Yazar "Ferman, Murat" seçeneğine göre listele

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    An analysis of factors affecting understanding and applications of branded housing project marketing around the Istanbul metropolitan area
    (PressAcademia, 2015-03-29) Polat, Selçuk; Ferman, Murat
    Marketing is a quite crucial topic for success in the current competitive environment. Efficient and effective marketing practices will allow the companies to grow and to be more successful. Companies can gain competitive advantage by developing various marketing strategies. The objective of this study is to research the factors affecting the understanding and applications of ‘branded housing project marketing’ around the Istanbul metropolitan area. Branding and market positioning depend on fulfillment of certain conditions and key criteria. The criteria such as the structure of companies, product quality, professional services, and marketing and communication perspectives all constitute a quite important process in the enhancement of the perceived value of the company. Companies should be aware that it is highly vital to create brand in order to benefit from the advantages of the brand such as creating differentiation, positive high-quality corporate and brand image and customer loyalty and resolution. Today, the number of construction companies carrying out branded housing projects is quite high. It has been observed that the activities regarding branding are quite prevalent in construction industry. In line with this, every housing project should have its own identity and brand image. Especially in business fields with higher economic value such as residential real estate sector, marketing and sales activities display unique characteristics.
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    An applied study on the customer retention dynamics of organized ready-to-wear textiles retailers in real and virtual markets in Turkey
    (PressAcademia, 2017-12-30) Yılmaz, Kemal Özkan; Ferman, Murat
    Purpose - This descriptive field study aims to reveal customer retention strategy formulation insights among top level marketing professionals of the organized ready-to-wear textiles retailers, who are members of United Brands Association (BMD) both active in off-line and online channels, in the Turkish market. Methodology - Regarding the literature review conducted a research model with seven variables was proposed, and depending on the proposed research model, six hypotheses were formulated. The research is conducted by a questionnaire which has been applied on-line, by e-mail, post; which is designed specifically to test the proposed relationships, namely the hypotheses constructed. Factor analysis has been conducted to reveal the dimensionality of the variables in the research model. In this regard, principle component analysis using Varimax rotation was performed and the reliabilities of the scales have been assessed by alpha coefficient. Depending on the results of the factor analysis, correlation and regression analyses have been used to test the hypotheses of the study. Findings - Results indicate that perceived product quality, service support and complaint handling, customer experience and suggestions provided and perceived price fairness have significant and positive effects on customer satisfaction. Furthermore, customer satisfaction, trust towards service provided, trust towards company and brand, corporate reputation and corporate social responsibility have significant and positive effects on customer retention. Conclusion - The outcomes and findings of the study were found to support the objectives of the study and the results of the statistical analysis were found to accept hypotheses of the study. Perceived product quality, perceived service quality, perceived price fairness, trust and corporate image are some vital challenges for customer retention.
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    A comparative analysis of user insights for e-health development challenges in Turkey, Kingdom of Saudi Arabia, Egypt and United Arab Emirates
    (PressAcademia, 2016-06-30) Işıkdemir Uluç, Nasiye Çiğdem; Ferman, Murat
    Implementation of e-health is expected to affect the outcomes of medical services positively, by contributing to the effectiveness and efficiency of overall healthcare ecosystem. This becomes more crucial in developing countries where access, finance, resources and competent professionals in healthcare are limited. This field study assesses healthcare professionals’ insights, for the major challenges of ehealth development with a distinctive model and comparative analysis in four emerging countries; Turkey, Kingdom of Saudi Arabia, United Arab Emirates and Egypt. The research is conducted by user questionnaires and face to face interviews of healthcare professionals. Results indicate that information communication technology infrastructure, regulations, cultural and clinical adaptation of users, financing, supply chain management are some major challenges. Specially trust to e-business in healthcare, compliant use of big data in digital health and patient privacy play a key role for faster development of e-health.
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    The effect of cultural dimensions on conspicuous consumption and online compulsive buying behavior : a comparative study among Turkish and American consumers
    (PressAcademia, 2019-06-30) Benli, Berk; Ferman, Murat
    Purpose - The study investigates the influence of cultural dimensions on the two important outcomes of today’s consumer society; conspicuous consumption and online compulsive buying behavior. Also, another aspect of this research is to see if conspicuous consumption orientation has connections with online compulsive buying behavior. Lastly, it attempts to show whether conspicuous consumption and online compulsive buying behavior varies across cultures and the role of demographics. Methodology - The study employed two samples from two nations (Turkey and The United States) that have distinct cultural orientations. 663 participants from Istanbul and 597 participants from Washington D.C were used in analysis. Findings - Based on the models tested in two samples, the findings show that collectivism, power distance and masculinity have significant effect on conspicuous consumption in both nations yet the most impactful cultural dimensions vary based on the nation. Also, it has been discovered that collectivism, power distance and uncertainty avoidance were in relation with online compulsive buying behavior in both nations yet masculinity was not. Finally, conspicuous consumption and online compulsive behavior were found to be positively correlated. Conclusion - The study contains valuable information and managerial implications for marketing professionals who want to implement different marketing strategies in different cultural setting. Future studies should focus on the link between cultural dimensions at the individual level and other important elements within consumer behavior literature such as impulse buying, brand loyalty, fashion orientation, advertisement and brand attitude.
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    Localization based dynamics in the renewable energy sector
    (PressAcademia, 2019-06-30) Şerifsoy, Anıl; Ferman, Murat
    Purpose - This paper examines the upwards trend of utilizing localization as a strategy by Multinational Enterprises in the energy sector. It is a sector that is driven by the governments, due to the ever-growing need for survivability and sustainability in a world increasingly dependent on energy. Methodology - In-depth interview is the chosen method to obtain the critical opinions of small number of respondents who play a crucial role for decision-making in a leading company that prefers to utilize localization. This data is collated into a content analysis to determine the factors influencing it. Findings- Localization from a global company engaging in renewable energy sector can be desirable, and indeed, profitable, insomuch as the right conditions outlined by the interviewees are created. Conclusion- It is the intent of the author to build the first step of a guide to attract more positive attention from MNEs to encourage more technology transfer.