Browsing by Author "Kurtulmusoglu, Feride Bahar"

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A Case Study on Shopping Malls Attributes for Young Consumers
(2016) Can, Gulin Feryal; Kurtulmusoglu, Feride Bahar; Atalay, Kumru Didem
Purpose - This study aims to determine the mall criteria that are the most crucial for the youth market by determining the winning brand in comparison to other offerings to understand what is required to gain a competitive advantage and to differentiate a mall from its rivals. Design/methodology/approach - This study chose the Stochastic Multicriteria Acceptability Analysis-2 method to evaluate the mall preferences of young people. By using this method, the various criteria were evaluated for more than one alternative to find the best solution. JSMA program was used to analyze the data. The survey was administered using the mall intercept method to reduce sample bias. Findings - The study identifies that the criteria that have the highest impact on the mall preferences of young people are the mall campaigns for loyal customers; the traffic in the mall locality and the mall's parking facilities; the mall's facilities for disabled people; the quality of the mall locality; and the quality of the people visiting the mall. The study reveals that a mall's physical features, its facilities and the criteria related to employees have a very low impact on the mall choices of young people. The study further finds that the youth market has very low satisfaction levels for all of the identified criteria. This study reveals that this macro accessibility criterion is less relevant for the youth market than for the general population. Originality/value - Despite the importance of this market, there is insufficient research on the shopping behavior of young people. They have a considerable impact on the purchasing decisions of their families, significant disposable income and constitute the future market for the sector. This study uniquely enables the sequential ordering of customers' decision-making criteria and determines the effectiveness or impact of these criteria in the mall sector.
Combined Analysis of Service Expectations and Perceptions in Lodging Industry Through Quality Function Deployment
(2017) Kurtulmusoglu, Feride Bahar; Pakdil, Fatma
This study is the first empirical attempt of how quality function deployment (QFD) can be employed as a service quality design and improvement tool in the lodging industry. It combines two complementary perspectives of managers and customers regarding improving service quality in the lodging industry. This study empirically depicts a case where QFD was employed to design service delivery processes in the lodging industry, taking both customer demands and service provider expert knowledge and opinions. First, the dimensions concerning customer needs and expectations are tangibles, food, the adequate features of rooms and housekeeping, communication and accessibility, assurance and responsiveness, reliability, well-cared spaces, and equipment. Even though QFD has been used in the manufacturing industry, it has rarely been utilised in service design processes in the lodging industry. In this regard, this study has the potential to fill a perceived gap in the literature concerning methods to improve service quality through effective service design function using QFD in this industry.
Does Gender Matter? Considering Gender of Service in the Airline Industry
(2018) Kurtulmusoglu, Feride Bahar; Can, Gulin Feryal; Pakdil, Fatma; Tolon, Metehan
Airline firms prioritize service features on the basis of customers' demand. While prioritizing these service features, successful positioning strategies are expected to focus on gender specific concerns. Given the fact that previous literature relies heavily on gender neutral strategies in airline industry, this study particularly addresses critical service features prioritized by female and male passengers by ranking airlines based on a multi-criteria decision-making method. Comfortable chair, seat space and leg room, and flexibility in reservation change were discovered as the three most impactful service features for female passengers. Availability of non-stop flight, frequency of flights, and airfare appeared as the other three most impactful service features among male passengers.
The Effect of Cultural Distance on Medical Tourism
(2017) Esiyok, Bulent; Cakar, Mehmet; Kurtulmusoglu, Feride Bahar; 0000-0001-7469-5309; HTR-6588-2023
This study analyses the relationships between the origin countries of international patients and their cultural distance from the destination country in the context of medical tourism. A novel panel dataset is used, covering 109 origin countries whose citizens came to Turkey and received medical treatment during 2012-2014. After accounting for control variables such as religious similarity, Turkish diaspora in the origin country, physical distance, GDP per capita and number of inbound tourists, the study finds that cultural distance has an impact on the choice of destination for medical tourism. This impact persists at the medical specialty level.
The effects of consumer confusion on hotel brand loyalty: an application of linguistic nonlinear regression model in the hospitality sector
(2020) Kurtulmusoglu, Feride Bahar; Atalay, Kumru Didem
The aim of the study is to estimate the interaction and quadratic relationships between dimensions by estimating a model for the confusion dimensions that affect hotel brand loyalty, thus providing the interested parties with a perspective and direction regarding consumer confusion. This study also aimed to strengthen the use of FLS in the field of social sciences and will use this method to transform the discrete ordinal variable into a continuous variable while preserving the semantic meaning. Four hundred and six individuals participated in the study. Hypotheses demonstrating the interaction and quadratic effects between the continuous variables have been analysed using nonlinear multiple regression analysis. This study proposes a survey-based method to estimate a model for the confusion dimensions that affect hotel brand loyalty. The results demonstrated that ambiguity confusion, overload confusion, similarity confusion, quadratic effect of similarity confusion and interaction of ambiguity, overload and similarity confusion decrease the hotel brand loyalty. Also, quadratic effect of ambiguity confusion, interaction of ambiguity and overload confusion, interaction of overload and similarity confusion, interaction of ambiguity and similarity confusion increase the hotel brand loyalty. Despite its importance for marketing and consumer behaviour, the definition, measurement, dimensions and existing results of consumer confusion have begun to be discussed and examined recently in a limited scope. Studies have demonstrated that consumer confusion about tourism products is a non-functional and under-evaluated area but also is utmost prominent for tourism product. This study aimed to obtain a stronger model in which all the interactions between variables and their (quadratic) increasing effects are considered using a nonlinear regression model.
Heterogeneity in the Determinants of Length of Stay Across Middle Age and Senior Age Groups in Thermal Tourism
(2018) Esiyok, Bulent; Kurtulmusoglu, Feride Bahar; Ozdemir, Aydan; 0000-0001-7469-5309; HTR-6588-2023; ABH-7372-2020
Water has been seen as a healing source of life for centuries. Even the placebo effect of thermal therapies increases consumers' well-being. Especially with easy traveling options demand for thermal therapies are on the rise. Users of thermal therapies are mostly composed of seniors. Even though age groups in the senior market have heterogeneous needs, managers assume them to be homogenous. Measuring thermal tourism demand by the length of stay, this study analyzed the determinants affecting the length of stay of older thermal tourists. The length of stay is predicted to have been affected by age, purchasing power, physical distance, and seasonal preferences. Even though all of the above have an effect on the length of stay, we find that age is the main determinant deciding the duration. These results may serve as a starting point for policymakers and tourism managers to tailor strategies to increase income streams associated with length of stay.
Improving service quality in highway passenger transportation: a case study using quality function deployment
(2014) Pakdil, Fatma; Kurtulmusoglu, Feride Bahar
The highly competitive market conditions in the passenger transportation industry pressure service provider firms to adopt an attitude of customer-oriented service quality. Even though the service quality of passenger transportation has been a concern in the literature, how the service quality of highway passenger transportation systems could be improved using a systematic approach has not been investigated. Using Quality Function Deployment (QFD), this is the first attempt to improve the quality of highway passenger transportation services. The analysis reveals that the passengers' most important expectations are employees' empathetic approach toward customers, technical specifications of buses, error-free services, and competent employees. Additionally, the most important technical requirements are employee-oriented technical requirements, technical specifications of buses, and error-free services in highway passenger transportation.
The Mediating Effects of Adaptive Selling and Commitment on The Relationship Between Management Control and Sales Performance
(2017) Altintas, Fusun; Kurtulmusoglu, Feride Bahar; Altintas, Murat Hakan; Kaufmann, Hans-Rudiger; Alkibay, Sanem
Purpose - The purpose of this paper is to present a comprehensive model of the relationship between control and sales performance contingent upon the commitment and adaptive selling variables. Specifically, the study tests the mediator effects of adaptive selling and organizational commitment on the effect of managerial control systems on self-assessed performance of the salespeople working in the field of industrial marketing. Design/methodology/approach - In total, 472 firms active in the industrial marketing field for tangible industry products in Turkey were selected for the research. The proposed model that tested posits relationships among management control variables and adaptive selling, organizational commitment and sales performance measures. Management controls are related to sales performance through the mediating effect of adaptive selling and organizational commitment. Management control styles (output as formal and professional as informal) were the independent variables, while changes in organizational commitment and adaptive selling were tested both as mediators and sales performance as dependent variable, consistent with the reciprocal effects model under analysis. Findings - The findings demonstrated that "control" is positively associated with "sales performance" and "commitment" and "adaptive selling" mediate this relationship. Findings indicate that control impacts sales performance through a mediating mechanism that involves adaptive selling and commitment. Taken together, results showed that adaptive selling and commitment played a critical role in sales performance. Originality/value - This research is the first to empirically analyse the model regarding the relationship between sales performance, control, adaptive selling and commitment variables.
Motivations and Destination Selection of Mature International Thalassotherapy Tourists
(2017) Kurtulmusoglu, Feride Bahar; Esiyok, Bulent; 0000-0001-7469-5309; HTR-6588-2023
Because of population ageing worldwide, awareness of the motives of mature tourists is more important than ever. Previous studies show that, among others, income level, distance and education influence the decisions of tourists when choosing a travel destination. However, studies on health tourism suggest that these general conclusions may mask differences across different age groups. For instance, older people place greater reliance on their savings than their current income for tourism expenditure. We take this line of research and examine destination selection of mature international thalassotherapy tourists in conjunction with their motivations (as a subdivision of thermal tourism) across two age groups: 54 years and under and 55 years and over. We conduct a panel data analysis on 78 countries from which tourists in Turkey received thalassotherapy from 2012 to 2014. We find that the 55 years and over age group is less sensitive to income levels but more sensitive to distance and education than the other age group.
Quality Improvement Initiatives Based on Customer and Service Provider Perspectives in Shopping Malls
(2018) Pakdil, Fatma; Kurtulmusoglu, Feride Bahar
Purpose The purpose of this study is to optimize and improve service delivery configurations by integrating both customers' and service providers' perspectives into service delivery design processes using quality function deployment (QFD) methodology at shopping malls. Design/methodology/approach QFD is used to determine and close the gap between the most important customer needs and expectations and the opinions of service providers using a unique platform. Findings On customer side, the highest relative weight was given to prompt response to customer concerns, not being crowded and loud, providing services for disabled customers and security of mall customer expectations. On engineering side, employees' attributes, the size of parking area, reliable service, the time to find a product, the size of mall, disabled friendly infrastructure and the number of elevators and escalators were determined to be the most important technical requirements. Originality/value Integrating the voice of customer into the voice of engineering, this study is the first attempt to describe how QFD methodology could be used to holistically optimize service delivery configurations in the mall industry. Unlike conventional QFD that ignores the cost perspective, this study has implications for operations managers with regard to solving resource allocation problems.
Quality Improvement Strategies of Highway Bus Service Based On A Fuzzy Quality Function Deployment Approach
(2016) Kurtulmusoglu, Feride Bahar; Pakdil, Fatma; Atalay, Kumru Didem; A-7058-2017
Tackling service quality in the telecommunication B2B market
(2019) Tas, Aysegul; Ergin, Elif Akgun; Kurtulmusoglu, Feride Bahar; Sahin, Omer Faruk
Purpose This study will attempt to focus on how vendors serve operators, as operator service quality starts with vendor's technology infrastructure and service quality. The purpose of this study is to exhibit the most important vendor service quality items and dimensions for the operators in the telecommunications industry. Design/methodology/approach A total of 268 employees from various age groups, cities, job levels and departments participated in the survey. Findings Expected service quality results indicated that operators need high service quality. When telecommunication needs of subscribers are taken into account, it is normal for operators to expect high service quality from vendors. Results also reveal that being dependable and providing continuous support are critical for the telecommunications industry. Perceived service quality results demonstrate that customer expectations failed to be satisfied. In this study conducted in the telecommunications market, the expectations of operator employees regarding vendors is shaped under two dimensions. These dimensions are employee and service center features and provider timeliness and accuracy. When Topsis method was used to determine the most important vendor characteristics, timeliness and trust were identified as the top two criteria. Originality/value To the best of the authors' knowledge, this study is the first to put forth the most important vendor service quality items and dimensions for the operators in the telecommunications industry.
Using Quality Function Deployment for Environmentally Sustainable Hotels: A Combined Analysis of Customer and Manager Point of View
(2017) Pakdil, Fatma; Kurtulmusoglu, Feride Bahar
This paper aims to integrate customers' and managers' environmental priorities into service delivery design processes. The main research question in this study is to determine the most significant environmental priorities of customers and managers at hotels. To achieve this aim, Quality Function Deployment is implemented as a tool, combining customer expectations and environmental strategies in service design activities. Customers and managers collectively focus to increase environmental sustainability in hotels in several areas such as the presence of the hotel not causing any harm to the environment, the compliance of hotel with surrounding nature, the presence of automatic electricity control, and the effective use of energy and water lavatories containing automatic water saving systems. The primary design characteristics that meet customer expectations and improve environmental sustainability at hotels are the economic use of electricity, water saving systems, use of natural materials, and adequacy of systems not harming environment and human. (C) 2017 Varna University of Management. All rights reserved
A Voice in the Skies: Listening to Airline Passenger Preferences
(2016) Kurtulmusoglu, Feride Bahar; Can, Gulin Feryal; Tolon, Metehan; A-7058-2017
This study aims to identify the impact levels and priorities in the service expectations that passengers 'have when identifying a preferred airline. The results are based on probabilities and impacts, and can help airlines to accurately understand the preference criteria of their passengers. The priorities of the passengers may differ according to the airline chosen; therefore, the probabilities shown in this study can inform senior airline managers about the passenger perspective. This study uses the Stochastic Multi criteria Acceptability Analysis-2 (SMAA-2) method. SMAA-2 identifies the priorities and impact levels of passengers' expectations on airline selection, and the ranking of alternative firms according to the probability. According to the obtained results, Airline 3 (AF(3)) is the most preferred airline with the highest confidence rate. This airline operates based on a low-cost model that allows passengers to choose additional services for additional charges. The passenger expectations that have the highest impact on the preference when selecting an airline are 1) ticket prices, 2) punctuality, and 3) booking convenience. Free in-flight food and beverages, the variety and quality of the food and beverages, and voyager miles programs for loyal customers are found to have no impact on the ranking of airlines. The expectations identified by the passengers in this study are related to the outcome quality dimension, with services dominated by flexible features. The findings of this study define the passenger as a rational decision maker who is price sensitive. (C) 2016 Elsevier Ltd. All rights reserved.
What are the most influential factors of consumers' intention to use NFC-enabled credit cards?
(2019) Kurtulmusoglu, Feride Bahar; Alguner, Ayhan; Atalay, Kumru D.
The aim of this study is to determine the variables which affect the intention of Near-Field Communication (NFC)-enabled mobile credit card usage by estimating a fuzzy linear regression (FLR) model. The FLR model is used to test the proposed model. Four hundred and thirty-six participants having a smartphone participated in the study. The most effective variable on the intention of NFC-enabled mobile credit card usage was the dimension that defined the perceived risk and trust. Consumers' intention to use NFC-enabled mobile credit cards increased as perceived risk decreased, and consumer trust increased. Another variable that had a high impact on the intention of using NFC-enabled mobile credit cards was identified as the perceived ease of use in the study. As the consumer's perception of ease of use increased, the intention of using NFC-enabled mobile credit cards also increased. Based on the study results, as perceived usefulness of NFC-enabled mobile credit cards increased, their intentions to use NFC mobile cards also increased in a certain and determined manner defined. The study includes key findings on consumer adoption and the use of NFC-enabled mobile credit cards for different game players such as mobile phone manufacturers, mobile network operators, business and financial institutions, merchants, bank decision makers, software developers as designers of m-payment systems, governments. The research tries to strengthen the use of fuzzy Likert scales (FLSs) in the social studies in order to remove the limitations of the Likert scale and to introduce a suitable and accurate model using FLR. No other study in the previous literature has employed the data obtained from the FLSs used in FLR models.