Zehir, Melike
Yükleniyor...
Araştırma projeleri
Organizasyon Birimleri
Yönetim Bilimleri Fakültesi, İşletme Bölümü
Küresel rekabete ayak uydurmak ve sürdürülebilir olmak isteyen tüm şirketler ve kurumlar, değişimi doğru bir şekilde yönetmek, teknolojinin gerekli kıldığı zihinsel ve operasyonel dönüşümü kurumlarına hızlı bir şekilde adapte etmek zorundadırlar.
Adı Soyadı
Melike Zehir
İlgi Alanları
Strategic Management, Blockchain, Business Model Innovation, Digital Business Strategies, Coopetition
Kurumdaki Durumu
Aktif Personel
3 sonuçlar
Arama Sonuçları
Listeleniyor 1 - 3 / 3
Yayın Emerging blockchain applications in mobility: Use case-specific blockchain types, consensus mechanisms, and implementation challenges(IGI Global, 2023) Zehir, Cemal; Zehir, Melike; Yönetim Bilimleri Fakültesi, İşletme BölümüBlockchain is one of the major technologies that are expected to disruptively change the entire mobility ecosystem. Through blockchain's synergies with artificial intelligence, services, internet of things (IoT), and connectivity, smart and connected mobility services are going to be enabled for the better. More environment friendly, safer, and affordable solutions are emerging, transforming mobility from sole vehicle ownership and related centralized data platforms to a multi-trillion-dollar novel applications ecosystem in a distributed environment with reliable identity and immutable time-stamped records. There is no single solution that can fit diverse areas of implementation with different needs. Moreover, blockchain solutions bring together a number of risks based on the implementation type. This chapter identifies the suitable blockchain types specific to potential use cases in the transforming mobility ecosystem. In addition to preferable blockchain types and consensus mechanisms based on application needs, related risks are discussed in detail.Yayın Industry 4.0 technologies revolutionizing the civil aviation sector: E-services technology adoption in aviation industry(Bussecon, 2025) Awe, Ya Neneh; Hacıoğlu, Ümit; Zehir, Melike; Yönetim Bilimleri Fakültesi, İşletme BölümüIndustry 4.0 technologies have optimized efficiency and effectiveness through the manufacture of sophisticated products and services, which result in enhancement of operations, improvement in safety, time, and cost-saving, and have revolutionized operations in almost all industries and have tremendously transformed the aviation sector. This study aims to examine the passenger travel experience with the implementation of e-services before, during, and after trips, from ticket bookings, self-check-in, smart boarding, in-flight services to baggage tracking after flight. Furthermore, the study seeks to identify the modern technologies with which air passengers are familiar or actively use, and to analyze the factors that influence their acceptance of these e-services. A research model was developed based on the extended Unified Theory of Acceptance and Use of Technology (UTAUT2) and modified to suit the objectives of this study. The study objectives were achieved through a survey, a self-administered online questionnaire from 253 air passengers was obtained, and data was analyzed using SPSS 25 software. The results reveal that performance expectancy, price-value, hedonic motivations, perceived benefits and habit have a positive significant influence on behavioral intention, while social influence, perceived challenges, facilitating conditions and effort expectancy were not supported. The results of the study give insights into how different passengers, different age groups, different geographical locations, and different technological maturity perceive such implementations. This will provide policymakers ideas on how to better manage and enhance e-services.Yayın Building brand loyalty through digital marketing: Insights from young airline travelers(Busssecon International Academy, 2025) Ali, Fatima; Hacıoğlu, Ümit; Zehir, Melike; Yönetim Bilimleri Fakültesi, İşletme BölümüThis study explores the influence of digital marketing strategies on brand loyalty among young airline passengers, specifically targeting Millennials and Gen Z individuals aged 18-35 years old. With the increasing reliance on digital channels such as social media, email marketing, and search engine marketing, it is crucial to understand how these strategies impact the customer-brand relationship, brand trust, and ultimately, brand loyalty. The research employs a quantitative approach, gathering data from 230 participants who are frequent users of digital platforms and have recent travel experiences with airlines. The findings reveal that social media marketing has the most significant impact on the customer-brand relationship, followed by email and search engine marketing. Additionally, the study confirms that brand trust acts as a critical mediator between digital marketing activities and brand loyalty. These results highlight the importance of tailored digital marketing strategies for airlines aiming to engage and retain young passengers in a highly competitive industry.
