Browsing by Author "Kiygi-Calli, Meltem"

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Citation - WoS: 3
Citation - Scopus: 4
Assessing the Effectiveness of Ott Services, Branded Apps, and Gamified Loyalty Giveaways on Mobile Customer Churn in the Telecom Industry: a Machine-Learning Approach
(Elsevier Sci Ltd, 2024) Kirgiz, Omer Bugra; Kiygi-Calli, Meltem; Cagliyor, Sendi; El Oraiby, Maryam
Telecom operators allocate a significant amount of resources to retain their customers as the organic growth in the number of customers is slowing down. Gamified loyalty programs, branded apps, and over-the-top (OTT) services emerged as ways to develop customer acquisition and retention strategies. Despite these strategies, some mobile customers still churn; therefore, churn prediction plays an essential role in the sustainable future of telecom businesses. Churn prediction is used both to detect customers with a high propensity to churn and to identify the reasons behind their churn behavior. This study examines several features affecting the churn behavior of mobile customers, including branded apps, gamified loyalty programs, and OTT services. In this study, the secondary data is provided by a telecom operator and contains the attributes of both churner and non-churner mobile customers. Logistic regression and random forest classifiers are compared in terms of their predictive power, and we used the latter as the machine learning algorithm in the churn prediction model. To understand the variable importance, mean decrease in impurity and permutation importance are performed. The key findings of this research reveal that while gamified loyalty giveaways and branded app strategies are effective, OTT service strategies show lower importance in predicting mobile customer churn behavior.
Citation - WoS: 3
Citation - Scopus: 4
The Influence of Packaging Design Visual Elements on Consumers' Purchase Intention: a Comparison Study on Organic Food and Non-Food Products
(Springernature, 2023) El Oraiby, Maryam; Kiygi-Calli, Meltem
Consumers are showing a growing interest in organic products. This study investigates how visual packaging design elements influence the consumers' purchase intention toward organic food products compared to organic non-food products. We apply a questionnaire and ask respondents to rate the different packaging designs for organic dry pasta and soap bars. We use the orthogonal design method to obtain representative stimulus designs and conduct a conjoint analysis to determine the utilities of each design and assess the relative importance of color, material, and tagline typeface. Our results reveal that for the organic food and non-food products, packaging color is the most decisive factor, followed by material and typeface, independently to the participants' demographic characteristics. The combination of visual elements with the highest utility score includes plastic for the packaging material, the color cream, and the typewritten typeface for the organic claim for both organic pasta and organic soap. This study also integrates a benefit-based segmentation approach with conjoint analysis. Our study contributes to understanding consumers' preferences with valuable insights for the organic industry.
Understanding Customer Conversations in Social Media Support Interactions: Divergent Sentiments in Material and Experiential Brands
(Emerald Group Publishing Ltd, 2025) Kiygi-Calli, Meltem; Merdin-Uygur, Ezgi; Onden, Abdullah; El Oraiby, Maryam
PurposeThis study aims to investigate how customer sentiments differ in social media interactions with customer support accounts of material and experiential brands. It seeks to understand the impact of these interactions on customer sentiment dynamics and their implications for customer support strategies.Design/methodology/approachDrawing on experiential recommendation literature, this study employs a sentiment analysis approach to analyze 60,000 tweets directed at customer support accounts of three experiential and three material brands on X (formerly known as Twitter). Regression analysis is also applied to investigate the influence of post characteristics and content types (e.g. emojis) on sentiment.FindingsResults reveal significant differences between material and experiential brands in both overall sentiment and sentiment evolution during customer support interactions. Conversations with experiential brands exhibit more positive overall sentiments; whereas interactions with material brands demonstrate a greater positive sentiment shift despite initially exhibiting more negative sentiments. The findings also show that tweet length is a strong predictor of customer sentiment.Originality/valueThis research underscores the unique roles of material and experiential brands in shaping customer sentiment during social media interactions. The study provides novel insights into online customer support dynamics and offers actionable recommendations for improving after-sales management strategies in social media contexts.