Yazar "Ozhan, Seniz" seçeneğine göre listele

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    The Analysis of Corporate Social Responsibility, Identification and Customer Orientation by Structural Equation Modelling and Artificial Intelligence
    (Sage Publications India Pvt Ltd, 2022) Ozhan, Seniz; Ozhan, Erkan; Pritchard, Gamze Yakar
    When the successful businesses of today are examined, it is seen that the main factor in their success is the value they give to the customers rather than the production power. One of the most important factors in ensuring customer satisfaction and loyalty is customer orientation (CO). In this study, it is aimed to investigate the perceived management and customer support for corporate social responsibility, the identification of the employees with the business and the customers and its effect on CO. Another aim of the study is to obtain a model that classifies employee-customer identification (ECI)-CO levels for employees by using artificial intelligence methods not used in previous studies. The research data were obtained from salesperson working in shopping malls in Istanbul. Hypothesis testing with structural equation modelling (SEM) has shown that perceived management and customer support for corporate social responsibility have an impact on employee identification with the business and customers. It has been observed that ECI affects CO, while organizational identification has no significant effect on CO. The structural equation modelling and artificial intelligence findings have empirically demonstrated that high accuracy practical classification models can be obtained and used to detect and solve different marketing problems.
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    An Empirical Research on the Impact of the Perceptions of Female Employees About Corporate Social Responsibility on Their Organizational Commitment
    (Springer-Verlag Singapore Pte Ltd, 2018) Ozhan, Seniz; Altug, Nevin; Akin, Yasemin Koldere; Akkaya, Duygu Talih
    [Abstract Not Available]
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    The influence of openness to experience and nostalgia proneness on brand loyalty
    (Emerald Group Publishing Ltd, 2018) Ozhan, Seniz; Altug, Nevin; Deniz, Eylem
    Purpose The purpose of this paper is to examine the joint effect of two composite characteristics -openness to experience (OE) and nostalgia proneness (NP) - on product involvement (PI) and whether brand loyalty (BL) is a result of this PI. Design/methodology/approach In accordance with this purpose, a model suggesting that OE dimension of the five-factor model and NP influences PI and PI influences BL was developed and tested. The data used in the study were obtained from 1,392 participants from the Thrace region of Turkey. The authors use a structural equation model to test and confirm hypothesis. Findings OE influences PI and hence BL. On the other hand, it has been concluded that NP has no significant influence on PI. Research limitations/implications This is the first study to examine the influence of OE, one of the personality traits, and NP on BL. In this study, only OE, which is one of the five-factor personality traits, has been examined. Studies in the future may research the relationship between other personality traits and NP, PI and BL. Practical implications This paper provides managerial insights into why consumers' personality traits and NP need to be taken into consideration in creating BL. Originality/value To the best of authors' knowledge, the influence of OE and NP on BL has not been addressed in the current literature. Personality traits and NP are closely related to individuals' behaviors as a consumer. Understanding the factors that influence consumer purchase decision processes is of crucial importance to managers and researchers alike. The paper is of great value for firms that consider enhance BL.