{"id":1870,"date":"2021-09-27T13:16:31","date_gmt":"2021-09-27T13:16:31","guid":{"rendered":"https:\/\/www.zincirmagazalar.org\/?p=1870"},"modified":"2021-09-27T13:18:24","modified_gmt":"2021-09-27T13:18:24","slug":"musteri-her-zaman-hakli-mi","status":"publish","type":"post","link":"https:\/\/www.zincirmagazalar.org\/?p=1870","title":{"rendered":"M\u00fc\u015fteri Her Zaman Hakl\u0131 M\u0131?"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"1870\" class=\"elementor elementor-1870\">\n\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-37e494d6 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"37e494d6\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-3f48a51d\" data-id=\"3f48a51d\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-48cd9dbb elementor-widget elementor-widget-text-editor\" data-id=\"48cd9dbb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><strong>Markalar\u0131n sa\u011flad\u0131\u011f\u0131 hizmetler ve sundu\u011fu \u00fcr\u00fcnlerin \u00e7e\u015fitlili\u011fi ile t\u00fcketicilerin markalardan beklentileri birbirlerini s\u00fcrekli olarak yukar\u0131 \u00e7ekiyor. Bu devinimin giderek h\u0131z kazanmas\u0131yla markalar ve t\u00fcketiciler aras\u0131ndaki ili\u015fki bi\u00e7imleri de de\u011fi\u015fiyor ve farkl\u0131la\u015f\u0131yor. Dolay\u0131s\u0131yla gerek fiziksel gerekse dijital ma\u011fazalarda t\u00fcketicinin al\u0131\u015fveri\u015f deneyiminden memnuniyeti \u00f6nemini artt\u0131r\u0131yor. Twentify ve Acsight bu konuda ortak bir \u00e7al\u0131\u015fma yaparak \u201cE-ticaret\u201d, \u201cPerakende\u201d ve \u201cTekstil\/Haz\u0131r Giyim\u201d kategorileri \u00f6zelinde dikkat \u00e7eken ba\u015fl\u0131klara sahip bir ara\u015ft\u0131rmaya imza att\u0131.<\/strong><\/p><p>Twentify ve Acsight\u2019\u0131n ortakla\u015fa ger\u00e7ekle\u015ftirdi\u011fi &#8220;Deneyim De\u011ferlendirme Ara\u015ft\u0131rmas\u0131&#8221; ile e-ticaret, perakende ve haz\u0131r giyim\/tekstil kategorilerinde m\u00fc\u015fterilerin markalarla ya\u015fad\u0131\u011f\u0131 deneyimlerindeki memnuniyet ve \u015fikayet d\u00fczeylerini, marka ile ili\u015fkilerindeki de\u011fi\u015fimi ve marka sadakatine etkisi \u00f6l\u00e7\u00fcmlenmi\u015f. Genel olarak ara\u015ft\u0131rma sonu\u00e7lar\u0131na bak\u0131ld\u0131\u011f\u0131nda, t\u00fcketiciler taraf\u0131nda ya\u015fad\u0131klar\u0131 memnuniyetsizlik kar\u015f\u0131s\u0131nda \u015fikayetlerini iletmeme e\u011filimi g\u00f6r\u00fcl\u00fcyor. Markalar\u0131n da \u015fikayetleri iletme konusunda a\u011f\u0131rl\u0131\u011f\u0131 daha ziyade t\u00fcketiciye y\u00fckledi\u011fi ortaya \u00e7\u0131k\u0131yor. Peki, \u015fikayetler neler?<\/p><p><strong>Giyim Al\u0131\u015fveri\u015flerinin Yar\u0131s\u0131 \u0130nternetten Ger\u00e7ekle\u015fiyor<\/strong><br \/>E-ticaret kanallar\u0131nda en \u00e7ok giyim, sonras\u0131nda da market kategorilerinde al\u0131\u015fveri\u015f yap\u0131l\u0131yor. T\u00fcketiciler toplam giyim al\u0131\u015fveri\u015flerinin %48\u2019ini online platformlar \u00fczerinden ger\u00e7ekle\u015ftiriyor. En fazla giyim al\u0131\u015fveri\u015fi yapan kesim ise 18-24 ya\u015f grubu.<\/p><p>Tercih edilen platformlar incelendi\u011finde \u201cgeleneksel\u201d platformlar\u0131n \u00f6nc\u00fcl\u00fcklerini korudu\u011fu g\u00f6r\u00fcl\u00fcyor ancak g\u00f6rece yeni marklar\u0131n da kendilerine ait bir konum olu\u015fturduklar\u0131 dikkat \u00e7ekiyor. Piyasan\u0131n tekelle\u015fmemesi a\u00e7\u0131s\u0131ndan yeni platformlar\u0131n t\u00fcketici deneyimini korumak i\u00e7in daha yo\u011fun \u00e7aba g\u00f6stermesi gereklili\u011fi g\u00f6r\u00fcl\u00fcyor.<\/p><p>T\u00fcketici genel olarak online platformlardan memnun ancak al\u0131\u015fveri\u015f s\u0131kl\u0131\u011f\u0131na g\u00f6re memnuniyetsizlik oran\u0131 yeni firmalar\u0131n aleyhine g\u00f6z\u00fck\u00fcyor. Olduk\u00e7a d\u00fc\u015f\u00fck oranlara sahip \u015fikayetler de genellikle teslimat s\u00fcresindeki gecikmelerle ilgili. Olumsuz deneyim ya\u015fayanlar \u015fikayetlerini daha \u00e7ok telefon (%34) ve canl\u0131 chat (%34) yoluyla iletiyor. \u00d6te yandan, \u015fik\u00e2yetten sonra sorunu \u00e7\u00f6z\u00fclenlerin oran\u0131n\u0131n %66\u2019da kalmas\u0131 dikkat \u00e7ekiyor.<\/p><p>Olumsuz deneyim ya\u015fayan m\u00fc\u015fterilerin b\u00fcy\u00fck \u00e7o\u011funlu\u011funun ise \u015fikayetini firmaya herhangi bir kanaldan iletmedi\u011fi g\u00f6zleniyor. \u015eikayetlerini iletmeyip, ya\u015fad\u0131klar\u0131 sorun hakk\u0131nda hi\u00e7bir \u015fey yapmayan kat\u0131l\u0131mc\u0131lar Bat\u0131 Karadeniz b\u00f6lgesinde daha yo\u011fun. (%60)<\/p><p><strong>Zincir Marketlerdeki M\u00fc\u015fteri Kayb\u0131nda En \u00d6nde Gelen Neden Personel \u0130lgisizli\u011fi<\/strong><br \/>Kat\u0131l\u0131mc\u0131lar son \u00fc\u00e7 ayda ortalama 3-4 farkl\u0131 zincir marketten (%48) al\u0131\u015fveri\u015f yapt\u0131klar\u0131n\u0131 belirtiyor. Tek market kullanan t\u00fcketiciler, sadece %12. Bu a\u00e7\u0131dan t\u00fcketicinin di\u011fer marketlere al\u0131\u015fk\u0131n oldu\u011fu ve sadakatinin d\u00fc\u015f\u00fckl\u00fc\u011f\u00fc sebepleriyle deneyim takibi daha da \u00f6nem kazan\u0131yor.<\/p><p>T\u00fcketicilerin en \u00e7ok tercih edilen \u00fc\u00e7 marka aras\u0131nda marka ge\u00e7i\u015flerinin yo\u011fun olmas\u0131, rekabette \u00f6nemli bir noktaya i\u015faret ediyor.<\/p><p>Al\u0131\u015fveri\u015fte ya\u015fanan sorunlar, personelin ilgisizli\u011fi (%25) ve \u00fcr\u00fcnlerin bozuk \u00e7\u0131kmas\u0131 (%23) noktalar\u0131na yo\u011funla\u015f\u0131yor. Perakende t\u00fcketicisi genellikle \u015fikayetlerini iletmemeyi tercih ediyor. \u015eikayetlerini iletenler ise daha \u00e7ok markette \u00e7al\u0131\u015fan personel ile ileti\u015fime ge\u00e7meyi tercih ediyor. Buna ra\u011fmen \u015fik\u00e2yet \u00e7\u00f6z\u00fcm\u00fcne y\u00f6nelik memnuniyet di\u011fer iki kategori ile benzer oranlarda yer al\u0131yor (%60).<\/p><p><strong>Giyimde Geleneksel Markalar Aras\u0131nda Gidip Geliyoruz<\/strong><br \/>Kat\u0131l\u0131mc\u0131lar son 3 ayda ortalama 2-3 farkl\u0131 marka\/ma\u011fazadan al\u0131\u015fveri\u015f yapt\u0131klar\u0131n\u0131 ifade ediyor. Marka \u00e7e\u015fitlili\u011fi a\u00e7\u0131s\u0131ndan tekstil\/haz\u0131r giyim kategorisinin di\u011fer iki kategorinin gerisinde kald\u0131\u011f\u0131n\u0131 s\u00f6ylemek m\u00fcmk\u00fcn.<\/p><p>T\u00fcketicilerin ma\u011fazalarda en az sorun ya\u015fad\u0131\u011f\u0131 kategori, tekstil\/haz\u0131r giyim. Ya\u015fanan sorunlar da perakende ile paralel bi\u00e7imde personelin ilgisiz davran\u0131\u015flar\u0131 ya da hasarl\u0131 \u00fcr\u00fcnler ile ili\u015fkili.<\/p><p>\u015eikayetler daha \u00e7ok ma\u011fazada \u00e7al\u0131\u015fan personele iletiliyor, ancak perakendede oldu\u011fu gibi \u015fikayetini iletmeme e\u011filimi de y\u00fcksek seviyede. \u015eik\u00e2yetin \u00e7\u00f6z\u00fcm\u00fcne y\u00f6nelik memnuniyet de di\u011fer iki kategori ile benzer seviyelerde.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Markalar\u0131n sa\u011flad\u0131\u011f\u0131 hizmetler ve sundu\u011fu \u00fcr\u00fcnlerin \u00e7e\u015fitlili\u011fi ile t\u00fcketicilerin markalardan beklentileri birbirlerini s\u00fcrekli olarak yukar\u0131 \u00e7ekiyor. Bu devinimin giderek h\u0131z kazanmas\u0131yla markalar ve t\u00fcketiciler aras\u0131ndaki ili\u015fki bi\u00e7imleri de de\u011fi\u015fiyor ve farkl\u0131la\u015f\u0131yor. Dolay\u0131s\u0131yla gerek fiziksel gerekse dijital ma\u011fazalarda t\u00fcketicinin al\u0131\u015fveri\u015f deneyiminden memnuniyeti \u00f6nemini artt\u0131r\u0131yor. Twentify ve Acsight bu konuda ortak bir \u00e7al\u0131\u015fma yaparak \u201cE-ticaret\u201d, \u201cPerakende\u201d ve [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":1871,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[17],"tags":[],"class_list":{"0":"post-1870","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-haberler"},"_links":{"self":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/1870","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1870"}],"version-history":[{"count":4,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/1870\/revisions"}],"predecessor-version":[{"id":1875,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/posts\/1870\/revisions\/1875"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=\/wp\/v2\/media\/1871"}],"wp:attachment":[{"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1870"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1870"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.zincirmagazalar.org\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1870"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}