Browsing by Author "Kiygi-Calli, Meltem"

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Citation Count: 0
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) Çağlıyor, Sendi; 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 Count: 0
A holistic empirical approach to marketing activities and performance interaction in banking industry: the mediating role of customer-based brand equity
(Emerald Group Publishing Ltd, 2024) Uray, Nimet; Uray, Nimet; Ulengin, Burc; Kiygi-Calli, Meltem
PurposeThis paper aims to examine the direct impacts of marketing resources and marketing activities on several business performance indicators in the banking industry and the indirect effects through customer-based brand equity.Design/methodology/approachWe use a holistic empirical approach based on resource-based view and marketing productivity chain. The main study consists of a secondary analysis using quarterly data of fourteen banks over four years. We analyze the data using fixed-effect panel data regression, namely seemingly unrelated regressions.FindingsWe find that customer-based brand equity is one of the most influential factors on business performance. Moreover, the indirect effect through customer-based brand equity should be considered in improving business performance. Marketing-related financial resources positively impact customer-based brand equity and business performance. Regarding marketing activities, pricing strategies affect the bank preferences of customers, which in turn affect the growth of deposit volumes and churn rates. Additionally, the number of bank branches positively impacts business performance. Advertising spending on different media has differentiated impacts on the performance indicators; thus, the allocation of advertising budget and advertising planning are critical.Originality/valueThis study examines the inter-relationships among marketing resources, marketing activities, consumer response through brand equity and marketing performance. This study contributes to the literature by integrating the resource-based view and the marketing productivity chain to analyze the inter-relationships using panel data and several sector-related metrics. This study provides valuable insights to decision-makers in the banking industry.
Citation Count: 0
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.