art, economics and politics in modern turkey edited by ...

Download PDF
9 downloads 0 Views 846KB Size Report
Comment
All parts of this publication are protected by copyright law. © AGP 2017 ... important contribution to the growing field of humanities in Turkey and elsewhere.




ART, ECONOMICS AND POLITICS IN MODERN TURKEY EDITED BY WILLIAM SAYERS



ART, ECONOMICS AND POLITICS IN MODERN TURKEY EDITED BY WILLIAM SAYERS

AGP SCIENTIFIC COMMITTEE •

Prof. Dr. Giles Chemla (Imperial College London)

•

Prof. Dr. Gustavo Araújo Batista (University of Uberaba)

•

Prof. Dr. Douglas E. Angus (University of Ottawa)

•

Prof. Dr. Kâzım Yetiş (Istanbul Aydın University)

•

Prof. Dr. Larissa Clare Pochmann da Silva (Candido Mendes University)

•

Prof. Dr. Luisa Maria Arvide Cambra (University of Almeria)

•

Prof. Dr. Norbert Pap (University of Pec)

•

Prof. Dr. Sueli Teresinha de Abreu Bernardes (University of Uberaba)

•

Prof. Dr. Babak Rahimi (UC San Diego)

•

Prof. Dr. Sabit Oymael (Istanbul Arel University)

•

Prof. Dr. Nurhodja Akbulaev (Azerbaycan State University)

•

Prof. Dr. Richard Smiths (London Goldsmiths)

•

Prof. Dr. Richard Davis (Durham)

•

Prof. Dr. Şakir Gözütok (Van Yüzüncü Yıl)

•

Prof. Dr. Zeki Taştan (Van Yüzüncü Yıl)

ISBN 978-605-82949-6-7 All parts of this publication are protected by copyright law. © AGP 2017 No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, photocopying, recording or otherwise, without prior permission of the publisher. Published by AGP Research. AGP Research is an Imprint of Mayaa Education. London & Istanbul AGP Academic Research. Cover Design: David Alexander 86-90 Paul Street, London, EC2A 4NE, UK. www.uagp.org All rights reserved.

© 2017

AGP ALL RIGHTS RESERVED



Art, Economics and Politics in Modern Turkey The articles in this volume have been chosen with an eye to giving the reader an idea of the current state of the mainstream of contemporary Turkish Academia. Therefore, we have not included any hackwork. We hope that this will be an important contribution to the growing field of humanities in Turkey and elsewhere. The editors’ corrections are limited to the expunction of typos and to changes for the sake of consistency. Except for these superficial changes, the text is always that of the author. William Sayers, London

TABLE OF CONTENT Adnan Alkan - An Example of Traditional Handicrafts in Midyat: Production of Filigree…………………………………………………………………………………....1. Bora Özen - Street Art in Sivas in the Context of Relationship between City and Street Art……………………………………………………………………………………….10. Elif Fatma Tolun - Figure, Body, Object Relationship In The Contemporary Art….…27. Gökhan Eken - Reflection on the Depiction of Terror Events in the Drawings of Children………………………………………………………………………………….35. Ayşenur Özdemir - Relationship Between Art and Psychology……………..………...43. Nida Anıl Kazanç - Osman Hamdi and The ‘Genesis’………………………..........…..53. Sibel Çelikel Eratik - The Linguistic Representamen and Metaphoric Structures Depicting the Depressive Mood in the Dokuzuncu Hariciye Koğuşu (The Ninth External Ward) by Peyami Safa…………………………………………………………..………60. Ayşe Ekici - Mythical Female Figure in Planetarium by Adrienne Rich……………….68. Devrim Deniz Erol - Representation of Punishment: Execution Images of IS……...…73. Banu Erşanlı - Dramaturgy on Turkish Horror Movies: Analysis of the Film Dabbe: Cin Çarpması…………………………………………………………………………….…..78. Cengiz Kanık - Problems and Demands of Turkish Muslims (Germany Sample)…….85. Osman Çöllü & Erdal Eke - The Analysis of the Developments within Turkish Health Sector through EU Progress Reports…………………………………………………....90. Demokaan Demirel - Effects of Slow City Movement in Turkey: Seferihisar Case…..99. Kemal Görmez & Hazal Ilgın Bahçeci - Adaptation problem of Syrian immigrants: A case study of Mersin, Turkey…………………………………………………………..109. Berfu İlter - The Importance of Public Relations in Social Entrepreneurship Activities…………………………………………………………………………….....117. Öznur Rengi & Soner Polat - Levels of Image Perception of Turkish Language and Culture Teachers by Students participating in Turkish Language and Culture Classes in Germany……………………………………………………….……………………….126.



I

Akın Ölmez - Classical Method and Audio-Visual Methods Identification of Learning Differences in Accounting Program Students………………………………………….136. Selcan Peksan & M. Seyyid Yelek & Fatma Tosun - From Luddism To Neo-Luddism: The Critique Of Technology At Work……………………………………………...….142. Samet Yaşar - Confederation Of Nationalist Trade Unions In The Labour History Of Turkey………………………………………………………………………………….152. Uygar Ekim İçmez - Informal Employment and Trade Unionism in Turkey………...158. Neşe Yalçın & Burcu Şimşek - Applying ISO 9126 Quality Model to Evaluate the Website Quality of Turkish Mobile Telecommunication Companies…………………169. Burak Özdoğan - Cloud Based Accounting Startups and Their Effects on the Profession of Accounting in Turkey……………………………………………………………….179. Ceylan Bozpolat - A Research on the Effect of Social Marketing Techniques on Behavioral Change..........................................................................................................185. Yusuf Esmer & Faruk Dayı & Onur Şaylan - Social Media Use in Business -toBusiness: A Theoretical Analysis....................................................................................194. Ayşegül İpek - Hedging with Cross Currency Swap and Accounting………………...200. Baran Aslan & Nihat Gültekin & Işıl Karapınar - Examination Of Materialist Tendencies Of Syrian Origin University Students In Terms Of Demographic Features………………………………………………………………………………...208. Serhat Yaşgül & Burak Güriş & Burcu Yavuz Tiftikçigil - Do OECD countries catch up to the USA in biotechnology?....................................................................................217. Neşe Yalçın & İbrahim Yağlı - Analyzing the impact of the Global Financial Crisis on the Financial Soundness of Turkish Banking Sector………………………………..…..226. Süheyla Erikli & Sezin Unal Micooğulları - Analysis of Regulation on Women in Labor Law Policy as Part of Gender…...........................................................................234. Sema Yılmaz Genç & Kadir Göçeri - The Effect of Scottish Enlightenment on Development of Political Economy.................................................................................241. Mehmet Macit Sevgili - The Effort of Spreading the Sunni Aqidah (Creed ) in the Context of Fiqh Activities of Selahaddin Eyyubi.............................................................251.



II

Social Media Use in Business-to-Business: A Theoretical Analysis Yusuf ESMER*1, Faruk DAYI2, Onur ŞAYLAN3 1. Lecturer in Tourism and Hotel Management, Sinop University, TURKEY 2. Lecturer in Foreign Trade, Kastamonu University, TURKEY 3. Doctor in Business Science, TURKEY *Corresponding Author, E-mail: ([email protected]), TEL: 00903682715738-6682 Abstract. Marketers provide online communication support to the customers in order to sell products and services and continue the relationships between them. However, while these services, which provided in the past, have been restricted with a one-way communication channel, in recent years online communication channels, which enable two-way interaction, have started to be used between B2B marketing professionals and B2B partners. Among those social media sites, which are most used and have growing potential, are increasingly receiving marketers’ attention. Thus, these sites have widely started to be used as marketing communication tool. While social media sites have been successfully adopted and used in the B2C context, B2B companies have difficulty to practice successful social media strategies and it is thought that those social media sites are not effectively implemented in B2B marketing. This is due to the nature of the products offered within the B2B, the distinctness of sales efforts of B2B products, end users of B2B products and perception of poor usability of social media sites in the B2B sector. In this context, the objective of the study is to reveal how effectively social media applications use in digital media strategies that are within promotion strategy of B2B companies. The results have showed that B2B companies should effectively use social media platforms in their marketing communication efforts. Keywords: Social media, B2B, B2C, marketing

1. Introduction

Nowadays, social media tools such as blogs, wikis and podcasts have become commonplace in the business-to-consumer marketing. However, when social media tools are evaluated in the context of business-to-business marketing, it is seen that social media is still in early stages in that companies contend with issues of productivity, security, privacy, and content ownership related to social media usage [1]. Social media is used to enhance cooperation between both the businesses and the other parties, to deepen relationship with customers, to identify new product ideas and new business opportunities [2]. It has been proven that social media has revealed many new opportunities in business-to business (B2B) sector, due to the features that can improve communication, collaboration and interaction that provide significant benefits to organizations.

B2B customers need more information, support, trust and communication to make a single purchase and they use wide variety channels up to the stage of decision-making. These channels are web pages, forums, social media applications, technical reviews, third party data, and customer returns [3]. B2B companies use the social media to reach to target market, to gain potential customers, to create brand awareness and brand loyalty, to increase brand awareness, social sharing, trust and follower of brand, to find customer companies, to improve communication with customer, except for direct sales. When B2B companies gain a customer, the average life span of this customer is more than B2C [4]. Therefore, the effect on B2B companies’ marketing activities of social media tools need to be investigated. In this study it is aimed to assess the effect of social media tools commonly used by B2C companies on B2B sales efforts. In accordance with this purpose, after the basic information

194

about B2B and social media is given, the studies in literature and the reports published by various institutions have been examined and it is discussed whether social media is effectively used in digital marketing strategies of companies within the context of B2B. 2. Literature

This chapter of the study consists of two parts. B2B marketing activities are mentioned in the first part. In the second part, B2B social media sites are explained. 2.1. B2B Marketing

In B2B marketing, the products subject to marketing are marketed to other organizations for use in the production of other products and in general business activities or for resale to other customers such as a wholesaler selling to a retailer [5]. There are fewer customers in industrial (B2B) markets in comparison with consumer market. In B2B, cooperation with customers generally take place more intense and direct according to consumer sector. The purchasing decision in industrial products is given by professional purchasing personnel who consider many different criteria. Professional purchasing personnel intensively tend to obtain information about purchased industrial products and they often objectively evaluate different alternatives. The demand for industrial products consists of a combination of end users demand and the demand to the companies’ products of industrial customer [6]. Promotion is a good tool for communication with both customers and suppliers and it is also seen as a great tool for communication with rest of the World in the international markets. Promotion function in B2B marketing activities more emphasizes personal sales and negotiation. Due to shorter distribution channels and direct marketing, B2B marketing activities differ from B2C and it has its own unique structure [7]. In addition, the marketing budget differs between B2C and B2B companies. While 10 % of total sales in consumer markets are allocated to the marketing budget, marketing budget of B2B consist of 1% or 2% of sales [8]. There are significant differences between B2B and consumer product sector about markets,

products and product development [9]. Complex purchasing process in industrial markets is concluded with unprecedented promotion strategies. While promotion strategies for industrial companies is for retailers and distributors, sometimes it is for directly to the customer [10]. Traditionally, B2B marketing take place in an offline environment. For the last ten years, B2B marketers include wide range of online platforms in their marketing strategies [11]. Developments in information technologies lead to change in the process of B2B marketing. Today, online purchasing becomes a standard method for many companies. E-procurement reduces purchasing costs and expedites order process and delivery by providing access to new suppliers. Thus, marketers both share their marketing information with customers and support them with online communication channel to sell products and services [12]. However, in the past online platforms were restricted one-way communication tools such as company’s website. In the recent years B2B marketing professionals have started using online communication channels that enable two-way interaction between B2B partners. Among those, social media sites take marketers attention due to its growing importance. This is confirmed by Brennan and Croft, there is an intense interest of practitioners in the use of social media in B2B marketing and thus many B2B companies plan to double their social media-marketing budget within the next five years [13]. 2.2. Social Media Sites in B2B Marketing

According to Kaplan social media is stated applications based on ideological bases of Web creation and exchange content.

and Haenlein [14] as Internet based technological and 2.0 and enabling the of user-generated

As a result of developments in today’s social media, there is also a big change in the world. Along with developments of smart phones and social media, access to information has become easier. Customers frequently have begun to like companies on Facebook, to follow companies on Twitter, or to connect via LinkedIn. Customers establish a stronger buyer-seller relationship by getting more knowledge about

195

product selection and better linking with companies [15].

account on social media pages and so they can introduce their products [21].

According to Nielsen Company’s research, people spend more time on social media with an average of 121.18 minutes per day in 2012, which represents an increase of 37% in accordance with the previous year. It has been also determined that people spend more time on social media sites than other sites. As result of this trend, researchers are taking action to understand how social media influences customers' preferences and purchasing decisions [16]. Social media use in B2B is much more difficult due to significant differences in products, markets and product development [17]. However, social media use in B2B is beneficial in developing and strengthening customer relationship in order to encourage meaningful interaction between companies and customers [18].

B2B social media pioneers endeavor to use these tools to position themselves as thought leaders, to take market- oriented role in the sector and to establish relationships with stakeholders [22]. When considering the importance of relationship during the organizational purchases, social media is suggested as an applicable tool that promotes customer-brand relationship to the B2B marketers. If businesses want to improve brand reputation and pre-existing customer relationships, it is highly recommended to use this tool [23].

Marketers operating in B2C sector increase the use of social media in support of marketing strategies due to realization of providing important contributions of social media. However, because the adoption of social media sites for marketing purposes in the B2B sector is slow, B2B marketing professionals don’t show the same interest to social media as in B2C sector [19]. It is seen that customers who give importance to information in their purchase decision is significantly affected from social media discussion. The power of social media is on the rise, B2B buyers start to use web sites such as Quora and LinkedIn in order to see how their competitors solve complex problems. Moreover, it is also seen that social media is used effectively to better understand the companies and products [20]. Companies use social media applications to establish groups for communication with business partners and customers and share pictures, videos and text to make announcements. Especially, companies in industrial markets can use social media applications to achieve various business objectives. Companies can use social media applications to make contact and communicate with customers and suppliers, to build trust, to identify possible trading partners, to support brands and to ensure the creation of brand communities. Companies share information with their customers by creating a business

3. Literature Research and Findings

Current research made about social media use in B2B context and the obtained findings are discussed in this part of the study. Wang et al. [24] have been examined how the use of social media affects business performance and communication in SMEs in the B2B context. The findings suggest that social media in B2B has enhanced business performance and communication in terms of cooperation, innovation and marketing. According to Guesalaga [25] organizational competence and organizational commitment are key determinants of use of social media in sales as well as individual commitment. In the study done by Siamagka et al. [26], it is deduced that social media applications that enhance image of B2B companies generally increase the value of company. In Buyersphere report organized by Buttom [27], the survey has been made to 211 B2B customers to measure how social media influence their purchasing decision. These participants are real buyers who directly comment on this process they went through. Lead statistics have shown that 50% of those buyers used no social media when they were researching their purchase. Therefore, it is not important how good a Twitter campaign conducted by businesses, how much time and effort put into LinkedIn, because half of the B2B target groups will not see these efforts.

196

According to a report published by Richter [28], it is determined that Facebook is the most common social media application between both B2B and B2C marketers.Regardless of customer- orientation, Facebook usage level between B2B and B2C companies are 96% and 88% respectively. Therefore, Facebook is considered as an important marketing tool. However, when asked which social media application is the most effective to them, B2B marketers states that LinkedIn is more effective than Facebook. While 41% of B2B marketers considered LinkedIn as an important platform in their marketing activities, 30 % of B2B marketers use Facebook,less than 20% use Twitter. In a research, Stelzner [29] has revealed that %92 of marketers go along about importance of social media applications. According to a report that published by Huff et al. [30] only 6% of buyers indicate that social media applications are effective in the B2B buying process. In their study Katona ve Sarvary [31] asserts that B2B social media marketing can increase brand awareness, humanize B2B companies, introduce businesses as a thought leader, build relationships with customers and industry influencers, even potentially increase sales. A research report belonging to Zendesk [32] states that 62% of buyers purchase product and service after reading a positive review. This shows that social media is effective in B2B marketing. When considered the growing role of social media sites in marketing, in their study Brennen ve Croft [33] are emphasized that social media sites will be important in B2B marketing in the future. Michaelidou et al. [34] states that B2B companies can use social media to create customer value in the form of interacting with customer besides building and fostering customer relationship. Being closer the customers can allow to create a unique brand identity and differentiate from competitors. Customers can benefit from the company as they use of social media, they also can communicate with the company and provide feedback.

The studies and results are summarized briefly in Table 1 below. Table 1: Summary of the Studies in the Literature Researchers Results Wang et al. Social media usage in B2B (2016) has enhanced business performance and communication in terms of cooperation, innovation and marketing. Guesalaga (2016)

Organizational competence and organizational commitment are key determinants of use of social media in sales as well as individual commitment

Siamagka al. (2015)

et Social media applications that enhance image of B2B companies generally increase the value of company.

Bottom (2015)

Half of buyers used no social media when they were researching their purchase. Richter (2015) Facebook is the most common social media application between both B2B and B2C marketers. Stelzner Most of marketers go along (2014) about importance of social media applications. Katona and B2B social media marketing Sarvary can increase brand awareness, (2014) humanize B2B companies, introduce businesses as a thought leader, build relationships with customers and industry influencers, even potentially increase sales. Zendesk (2013)

More than half of buyers purchase product and service from B2B companies after reading a positive review. Brennen ve Social media sites will have an Croft (2012) important position in B2B marketing in the future. Michaelidou B2B companies can use social et al. (2011) media to create customer

197

value in the form of interacting with customer besides building and fostering customer relationship.

4. Results and Recommendations

Studies have shown that not only B2C but also B2B has benefited from the use of social media in a variety of ways. According to results of the research, use of social media in B2B context is at a lower level compared to B2C and B2B companies should use social media more effectively in their digital marketing strategies. While Facebook is more used social media application in B2C context, LinkedIn is more commonly used social media application in B2B context. Social media can help to the companies building and fostering customer relationship and differentiate themselves from competitors. Social media also can increase brand awareness. Companies can use social media applications to communicate with their customers and suppliers, to build relationships and trust, and to identify prospective trading partners as well as to promote brands and to support the creation of brand communities. B2B companies rather than using social media to make direct sales, they should opt to use social media to reach the target group, to win potential customers, to create brand awareness, to increase social sharing, to increase the number of followers and trust to the brand and to find customer companies. According researches, the majority of buyers decide to purchase products or services from a B2B company after reading a positive review. Thus, companies should effectively use social media marketing in order to give information about their products and services and to be taken into consideration of this information by social media users and to be made various comments. Hence, considering the growing role of social media sites in B2B marketing, it is imperative to fill in the gap in the literature and explore social media applications. It is recommended that further studies can research to fully explore the relationship between efficiency and the adoption of social media sites for B2B marketing.

References [15] Agnihotri, R., Dingus, R., Hu, M. Y., & Krush, M. T. (2016). Social Media: Influencing Customer Satisfaction in B2B Sales. Industrial Marketing Management, 53, 172-180. doi:http://dx.doi.org/10.1016/j.indmarman. 2015.09.003 [27] Bottom, J. (2015). The Buyersphere Report. London/UK: Base One. Retrieved 05 10, 2016, from http://www.baseone.co.uk/documents/Buye rsphere_200115.pdf [22-33] Brennan, R., & Croft, R. (2012). The Use of Social Media In B2B Marketing and Branding: An Explaratory Study. Journal of Customer Behaviour, 11(2), 101-115. [20] Demandbase. (2015). The 2015 B2B Buyer’s Survey Report. San Francisco: Demandbase. Retrieved 08 02, 2016, from http://www.slideshare.net/Demandbase/201 5-b2b-buyers-survey-report [4-8] Ginyt, M., Vaccarello, L., & Leake, W. (2012). Complete B2B Online Marketing. Canada: John Wiley & Sons, Inc. [5] Grimsley, S. (2016, 08 16). What Is B2B Marketing? - Definition & Examples. Retrieved 08 16, 2016, from Study.com: http://study.com/academy/lesson/what-isb2b-marketing-definition-examplesquiz.html [16-25] Guesalaga, R. (2016). The Use of Social Media in Sales: Individual and Organizational Antecedents, and the Role of Customer Engagement in Social Media. Industrial Marketing Management, 54, 7179. doi:http://dx.doi.org/10.1016/j.indmarman. 2015.12.002 [30] Huff, D., Edmond, D., & Gillette, C. (2014). 2014 B2B Web Usability Report-What B2B Buyers Want from Vendor Websites. Amesbury: DH Communications, Inc.KoMarketing Associates. Retrieved 08 16, 2016, from http://www.komarketingassociates.com/file s/B2B-Web-Usability-Report-2014.pdf [18] Järvinen, J., Tollinen, A., Karjaluoto, H., & Jayawardhena, C. (2012). Digital and social Media marketing Usage in B2B Industrial Section. Marketing Management Journal, 22(2), 102-117. [2] Jussila, J. J., Kärkkäinen , H., & Leino, M. (2013). Innovation-Related Benefits of Social Media in Business-to-Business Customer Relationships. Int. J. Advanced Media and Communication, 5(1), 4-18. doi:http://dx.doi.org/10.1504/IJAMC.2013. 053671

198

[6-9] Jussila, J. J., Kärkkäinen, H., & AramoImmonen, H. (2014). Social Media Utilization in Business-to-Business Relationships of Technology Industry Firms. Computers in Human Behavior, 30, 606-613. doi:http://dx.doi.org/10.1016/j.chb.2013.07. 047 [14] Kaplan, A. M., & Haenlein, M. (2010). Users of the World, Unite! The Challenges and Opportunities of Social Media. Business Horizons, 53(1), 59-68. doi:http://dx.doi.org/10.1016/j.bushor.2009. 09.003 [17] Kärkkäinen , H., Jussila, J., & Väisänen, J. (2013). Social Media Use and Potential in Business-to-Business Companies’ Innovation. International Journal of Ambient Computing and Intelligence, 5(1), 53-71. doi:10.4018/jaci.2013010104 [31]Katona, Z., & Sarvary, M. (2014). Maersk Line: B2B Social Media-“It’s Communication, Not Marketing”. California Management Review, 56(3), 142-156. doi:10.1525/cmr.2014.56.3.142 [1] Kho, N. D. (2008, 04 04). B2B Gets Social Media. Retrieved 09 25, 2016, from EContent: http://www.econtentmag.com/Articles/Edit orial/Feature/B2B-Gets-Social-Media41213.htm [12] Kotler, P., & Armstrong, G. (2014). Principles of Marketing (Global Edition ed.). Harlow, UK: Pearson Education Limited. [11-13,19] Lacka, E., & Chong, A. (2016). Usability Perspective on Social Media sites' Adoption in the B2B Context. Industrial Marketing Management, 54, 80-91. doi:http://dx.doi.org/10.1016/j.indmarman. 2016.01.001 [7-10] Meljoum, N., & Sjöberg, M. (2003). Small Industrial Firms Promotion Strategies for Industrial Markets- A Case Study of Index Braille. Luleå: Luleå University of Technology. [34] Michaelidou, N., Siamagka, N. T., & Christodoulides, G. (2011). Usage, barriers and Measurement of Social Media Marketing : An Exploratory Investigation of Small and Medium B2B Brands. Industrial Marketing Management, 40(7), 1153–1159.

doi:http://dx.doi.org/10.1016/j.indmarman. 2011.09.009 [28] Richter , F. (2015). B2B Marketers Choose LinkedIn Over Facebook. Californiya: Social Media Examiner. Retrieved 10 26, 2016, from https://www.statista.com/chart/3509/b2bmarketers-choose-linkedin-over-facebook/ [26] Siamagka, N.-T., Christodoulides, G., Michaelidou, N., & Valvi, A. (2015). Determinants of Social Media Adoption by B2B Organizations. Industrial Marketing Management, 51, 89-99. doi:http://dx.doi.org/10.1016/j.indmarman. 2015.05.005 [3] Social Works. (2016, 11 10). Retrieved 11 10, 2016, from http://socialworks.tv/ [29] Stelzner, M. A. (2014). 2014 Social Media Marketing Industry Report-How Marketers Are Using Social Media to Grow Their Businesses. Californiya: Social Media Examiner. Retrieved 07 13, 2016, from https://www.socialmediaexaminer.com/Soc ialMediaMarketingIndustryReport2014.pdf [23] Swani, K., Brown, B. P., & Milne, G. R. (2014). Should Tweets Differ for B2B and B2C? An analysis of Fortune 500 companies' Twitter communications. Industrial Marketing Management, 43(5), 873-881. doi:http://dx.doi.org/10.1016/j.indmarman. 2014.04.012 [21-24] Wang, W. Y., Pauleen, D. J., & Zhang, T. (2016). How Social Media Applications Affect B2B Communication and Improve Business Performance in SMEs. Industrial Marketing Management, 54, 4-14. doi:http://dx.doi.org/10.1016/j.indmarman. 2015.12.004 [32] Zendesk. (2013). Customer Service and Business Results: A Survey of Customer Service From Mid-Size Companies. San Jose: Dimensional Research. Retrieved 10 26, 2016, from https://2c5pah1z6hb21uo7d01fenamwpengine.netdna-ssl.com/wpcontent/uploads/securepdfs/2016/04/Zendes k_WP_Customer_Service_and_Business_R esults.pdf.

199