期刊名称：Ömer Halisdemir Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
电子版ISSN：2564-6931
出版年度：2015
卷号：8
期号：2
DOI：10.25287/ohuiibf.211533
语种：English
出版社：Ömer Halisdemir Üniversitesi
摘要：Today’s consumers can be more effective in consumption processes,be informed easier and behave more organized. In this study,a tool has developed for measuring “customer empowerment” perceptions which is about supporting information,capability and control of consumers. In academic literature the subject of customer empowerment is researched in the theoretical and case study level. But in today’s marketing environment in which customers wish to have a say across the big producers and channel members,measuring customer empowerment perception is empowerment for managing related marketing activities. Under this framework,comprehensive exploratory review of literature was carried out first. Then designed questions about customer empowerment are subjected to statistical analyses with the data obtained from customers of leading furniture brand by survey method. As a result of the analysis,customer empowerment factors summed as;encouraging customer knowledge and capability,autonomy,participation and redress seeking. Research questions have been found reliable and valid. By this way,the structure of customer empowerment is lightened and a scale which would be facilitates the researches about importance and results of the customer empowerment.
其他摘要：Günümüz tüketicisinin,çok daha kolay bir şekilde bilgilenmesi,örgütlü hareket etmesi,becerilerini artırması ve tüketim süreçlerinde daha etkili olması söz konusudur. Bu çalışmada,günümüzün daha bilinçli tüketicileri için;bilgi,beceri ve kontrolünü destekl
