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Öğe A Machine Learning-Based 10 Years Ahead Prediction of Departing Foreign Visitors by Reasons: A Case on Turkiye(Mdpi, 2022) Tutsoy, Önder; Tanrikulu, CeydaThe most important underlying reasons for marketing failures are incomplete understanding of customer wants and needs and the inability to accurately predict their future behaviors. This study develops a machine learning model to estimate the number of departing foreign visitors from Turkiye by reasons for the next 10 years to gain a deeper understanding of their future behaviors. The data between 2003 and 2021 are extensively analyzed, and a multi-dimensional model having a higher-order fractional-order polynomial structure is constructed. The resulting model can predict the 10 reasons of departing foreign visitors for the next 10 years and can update the predictions every year as new data becomes available as it has stable polynomial parameters. In addition, a batch-type genetic algorithm is modified to learn the unknown model parameters by considering the disruptions, such as the coup attempt in 2016 and the COVID-19 pandemic outbreak in 2019, termed as uncertainties. Thus, the model can estimate the overall behavior of the departing foreign visitors in the presence of uncertainties, which is the dominant character of the foreign visitors by their reasons. Furthermore, the developed model is utterly data-driven, meaning it can be trained with the data collected from different cities, regions, and countries. It is predicted that the departing foreign visitors for all reasons will increase at various rates between 2022 and 2031, while the increase in transit visitors is predicted to be higher than the others. The results are discussed, and suggestions are given considering the marketing science. This study can be helpful for global and local firms in tourism, governmental agencies, and civil society organizations.Öğe CONSUMER DIFFERENCES IN MOTIVATED CONSUMER INNOVATIVENESS AND GLOBAL IDENTITY(Sumy State Univ, Dept Marketing & Management Innovative Activity, 2022) Tanrikulu, CeydaOne of the main reasons for failure in sustainable marketing and innovative products is the lack of an adequate understanding of consumer wants and needs. Understanding the issues of motivations for innovativeness and identity in young consumers can provide important evidence for both theory and practice on achieving sustainability. Despite the importance of gender and generation cohort differences on motivated consumer innovativeness and global identity, similarities/differences and links between these variables for each group are not precise and waiting for research that provides clear evidence, especially in the pandemic period. Therefore, this paper aims 1) to determine the differences/similarities in gender and generational cohorts regarding the motivated consumer innovativeness and global identity and 2) to examine the relationship between motivating consumer innovativeness and global identity in given cohorts. Data were collected from consumers in Y and Z generations on an emerging market in Turkey through an online questionnaire. The main results indicated no gender differences for both motivated consumer innovativeness and global identity, whereas there were some differences between generational cohorts. Moreover, some significant relationships were found for each gender and generational cohort. In this study, significant differences were demonstrated about the motivations that drive consumers to be innovative in the Z generation, which has limited knowledge reserve and could be seen as a strong challenge. The findings were discussed, and suggestions were presented for both literature and managerial implications. Thus, this study could contribute to the current literature by confirming the significance of generation-specific differences in consumer behavior and stressing some similarities between Y and Z generations and differences, especially in pandemic conditions. It could be helpful as a roadmap for global marketers engaging in innovative marketing, consumer innovativeness, development of innovative products, and psychological consequences of globalization in young consumers, especially in emerging markets.Öğe Examination of the Effects of Market Orientation on Performance: Innovativeness as a Mediator(Pacific Inst Management, 2021) Yazar, Anil; Tanrikulu, CeydaThe main purposes of this research were to identify not only the effect of market orientation (with its dimensions) and innovativeness on company performance, but alsothe role of innovation as a mediator in the relationship between market orientation (also its dimensions) and performance. Data werecollected by using self-administrated questionnaire applied to a convenience sample of 150 firms. Regression and mediation analyses wereperformed to test the hypotheses. The main findings demonstrated that market orientation and its dimensions (out of customer orientation)haddual mechanism, which means direct effect and indirect effect via innovativeness as a mediator, on performance. Innovativeness was found to contribute to the company performance in terms of both its direct and mediator effects. The findings were evaluated, and suggestions were presented for future research and practice.Öğe Impact of Culture on Service Failures and Service Recoveries(Igi Global, 2015) Tanrikulu, Ceyda; Gelibolu, LeventIn this chapter, the authors focus on the role of culture, which increases its effect along with globalization on service failures and improvements. The study is a type of literature review formed by compilation of previous studies in the extant literature. According to the primary findings of such studies, the approach of consumers to service failures and improvements vary depending on their culture. Different satisfaction levels, re-purchase tendency, word-of-mouth communication and its structure (positive or negative), seeing liable for failure, loyalty, replacement, and emotional response against service failures and improvements are seen between different cultures. The authors expect this study to provide clues to service marketing applications and future studies about the effect of culture.Öğe Sex and gender identity differences in psychological job outcomes among salespeople(Fund Escola Comercio Alvares Penteado-Fecap, 2017) Tanrikulu, CeydaPurpose - The purpose of this study was to determine whether there was any difference among sex and gender identity groups for salespeople in terms of psychological job outcomes, namely job stress, organizational commitment, intention to leave, and job satisfaction. Design/methodology/approach - Data was collected from salespeople using a survey. The questionnaire used was administered to a convenience sample of pharmaceutical salespeople from south-central region of Turkey, through a self-administered questionnaire. Findings - The findings suggested that there were differences between sex groups in psychological job outcomes except job stress, while there were differences between gender identity groups in all of them. There already exist sex differences and also gender identity differences regarding the job outcomes in sales force. Androgynous individuals have the most appropriate gender identity for sales profession, considering that they had a high level of job satisfaction and organizational commitment and a low level of job stress and intention to leave. Originality/value - The major contribution of this study to the literature and administrative implications is the enrichment of information concerning gender-based similarities and/or differences among salespeople in terms of job outcomes with a new and different approach.Öğe Sustainable consumption behaviour of young consumers: Gender-based approach from an emerging market(IGI Global, 2024) Onat, Kubra Topcuoglu; Tanrikulu, CeydaThe aim of this study was to examine whether there are similarities/differences between male and female consumers regarding sustainable consumption behavior and its dimensions. Data were obtained through an online survey of young consumers aged 18-29 in Türkiye, an emerging market. The main findings revealed some behavioral similarities and differences between males and females in terms of sustainable consumption. Gender-specific differences were found in the context of unneeded consumption and reuse behavior. The main findings underline the significance of examining sustainable consumption behavior with its sub-dimensions in order to understand more clearly and accurately whether consumers exhibit gender-specific behaviors in sustainable consumption. This study can be helpful to those interested in sustainability and consumption of young consumers in emerging markets by providing insight into design of marketing strategy. Findings are discussed on the basis of today's competitive marketing environment and suggestions are presented for future research and marketing strategy implications. © 2024, IGI Global. All rights reserved.Öğe The Impacts of Perceived Market Orientation in Higher Education: Student as a Customer(Expert Projects Publishing, 2015) Tanrikulu, Ceyda; Gelibolu, LeventThe purpose of this research was to determine whether perceived market orientation and its dimensions have any impact on satisfaction and perceived brand equity. It had also a specific purpose to determine whether satisfaction had a mediating effect in the relationships between a) perceived market orientation and perceived brand equity and b) dimensions of perceived market orientation and perceived brand equity. Convenience sampling method was used and data were collected through questionnaires filled out by students on their own. Regression and mediation analysis were used to test the hypotheses. The findings suggested that perceived market orientation and its dimensions affected both perceived brand equity and the satisfaction. They also clearly showed that satisfaction played fundamental roles in perception of market orientation and brand equity by students. The major contributions of this study for literature and practitioners were filling the gap in determining the impacts of perceptions of students, as customers, about the market orientation and brand equity of universities and also providing a better explanation on these impacts in the literature. The findings were discussed, and suggestions were provided for theory and administration.Öğe The impacts of perceived market orientation in higher education: Student as a customer(Editura Lumen, 2015) Tanrikulu, Ceyda; Gelibolu, LeventThe purpose of this research was to determine whether perceived market orientation and its dimensions have any impact on satisfaction and perceived brand equity. It had also a specific purpose to determine whether satisfaction had a mediating effect in the relationships between a) perceived market orientation and perceived brand equity and b) dimensions of perceived market orientation and perceived brand equity. Convenience sampling method was used and data were collected through questionnaires filled out by students on their own. Regression and mediation analysis were used to test the hypotheses. The findings suggested that perceived market orientation and its dimensions affected both perceived brand equity and the satisfaction. They also clearly showed that satisfaction played fundamental roles in perception of market orientation and brand equity by students. The major contributions of this study for literature and practitioners were filling the gap in determining the impacts of perceptions of students, as customers, about the market orientation and brand equity of universities and also providing a better explanation on these impacts in the literature. The findings were discussed, and suggestions were provided for theory and administration. © 2015, Editura Lumen. All rights reserved.Öğe Theory of consumption values in consumer behaviour research: A review and future research agenda(Wiley, 2021) Tanrikulu, CeydaCurrent marketing philosophy is value-oriented, whereas marketing theory explaining value from the consumer perspective is limited. The theory of consumption value (TCV) is a marketing theory that provides insight into the motivation for consumers' consumption behaviour through consumption values. Although it offers theoretical explanations about consumer behaviour on a large scale, there is no single article in the literature providing comprehensive and integrated knowledge of TCV and a future research agenda based on a systematic literature review. The main aims of this paper are to present integrated knowledge and provide propositions for future research. This review research covers peer-reviewed journal articles that used this theory and were published between 1991 and 2020. The major findings in the review demonstrate that this theory has remained up to date in the consumer behaviour literature, has been dynamic and has been comprehensively used to explain choice behaviour. Thus, further understanding has been provided for consumer behaviour related to drivers of consumption, although some issues require further examination. Directions for future research are developed in more detail to encourage and advance the understanding of value through TCV.Öğe Understanding Born Global Firms in Turkey: A Literature Review(Springer Science and Business Media B.V., 2021) Tanrikulu, CeydaThe main purposes of the study are to present knowledge stock about the profile and barriers of the born global firms in Turkey and provide research agenda. Data are obtained through a systematic literature review comprised of the studies regarding the born global firms in Turkey. The studies chosen for this review are based on primary data. They have been published in both Turkish and English languages and printed in 2010–2020. Also, “Born global,” “marketing,” and “Turkey” are used as keywords for filtering these studies. The major findings indicate that the born global firms have encountered many obstacles such as marketing and procedural barrier. They have also some common features related to entrepreneurship orientation, network connection, proactive approaches, and technological abilities. This study integrates the major findings of previous studies on the subject of the born global firms in Turkey. This integration may be useful for expanding and advancing the knowledge in this field. Therefore, it is expected that it provides a knowledge reserve, starting points, basics and insights for further studies and business applications. In this context, major findings are discussed on the conditions of Turkey and strategic recommendations are presented. © 2021, The Author(s), under exclusive license to Springer Nature Switzerland AG.Öğe Understanding organic food consumption: attitude as a mediator(Wiley, 2014) Cabuk, Serap; Tanrikulu, Ceyda; Gelibolu, LeventThe aim of this research was to examine the effect of health consciousness, environmental concern and food safety concern on both the intention to buy organic foods and the attitude towards organic foods, and the effect of attitude towards organic foods on the intention to buy organic foods. It had also a specific aim to explore whether attitude has a mediation effect on the relationship between the intention to buy and health consciousness, environmental concern and food safety concern. Data were gathered from consumers using a survey. The questionnaire used was administered to a convenience sample of 385 consumers from Adana, Turkey, through a self-administered questionnaire. Regression and mediation analysis were used to test the hypotheses. The findings suggested that the attitude and the intention to buy were affected by health consciousness, environmental concern and food safety concern. They also showed that the attitude plays a fundamental role both in terms of the direct impact on the intention to buy and the indirect effect as a mediator on how the health consciousness, environmental concern and food safety concern affect the intention to buy. This research is useful to fill the gaps in the literature regarding the mediation effect of the attitude on the relationship between the intention to buy and food safety concern. Another contribution is being one of the first to examine the attitude as a mediator on the relationship between the intention to buy organic foods and health consciousness, environmental concern and food safety concern of Turkish consumers.
