Browsing by Author "Pınarbaşı, Fatih"
Now showing items 1-9 of 9
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Brand coolness in a competitive environment: An empirical study on starbucks Turkey
Akyüz, Ayşen; Pınarbaşı, Fatih (Springer, 2020)Brand-consumer relationship is a major area of research for many years and many aspects of brand related concepts have been studied in different contexts. As being one of the fundamental brand phenomenons, brand personality ... -
Data mining-based evaluating the customer satisfaction for the mobile applications: An analysis on Turkish banking sector by using IT2 fuzzy dematel
Dinçer, Hasan; Yüksel, Serhat; Canbolat, Zehra Nur; Pınarbaşı, Fatih (IGI Global, 2019)The aim of this study is to evaluate the customer satisfaction for mobile applications in the Turkish banking industry. For this purpose, the last 500 customer comments of 24 different Turkish deposit banks' mobile ... -
E-Trading decision making: An integrated digital marketing approach with theory and cases
Pınarbaşı, Fatih; Akpınar, Habib Mehmet (IGI Global, 2019)Electronic trade has a key role for today's companies with help of technology affecting marketing environment. The emergence of the Internet has led to huge changes in both the production and strategy channels and the ... -
The effects of strategic design on business operations
Pınarbaşı, Fatih (Springer, 2018)Organizations are structures that are constantly progressing, interacting with their external environment. During these interactions a lot of decision-making and selection processes take place. Some of the decision-making ... -
Kano-based measurement of customer expectations in retail service industry using IT2 Dematel-Qualiflex
Dinçer, Hasan; Yüksel, Serhat; Pınarbaşı, Fatih (IGI Global, 2019)This study aims to analyze customer expectations in European retail banking industry. For this purpose, five different criteria are identified. Furthermore, IT2 FDEMATEL approach is used to weight these criteria. In addition, ... -
Proactive marketing decision-making in digitalization age: How can data-based methodologies help to marketing research?
Pınarbaşı, Fatih (Springer Science and Business Media Deutschland GmbH, 2021)The advancements in the marketplace and reactions of market actors are the key factors in the history of marketing research and decision-making. The various changes in the market environment play a crucial role in understanding ... -
Sharing economy and applications: Business and marketing perspective
Pınarbaşı, Fatih (IGI Global, 2019)Sharing economy has emerged as influential economic model in the last decades. A considerable literature has grown up around the sub-themes of sharing economy including business-related, system-related, and other context-related ... -
Transformation of marketing with technology: Case approach for artificial intelligence
Pınarbaşı, Fatih; Akpınar, Habib Mehmet (IGI Global, 2019)Marketing lives as a living organism with its competitive environment and several internal conditions. Marketing functions should adapt to the world they are bound to and develop their activities by taking into account the ... -
Understanding ephemeral social media through instagram stories: A marketing perspective
Choosing media channels and consuming in digital channels have become crucial subjects in marketing and communication in the last century. Ephemeral social media, which can be defined as sharing and consuming media content ...
