DEVELOPMENT OF SCALES TO MEASURE CUSTOMERS’ WILLINGNESS TO HAVE CONTROL AND THE CONTROL OFFERED BY SERVICE BUSINESSES

This study offers two new scales to be used by services marketing and management practitioners and academics.  The scales measure how much control a service customer prefers to have and how much control a service business offers in order to reduce or eliminate various types of risks.  Scales measure overall control required by a customer and the control offered by a service business based on the measurement of three types/dimensions of control (cognitive, behavioural and decisional). For the customer control scale data were collected from 384 service customers and for the service business control scale data were collected from 210 service customers. The internal consistency, discriminant validity, and convergent validity of each scale were assessed by means of item-total correlations, Cronbach's alpha, and comparison with other questionnaire items. Both of the control scales developed appear to have strong reliability and validit

AN EYE TRACKER ANALYSIS OF THE INFLUENCE OF APPLICANT ATTRACTIVENESS ON EMPLOYEE RECRUITMENT PROCESS: A NEUROMARKETING STUDY

Tourism sector is one of the largest service sectors in the world economy  both in terms of revenues and the numbers of tourists involved. One of the structural problems in the Turkish tourism industry is the high level of labour turnover.  This study aims to explore the role and influence of attractiveness/attractivity on the recruitment process in the tourism and hospitality sectors.  The study particularly aims to measure the influence of attractiveness on the selection of job candidates by managers involved in recruitment. Particularly, the study aims explore to what extent managers act rationally or under the influence of Pavlovian conditioning in making their recruitment decisions. That is to what extent managers resort to heuristics, i.e. shortcuts regarding attractiveness of job applicants for backstage positions in a hotel. The study has used  a neurological data gathering tool, the  Eye Tracker (ET, to determine the influence of attractiveness on the recruitment decisions of managers in the hospitality  sector

THE INFLUENCE OF CONSUMERS’ EMOTIONAL STATES ON IMPULSIVE, COMPULSIVE, INNOVATIVE AND HEDONIC BUYING BEHAVIOR

Bu çalışmanın temel amacı, tüketicilerin hazcı, takıntılı, itkisel ve yenilikçi satın alma davranışlarında duyguların etkisini araştırmaktır. Ayrıca çalışmada, dört irrasyonel tüketim alışkanlıklarından sonra tüketicilerin satın alma sonrası pişmalık duyup duymadıkları da araştırılmaktadır. Araştırma kapsamında 205 kişiden anket aracılığıyla veri toplanmıştır.Araştırma sonuçlarına bakıldığında tüketicilerin duygudurum düzeyi olumlu olarak arttıkça hazcı ve yenilikçi satın alma eğilimi artmaktadır. Buna karşın tüketicilerin içinde bulunduğu duygudurum düzeyi ile itkisel ve takıntılı satın alma davranışı arasında istatistiksel olarak anlamlı bir ilişki yoktur. Ayrıca takıntılı satın alma davranışından sonra tüketiciler daha çok satın alma sonrası pişmanlık yaşarken, takıntılı, itkisel ve hazcı satın alma davranışlarından sonra tüketiciler satın alma sonrası pişmanlık yaşamamaktadırlar. İleride yapılacak çalışmalarda dört satın alma tarzının öncülleri ve ardılları daha kapsamlı araştırılması uygulamacılar için daha etkin pazarlama iletişimi unsurları tasarlamalarına katkıda bulunabilir.The main purpose of this study is to investigate the influence of emotions on consumers' hedonistic, obsessive, iterative and innovative buying behavior. In addition, The study also investigated consumer guilt in line with four types of irrational behaviour such as hedonistic, obsessive, iterative and innovative buying behavior. Data were collected from the survey by 205 people.Considering the results of the research, the positive emotions of the consumers affect the hedonic and innovative buying behavior. On the other hand, it does not affect the behavioral and obsessive buying behavior. In addition, after consumers' obsessive buying behavior, consumers feel regret and after other buying behaviors, consumers do not feel regret. In future studies, more extensive research of the precursors and consequences of the four buying styles may contribute to the design of more effective marketing communication elements for practitioners

The influence of consumers’ emotional states on impulsive, compulsive, innovative and hedonic buying behavior

Bu çalışmanın temel amacı, tüketicilerin hazcı, takıntılı, itkisel ve yenilikçi satın alma davranışlarında duyguların etkisini araştırmaktır. Ayrıca çalışmada, dört irrasyonel tüketim alışkanlıklarından sonra tüketicilerin satın alma sonrası pişmalık duyup duymadıkları da araştırılmaktadır. Araştırma kapsamında 205 kişiden anket aracılığıyla veri toplanmıştır. Araştırma sonuçlarına bakıldığında tüketicilerin duygudurum düzeyi olumlu olarak arttıkça hazcı ve yenilikçi satın alma eğilimi artmaktadır. Buna karşın tüketicilerin içinde bulunduğu duygudurum düzeyi ile itkisel ve takıntılı satın alma davranışı arasında istatistiksel olarak anlamlı bir ilişki yoktur. Ayrıca takıntılı satın alma davranışından sonra tüketiciler daha çok satın alma sonrası pişmanlık yaşarken, takıntılı, itkisel ve hazcı satın alma davranışlarından sonra tüketiciler satın alma sonrası pişmanlık yaşamamaktadırlar. İleride yapılacak çalışmalarda dört satın alma tarzının öncülleri ve ardılları daha kapsamlı araştırılması uygulamacılar için daha etkin pazarlama iletişimi unsurları tasarlamalarına katkıda bulunabilir.The main purpose of this study is to investigate the influence of emotions on consumers' hedonistic, obsessive, iterative and innovative buying behavior. In addition, The study also investigated consumer guilt in line with four types of irrational behaviour such as hedonistic, obsessive, iterative and innovative buying behavior. Data were collected from the survey by 205 people. Considering the results of the research, the positive emotions of the consumers affect the hedonic and innovative buying behavior. On the other hand, it does not affect the behavioral and obsessive buying behavior. In addition, after consumers' obsessive buying behavior, consumers feel regret and after other buying behaviors, consumers do not feel regret. In future studies, more extensive research of the precursors and consequences of the four buying styles may contribute to the design of more effective marketing communication elements for practitioners

The Influence of Employee Attractiveness on Service Recovery Paradox: Facial Recognition and Eye Tracker Analyses

WOS: 000484784900010This study aims to explore the influence of employee attractiveness on service recovery paradox by using Eye Tracker and Facial Recognition Software. Based on two service recovery scenarios an experiment was carried out with the participation of 20 subjects in Turkey. In the experiment participants' pre- and post-satisfaction levels before the service failure and after the service recovery attempt have been measured. The participants were also asked to respond to Likert type questions to explain to explain how they felt about the service encounter they were exposed to in the scenarios. The analysis of data showed that although attractiveness reduced the negative of the responses, increased interest in the attractive service employee. However, the results showed that in both scenarios (with attractive and less attractive service employee photos) the service recovery paradox did not occur

How Can Consumer Science Be Used for Gaining Information About Consumers and the Market?: The role of psychophysiological and neuromarketing research. The role of psychophysiological and neuromarketing research.

This chapter provides an in-depth analysis and explanation of psychophysiological/neuromarketing research tools such as the eye tracker, fMRI, EEG, HR, and GSR for gaining an insight into consumer behavior in the traditional food and wine market. The chapter particularly investigates the need for the new psychophysiological/neuromarketing research tools compared with traditional methods, a review of the research carried out with modern consumer science tools, and how data could be collected and analyzed in a traditional food and wine market through the use of these tools. The chapter concludes with a case example showing the application of psychophysiological/neuromarketing research tools. © 2018 Elsevier Ltd. All rights reserved

Konaklama İşletmelerinde İşe Alıştırma Eğitiminin Örgütsel Bağlılığa Etkisi(The Effect of Orientation Programme on Organisational Commitment in Hospitality Establishments)

Organisational commitment is one of the most important variable to determine of emplyee’s behavior. Morover organisational commitment is a major predictor of employees behaviors such as e,g. turnover intention, job loyalty, job performance and motivation. On the other hand orientation rogramme is a crucial process to develop an uniform organisational culture. Orientation programme has inversely relationship with turnover behaviour. For this reason the purpose of this study is to examine relationships between orientation and organisational commitment. In six hotel establishments where is in Balıkesir was examined a questionarrrie to determinate the effect of orientation programme on organisational commitment and the benefits of orientation programme on 53 hotel employees. According to the result of analysis it was exposed that content of orientation programme and benefits of orientation programme has highly lineer correlation

Development of hospitality and tourism employees' emotional intelligence through developing their emotion recognition abilities

WOS: 000470637900001Understanding the basic emotions of people is one of the most important skills of emotional intelligence. This study investigates the emotion/facial expression recognition abilities of tourism and hospitality employees in terms of recognizing customers' facial expressions and the fact that whether emotion/facial recognition abilities of employees can be developed. The respondents were selected through convenience sampling. The data were collected from 398 tourism and hospitality employees through an online survey. The data were analyzed by SPSS 19. The findings showed that a brief online training (lasting an average of 40.40 s) (with photos depicting different facial expressions and brief explanations) has improved the emotion/facial expression recognition abilities of tourism and hospitality employees significantly both in terms of accuracy and speed

The Effect of Orientat ion Programme on Organisat ional Commitment in Hospitality Establishments

Örgütsel bağlılık işgörenlerin davranışlarını etkileyen en önemli değişkenlerden biridir. Ayrıca örgütsel bağlılık işgörenlerin sadakatini, işten ayrılma niyetini, iş performansını ve motivasyonunu tahmin eden önemli bir etkendir. Diğer taraftan işe alıştırma eğitimi ise tek bir örgütsel kültür oluşturmada çok önemli bir etkiye sahiptir. İşe alıştırma eğitiminin de işten ayrılma davranışı ile te rs yönlü ilişkisi bulunmaktadır. Bu sebeple çalışmada işten ayrılma niyeti ile örgütsel bağlılık arasındaki ilişki incelenmiştir. Araştırma kapsamında Balıkesir il merkezinde faaliyet gösteren 6 adet turizm işletme belgeli otel işletmelerinde çalışan ve işe alıştırma eğitimi almış 53 işgören ile anket ya pılmıştır. Elde edilen veriler analiz edilmiş ve bu analiz sonucunda işe alıştırma eğitiminin içeriğinin örgütsel bağlılık üzerinde önemli oranda doğrusal bir ilişki olduğu tespit edilmiştir.Organisational commitment is one ofthe most important variable to determine of emplyees behavior. Morover organisational commitment is a major predictor of employees behaviors such as e,g. turnover intention, job loyalty, job performance and motivation. On the other hand orientatio n rogramme is a crucial process to develop an uniform organisational culture. Orientation programme has inversely relationship with turnover behaviour. For this reason the purpose of this study is to examine relationships between orientation and organisational commitment. In six hotel establishments where is in Balıkesir was examined a questionarrrie to determinate the effect of orientation programme on organisational commitment and the benefits of orientation programme on 53 hotel employees. According to the result of analysis it was exposed that content of orientation programme and benefits of orientation programme has highly lineer correlation