ABSTRACT
Purpose The study aims to introduce a cloud-based virtual reality (VR) approach and investigate its applicability and performance in aiding the remote design evaluation process by assessing the clients' convenience perception toward cloud-based VR-aided design evaluation (Cloud-based VR Approach) compared to 3D model-aided design evaluation (3D Model Approach) and rendering images-aided design evaluation (Image Approach). Design/methodology/approach A multicriteria comparative study was conducted with 26 university students using the "analytic hierarchy process" technique to compare the three approaches applied to home finishing material selection tasks based on the five "service convenience" dimensions, consisting of access convenience, decision convenience, transaction convenience, benefit convenience and post-benefit convenience. Findings The results indicated that the "Cloud-based VR Approach" was perceived to be more convenient than the "3D Model Approach" and the "Image Approach" based on the aspects of "decision convenience", "transaction convenience", "benefit convenience" and "post-benefit convenience". The only aspect that the Cloud-based VR Approach was comparatively less convenient than the 3D Model Approach and Image Approach for the user was "access convenience". Overall, the findings showed that the developed Cloud-based VR Approach had more potential than the conventional approaches in aiding the design evaluation process under ongoing social distancing measures requiring designers and clients to work remotely. Originality/value The disastrous impacts of the COVID-19 pandemic on logistical systems have resulted in massive disruptions to the construction industry worldwide. Various construction activities have been halted and most meetings moved online. Design evaluation conducted between clients and designers is one of the important activities affected by such an impact. Thus, this study presents the Cloud-based VR Approach as an innovative means to maintain essential ongoing activities and meeting of the current design evaluation approach with respect to the social distancing measures.
ABSTRACT
Tüketicinin bir markayı tanıması ve hafızasında o markaya ilişkin olumlu, güçlü ve eşsiz çağrışımlar oluşturması yoluyla ortaya çıkan tüketici temelli marka varlığı, tüketicinin marka değeri kapsamında etkin rolünü gözlemlemeye olanak sağladığı için hayati önem taşımaktadır. Bu çalışmanın amacı, modern pazarlama tarihinde en etkili çevresel değişikliklerden biri olarak görülebilecek Covid-19 sürecinde, çevrim içi alışveriş imkânı sunan markalara ilişkin durumu tüketicilerin gözüyle, tüketici temelli marka varlığı vasıtasıyla anlamlandırmak ve açıklamaktır. Bu bağlamda, sürecin tüketici davranışları ve hizmet sektörü bakımından öne çıkan faktörlerine (hizmet kolaylığı, kurumsal sosyal sorumluluk (CSR) ve müşteri ilginliği) odaklanılmıştır. Çevrimiçi anket yöntemi ile 502 yanıtlayıcıya ulaşılmış ve elde edilen veri yapısal eşitlik modeli aracılığı ile analiz edilmiştir. Araştırma bulguları, hizmet kolaylığının ve CSR’nin müşteri ilginliği davranışını, müşteri ilginliği davranışının da tüketici temelli marka varlığını pozitif yönde etkilediğini göstermiştir. Bulgular neticesinde araştırma kısıtları, teorik çıkarımlar ve pazarlama araştırmacıları ve uygulayıcıları için öneriler sunulmuştur.Alternate : Consumer-based brand equity, which occurs when a consumer acknowledges a brand and creates positive, strong and unique associations with that brand in his/her memory, plays a vital role in marketing since it allows to examine consumer’s active participation in the creation of brand value. The study aims to explain and make sense of the situation regarding brands that offer online shopping from a consumer’s perspective through consumer-based brand equity during the Covid-19 pandemic which can be seen as one of the most significant environmental changes in history of modern marketing. In this manner, this study focuses on the prominent factors of this period in consumer behavior and the service industry (service convenience, CSR, customer engagement). Data were collected from 502 respondents by online survey method and analyzed via structural equation modeling. Research findings show that service convenience and CSR have positive effects on customer engagement behavior and customer engagement behavior has a positive effect on consumerbased brand equity. As a result of the findings, research limitations, theoretical implications and suggestions for marketing researchers and practitioners were presented.