The purpose of this study is to investigate the effect of country-of-origin image in quality perceptions of Turkish consumers. Since the research already supports the fact that country-of-origin image reflects a consumer’s general perception about the quality of products made in a particular country and the nature of people from that country, the authors aimed to search how consistent the Turkish consumers are in perceiving some products/product groups and the countries those products are associated with. The objective is to assess the matching of perceptions of some country images and the products. Both the product-country and the country-product match information can be used to assess consumers’ purchase intentions by both marketing practitioners and the state authorities in managing country images. This study examined country-of-origin in terms of the fit between countries and product categories as perceived by a sample of 500 students/professionals in both major universities and numerous business institutions in Turkey. The findings indicated that the respondents were not consistent in associating the names of the products and the names of the countries with each other.
Genelde e-ticaret özelde tüketiciye yönelik elektronik alışveriş uygulamaları ve bu alanda sürekli çeşitlenip güncellenen e-iş modelleri hangi sektörde olursa olsun hızla çoğalıyor. Bu hızlı değişim, çevrimiçi tüketicileri anlayıp satın alma kararlarını tahmin edecek modelleri tasarlama ve test etme ihtiyacının önemini de artırdı. Bu çalışmanın amacı Türkiye de çevrimiçi özel satın alma kavramını ve e-servis kalitesi boyutlarının bu özel sitelerde alışveriş kararlarına etkilerini araştırmaktır. E-S-QUAL ve E-recS-QUAL ölçekleri kullanılarak müşteri tatmini ve satın alma niyetini etkileyen e-servis kalite boyutlarını araştıran model 2012 ve 2014 yıllarında tekrarlanan boylamsal bir araştırma ile test edildi. 2012 yılında toplanan verilerde özel satın alma kararlarında e-servis kalitesini belirleyerek müşteri tatminini sağlayan anlamlı boyut olarak "elektroniketkinlik" öne çıkarken, 2014 yılında veriler "elektronik temas" faktörünün de anlamlı bir değişken olarak modele eklendiğini gösterdi.
Make-or-buy decision is an important factor affecting the profitability of the firms in all sectors. The goal of this study is to propose a model for firms in engineering design services sector for make-or-buy decisions. A survey was conducted to determine the importance percentages given in an engineering company in make-or-buy decisions and a model was developed. The results of the case study show intriguing clusters of company personnel. As the lack of consensus among company managers and personnel may inhibit the successful implementation of the developed strategy, we use K-Means Clustering to determine the different perspectives of different groups of employees (managers, senior engineers, junior engineers, technical and administrative support personnel) which may contribute to the understanding of social dynamics of decision making within the company. 4-cluster and 5-cluster analysis results indicate the need for further study on the dynamics of cluster membership.
Nihat Tavşan, Piri Reis Üniversitesi İşletme doktor öğretim üyesidir. Pazarlama alanında ders vermekte ve bu alanda araştırmalar yapmaktadır.Can Erdem, Yeditepe Üniversitesi İşletme doçentidir. Pazarlama alanında ders vermekte ve bu alanda araştırmalar yapmaktadır.
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