therefore, the efficiency of the emergency departments of seven general hospitals run by Istanbul's Beyoglu State Hospitals Association have been analyzed using categorical Data Envelopment Analysis (DEA) models. The analysis of DEA results is supported by a set of statistical methods to make it easier for the hospital administrators to interpret the analysis and draw conclusions. The analysis shows that less-equipped EDs are supported by better equipped, larger EDs, resulting in a hub-and-spoke type of structure among the EDs where "satellite" EDs serve an important referral function and thus evaluating their efficiency without taking the interoperability among these units into account would not be an accurate assessment of their performance.
Citation Count: 0
Factors affecting the purchase intention of over the counter products in the self care actions of consumers
(Emerald Publishing, 2023) Uray, Nimet; Sezgin, S.; Uray, N.
Purpose: Within the framework of the theory of planned behavior (TPB), this study aims to investigate which factors affect consumers’ purchase intention with regard to over-the-counters (OTCs), focusing on personal factors, including health consciousness and risk aversion, as well as rational factors, consisting of the level of knowledge, price consciousness and involvement in the purchase intentions. Design/methodology/approach: Due to the necessity of finding the most crucial industry-specific indicators, it was decided to carry out two-stage research based on qualitative preliminary research and the main study. The findings obtained from the qualitative studies were integrated with insights gleaned from the literature to finalize the study’s conceptual model. The main study was based on a descriptive research design, and data were collected through an online survey. Structural equation modeling was the main technique used to test the model. Findings: Health consciousness, level of knowledge and involvement in consumer purchase intentions affect either attitude or perceived behavioral control. Moreover, attitudes toward OTCs and perceived behavioral control were significant predictors of purchase intentions for OTC drugs. At the same time, subjective norms did not have a significant effect. Practical implications: Knowing what influences consumer purchase intentions contributes to developing more effective marketing strategies and actions. Originality/value: This study took an integrative approach to understanding the effect of personal and rational factors within the TPB framework for a changing tendency in consumer behavior of specific product categories. © 2023, Emerald Publishing Limited.
Citation Count: 0
Factors affecting the purchase intention of over the counter products in the self care actions of consumers
(Emerald Group Publishing Ltd, 2023) Uray, Nimet; Sezgin, Selime; Uray, Nimet
Purpose - Within the framework of the theory of planned behavior (TPB), this study aims to investigate which factors affect consumers' purchase intention with regard to over-the-counters (OTCs), focusing on personal factors, including health consciousness and risk aversion, as well as rational factors, consisting of the level of knowledge, price consciousness and involvement in the purchase intentions. Design/methodology/approach - Due to the necessity of finding the most crucial industry-specific indicators, it was decided to carry out two-stage research based on qualitative preliminary research and the main study. The findings obtained from the qualitative studies were integrated with insights gleaned from the literature to finalize the study's conceptualmodel. Themain study was based on a descriptive research design, and data were collected through an online survey. Structural equationmodelingwas themain technique used to test themodel. Findings - Health consciousness, level of knowledge and involvement in consumer purchase intentions affect either attitude or perceived behavioral control. Moreover, attitudes toward OTCs and perceived behavioral control were significant predictors of purchase intentions for OTC drugs. At the same time, subjective norms did not have a significant effect. Practical implications - Knowing what influences consumer purchase intentions contributes to developing more effective marketing strategies and actions. Originality/value - This study took an integrative approach to understanding the effect of personal and rational factorswithin the TPB framework for a changing tendency in consumer behavior of specific product categories.
Citation Count: 1
From E-Satisfaction to E-Repurchase Intention: How Is E-Repurchase Intention Mediated by E-Satisfaction and Moderated by Traditional Shopping Attitudes?
(Springer, 2022) Uray, Nimet; Gültekin, Salman, G.; Uray, N.
Successive developments in information technologies have brought important developments in the business world, one of which is e-commerce. Undoubtedly, consumers’ continuous adoption of online shopping, which has been specially accelerated as the result of the pandemic, is not likely to end or reduce after the Covid-19 passes, increasing volume and transaction in e-retailing make e-business more challenging. Under these circumstances, the most important requirement of sustainable development and profitability in e-business management is to retain loyal customers rather than one-time buyers. Hence, in an e-commerce setup, understanding the repurchase intention of consumers is essential in sustaining growth. Most previous studies have focused on one or two factors, ignoring the whole picture, depicting the most effective factors both e-satisfaction and e-repurchase intention. The main purpose of this study is to investigate the relationships between e-service quality, information quality, e-satisfaction, and e-repurchase intention by involving customer decision-making styles in the context. An online retailer, belonging to a large brick-and-mortar Turkish company was chosen to conduct the survey. Consequently, the data collected from the conveniently selected sample among the members of that e-retailer was used to test the research model using structural equation modeling. The results revealed efficiency, fulfillment, privacy, and information quality to influence both e-satisfaction and e-repurchase intention whereas after-sales e-services influencing e-satisfaction. Meanwhile, e-satisfaction mediates the relationship between the service quality of a website and e-repurchase intention. Furthermore, novelty and recreational shopping style attitude moderates the relationship between e-satisfaction and e-repurchase intention. © 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.
Citation Count: 0
A holistic empirical approach to marketing activities and performance interaction in banking industry: the mediating role of customer-based brand equity
(Emerald Group Publishing Ltd, 2024) Uray, Nimet; Uray, Nimet; Ulengin, Burc; Kiygi-Calli, Meltem
PurposeThis paper aims to examine the direct impacts of marketing resources and marketing activities on several business performance indicators in the banking industry and the indirect effects through customer-based brand equity.Design/methodology/approachWe use a holistic empirical approach based on resource-based view and marketing productivity chain. The main study consists of a secondary analysis using quarterly data of fourteen banks over four years. We analyze the data using fixed-effect panel data regression, namely seemingly unrelated regressions.FindingsWe find that customer-based brand equity is one of the most influential factors on business performance. Moreover, the indirect effect through customer-based brand equity should be considered in improving business performance. Marketing-related financial resources positively impact customer-based brand equity and business performance. Regarding marketing activities, pricing strategies affect the bank preferences of customers, which in turn affect the growth of deposit volumes and churn rates. Additionally, the number of bank branches positively impacts business performance. Advertising spending on different media has differentiated impacts on the performance indicators; thus, the allocation of advertising budget and advertising planning are critical.Originality/valueThis study examines the inter-relationships among marketing resources, marketing activities, consumer response through brand equity and marketing performance. This study contributes to the literature by integrating the resource-based view and the marketing productivity chain to analyze the inter-relationships using panel data and several sector-related metrics. This study provides valuable insights to decision-makers in the banking industry.
Citation Count: 13
How to engage consumers through effective social media use-guidelines for consumer goods companies from an emerging market
(Universidad de Talca, 2021-07) Aydın, Gökhan; Uray, Nimet; Uray, Nimet; Silahtaroğlu, Gökhan
This study aims to establish actionable guidelines and provide strategic insights as a means of increasing the social media effectiveness of consumer brands. Post-related factors in addition to the contextual and temporal factors influencing consumer engagement (i.e., reposting, commenting on or liking posts), as an indicator of social media effectiveness, are considered in detail in the research model. Moreover, the model considers differences between industries as well as social media platforms. A total of 1130 posts made by four brands, two each from the durable goods and fast-moving consumer goods sectors, were collected from Facebook and Twitter in Turkey. Through predictive analysis, four different machine learning algorithms were utilized to develop easy-to-apply plans of action and strategies. The findings highlight the significant impact of videos, images, post frequency and interactivity on engagement. Furthermore, social media platforms and the brands themselves were found to be instrumental in influencing engagement levels, indicating that more than one formula is needed for effective social media management. The range and depth of the post-related factors (e.g., image type, video length, kind of interactivity) considered go far beyond those found in the significant majority of similar studies. Moreover, the unique setting and the novel data analysis algorithms applied set this study apart from similar ones. © 2021 by the authors. Licensee MDPI, Basel, Switzerland.
Citation Count: 12
Meat Substitutes in Sustainability Context: A Content Analysis of Consumer Attitudes
(Routledge, 2020) Uray, Nimet; Tosun, Petek; Sezgin, Selime; Uray, Nimet
Food consumption affects the environment because it requires the usage of water, land, and oil resources. In particular, the consumption of red meat is associated with sustainability issues. Replacing meat with plant-based meat substitutes offers a useful way of reducing the burden that meat consumption places on the environment and dealing with issues regarding animal welfare. However, consumer acceptance of such products is low in some countries. The purpose of this paper is to clarify consumer attitudes toward meat substitutes and discuss them from a marketing perspective. The findings of this study, which are based on content analyses of web forums in Turkey, indicate that negative consumer perceptions can be categorized into three main dimensions: unhealthy, unusual, and tasteless. A marketing perceptive is used to discuss the findings.
Yeni girişimlerde çalışanları elde tutma: Çalışan perspektifi
(2024) Uray, Nimet; Uray, Nimet
Çalışan değişimi, yeni kurulan girişimlerin sürdürülebilir büyümesini engelleyen kritik bir zorluktur. Ülkedeki bir start-up merkezi statüsüne rağmen Hindistan'ın Bengaluru kentindeki start-up girişimlerinin karşılaştığı çalışanları elde tutma sorununa katkıda bulunan spesifik faktörler hakkında sınırlı sayıda araştırma bulunmaktadır. Bu çalışma, dinamik start-up ekosistemindeki çalışanların işten ayrılma niyetlerini etkileyen çeşitli faktörleri incelemiştir. Kalitatif ve kantitatif verilere dayalı karma metod kullanılmıştır. Kantitatif araştırma ile, 50 çalışanı kapsayan bir anket yapılmıştır. Niteliksel içgörüler için ise Bengaluru merkezli çeşitli start-up'larda çalışan beş çalışanla yarı yapılandırılmış görüşmeler gerçekleştirilmiştir. Analiz sonuçları, iş-yaşam dengesinin, liderlik desteğinin ve kariyer geliştirme fırsatlarının, çalışanların işten ayrılma niyetinin temel belirleyicileri olduğunu ve bunun da yeni kurulan şirketlerde kalma oranını (çalışan elde tutma oranını) etkilediğini ortaya çıkarmıştır. İş arkadaşı desteğinin olumlu bir çalışma ortamını teşvik ettiği ve elde tutmaya katkıda bulunabileceği bulunmuş, ancak bu iki değişken arasında arasında güçlü bir korelasyon tespit edilememiştir. Çalışanlar arasında girişimcilik istekliliğinin yaygın olduğu ancak bu durumun cironun ana itici gücü olarak tanımlanmadığı saptanmıştır. Start-up'ların sunduğu kariyer geliştirme fırsatlarına erişim fırsatları çalışanlar tarafından takdirle karşılanmaktadır. Niteliksel bulgular, iş güvenliği kaygılarını, üst yönetimin desteğinin eksikliğini ve alt düzey çalışanlarla etkileşim eksikliğinin ana kaygılar olduğunu göstermiştir. Bunlara ek olarak, çalışanlar, geri bildirimi, gelişmiş iletişimi ve şeffaf hiyerarşik sistemi önemli görmektedir. Bu bulgulara dayanarak çalışma, Bengaluru'daki start-up'ların iş-yaşam dengesine öncelik vermesini, daha güçlü liderlik desteği sağlamasını, daha iyi kariyer geliştirme yolları sunmasını, destekleyici ve işbirlikçi bir çalışma ortamı geliştirmesini önermektedir. Bu sayede, çalışanın duygusal, psikolojik ve profesyonel refahı sağlanabilir ve çalışanların elde tutulması sağlanabilir. Bengaluru start-up'ları, bu faktörleri ele alarak, sonuçta firmalarının başarısına katkıda bulunacak yetenekli ve sadık iş gücünü ellerinde tutabilecektir.