Nesnelerin İnterneti (IoT-Internet of Things) Tabanlı Dijitalleşme Uygulamaları ile Müşteri Yönlü Deneyimsel Değer Yaklaşımları: Hazır Giyim Perakende Sektörü Üzerine Bir Araştırma

Abstract

The consumers have begun to give more importance to the experiences and experiential values they will have when purchasing products or services than their consumption with the effects of the technologies of the fourth industrial revolution as well as growing number of young generations. As in many sectors, digitalization has become a necessity rather than a choice in the apparel retail sector, with factors such as increasing diversity in products and services, decreasing customer loyalty, consumers evaluation of online and offline channels as a whole, and the increasing number of devices connected to the Internet day by day. It has become very important for companies to offer unique experiential values with creative and innovative applications using IoT technology to transform consumers into real customers. In this context, the aim of the research is; to explore the experiential value approaches that apparel companies take with IoT-based digitalization applications and their reflections on their business processes. In this research qualitative research method was used and in-depth interviews were conducted with four companies operating in national and international markets in Turkey on the basis of market share, target market, and business processes. As a sampling method, within purposive sampling, critical situation sampling was used. The collected data was analyzed through descriptive analysis. In the research, it was concluded that the benefits of digitalization and IoT-based experiential value practices for growth, development, sustainability, and competitive advantage in the apparel sector have important repercussions for customer satisfaction and loyalty. Keywords: Internet of Things (IoT), Experience, Experiential Value, Digitalization, Apparel Industry