Gök, Osman

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Profile URL
https://gcris.yasar.edu.tr/handle/123456789/12232
Name Variants
Job Title
Prof.Dr.
Email Address
Main Affiliation
01.01.06.02. İşletme Bölümü
Status
Current Staff
Website
ORCID ID
0000-0002-4859-9855
Scopus Author ID
24074362300
Turkish CoHE Profile ID
Google Scholar ID
WoS Researcher ID
DVG-8158-2022
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osman.gok.jpg (8.59 KB)

Sustainable Development Goals

NO POVERTY1
NO POVERTY
0
Research Products
ZERO HUNGER2
ZERO HUNGER
0
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GOOD HEALTH AND WELL-BEING3
GOOD HEALTH AND WELL-BEING
0
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QUALITY EDUCATION4
QUALITY EDUCATION
1
Research Products
GENDER EQUALITY5
GENDER EQUALITY
0
Research Products
CLEAN WATER AND SANITATION6
CLEAN WATER AND SANITATION
0
Research Products
AFFORDABLE AND CLEAN ENERGY7
AFFORDABLE AND CLEAN ENERGY
0
Research Products
DECENT WORK AND ECONOMIC GROWTH8
DECENT WORK AND ECONOMIC GROWTH
0
Research Products
INDUSTRY, INNOVATION AND INFRASTRUCTURE9
INDUSTRY, INNOVATION AND INFRASTRUCTURE
0
Research Products
REDUCED INEQUALITIES10
REDUCED INEQUALITIES
0
Research Products
SUSTAINABLE CITIES AND COMMUNITIES11
SUSTAINABLE CITIES AND COMMUNITIES
0
Research Products
RESPONSIBLE CONSUMPTION AND PRODUCTION12
RESPONSIBLE CONSUMPTION AND PRODUCTION
0
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CLIMATE ACTION13
CLIMATE ACTION
0
Research Products
LIFE BELOW WATER14
LIFE BELOW WATER
0
Research Products
LIFE ON LAND15
LIFE ON LAND
0
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PEACE, JUSTICE AND STRONG INSTITUTIONS16
PEACE, JUSTICE AND STRONG INSTITUTIONS
0
Research Products
PARTNERSHIPS FOR THE GOALS17
PARTNERSHIPS FOR THE GOALS
1
Research Products
Documents

15

Citations

271

h-index

9

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Documents

15

Citations

221

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Scholarly Output

22

Articles

14

Views / Downloads

0/0

Supervised MSc Theses

4

Supervised PhD Theses

3

WoS Citation Count

209

Scopus Citation Count

274

Patents

0

Projects

0

WoS Citations per Publication

9.50

Scopus Citations per Publication

12.45

Open Access Source

2

Supervised Theses

7

JournalCount
Corporate Reputation Review1
European Journal of Tourism Research1
European Management Journal1
Handbook of Strategic Account Management: A Comprehensive Resource1
Industrial Marketing Management1
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Now showing 1 - 10 of 22
  • Thumbnail Image
    Article
    Citation - WoS: 11
    Citation - Scopus: 11
    Does Corporate Reputation Improve Stock Performance in an Emerging Economy ? Evidence From Turkey
    (PALGRAVE MACMILLAN LTD, 2011) Osman Gok; Hakan Ozkaya; Ozkaya, Hakan; Gok, Osman
    Corporate reputation has long been recognized as a valuable asset and several studies have investigated the relationship between reputation and various performance measures. However researchers have reached conflicting results for companies in developed countries indicating positive conditionally positive and even no relationship. This study finds that a portfolio of highly admired firms in an emerging economy earns about 10 percent less than that market's overall portfolio annually and discusses possible explanations for this finding.
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    Article
    Citation - WoS: 4
    Citation - Scopus: 4
    A Comprehensive Evaluation of Yacht Charter Service Concept: Influence of Voyager-to-Voyager Interaction on Service Satisfaction
    (GALENOS PUBL HOUSE, 2021) Neslihan Paker; Osman Gok; Paker, Neslihan; Gök, Osman
    The study attempts to evaluate yacht charter service attributes considering the service quality customer satisfaction and loyalty three-leg framework. Besides visited destinations the service concept is enlarged with social servicescape dimensions of interaction quality and customer similarity for a holistic approach. A self-administered questionnaire was provided to 359 customers and the relationships in the research model were tested via structural equation modeling. The results showed that satisfaction depends on the interaction quality which is strongly related to the similarity between other customers as well as the quality of the service elements and the attractiveness of the visited destination. This study presents a pioneering research attempt focusing on the influence of customer-to-customer interaction and customer similarity on yacht charter services. Findings of the study provide a theoretical contribution highlighting the importance of customer-to-customer interaction for service appraisals of customers. Theoretical and practical implications for interaction-dominant services are discussed.
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    Book Part
    Account portfolio management: Optimizing the customer portfolio of the firm
    (wiley, 2015) Osman Gök; Gök, Osman
    The account portfolio management (APM) process deals with grouping customers and developing meaningful strategies for each group incorporated into resource allocation decisions to meet marketing objectives. Portfolio techniques offer a convenient and comprehensible framework for strategic decision-making. This paper presents a comprehensive guide to developing customer portfolios using variables identified in previous studies. The paper also illustrates implications for marketing strategies and future resource allocation for the strategic account portfolio. A portfolio approach may reveal necessary actions for important relationships and may streamline the decision-making process for suppliers' account portfolios. Each customer relationship requires different types and degrees of investment and produces different outcomes (Cannon and Perreault 1999). Hence the paper emphasizes customer heterogeneity in the business-to-business (B2B) marketing context and arrives at sound evaluations of individual customers. © 2023 Elsevier B.V. All rights reserved.
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    Article
    Citation - WoS: 4
    Citation - Scopus: 9
    Extending collaborative consumption concept to yacht charter services: The case of Blue Voyage
    (VARNA UNIV MANAGEMENT-VUM, 2021) Neslihan Paker; Osman Gok; Paker, Neslihan; Gök, Osman
    Collaborative consumption (CC) is a form of sharing in which participants jointly conduct services thereby creating a variety of benefits ranging from economic to social. CC has been widely studied in the hospitality industry but yacht charter services have not been examined within this concept. Customer-to-customer interaction which is an important element of the value-creation process has not been discussed together with CC. The purpose of the study is to extend the concept of CC regarding yacht charter services as a new field of study. Blue Voyage used as the research context corresponds to a Turkish yacht charter concept that describes the circumstances in which voyagers live together in a limited space and share all services provided for a week. Twenty-four in-depth interviews were conducted with demographically diverse experienced or potential customers along with auto-ethnographic research. The data were analyzed via content analysis as a result of which three categories emerged as core benefits perceived risks and expected service elements. According to the study findings the intense customer-to-customer interactions due to CC are inevitable in the yacht which satisfies the social needs of the voyagers while also triggering risks related with sharing. The results offer important implications for such interaction-collaborative-based services.
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    Article
    Citation - WoS: 1
    Citation - Scopus: 1
    Evaluating popular city destinations' websites: A framework for website assessment
    (Cognizant Communication Corporation 3 Hartsdale Road Elmsford NY 10523-3701, 2009) Gökçe Özdemir; Osman Gök; Ozdemir, Gokce; Gok, Osman
    Information gathering has fundamental effects on travel-related decision-making process. When destinations use the Internet effectively they possibly enjoy more successful destination marketing processes more concentrated branding and promotion efforts as well as a diversified destination image. Websites of city destinations can contain various features including attractions accommodation and transportation information downloadable materials maps etc. A website design that is rich in content may attract prospective visitors stimulate repeat visit intentions and extend the duration of stay. This study primarily aims to analyze the features that are relevant to the contents of city destinations' websites and to generate a framework for website evaluation of city destinations.The Internet provides opportunities for virtually endless creative and diverse applications,however most city destinations' websites do not adequately engage in such efforts and they are almost identical with regard to the types of applications used for the content presentation. © 2015 Elsevier B.V. All rights reserved.
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    Master Thesis
    The Impact of Consumer Law on Consumers’ Buying Behaviours
    (2019) Soyer, Mert; Gök, Osman
    Çalışmanın amacı, nitel ve nicel araştırmalar ile hukuk ve tüketici davranışları arasındaki sıkı ilişkiyi göstermek, tüketicilerin tüketiciyi koruyan hukuki güvencelerden ne düzeyde haberdar olduklarını, sahip oldukları haklardan ne kadar yararlandıklarını gözler önüne sermektir.
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    Article
    Citation - WoS: 40
    Citation - Scopus: 52
    The effect of user manual quality on customer satisfaction: the mediating effect of perceived product quality
    (Emerald Group Holdings Ltd., 2019) Osman Gök; Pervin Ersoy; Gülmüş Börühan; Börühan, Gülmüş; Gök, Osman; Ersoy, Pervin
    Purpose: The purpose of this paper is to investigate the elements of user manual quality and its influences on perceived product quality and customer satisfaction in an integrated model structure. Design/methodology/approach: Survey method was used to evaluate user manual quality and its influences on perceived product quality and customer satisfaction. Electrical appliances consumers were chosen in our sample. Factor analysis and structural equation modeling were performed to introduce test and validate the user manual quality dimensions and also test the hypotheses. Findings: The findings show a positive significant relation between user manual quality and perceived product quality and this result demonstrates that consumers perceive user manual quality as a part of their quality evaluation related to the product. The results point out that user manual quality is essential for both low- and high-value products regarding customer satisfaction. The findings also reveal that perceived product quality mediates the influence of user manual quality on customer satisfaction. Practical implications: This study reveals that providing a high-quality user manual should be an essential element of product management and development strategies. The findings also highlight the need for companies that particularly sell complex products with long product life cycles must invest in providing high-quality user manuals. This will enhance perceived product quality and in turn customer satisfaction. Originality/value: Although some prior studies address user manuals in the relevant literature these studies did not examine the elements of user manual quality and their impact on consumers’ perceptions of the product quality and their satisfaction evaluations in a research model. This paper attempts to fill this gap in the literature. In addition the authors found two major dimensions of user manual quality as content-related elements and representational/format-related elements of the user manual. © 2021 Elsevier B.V. All rights reserved.
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    Master Thesis
    Pazarlama performansının değerlendirilmesi: Türk firmalarında pazarlama performans ölçütlerinin kullanımı
    (2010) Hacıoğlu, Güngör; Gök, Osman
    Pazarlama yöneticilerinin firma performansına yaptıkları katkıyı ölçmedeki yetersizlikleri pazarlamanın firma içindeki konumunu ve önemini kaybetmesine sebep olmaktadır ve bundan dolayı son yıllarda pazarlama fonksiyonu, pazarlama performansını değerlendirme ve finansal olarak ölçülebilir olma konusunda artan bir baskı altındadır. Bu bağlamda pazarlama performansının ölçümü için uygun ölçüm araçlarının neler olduğu hem uygulamacılar hem de akademisyenler tarafından tartışılmaya başlanmıştır.Bu çalışmanın amacı, Türkiye'de faaliyet gösteren firmaların pazarlama performansını değerlendirmek için hangi merikleri kullandığını ortaya koymaktır. Ayrıca, performans değerlendirmede kullanılan metriklerin seçimini etkileyen, firma büyüklüğü, firmanın içinde bulunduğu sektör ve içinde bulunulan pazarın dinamizmi gibi çeşitli unsurların metrik seçimini nasıl etkilediği belirlenmeye çalışılmıştır. Çalışmanın diğer bir amacı da, performans değerlendirmede hangi metriklerin kullandığı ile pazarlama departmanının firma içindeki önemi ve firmanın genel performansı arasındaki ilişkinin ortaya çıkarılmasıdır.Bu amaca yönelik olarak, İstanbul Sanayi Odası'nın yayınladığı Türkiye'nin en büyük 1000 firması ve Capital dergisinin yayınladığı Türkiye'nin en büyük 500 firması listelerinde yer alan firmaların tümüyle anket çalışması yapılmış ve geri dönüşte bulunan 145 firmadan veri toplanmıştır. Yapılan analiz sonuçlarına göre, pazarlama performansının değerlendirilmesinde en çok önem verilen metrikler, müşteri memnuniyeti, müşterinin algıladığı kalite gibi müşteri tutumları ile ilgili metrikler olmuştur. En az kullanılan metrikler ise ekonomik katma değer, müşterinin hayatboyu değeri gibi metrikler olmuştur. Metriklerin seçimi üzerinde firmanın büyüklüğü ve içinde bulunduğu sektörün özelliklerinin bir etkisinin olmadığı görülmüştür. Ayrıca, performans değerlendirmede hangi metriklere önem verildiği ile pazarlama departmanının firma içindeki önemi ve firma genel performansı arasında bir ilişkinin olmadığı saptanmıştır. Bu çalışma Türkiye'deki firmaların pazarlama performansını değerlendirmede kullandığı metriklerin belirlenmesine yönelik yapılan ilk çalışmadır. Bu özelliğiyle Türkiye'deki pazarlama performansının değerlendirilmesi ile ilgili Türkiye'deki literatüre katkı sağlayacağı düşünülmektedir. Çalışmanın sonunda uygulamacılara ve araştırmacılara öneriler sunulmaktadır.
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    Article
    Citation - WoS: 8
    Citation - Scopus: 14
    Marketing performance measurement: marketing metrics in Turkish firms
    (Vilnius Gediminas Tech Univ, 2013) Gungor Hacioglu; Osman Gök; Hacioglu, Gungor; Gok, Osman
    This study explores which metrics are considered important in measuring marketing performance in Turkish firms. In addition the study examines the effects of sectoral differences and market dynamism and the relationship between the importance attached to metrics and firm performance. The data collected from a sample of 145 Turkish firms via a structured questionnaire derived from the literature reveals that the most importance is attached to consumers' attitudes metrics. Economic value added and customer lifetime value are the least important metrics in performance evaluation. No significant relationship occurs between the importance that executives attach to metrics and firm performance. Managerial implications and future research opportunities will be presented at the end. The study is as far as is known the first attempt at aiming to explore marketing metrics in Turkey and one of a limited number of studies in emerging economies. © 2013 Copyright Vilnius Gediminas Technical University (VGTU) Press Technika. © 2013 Elsevier B.V. All rights reserved.
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    Article
    Marketing Distance Education Programs: Building a Customer Orientation
    (IGI GLOBAL, 2011) Osman Gok; Emir Ozeren; Ozeren, Emir; Gok, Osman
    This chapter attempts to put forward the customer orientation in designing online education (OE) services. The study also tries to reflect an in-depth understanding about the vital role of marketing practices on the online education programs (OEPs) and to show the online education administrators coordinators and practitioners the significance of building customer orientation for distance education courses. For this purpose this chapter ties the key titles of marketing area of knowledge and relevant literature on OEPs. Customer behavior in OE services positioning OEPs branding pricing and promoting of OE services designing a customer oriented online environment and managing customer interactions and people factor in OE services are the issues covered throughout the chapter. This marketing and customer orientation can be particularly significant for education industry where marketing applications and culture are not well established and appreciated. The chapter argues that OE service providers require well designed marketing strategies and should differentiate the institution and the programs from competition. Hence designing successful OEPs relies heavily on building an organization-wide customer orientation and a significant marketing perspective.