Measuring the efficiency of customer satisfaction and loyalty for mobile phone brands with DEA

Bayraktar, Erkan; Tatoğlu, Ekrem; Türkyılmaz, Ali; Delen, Dursun; Zaim, Selim

doi:10.1016/j.eswa.2011.06.041

Cited by 139 publications

(104 citation statements)

References 59 publications

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“…4;2015 in competitive position of the organisation in the market. The stronger position generates high volume of profitability that a business organisation aims at (Bayraktar et al, 2011). Researchers, according to Chang and Chang (2010) believe that it is vital for organisations to increase customer satisfaction because that leads to loyalty.…”

Section: H6mentioning

confidence: 99%

4Ps: A Strategy to Secure Customers’ Loyalty via Customer Satisfaction

Nuseir

Madanat

2015

IJMS

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This paper explores the role of Marketing mix strategy and its overall positive or negative impact on customer's satisfaction and loyalty. Product, price, place and promotion variables need to be managed by understating psychological traits of customers buying nature. The literary discussion highlights that customer expectations with regards to product quality, price, and product accessibility are managed by communication techniques using advertising agents. The discussion proceeds in analytical style using previous theory as base point to evaluate the role of marketing mix in relation with customer satisfaction turning into loyalty. Inductive data collection approach has proved a great help to extract gist of past research results. A large proportion of data has been gathered from secondary resources including journals, books and old research papers. The results show that all four aspects of marketing mix are equally important and any imbalance among them can damage overall results. Customers' buying intentions are greatly affected by his/her expectations in context of a product quality, price, and product accessibility. The relationship between customer satisfaction and loyalty depends on the elimination of perception gap, service gap, operational gap and behavioural gap that needs to be managed by giving focused attention to these matters. This paper reviews prior literature and proposes to think carefully to use marketing mix strategy to met customer expectations by eliminating any communication or perception gaps that further extend customer loyalty.

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Section: H6mentioning

confidence: 99%

4Ps: A Strategy to Secure Customers’ Loyalty via Customer Satisfaction

Nuseir

Madanat

2015

IJMS

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“…According to the research studies conducted in 2015, use of smartphones in Turkey was evaluated among forty countries and it ranked within the first fifteen of the list (Pew Research Center). The reason for this high rate of smartphone usage may be due to the large number of younger population in Turkey (Bayraktar et al, 2012). Despite widespread use of smartphones in Turkey, the number of studies on this field remains limited.…”

Section: Introductionmentioning

confidence: 99%

Brand Loyalty And Re-Purchase Intention In Smartphone Marketing: The Perspective Of Habit

Can¹

2017

The European Proceedings of Social and Behavioural Sciences

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Recently, there has been a rapid increase in the use of smartphone. Especially, use of smartphone is prevalent among young people. One of the significant factor concerning to use smartphone is habit.Therefore, the purpose of this research is to investigate the effect of habit and brand loyalty on repurchase intention in the smartphone market. With this aim, we conducted a research on 273 university students who are at different levels of education. Analysis results show that there is a positive relationship between habit and brand loyalty, whereas there is not a significant relationship between habit and repurchase intention. Another finding indicates that there is also a strong relationship between brand loyalty and re-purchase intention. This research reveal that in order to gain brand loyalty of consumers, constitute habit is very important. For marketing management ıt can be suggested that they should add some feature which create habit for consumers.

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“…Chen et al [7] apply an AHP-based mechanism to develop an effective web-based recommendation system; their system contains rank-based analysis and an equal weight-based system. Bayraktar et al [8] use a data envelopment analysis (DEA) approach to analyse and compare customer satisfaction and loyalty to mobile phone brands in an emerging technology market in Turkey. They construct a European customer satisfaction index (ECSI) model for input and output indicators of their DEA model, and, according to 251 mobile phone users, they select the most efficient mobile phone brand [8].…”

Section: Opsommingmentioning

confidence: 99%

A Two-Phased Multi-Criteria Decision-Making Approach for Selecting the Best Smartphone

Yıldız

Ergul

2015

SAJIE

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In the last 20 years, rapid and significant developments have occurred in communication and information technologies. In parallel with these developments, the importance of smartphones has increased. In addition, many smartphone manufacturers have launched and continue to launch a number of new models with many features. People who want to buy a new smartphone have difficulties selecting the best smartphone among the numerous models available on the technology markets. Therefore, smartphone selection has become a complex multi-criteria decision-making (MCDM) problem for people. Hence, decision-making processes will be facilitated by using MCDM methods, and these will provide the most appropriate decision. In this paper, the best smartphone among the 28 alternatives determined by the person who will buy them are selected by using three main criteria and 17 sub-criteria with the help of a two-phased MCDM approach. In the first phase, 28 smartphone alternatives are ranked using the analytic network process (ANP). In the second phase, a model that includes the best four alternatives of ANP is created. Afterwards, the best smartphone is selected using the generalised Choquet integral (GCI) method according to this model. Finally, the findings and the results are given. OPSOMMINGGedurende die afgelope twintig jaar het daar vinnige en noemenswaardige ontwikkeling in die kommunikasie en informasie tegnologie geskied. In parallel hiermee het die belangrikheid van slimtelefone toegeneem. Daarmee saam stel slimtelefoon-vervaardigers gereeld nuwe modelle met nuwe funksies vry. Dit is dus moeilik vir 'n potensiële kliënt om die beste seleksie uit die groot verskeidenheid tot hul beskikking te maak. Slimtelefoonseleksie is 'n ingewikkelde multi-kriteria besluitnemingsprobleem. Die besluitnemingsproses word dus gefasiliteer deur gebruik te maak van multi-kriteria besluitnemingsmetodes. Hierdie artikel bepaal die beste slimtelefoon vanuit agt-en-twintig alternatiewe deur gebruik te maak van drie hoof kriteria en sewentien subkriteria met die hulp van 'n twee-ledige multi-kriteria besluitnemingsbenadering. Eerstens word die agt-entwintig alternatiewe met behulp van die analitiese netwerk proses gerangskik en daaruit word 'n model, wat uit die vier beste alternatiewe bestaan, geskep. Laastens word die beste slimtelefoon gekies deur die veralgemeende Choquet integraal metode op die model toe te pas.

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Measuring the efficiency of customer satisfaction and loyalty for mobile phone brands with DEA

Cited by 139 publications

References 59 publications

4Ps: A Strategy to Secure Customers’ Loyalty via Customer Satisfaction

4Ps: A Strategy to Secure Customers’ Loyalty via Customer Satisfaction

Brand Loyalty And Re-Purchase Intention In Smartphone Marketing: The Perspective Of Habit

A Two-Phased Multi-Criteria Decision-Making Approach for Selecting the Best Smartphone

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