Öz
Corporate reputation perception is an effective variable in shaping customer behaviors. A positive perception of reputation leads to positive outcomes such as loyalty, positive word-of-mouth marketing, low perceived risk, and commitment. In the marketing literature, it has been observed that the factors affecting the perception of corporate reputation have not been sufficiently analyzed and certain factors such as satisfaction, trust, corporate social responsibility, and financial strength have been focused on. In this study, unlike the factors in the literature, the effect of customer empowerment on the perception of corporate reputation is examined. Customer empowerment is considered an important tool in the competitive race in marketing. Within the scope of this research, data were collected from 343 consumers by questionnaire technique. Consumers were asked to indicate their degree of agreement with the statements in the questionnaire by thinking about the clothing store they visit most frequently. SPSS 18 and AMOS 18 package programs were used in the analysis of the data obtained. In the reliability analyses, customer empowerment and corporate reputation scales were found to be reliable. As a result of the confirmatory factor analysis of the scales, it was seen that the fit index values of the scales met the reference values. It was determined that the AVE values of the scales also met the reference values. Normality test was also performed for the data in the study. Since the skewness and kurtosis values of the variables were within the reference values, it was observed that the data met the normality assumption. Then, the relationship between variables was analyzed. Partial correlation analysis was preferred for the determination of this relationship. In this direction, correlation analysis was carried out by controlling gender, age, education, and income status variables. As a result of the correlation analysis, it was observed that there is a positive relationship between customer empowerment and corporate reputation. After the determination of the relationship between the variables, path analysis was performed with the AMOS program to test the research hypothesis. In the analysis, it was seen that the fit indices of the research model provided the reference values. In addition, it was determined that customer empowerment positively and significantly effects the perception of corporate reputation.
Anahtar Kelimeler
Customer Empowerment Reputation Corporate Reputation Perception Apparel Industry Path Analysis
Kaynakça
- Acar, O. A. & Puntoni, S. (2016). Customer empowerment in the digital age. Journal of Advertising Research, 56(1), 4-8. doi: 10.2501/JAR-2016-007
- Aggarwal, A. & Saxena, N. (2023). Examining the relationship between corporate social responsibility, corporate reputation and brand equity in Indian banking industry. Journal of Public Affairs, 23(1), e2838. https://doi.org/10.1002/pa.2838
- Aldaihani, F. M. F., Ali, N. A. B., Hashim, H. B. & Basha, N. K. (2020). Impact of social customer relationship management on customer retention of Islamic banks in Kuwait: The mediating role of customer empowerment. International Journal of Supply Chain Management, 9(1), 330-337. doi: 10.59160/ijscm.v9i1.3017
- Alnıaçık, Ü. (2011). Kurumsal itibarı oluşturan farklı bileşenlerin müşteri bağlılığı üzerindeki etkileri. Journal of Marketing and Marketing Research, 7, 65-96.
- Alshibly, H. & Chiong, R. (2015). Customer empowerment: Does it influence electronic government success? A citizen-centric perspective. Electronic Commerce Research and Applications, 14, 393-404.
- Auh, S., Menguc, B., Katsikeas, C. S. & Jung, Y. S. (2019). When does customer participation matter? An empirical investigation of the role of customer empowerment in the customer participation–performance link. Journal of Marketing Research, 56(6), 1012-1033. doi: 10.1177/0022243719866408
- Aydemir, B. A. (2008). İşletmelerin yeni rekabet aracı olarak kurumsal itibar. ISGUC The Journal of Industrial Relations and Human Resources, 10(2), 27-53.
- Aykan, E. & Sevim, B. (2013). Konaklama işletmelerinde çevre yönetimi uygulamaları ve algılanan kurumsal itibar üzerindeki etkisi: Kayseri ve Nevşehir otelleri üzerinde bir araştırma [Environmental management practices of accommodation establishments and their effects on perceived corporate reputation: A research on hotels of Kayseri and Nevşehir]. İşletme Araştırmaları Dergisi, 5(3), 93-113.
- Başgöze, P. & Özdestici, H. (2021). Sosyal medya pazarlamasının kurumsal itibar algısına etkisi: Kişiselleştirme metaforu [Effects of perceived social media marketing on corporate reputation perception: Personification metaphor]. Cankırı Karatekin University Journal of the Faculty of Economics and Administrative Sciences, 11(1), 95-127. doi: 10.18074/ckuiibfd.766170
- Berraies, S. & Hamouda, M. (2018). Customer empowerment and firms’ performance: The mediating effects of innovation and customer satisfaction. International Journal of Bank Marketing, 36(2), 336-356. doi: 10.1108/IJBM-10-2016-0150
- Bozacı, İ. & Durukan, T. (2015). Müşteri güçlendirmenin ölçülmesi: İç Anadolu’da bir uygulama [Measuring customer empowerment: An application at Inner Anatolia]. Academic Review of Economics and Administrative Sciences (OHUIIBFD), 8(1), 105-119.
- Bozacı, İ. & Durukan, T. (2016). Müşteri güçlendirme ile algılanan pazarlama performansı ilişkisi: Mobilya sektöründe bir uygulama [The relation between customer empowerment and perceived marketing performance: An implementation in furniture sector]. Journal of Productivity, 3, 29-53.
- Caruana, A. & Ewing, M. T. (2010). How corporate reputation, quality, and value influence online loyalty. Journal of Business Research, 63, 1103-1110. doi: 10.1016/j.jbusres.2009.04.030
- Castillo, J. (2017). The relationship between big five personality traits, customer empowerment, and customer satisfaction in the retail industry. Journal of Business and Retail Management Research (JBRMR), 11(2), 11-29.
- De Nicola, M., Arrigo, E. & Anees, U. (2023). The strategic effect of corporate reputation on customer citizenship behavior: An empirical verification. Review of Managerial Science, 1-28. https://doi.org/10.1007/s11846-023-00618-z
- Demirçivi, B. M. (2023). Corporate reputation: A conceptual review and a sample from tourism sector. The International Journal of Economic and Social Research, 19(1), 160-181. Erkul, H., Kanten, P. & Gümüştekin, G. (2018). The effects of structural empowerment on corporate reputation and organizational identification. Acta Academica Karviniensia, 18(3), 27-41. doi: 10.25142/aak.2018.018 Fida, I., Ziaullah, M., Zain, F., Danyal, A. & Sattar, Y. (2023). Investigation of customer experience, customer engagement, corporate reputation and word of mouth in banking sector: evidence from Pakistan. Journal of Social Sciences Review, 3(1), 846-858. https://doi.org/10.54183/jssr.v3i1.216
- George, D. & Mallery, P. (2016). IBM SPSS statistics 23 step by step: A simple guide and reference. Routledge.
- Gotsi, M. & Wilson, A. (2001). Corporate reputation management: “living the brand”. Management Decision, 39(2), 99-104. doi: 10.1108/EUM0000000005415
- Gürbüz, S. (2019). AMOS ile yapısal eşitlik modellemesi. Ankara: Seçkin Publishing.
- Hair, J. F., Hult, G. T. M., Ringle, C. M. & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). USA: Sage publications.
- Hasan, M. & Hossain, M. M. (2021). Corporate recognition award and reputation dimensions on corporate reputation consequences: A critical review on Bangladesh. International Journal of Asian Business and Information Management (IJABIM), 12(3), 191-204. doi: 10.4018/IJABIM.20210701.oa12
- Helm, S. & Tolsdorf, J. (2013). How does corporate reputation affect customer loyalty in a corporate crisis?. Journal of Contingencies and Crisis Management, 21(3), 144-152. doi: 10.1111/1468-5973.12020
- Jayawardhena, C. & Foley, P. (2000). Changes in the banking sector – the case of internet banking in the UK. Internet Research, 10(1), 19-30.
- Jinfeng, L., Runtian, J. & Qian, C. (2014). Antecedents of corporate reputation and customer citizenship behavior: evidence from China. International Business and Management, 9(1), 128-132. doi:10.3968/5112
- Kalaycı, Ş. (2009). Spss uygulamalı çok değişkenli istatistik teknikleri. Ankara: Asil Publishing.
- Kaya Özbağ, G. & Gündüz Çekmecelioğlu, H. (2022). The relationships among employee empowerment, corporate repututation, and firm performance: Research in the Turkish Manufacturing Industry. Revista Brasileira de Gestão de Negócios, 24(1), 23-47. doi: 10.7819/rbgn.v24i1.4148
- Koçoğlu, C. M. (2018). Yerli turistlerin kurumsal itibar algılarının marka denkliğine etkisi: Türk Hava Yolları örneği [The effect of corporate reputation perceptions of domestic tourists on brand equity: The case of Turkish Airlines]. Tourism Academic Journal, 5(2), 109-127.
- Nguyen, N. & Leblanc, G. (2001). Corporate image and corporate reputation in customers’ retention decisions in services. Journal of retailing and Consumer Services, 8(4), 227-236. doi: 10.1016/S0969-6989(00)00029-1
- O’Connor, P. & Assaker, G. (2022). Examining the antecedents and effects of hotel corporate reputation on customers’ loyalty and citizenship behavior: an integrated framework. Journal of Hospitality Marketing & Management, 31(5), 640-661. doi: 10.1080/19368623.2022.2034560
- Paça, H. & Şahin, Ö. (2021). Yiyecek içecek işletmelerinde kurumsal itibarın müşteri sadakatine etkisi: İzmir örneği [The effect of corporate reputation on customer loyalty in food and beverage businesses: A case of Izmir]. Journal of Tourism and Gastronomy Studies, 9(1), 511-530. doi: 10.21325/jotags.2021.801
- Ponzi, L. J., Fombrun, C. J. & Gardberg, N. A. (2011). RepTrak™ pulse: Conceptualizing and validating a short-form measure of corporate reputation. Corporate Reputation Review, 14(1), 15-35. doi: 10.1057/crr.2011.5
- Pranic, L. & Roehl, W. S. (2012). Rethinking service recovery: A customer empowerment (CE) perspective. Journal of Business Economics and Management, 13(2), 242-260. doi: 10.3846/16111699.2011.620137
- Ramani, G. & Kumar, V. (2008). Interaction orientation and firm performance. Journal of Marketing, 72(1), 27-45. doi: 10.1509/jmkg.72.1.027
- Ruiz, B., García, J. A. & Revilla, A. J. (2016). Antecedents and consequences of bank reputation: a comparison of the United Kingdom and Spain. International Marketing Review, 33(6), 781-805. doi: 10.1108/IMR-06-2015-0147
- Siano, A., Vollero, A. & Palazzo, M. (2011). Exploring the role of online consumer empowerment in reputation building: Research questions and hypotheses. Journal of Brand Management, 19, 57-71. doi: 10.1057/bm.2011.23
- Singh, S. A., Anusha, B. & Raghuvardhan, M. (2014). Impact of banking services on customer empowerment, overall performance and customer satisfaction: Empirical evidence. Journal of Business and Management, 16(1), 17-24.
- Tavares, F.O., Pacheco, L.D. & Almeida, L.G. (2019). Preferences in university residences: A confirmatory study. African Journal of Hospitality, Tourism and Leisure, 8(2), 1-10.
- Walsh, G. & Beatty, S. E. (2007). Customer-based corporate reputation of a service firm: scale development and validation. Journal of the Academy of Marketing Science, 35, 127-143. doi: 10.1016/j.jbusres.2007.11.018
- Walsh, G., Mitchell, V. W., Jackson, P. R. & Beatty, S. E. (2009). Examining the antecedents and consequences of corporate reputation: A customer perspective. British Journal of Management, 20, 187-203. doi: 10.1111/j.1467-8551.2007.00557.x
- Xie, L., Li, D. & Keh, H. T. (2020). Customer participation and well-being: the roles of service experience, customer empowerment and social support. Journal of Service Theory and Practice, 30(6), 557-584. doi: 10.1108/JSTP-11-2019-0228
- Appendix Customer Empowerment Scale
- 1. This store encourages customers to share their opinions about its goods or services with the store (Bu mağaza, mal veya hizmetlerine ilişkin müşteri görüşlerini mağaza ile paylaşmasını teşvik eder).
- 2. This store encourages customers to share their opinions about its goods or services with other customers (Bu mağaza, mal veya hizmetlerine ilişkin müşteri görüşlerini diğer müşterilerle paylaşmasını teşvik eder).
- 3. This store encourages customers to actively participate in the design of goods or services (Bu mağaza, mal veya hizmetlerin tasarımına müşterilerin aktif olarak katılmalarını teşvik eder).
- Corporate Reputation Scale
- 1. This store is a store I have a good feeling about (Bu mağaza iyi hisler beslediğim bir mağazadır).
- 2. This store is a store that I trust (Bu mağaza güvendiğim bir mağazadır).
- 3. This store is a store that I admire and respect (Bu mağaza hayran olduğum ve saygı duyduğum bir mağazadır).
- 4. This store has a store good overall reputation (Bu mağazanın genel olarak iyi bir itibarı vardır).
Öz
Kurumsal itibar algısı müşteri davranışlarının şekillenmesinde etkili bir değişkendir. İtibar algısının olumlu olması sadakat, olumlu ağızdan ağıza pazarlama, düşük algılanan risk, bağlılık gibi olumlu çıktılar elde edilmesini sağlamaktadır. Pazarlama literatürde kurumsal itibar algısını etkileyen faktörlerin yeterince incelenmediği ve memnuniyet, güven, finansal güç, kurumsal sosyal sorumluluk gibi belli başlı faktörlere yoğunlaşıldığı görülmüştür. Bu çalışmada literatürdeki faktörlerden farklı olarak müşteri güçlendirmesinin kurumsal itibar algısı üzerindeki etkisine bakılmıştır. Müşteri güçlendirmesi pazarlamada rekabet yarışında önemli bir araç olarak değerlendirilmektedir. Bu araştırma kapsamında 343 tüketiciden anket tekniğiyle veriler toplanmıştır. Tüketicilerden en sık gittikleri giyim mağazasını düşünerek ankette yer alan ifadelere katılma derecelerini belirtmeleri istenmiştir. Elde edilen verilerin analizi için SPSS 18 ve AMOS 18 paket programları kullanılmıştır. Yapılan güvenilirlik analizinde müşteri güçlendirmesi ve kurumsal itibar ölçeklerinin güvenilir oldukları belirlenmiştir. Ölçeklere yapılan doğrulayıcı faktör analizi sonucunda ölçeklere ait uyum iyiliği değerlerinin referans değerlerini karşıladığı görülmüştür. Ölçeklerin AVE değerlerinin de referans değerleri sağladığı belirlenmiştir. Araştırmada veriler için normallik testi de yapılmıştır. Değişkenlerin çarpıklık ve basıklık değerleri referans alınan değerler arasında yer aldığı için verilerin normallik varsayımını karşıladığı gözlenmiştir. Daha sonra, değişkenler arası ilişkiye bakılmıştır. Değişkenler arası ilişkiler için Kısmi Korelasyon analizi tercih edilmiştir. Bu doğrultuda cinsiyet, yaş, eğitim ve gelir durumu değişkenleri kontrol altına alınarak korelasyon analizi gerçekleştirilmiştir. Korelasyon analizi sonucunda müşteri güçlendirmesi ve kurumsal itibar arasında olumlu yönde bir ilişkinin olduğu görülmüştür. Değişkenler arası ilişkinin tespitinden sonra araştırma hipotezinin testi için AMOS programıyla yol analizi yapılmıştır. Yapılan analizde araştırma modelinin uyum indekslerinin referanslar değerleri sağladığı görülmüştür. Bunun yanında müşteri güçlendirmesinin kurumsal itibar algısını pozitif yönde ve anlamlı düzeyde etkilediği saptanmıştır.
Anahtar Kelimeler
Müşteri Güçlendirme İtibar Kurumsal İtibar Algısı Hazır Giyim Sektörü Yol Analizi
Kaynakça
- Acar, O. A. & Puntoni, S. (2016). Customer empowerment in the digital age. Journal of Advertising Research, 56(1), 4-8. doi: 10.2501/JAR-2016-007
- Aggarwal, A. & Saxena, N. (2023). Examining the relationship between corporate social responsibility, corporate reputation and brand equity in Indian banking industry. Journal of Public Affairs, 23(1), e2838. https://doi.org/10.1002/pa.2838
- Aldaihani, F. M. F., Ali, N. A. B., Hashim, H. B. & Basha, N. K. (2020). Impact of social customer relationship management on customer retention of Islamic banks in Kuwait: The mediating role of customer empowerment. International Journal of Supply Chain Management, 9(1), 330-337. doi: 10.59160/ijscm.v9i1.3017
- Alnıaçık, Ü. (2011). Kurumsal itibarı oluşturan farklı bileşenlerin müşteri bağlılığı üzerindeki etkileri. Journal of Marketing and Marketing Research, 7, 65-96.
- Alshibly, H. & Chiong, R. (2015). Customer empowerment: Does it influence electronic government success? A citizen-centric perspective. Electronic Commerce Research and Applications, 14, 393-404.
- Auh, S., Menguc, B., Katsikeas, C. S. & Jung, Y. S. (2019). When does customer participation matter? An empirical investigation of the role of customer empowerment in the customer participation–performance link. Journal of Marketing Research, 56(6), 1012-1033. doi: 10.1177/0022243719866408
- Aydemir, B. A. (2008). İşletmelerin yeni rekabet aracı olarak kurumsal itibar. ISGUC The Journal of Industrial Relations and Human Resources, 10(2), 27-53.
- Aykan, E. & Sevim, B. (2013). Konaklama işletmelerinde çevre yönetimi uygulamaları ve algılanan kurumsal itibar üzerindeki etkisi: Kayseri ve Nevşehir otelleri üzerinde bir araştırma [Environmental management practices of accommodation establishments and their effects on perceived corporate reputation: A research on hotels of Kayseri and Nevşehir]. İşletme Araştırmaları Dergisi, 5(3), 93-113.
- Başgöze, P. & Özdestici, H. (2021). Sosyal medya pazarlamasının kurumsal itibar algısına etkisi: Kişiselleştirme metaforu [Effects of perceived social media marketing on corporate reputation perception: Personification metaphor]. Cankırı Karatekin University Journal of the Faculty of Economics and Administrative Sciences, 11(1), 95-127. doi: 10.18074/ckuiibfd.766170
- Berraies, S. & Hamouda, M. (2018). Customer empowerment and firms’ performance: The mediating effects of innovation and customer satisfaction. International Journal of Bank Marketing, 36(2), 336-356. doi: 10.1108/IJBM-10-2016-0150
- Bozacı, İ. & Durukan, T. (2015). Müşteri güçlendirmenin ölçülmesi: İç Anadolu’da bir uygulama [Measuring customer empowerment: An application at Inner Anatolia]. Academic Review of Economics and Administrative Sciences (OHUIIBFD), 8(1), 105-119.
- Bozacı, İ. & Durukan, T. (2016). Müşteri güçlendirme ile algılanan pazarlama performansı ilişkisi: Mobilya sektöründe bir uygulama [The relation between customer empowerment and perceived marketing performance: An implementation in furniture sector]. Journal of Productivity, 3, 29-53.
- Caruana, A. & Ewing, M. T. (2010). How corporate reputation, quality, and value influence online loyalty. Journal of Business Research, 63, 1103-1110. doi: 10.1016/j.jbusres.2009.04.030
- Castillo, J. (2017). The relationship between big five personality traits, customer empowerment, and customer satisfaction in the retail industry. Journal of Business and Retail Management Research (JBRMR), 11(2), 11-29.
- De Nicola, M., Arrigo, E. & Anees, U. (2023). The strategic effect of corporate reputation on customer citizenship behavior: An empirical verification. Review of Managerial Science, 1-28. https://doi.org/10.1007/s11846-023-00618-z
- Demirçivi, B. M. (2023). Corporate reputation: A conceptual review and a sample from tourism sector. The International Journal of Economic and Social Research, 19(1), 160-181. Erkul, H., Kanten, P. & Gümüştekin, G. (2018). The effects of structural empowerment on corporate reputation and organizational identification. Acta Academica Karviniensia, 18(3), 27-41. doi: 10.25142/aak.2018.018 Fida, I., Ziaullah, M., Zain, F., Danyal, A. & Sattar, Y. (2023). Investigation of customer experience, customer engagement, corporate reputation and word of mouth in banking sector: evidence from Pakistan. Journal of Social Sciences Review, 3(1), 846-858. https://doi.org/10.54183/jssr.v3i1.216
- George, D. & Mallery, P. (2016). IBM SPSS statistics 23 step by step: A simple guide and reference. Routledge.
- Gotsi, M. & Wilson, A. (2001). Corporate reputation management: “living the brand”. Management Decision, 39(2), 99-104. doi: 10.1108/EUM0000000005415
- Gürbüz, S. (2019). AMOS ile yapısal eşitlik modellemesi. Ankara: Seçkin Publishing.
- Hair, J. F., Hult, G. T. M., Ringle, C. M. & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling (PLS-SEM). USA: Sage publications.
- Hasan, M. & Hossain, M. M. (2021). Corporate recognition award and reputation dimensions on corporate reputation consequences: A critical review on Bangladesh. International Journal of Asian Business and Information Management (IJABIM), 12(3), 191-204. doi: 10.4018/IJABIM.20210701.oa12
- Helm, S. & Tolsdorf, J. (2013). How does corporate reputation affect customer loyalty in a corporate crisis?. Journal of Contingencies and Crisis Management, 21(3), 144-152. doi: 10.1111/1468-5973.12020
- Jayawardhena, C. & Foley, P. (2000). Changes in the banking sector – the case of internet banking in the UK. Internet Research, 10(1), 19-30.
- Jinfeng, L., Runtian, J. & Qian, C. (2014). Antecedents of corporate reputation and customer citizenship behavior: evidence from China. International Business and Management, 9(1), 128-132. doi:10.3968/5112
- Kalaycı, Ş. (2009). Spss uygulamalı çok değişkenli istatistik teknikleri. Ankara: Asil Publishing.
- Kaya Özbağ, G. & Gündüz Çekmecelioğlu, H. (2022). The relationships among employee empowerment, corporate repututation, and firm performance: Research in the Turkish Manufacturing Industry. Revista Brasileira de Gestão de Negócios, 24(1), 23-47. doi: 10.7819/rbgn.v24i1.4148
- Koçoğlu, C. M. (2018). Yerli turistlerin kurumsal itibar algılarının marka denkliğine etkisi: Türk Hava Yolları örneği [The effect of corporate reputation perceptions of domestic tourists on brand equity: The case of Turkish Airlines]. Tourism Academic Journal, 5(2), 109-127.
- Nguyen, N. & Leblanc, G. (2001). Corporate image and corporate reputation in customers’ retention decisions in services. Journal of retailing and Consumer Services, 8(4), 227-236. doi: 10.1016/S0969-6989(00)00029-1
- O’Connor, P. & Assaker, G. (2022). Examining the antecedents and effects of hotel corporate reputation on customers’ loyalty and citizenship behavior: an integrated framework. Journal of Hospitality Marketing & Management, 31(5), 640-661. doi: 10.1080/19368623.2022.2034560
- Paça, H. & Şahin, Ö. (2021). Yiyecek içecek işletmelerinde kurumsal itibarın müşteri sadakatine etkisi: İzmir örneği [The effect of corporate reputation on customer loyalty in food and beverage businesses: A case of Izmir]. Journal of Tourism and Gastronomy Studies, 9(1), 511-530. doi: 10.21325/jotags.2021.801
- Ponzi, L. J., Fombrun, C. J. & Gardberg, N. A. (2011). RepTrak™ pulse: Conceptualizing and validating a short-form measure of corporate reputation. Corporate Reputation Review, 14(1), 15-35. doi: 10.1057/crr.2011.5
- Pranic, L. & Roehl, W. S. (2012). Rethinking service recovery: A customer empowerment (CE) perspective. Journal of Business Economics and Management, 13(2), 242-260. doi: 10.3846/16111699.2011.620137
- Ramani, G. & Kumar, V. (2008). Interaction orientation and firm performance. Journal of Marketing, 72(1), 27-45. doi: 10.1509/jmkg.72.1.027
- Ruiz, B., García, J. A. & Revilla, A. J. (2016). Antecedents and consequences of bank reputation: a comparison of the United Kingdom and Spain. International Marketing Review, 33(6), 781-805. doi: 10.1108/IMR-06-2015-0147
- Siano, A., Vollero, A. & Palazzo, M. (2011). Exploring the role of online consumer empowerment in reputation building: Research questions and hypotheses. Journal of Brand Management, 19, 57-71. doi: 10.1057/bm.2011.23
- Singh, S. A., Anusha, B. & Raghuvardhan, M. (2014). Impact of banking services on customer empowerment, overall performance and customer satisfaction: Empirical evidence. Journal of Business and Management, 16(1), 17-24.
- Tavares, F.O., Pacheco, L.D. & Almeida, L.G. (2019). Preferences in university residences: A confirmatory study. African Journal of Hospitality, Tourism and Leisure, 8(2), 1-10.
- Walsh, G. & Beatty, S. E. (2007). Customer-based corporate reputation of a service firm: scale development and validation. Journal of the Academy of Marketing Science, 35, 127-143. doi: 10.1016/j.jbusres.2007.11.018
- Walsh, G., Mitchell, V. W., Jackson, P. R. & Beatty, S. E. (2009). Examining the antecedents and consequences of corporate reputation: A customer perspective. British Journal of Management, 20, 187-203. doi: 10.1111/j.1467-8551.2007.00557.x
- Xie, L., Li, D. & Keh, H. T. (2020). Customer participation and well-being: the roles of service experience, customer empowerment and social support. Journal of Service Theory and Practice, 30(6), 557-584. doi: 10.1108/JSTP-11-2019-0228
- Appendix Customer Empowerment Scale
- 1. This store encourages customers to share their opinions about its goods or services with the store (Bu mağaza, mal veya hizmetlerine ilişkin müşteri görüşlerini mağaza ile paylaşmasını teşvik eder).
- 2. This store encourages customers to share their opinions about its goods or services with other customers (Bu mağaza, mal veya hizmetlerine ilişkin müşteri görüşlerini diğer müşterilerle paylaşmasını teşvik eder).
- 3. This store encourages customers to actively participate in the design of goods or services (Bu mağaza, mal veya hizmetlerin tasarımına müşterilerin aktif olarak katılmalarını teşvik eder).
- Corporate Reputation Scale
- 1. This store is a store I have a good feeling about (Bu mağaza iyi hisler beslediğim bir mağazadır).
- 2. This store is a store that I trust (Bu mağaza güvendiğim bir mağazadır).
- 3. This store is a store that I admire and respect (Bu mağaza hayran olduğum ve saygı duyduğum bir mağazadır).
- 4. This store has a store good overall reputation (Bu mağazanın genel olarak iyi bir itibarı vardır).
Ayrıntılar
| Birincil Dil | İngilizce |
|---|---|
| Konular | İşletme |
| Bölüm | Makaleler |
| Yazarlar | |
| Erken Görünüm Tarihi | 28 Eylül 2023 |
| Yayımlanma Tarihi | 30 Eylül 2023 |
| Yayımlandığı Sayı | Yıl 2023 Cilt: 12 Sayı: 3 |
