The Impact of Automobile Features on Co-Creation: The Mediating Role of Customer Engagement

Year 2024, Volume: 8 Issue: 3, 791 - 805, 30.09.2024

Ahmet Songur

https://doi.org/10.29023/alanyaakademik.1469867

Abstract

Yeni gerçeklikte, pasif durumda değerlenen tüketiciler daha aktif bir pozisyona evrilmiştir. Tüketiciler, etkileşimleri aracılığıyla ortak bir değer yaratma arzusundadır. İşletme ve müşteri arasındaki etkileşim, paylaşılan değer yaratımının merkezinde yer almaktadır. Değer üretimi sürecinde ağa bağlı, güçlendirilmiş, bilgili ve aktif bireyler, hem insanlar hem de işletmeler arasında değer yaratımının temel unsuru haline gelmektedir. Müşteri deneyimi olarak biçimlenen değer, tüm bireysel ve durumsal içerikler için bir platforma dönüşmektedir. Bu araştırma, Türk otomobil kullanıcıları bağlamında otomobil özellikleri, ortak değer yaratma ve müşteri adanmışlığı arasındaki ilişkileri incelemeyi amaçlamaktadır. Bu amaç doğrultusunda bu değişkenler arasındaki etkileşimleri kapsayan teorik bir model önerilmiştir. Model, 435 Türk otomobil kullanıcılarından elde edilen verilerin analizi ile test edilmiştir. Bulgular, otomobil özelliklerinin ve müşteri adanmışlığının yeniden değer yaratma üzerinde güçlü bir etkiye sahip olduğunu ortaya çıkardı. Öte yandan otomobil özellikleri ile yeniden değer yaratma arasındaki ilişkide müşteri adanmışlığının aracılık rölüne sahip olduğu tespit edilmiştir.

Keywords

Otomobil Özellikleri, Ortak Değer Yaratma, Müşteri Adanmışlığı, Tüketici Davranışları

The Impact of Automobile Features on Co-Creation: The Mediating Role of Customer Engagement

Abstract

In the new reality, passively valued consumers have become more active. Consumers desire to create shared value through their interactions. The interaction between the company and the customer is central to shared co- creation. Networked, empowered, informed, and active individuals in the co- creation process are becoming the key element of value creation between people and businesses. Value, shaped as customer experience, becomes a platform for all. This study examines the relationships between automotive features, co-creation, and customer involvement among Turkish automobile owners. A theoretical model considering the interactions between these components is offered to achieve this goal. The model was evaluated with data from 435 Turkish car users. The findings reveal that automobile features and consumer participation significantly influence co-creation. On the other hand, it is concluded that customer engagement mediates the relationship between automotive features and co-creation.

Keywords

Automobile Features, Co-Creation, Customer Engagement, Consumer Behavior

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