THE EFFECT OF STORE IMAGE AND WORD-OF-MOUTH MARKETING ON CUSTOMER SATISFACTION: A RESEARCH IN ÇANAKKALE PROVINCE

Yıl 2017, Cilt: 4 Sayı: 4, 438 - 447, 30.12.2017

Polat Yucekaya Omer Faruk Rencber Meltem Canoglu

https://doi.org/10.17261/Pressacademia.2017.731

Öz

Purpose- The aim of
this study is to examine the effect of store image and word of mouth marketing
on customer satisfaction.

Methodology- For this purpose, a face-to-face questionnaire was
conducted by the customers of a store operating in the province of Çanakkale in
September-October 2016 with easy sampling method. The obtained data were tested
by t-test, ANOVA, Factor and Regression analysis.

Findings- According to the results of the analysis, it was determined
that the store image size was the most influenced by the "Personnel"
in the oral marketing. However, the effect levels of store image sizes in oral
marketing were respectively staff, price, product, store atmosphere and
convenience.

Conclusion- In this study, it is concluded that store image in
terms of store atmosphere, attitude of staffs to costumers, product quality and
reliability and it was reached results that these factors influence costumer
satisfactory. Nonetheless, mouth to mouth marketing have also considerably
effect on costumer satisfactory. It has determineted that influencing factors
to costumer satisfactory are respectively attitude of staffs to costumers,
mouth to mouth marketing, good quality and reliability. 

Anahtar Kelimeler

Store image, word of mouth, customer satisfaction, customer loyalty, customer

Kaynakça

• Akerlof, G.A. 1970, "The Market for "Lemons": Quality Uncertainty and the Market Mechanism", Quarterly Journal of Economics, vol. 84,
• Arslan, M. ve Boyçu, S., (2006), “Mağaza Atmosferi”, Editör: Mine Oyman, Eskişehir: T.C. Anadolu Üniversitesi Yayın No:1696, Açıköğretim Fakültesi Yayını: 881, 1. Baskı
• Auh, S. ve, M. D., Johnson, (2005), “Compatibility Effects in Evaluations of Satisfaction and Loyalty”, Journal of Economic Psychology, 26, 35- 57.
• Back, K.J. (2001), The effects of image congruence on customer satisfaction and brand loyalty in the lodging industry, A Thesis in Hotel, Restaurant and Institutional Management, The graduate School College of Health and Human Development, The Pennsylvania State University
• Baker, S., Grewal, D. & Parasuraman, A. (1994), “The influence of store environment on quality inferences and store image,” Journal of the Academy of Marketing, c.22, ss.328-339
• Bozkurt, İ. (2013). Pazarlama İletişiminde Sihirli Dokunuşlar, Kapital Medya Hizmetleri A.Ş. MediaCat Kitapları, İstanbul.
• Çabuk, S. (2009). Profesyonel Satış Yönetimi, Nobel Yayın Dağıtım A.Ş., Adana.
• Çabuk, S. ve Mehmet, İ., Yağci, (2013), “Pazarlamaya Çağdaş Yaklaşım”, Akademisyen Kitabevi, Ankara
• Carpenter, J., M. ve Moore, M., (2006), “Consumer Demographics Store Attributes and Retail Format Choice in the US Grocery Market, International Journal of Retail & Distribution Management, Cilt. 34, No. 6, 434-452.
• Dimitriades, Z. S. (2006). Customer Satisfaction, Loyalty And Commitment In Service Organizations, Management Research News, V.29, No:12
• Dodds, W. B. , Monroe, K. B. ve Grewal, D. (1991), “The Effect of Price, Brand and Store Information on Buyer’s Product Evaluations”, Journal of Marketing Research, 28 (3), 307- 319.
• East, R., Hammond, Kathy, HARIS ve PATRICIA, Wendy, (2000),“First-Store Loyalty and Retention”, Journal of Marketing Management, V.16, 307-325.
• Eren, H., Gözaydin, N., Parlatir, İ., Tekinöz, T. ve Zülfikar, H. (1998). Türkçe Sözlük, Atatürk Kültür, Dil ve Tarih Yüksek Kurumu Yayınları, Ankara.
• Grewal, D., R. Krishnan, Julie B. ve Norm B. (1998), “The Effects of Store Name, Brand Name and Price Discounts On Consumers’ Evaluations and Purchase Intentions”, Journal of Retailing, 74 (3), 331-352.
• Grönroos C. (1984), "A Service Quality Model and its Marketing Implications", European Journal of Marketing, Vol.18, No.4, pp.36-44.
• Inan, H., Doğan, H. (2006). “Müşteri Odaklı Web Sitelerinin İşletme Pazarlama Kararlarına Ve Markasına Etkisi”, Ç.Ü. Sosyal Bilimler Enstitüsü Dergisi, c.15, 191-206.
• Kandampully, J. ve Suhartanto, D. (2000). “Customer loyalty in the hotel industry: the role of customer satisfaction and image”, Interntional Journal of Contemporary Hospitality Management, c.12, S.6, 346-351.
• Kim, J.O ve B. JIN (2001), “Korean Consumers’ Patronage of Discount Stores: Domestic US Multinational Discount Store Shoppers’ Profiles”, Journal of Consumer Marketing, 18 (3), 236-255.
• Kotler, P. (2000). Pazarlama Yönetimi, Beta Basım Yayım Dağıtım A.Ş., İstanbul.
• Lee, C. S., Kim, S. E. & Lim, J. Y. (2006). “The Role of Corporate Image in the NCSI Model: Experience from the KCSI Study,” Journal of International Consumer Marketing, c.19(1), ss.7-34
• Marangoz, Mehmet (2006), “Tüketicilerin Marka Fonksiyonu Algılamaları ile Satın Alma Sonrası Davranışları Arasındaki İlişki,” D.E.Ü.İ.İ.B.F. Dergisi, c.21, 107-128
• Park, J., Robertson, R. & Wu, C. (2006). “Modelling the Impact of Airline Service Quality and Marketing Variables on Passengers’ Future Behavioural Intentions, Transportation Planning and Technology”, c.29, 359-381.
• Peter, J.P. ve Jerry C. Olson, (1993), “Consumer Behavior and Marketing Strategy, Irwin, Inc., Homewood, IL, USA
• Reilly, D. M. (1990). “Free Elicitation of Descriptive Adjectives For Tourism Image Assessment”. Journal of Travel Research, 28 (4), 21–26.
• Selvi, M., S., Özkoç, H. ve Emeç, H., (2007), “Mağaza İmajı, Mağaza Memnuniyeti ve Mağaza Sadakati Arasındaki İlişkinin Tüketiciler Tarafından Değerlendirilmesi, Dokuz Eylül Üniversitesi, İİBF Dergisi, Cilt.22, Sayı:1, 105-121.
• Tek, B.Ö. ve Orel, F. D. (2008), “Perakende Pazarlama Yönetimi – Global Yönetimsel Yaklaşım: Türkiye Uygulamaları”, Birleşik Matbaacılık, İzmir
• Thang, D.C.L. and Tan, B.L.B.(2003) “Linking Consumer Perception to Preference of Retail Stores: An Empirical Assessment of the MultiAttributes of Store Images”, Journal of Retailing and Consumer Services, 10 (4), 193-200.
• Theodoridis, P., K., ve K., C. Chatzipanagiotou, (2009), “Store Images Attributes and Customer Satisfaction Accross Different Customer Profiles Within the Supermarket Sector in Greece”, European Journal of Marketing, (43) 5/6, 2009, ss.708734.
• Tolungüç, A. (2000). Turizmde Tanıtım ve Reklam, Ankara: Mediacat Kitapları.
• Yeniçeri, T. (2005), “Tüketicilerin Mağaza İmajı Algılamaları Ve Sosyo-demografik Özelliklerinin Alışveriş Tutarları İtibariyle Karşılaştırılıması”, İktisadi ve İdari Bilimler Dergisi, Cilt: 19 Eylül 2005 Sayı: 2, 373-393
• Yüksel, A. ve Ü. (2004). Hizmet Pazarlaması, Beta Basım Yayım Dağıtım, İstanbul.
• Zeithaml, V. A. (1988). Consumer Perceptions of Price, Quality And Value: A Means-End Model And Synthesis of Evidence, Journal of Marketing, Vol: 52, 22.