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- Title
Farklı temas noktalarındaki müşteri deneyiminin ödemeye istekli olunan fiyat üzerine etkisi.
- Authors
Hoşgör, Murat; Aydın, Samet
- Abstract
As products and services of similar quality can be produced in almost every sector, as the functionality levels of the products become closer to each other, as it becomes easier to access alternative solutions, and as customers become more conscious than in the past, brands now tend to choose the way to be preferred with the customer experience they provide. With the increasing importance of customer experience, businesses that want to develop from this perspective have begun to make decisions to research and invest in this field and are trying to focus on their customers' experiences at different touchpoints. However, at this stage, it is important to understand which touchpoints in the customer journey can affect the willingness to pay and the consequences of these effects according to different demographic structures. From this point of view, this study examines whether customer experience at different contact points in the telecommunications sector affects the willingness to pay. The study determined the customer experience journey by conducting in-depth interviews with customer experience managers from three telecommunication companies in Turkey. Subsequently, 16 different customer experience scenarios created with the orthogonal method were turned into an online survey and applied to 500 people between 18 and 64 who purchased subscription service packages from telecommunication companies in the last three years. As a result of the research, it was revealed that each contact point affects the willingness to pay at different benefit levels. It has been determined that the first three factors that most affect the willingness to pay for the price are positive rumours, short call centre waiting time, and sharing content that attracts the user's attention.
- Publication
Business & Management Studies: An International Journal (BMIJ), 2024, Vol 12, Issue 1, p176
- ISSN
2148-2586
- Publication type
Article
- DOI
10.15295/bmij.v12i1.2366