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ÖgeA decision modeling study with fuzzy cognitive mapping method on customers' brand preferences criteria in telecommunications industry(Graduate School, 2022-06-13) İskender, Fatih ; Akdağ Camgöz, Hatice ; 507191015 ; Management EngineeringToday, businesses need to consider many factors in order to survive in a competitive environment and to stand out from the competition. While some of these are factors such as cost advantage, way of doing business, organizational structure and culture, adaptation to the environment, etc., one of the most important points is the customer. Many customer-related factors are critical to the survival of businesses. Areas such as customer acquisition, promotion, satisfaction, meeting their needs and new sales opportunities are some of the issues that companies focus on. The perspectives and strategies that businesses develop towards customers can change in terms of their sectors. For example, the customer perspective of a business in the FMCG sector and the perspective of a business in the banking industry towards the customer will differ in many respects. On the other hand, the telecom sector stands out as a sector with its own dynamics in terms of both being very dynamic and competitive and progressing with a system based on subscription in general. The needs and expectations of consumers are changing and their demands from companies differ day by day. Both increasing population and technological developments affect the behavior patterns of consumers. This pushes companies to better analyze customer expectations, to be intertwined with customers, and to offer them the most appropriate products and services. The aim of this study is to determine which areas the companies operating in the telecommunications sector should focus on according to customer expectations and criteria for brand preference by using the Fuzzy Cognitive Mapping (FCM) method. In addition to the strategies of the enterprises, the expectations of each customer from the enterprises may differ, and it may be necessary to find special solutions for each customer group. From this point of view, in addition to customer acquisition/retention strategies, it has become inevitable for businesses to keep the pulse of the customer very well, analyze their expectations very well and offer solutions. Expectations of consumers from companies can be affected by demographic reasons such as age, gender, education level, as well as by psychological or socio-cultural reasons. As a result of this, each consumer buys products or services by evaluating companies with their specific needs and expectations. In addition, each consumer pays attention to features of the product or service they need while purchasing. For example, a customer who wants to buy a television decides on the television she/he will buy by evaluating many points such as screen size, brightness, warranty period, price, etc. This situation is the same for the telecom industry. At this point, businesses operating in the telecom industry are making decisions about the future of the brand and trying to offer solutions suitable for customer needs by doing research on customer preferences. Data is collected from many sources by methods such as measuring general customer feelings and expectations with the support of research companies, identifying needs by collecting feedback from dealer channels, identifying experienced or potential problems through analyzes made from conversations in call centers. Customer experience is tried to be improved by doing action plans according to these results. Generating meaningful and useful results from such a large pool of information and turning it into action is one of the biggest problems encountered for businesses. Although it makes it easier for businesses to manage this process in a similar way with years of experience and knowledge and to make inferences based on the results of previous actions, efficient and focused methods are always sought for businesses to make more accurate decisions and find solutions in a more cost-effective way. The FCM method is one of the most effective methods in terms of both creating a meaningful relationship map according to the results of the researches and helping businesses to make decisions more cost-effectively. For this reason, it was decided to use FCM method to solve the problem in this study. From this point of view, it has been researched which areas the customers in the telecommunications sector care and which dynamics these areas affect in the business in this study. As a result of this research, it is aimed to determine which areas the enterprises operating in the telecommunications sector should focus on and to facilitate their decision making by using FCM modeling. Firstly, a detailed literature review was made the issues that customers pay the most attention to the choice of telecom operator were determined as follows. 1.Price 2.Coverage Area 3.Network quality / Speed 4.Service quality 5.Variety of services 6.Use/suggestion by family and friends 7.Image / Emotional bond 8.Advertising / Communication 9.Trust The criteria determined in the literature studies were evaluated by experts who are experienced and have strong knowledge in the sector in order to map the relationship between them and analyze with the FCM method. Iteration steps of the FCM method were applied with the help of the relationship map and weighted matrix obtained by the questionnaire applied to these experts. FCMappers application was used in the application of the FCM method in terms of providing both time and an easy excel format. After the weighted matrix values are entered into the FCMappers application, the results are listed. As a result of the iteration steps, the most critical criteria for the system were found as follows, respectively. 1.Image / Emotional bond 2.Trust 3.Use/suggestion by family and friends 4.Advertising / Communication 5.Variety of services 6.Service quality 7.Coverage Area 8.Network quality / Speed 9.Price Considering the result, the criteria of 'Image / Emotional bond', 'Trust' and 'Use/suggestion by family and friends' came to the fore as the most important criteria. In the light of these results, the following recommendations are presented for companies operating in the telecom sector. •Companies should establish an emotional bond with their customers and should not be a brand that only serves them. •Firms should pay attention to their image in front of their customers and present an image that is compatible with the demographic, psychological and sociological structure of the society. •Companies should give confidence to their customers, keep their promises and fulfill their commitments. They should avoid actions that may surprise customers. •Companies should pay close attention to their customers' relationships with family and friends. They should develop special actions for people's relatives according to their own strategies. •Companies should carry out their communication activities in line with their own strategies in order to create a brand image and establish a bond with customers and to make their voices heard. •Companies should also care about infrastructure developments in order to respond to the final requests of customers. Although it is very important to touch, connect and stay in touch with customers, companies should also focus on infrastructure investments as it affects the product used by customers and therefore many factors that the customer cares about.
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ÖgeFinding more prominent leadership traits to achieve a sustainable organization using the AHP method(Graduate School, 2023-05-16) Aluç, Muhammet Abdullah ; Akdağ Camgöz, Hatice ; 507201084 ; Management EngineeringPrioritizing the enhancement of people's quality of life and environmental concerns have become crucial issues for organizations who want to survive into the twenty-first century. Social, political, environmental, and technological paradigms are constantly changing and these unstable contexts have deeply affected organizations. Overcoming political unrest, social inequalities, and inexorable exploitation of natural resources, have forced organizations to require new thoughts and actions; organizations can only remain in existence if they prioritize being environmentally and socially aware. This awareness acquired by organizations has been created thanks to the United Nations' considerable efforts, namely, the Stockholm Conference, the International Union for Conservation of Nature (IUCN), the Bruntland Commission, The United Nations Conference on Environment and Development (UNCED), Earth Summits and lastly Paris Climate Agreement-Sustainable Development Goals (SDGs) over the years. Miscellaneous standards and initiatives that comprise environmental, social, and governance (ESG) topics have been created for organizations to be more conscious. The most fundamental standard is the ISO 9001 Quality Management System (QMS), which provides a blueprint for organizations to meet their quality requirements, paving the way for all of the ESG topics to be covered. The ISO 9001 QMS has fundamental principles that are closely related to sustainability issues like 'engagement of people', 'improvement', 'process approach', and 'leadership'. Moreover, experts, scholars, and researchers have deemed that endorsement and leadership of top managers are crucial in QMS, and leaders who have 'transformational leadership' traits will thrive leading sustainability topics. Within the scope of this thesis, we have scrutinized transformational leadership traits as criteria and its' 16 subcriteria. We have developed an Analytic Hierarchy Process (AHP) model regarding transformational leadership traits and its sub-criteria that was appraised by 10 respondents. The respondents group has incorporated sustainability consultants, experts, and managers and they have wanted to find pre-eminent manager traits for their organization. Respondents evaluated that survey which asked, "Which of the leadership traits is considered more important and how much more?". We expected to find the relative importance of the criteria and sub-criteria by the respondents during the finding prominent leadership traits process. At the end of the AHP model calculation, we ordered the weights made by the respondents based on how significant they were. According to the survey results and the AHP model calculations we have provided, 'inspirational motivation' has more importance with 55% value than the other leadership traits. Furthermore, as being sub-criteria 'cultivating a creative work environment', 'articulating followers' vision', and 'using motivational concepts' leadership traits were distinguished behavioral components of leaders. This thesis aimed to find leaders' prominent attitudes by asking selected respondents 'which behavioral components of transformational leadership take a prominent place in achieving a sustainable organization.
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ÖgeGlobal goals, local voices: A multinational comparative sentiment and topic analysis of public transportation in the context of SDGs(Graduate School, 2024-05-28) Aksan, Aslıgül ; Akdağ Camgöz, Hatice ; 507201065 ; Management EngineeringIn the contemporary world, public transportation emerges as a fundamental component of societal infrastructure and becomes a critical driver of economic growth, environmental sustainability, and social equity. The increasing demand for public transportation, population growth, and urbanization underscores the need for a comprehensive understanding of public sentiment toward these services. Such insights are crucial for governments to align service offerings with public expectations and optimize resource allocation. This thesis delves into the exploration and analysis of public opinion on public transportation in five culturally and geographically diverse countries, using data collected from Twitter. By applying advanced techniques in natural language processing, specifically sentiment analysis and topic modeling, the study aims to examine public perception, identifying areas of satisfaction and dissatisfaction. This analysis not only promises to offer valuable insights for enhancing transportation services but also aims to contribute to the broader discourse on sustainable development, aligning with the United Nations' Sustainable Development Goals. The use of social media data in this research underscores the potential of digital platforms as rich sources of public opinion, offering a novel approach through which urban planning and policy-making can be informed and enriched. This thesis builds upon key theories and models of sentiment analysis, topic modeling, and public transportation research. A significant research gap identified is the application of NLP techniques, to understand public opinions on public transportation systems. The thesis aims to bridge this gap by analyzing public sentiment and issues related to public transportation, thereby contributing to the understanding of public perception and its alignment with the Sustainable Development Goals. This approach challenges the current scope of sentiment analysis and topic modeling applications by extending them into the domain of public transportation. The study employs a mixed-methods approach, combining quantitative data analysis with qualitative insights. It focuses on sentiment analysis and topic modeling of tweets to determine public opinions about public transportation in the UK, USA, India, South Africa, and Australia. Data collection involved gathering 406,005 tweets via the Twitter API from January 1, 2021, to March 31, 2023, focusing on the terms 'public transportation' and 'public transport.' These tweets, characterized by their dates, user locations, and text content, underwent preprocessing, including cleaning and normalization steps like removing URLs, emojis, and stop words and applying stemming and lemmatization. The study then utilized the RoBERTa language model for sentiment analysis and Latent Dirichlet Allocation for topic modeling. The outcome of this analysis was then paired with relevant Sustainable Development Goals (SDG) targets to assess progress and perceptions in five different countries towards sustainable public transportation. The key findings reveal significant public concerns about transportation costs, infrastructure quality, safety, and service quality across the studied nations: the UK, USA, India, South Africa, and Australia. Notably, in the UK and Australia, mandatory use of masks during the COVID-19 pandemic received mixed reactions, indicating varying public perceptions of health safety measures in public transport. The study also uncovered specific challenges like women's safety in public transport in India and South Africa, highlighting the need for targeted interventions. Furthermore, the adoption of electric buses in India reflects a significant shift towards sustainable transportation. These findings have profound implications for policymakers and stakeholders in the transportation sector. They underscore the need for inclusive, equitable, and sustainable transportation policies that address public concerns and align with Sustainable Development Goals, particularly in ensuring safety, affordability, and accessibility in public transportation. The thesis offers pivotal insights into public perceptions of public transportation, uncovering the diverse impacts of geographic, cultural, and policy factors. Key findings reveal significant regional variations in sentiment and priorities, with safety, infrastructure, and costs emerging as universal concerns. The study's novel approach in pairing public sentiment with specific Sustainable Development Goals highlights the role of public transportation in achieving broader societal objectives, including gender equality, education, and public health. This work significantly contributes to the literature by providing a comprehensive, data-driven understanding of public transportation issues across various contexts, enhancing our grasp of how different factors play in shaping public opinion. The research lays the groundwork for future explorations into a broader, multi-lingual analysis of public transportation, extending to other service sectors and evolving user behaviors.
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ÖgeSon adım teslimatta otonom drone kullanımının kullanıcı kabulü(Lisansüstü Eğitim Enstitüsü, 2024-07-22) Erdem, Muhammed Ali ; Akdağ Camgöz, Hatice ; 507181020 ; İşletme MühendisliğiSon yıllarda, covid-19 ile birlikte hızı artarak, son adım teslimat kavramının önemi artmıştır. Hızlı tüketim mallarının online kanallar vasıtasıyla talep edilmesinde bir artış gerçekleşmiştir.. Bu alandaki talebin artmasıyla birlikte yeni ihtiyaçlar oluşmuştur. Bu ihtiyaçlara cevap olabilecek son adım teslimat kanallarından birisi de drone ile teslimat olacağı söylenebilir. Son adım teslimat ürünün müşteriye ulaştırılması için son adım olarak nitelendirilebilir. Tedarik zinciri açısından bakılacak olursa, ham maddeden nihai ürünün oluşturulup tüketiciye ulaştırılması anlamına gelen tedarik zinciri halkalarının son halkası son adım teslimat olarak adlandırılır. Drone kelimesi bir takım pervaneler vasıtasıyla uçabilen, yatay veya dikey olarak hareket edebilen, araçları ifade etmektedir. Bu pervane sayıları üründen ürüne değişiklik göstermekte olup en az 3 adet olmaktadır. Otonom drone kavramı kendi kendine dışarıdan bir müdahale olmaksızın veya kısmi müdahale ile yatay ve dikey rotalar izlenerek uçarak varış noktasına ulaşabilen araçları ifade etmektedir. Lojistik süreçlerde, ürünün tüketiciye zamanında hasarsız olarak ulaştırılması müşteri açısından önemlidir. Bu süreçlerdeki gecikme müşterinin ürüne ve markaya dair aidiyet duygusunu azaltma potansiyeline sahiptir. Bu bağlamda, son adım teslimat hızının holistik perspektifte optimum seviyeye getirilmesi şirketler açısından önem arz etmektedir. Burada optimum seviyeyi yakalayabilmiş şirketler pazar payını koruyarak veya arttırarak rekabet avantajı sağlayacaklardır. Mevcut araştırmada tüketicilerin son adım teslimatta otonom drone kullanımını nasıl algıladıkları incelenmiştir. Araştırmada yeni teknolojilerin kabulünde sıklıkla kullanılan Teknoloji Kabul ve Kullanım Birleştirilmiş Modeli (UTAUT) kullanılmıştır. Araştırmada birden fazla değişken ve arasındaki ilişkinin incelenmesi nedeniyle Yapısal Eşitlik Modeli (YEM) kullanılmıştır.278 katılımcı sorulara yanıt vermiştir. Değişkenler 5'li Likert (5= Kesinlikle Katılıyorum; 1= Kesinlikle Katılmıyorum) ölçeğinde hazırlanmıştır. Analiz sürecinde ise Smart-PLS 4 paket programı kullanılmıştır. UTAUT modeliyle oluşturulan aracı değişkenlerin (Performans Beklentisi, Çaba Beklentisi, Sosyal Etki ve Kolaylaştırıcı Koşullar) aracılık ettiği bağımsız değişkenlerin (Kalite, Teslimat Güvenilirliği, Risk ve Güven), bağımlı değişken Davranışsal Niyet üzerindeki etkisi incelenmiştir. Çalışmanın sonuçlarına göre; H1, H2, H3, H4, H5, H6, H7, H8, H9, H11 hipotezleri desteklenmiş, H10 ve H12 hipotezleri ise desteklenmemiş olduğu sonucuna ulaşılmıştır. Böylece, Desteklenen hipotezler; kalitenin performans beklentisine etkisinin olduğu görülmüştür. Kullanıcıların cevaplarına göre, Teslimat güvenliğinin, performans beklentisine etkisi vardır. Kalitenin çaba beklentisine etkisi vardır. Teslimat güvenliğinin çaba beklentisi üzerinde etkisi vardır. Riskin sosyal etkiye etkisi bulunmaktadır. Ayrıca, güvenilirliğin sosyal etkiye etkisi vardır, riskin kolaylaştırıcı koşullara etkisi vardır, güvenilirliğin kolaylaştırıcı koşullara etkisi vardır, performans beklentisinin davranışsal niyete etkisi vardır, sosyal etkinin davranışsal niyete etkisi vardır, sonuçlarına da ulaşılmıştır. Desteklenmeyen hipotezlere bakıldığında ise; çaba beklentisinin davranışsal niyet üzerindeki etkisi ve kolaylaştırıcı koşulların davranışsal niyete etkisi anlamlı değildir. Elde edilen verilerin analizi sonucunda literatüre paralel sonuçlar elde edilmiştir. Söz konusu teknolojinin yaygınlaşmasıyla birlikte, yeni bilimsel çalışmalar yapılabilir. Bu çalışmanın bilime katkı sağlayacağı ve toplumun refah seviyesinin yükselmesine etki edeceği umut edilir.