Hakan BOZ
Hakan Boz is associate professor at Usak University's School of Applied Sciences. He is a also PHD candidate at Abant İzzet Baysal University in Recreation Management.
Prior to joining the academia he has held various positions in the tourism and hospitality sector business. He has over ten years of experience in the tourism and hospitality sectors.
Statistical software skills: SPSS, Minitab, Statistica, LISREL, SmartPLS, WarpPLS, VisualPLS, EQS, Winsteps, Comprehensive Meta-Analysis, Monte Carlo PCA, Comprehensive Knowledge on Monte Carlo Simulation Method (Parallel Analysis), Biosignal Analysis, SPM 8 and EEG Lab.
He carries out research to better understand consumer and employee behaviour in the tourism and hospitality sectors, especially by using equipments such as Accelerometer, Galvanic Skin Response (GSR), body temperature, Airflow (Breathing), Heart Rate (HR), Eye Tracker, Facial Recognition, Glucometer, Electrocardiogram (ECG) , Oxygen in Blood (SPO2), Blood Pressure (sphygmomanometer), Eletromyography (EMG), Electroenceloraphy (EEG) and fMRI together with Professor Erdogan Koc.
His areas of interest are Tourism, Management (Sport Tourism and Recreation Management) Marketing (Consumer and Employee Behaviour - How Do Consumers/People/Employees decision making when they faced different stimuli/situations?)
Supervisors: Prof. Dr. Mehmet ERYİĞİT, Yrd. Doç. Dr. Müberra ÇELEBİ, and Prof. Dr. Erdoğan KOÇ
Address: Mail Adress: onlyhakanboz@hotmail.com
Prior to joining the academia he has held various positions in the tourism and hospitality sector business. He has over ten years of experience in the tourism and hospitality sectors.
Statistical software skills: SPSS, Minitab, Statistica, LISREL, SmartPLS, WarpPLS, VisualPLS, EQS, Winsteps, Comprehensive Meta-Analysis, Monte Carlo PCA, Comprehensive Knowledge on Monte Carlo Simulation Method (Parallel Analysis), Biosignal Analysis, SPM 8 and EEG Lab.
He carries out research to better understand consumer and employee behaviour in the tourism and hospitality sectors, especially by using equipments such as Accelerometer, Galvanic Skin Response (GSR), body temperature, Airflow (Breathing), Heart Rate (HR), Eye Tracker, Facial Recognition, Glucometer, Electrocardiogram (ECG) , Oxygen in Blood (SPO2), Blood Pressure (sphygmomanometer), Eletromyography (EMG), Electroenceloraphy (EEG) and fMRI together with Professor Erdogan Koc.
His areas of interest are Tourism, Management (Sport Tourism and Recreation Management) Marketing (Consumer and Employee Behaviour - How Do Consumers/People/Employees decision making when they faced different stimuli/situations?)
Supervisors: Prof. Dr. Mehmet ERYİĞİT, Yrd. Doç. Dr. Müberra ÇELEBİ, and Prof. Dr. Erdoğan KOÇ
Address: Mail Adress: onlyhakanboz@hotmail.com
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Papers by Hakan BOZ
Over the past decades conventional data collection methods have been broadly used in
social sciences including marketing and business researches. However, presently these
conventional data collection methods are being criticized in terms of some of the
structural problems associated with them. It is seen that in many of these studies, use
conventional data collections, may not reflect the actual truth and results. Although,
variety of factors may cause unusable research outcomes due to two reasons. These are
a) participants in research studies may have latent drives and subconscious factors and
b) consumers/peoples/participants may be in impression management oriented.
In light of the foregoing description, this study will try to clarifies the advantages and
experimental design examples of new data collection methods like
electroencephalography, Galvanic Skin Response, Heart Rate and Eye-Tracker which
used especially in marketing researches in recent years. In light of the information
disclosed, this study tries to give an innovation perspective for academics, policy
makers and other sector shareholders.
Keywords: Neuromarketing, Consumer Behaviour, Consumer Neuroscience, Marketing,
Business Research
Bilimsel Araştırma: Temel Yaklaşımlar ve Metodoloji Prof. Dr. Atila Yüksel
Sosyal Bilimlerde Bilimsel Araştırma Süreci Doç. Dr. Hakan Boz
Örnekleme ve Örnekleme Süreci Prof. Dr. Remzi Altunışık
Ölçme ve Ölçekler Prof. Dr. Remzi Altunışık
Ölçek Geliştirme Prof. Dr. Remzi Altunışık
Nicel Araştırma Yöntemleri Prof. Dr. Remzi Altunışık
Doç. Dr. Hakan Boz
SmartPLS ile Yapısal Eşitlik Modellemesi Doç. Dr. Erkan Yıldız
AMOS ile Yapısal Eşitlik Modellemesi Doç. Dr. Erkan Yıldız
Sosyal Bilimlerde Nöropazarlama, Yapay Zekâ, Büyük ve Küçük Veri Doç. Dr. Hakan Boz
Nitel Araştırma Yöntemleri Prof. Dr. Ünsal Sığrı
Bilimsel Araştırmalarda Etik ve Raporlama Prof. Dr. Ercan Gegez
SSCI gibi Üst Seviyeli Endekslere Dahil Dergilerde Yayın Yapma:
Orijinallik, Önem ve Kaliteli Yazım Prof. Dr. Erdoğan Koç
SSCI gibi Üst Seviyeli Endekslere Dahil Dergilerde Yayın Yapma:
Teknik ve Pratik Bilgiler Prof. Dr. Erdoğan Koç
edilmesine yönelik bir dinamik bir faaliyetler döngüsü olarak tanımlanmaktadır
(Koç, 2019). Pazarlama gerek bilimsel çalışmalarda gerekse de sektörel uygulamalarda sürekli değişim gösteren bir özelliğe sahiptir. Değişen çevresel şartlara hızla uyum
sağlayabilmesi pazarlama faaliyetlerinin (bilimsel veya sektörel faaliyetler) en önemli
özelliklerinden biridir. Pazarlama alanında yaşanan dönüşüm sonucunda ortaya
çıkan yenilikçi yaklaşımlardan biri de mobil pazarlamadır. Özellikle iletişim teknolojilerindeki gelişim ve internetin yaygınlaşması mobil pazarlama gibi yenilikçi yaklaşımların ve faaliyetlerin artmasına katkıda bulunmaktadır (Kotler, Bowen ve
Makens, 2003; Kotler ve Keller, 2012; Cop ve Sezer, 2015)
Tourism is one of the fastest growing industries in the world, both in terms of income generated
and employment created (UNWTO, 2014). According to UNWTO report (2014) tourism industry’s
contribution to the worldwide gross domestic product was about 9% in 2014. Moreover, almost 10% of
all new jobs in the world was created in the tourism industry. Tourism plays an essential role for
countries to achieve economic development by both monetary supplying foreign currency which helps
to alleviate deficits in the balance of payments and real economic impacts such as the creation of new
jobs, reducing unemployment (Dwyer & Forsyth, 2010). Especially, developing countries view tourism
as a generator of jobs for less skilled people and a source of salaries for small enterprises and
craftspeople (Mihalic, 2013). It stimulates other economic industries by direct, indirect and induced
effects (Brida & Pulina, 2010).
Tourism is highly labour-intensive as it is essentially a service industry, which requires personnel
at every level (Seth & Bhat, 2007). Therefore, it requires various types of skilled labour and, hence,
investment in human capital (Sinclair, 1998). Since tourism and hospitality services are characterized by
a very high level of personal contact between service providers and customers, the quality of their social
interactions influences the service perceptions (Yvette, 2009) and the quality of service provided by
tourism employees profoundly affects the visitors’ level of satisfaction. (Smith, 2005). As tourism is a
particularly labour-intensive sector which is dependent on the encounter between employee and
customer, the management of human resources is assumed to play a major role for the economic
performance of enterprises (Hjalager, 2005).
Emotions are crucial for to rule of daily routine and decisions. Emotions regulate the opinions,
attitudes and behaviours. Emotions are not only regulating individual acts but also social interactions
(Barbalet, 2002). Due to the high employee customer interaction in tourism industry (Henning-Thurau,
Gwinner & Gremler, 2002; Koç, 2009; Kılıç, Boz & Koç, 2016) emotions are important too. Especially
high interactive jobs with the customers such as waitress, front desk clerk and security play crucial role
establishing long-term relationship with the customers and customer attitudes towards service and
service quality (Hartline & Ferrell, 1996; Karatepe & Tizabi, 2010).Emotional information is crucial in
terms of information transmission in customer-employee communication and interaction (Firoz, 2015).
On the other hand, emotional states of employees are determinant in terms of hospitality establishments
and customer satisfaction.
Emotions could be classified two dimensions as positive and negative emotions. Happiness, joyful
and peaceful are named positive emotions. Depression, anxiety, sadness are classified negative
emotions. Negative emotions could have many detrimental effects on human health such as breast
cancer, lower quality of life (Lieberman & Goldstein, 2006). Also negative emotions such as sadness, hatred and anxiety are lasts longer than positive emotions (Verduyn & Lavrijsen, 2015). Employee
workplace behaviours have been found to be governed by stress, by morale, or by a combination of the
two (George, 1996; Ross, 2012).
Depression, which is one of the negative emotions, is one of the most common and prevalent
mental health disorder among the world (McDowell et al., 2004).Prevalence of the depression ranged
from 5% to 49% among the world population (Palsson & Skoog, 1997; Djernes, 2006; Marneros, 2006;
Kaya & Kaya; 2007).More than 340 million people are estimated to have depression at any time among
the world population (Murray & Lopez 1996). Another study (Djernes, 2006) stated that the prevalence
of depression in institutional living such as work environment from 14% to 42%.
Scale 1 – Customers’ willingness to have control when they make purchasing and consumption decision
Scale 2 – Service Businesses’ Ability or Willingness to Offer Control to its Customers