Taze Gıda Alışverişlerinde Tüketicilerin Tekrar Satın Alma Niyetini Etkileyen Faktörler Üzerine Bir Çalışma

Year 2025, Volume: 9 Issue: 1, 271 - 289, 30.01.2025

Emrah Temur Fatih Bilici , Nilüfer Altundal Biyan

https://doi.org/10.29023/alanyaakademik.1558862

Abstract

Hızla büyüyen hizmet sektörünün alt bileşenlerinden biri olan taze gıda sektöründe, nasıl bir hizmet ortamı sunulduğu son yıllarda kendini fazlasıyla göstermektedir. Pazarlamanın önemli unsurlarından biri olan hizmet ortamının etkisinin ölçülmeye çalışıldığı bu çalışmada, taze gıda sektörü özelinde mağaza destek hizmetleri, mağaza içi kalite ve ürün özellikleri boyutları değerlendirilerek tüketicilerin tekrar satın alma niyeti üzerindeki etkilerinin ortaya konulması amaçlanmıştır. PLS-SEM, yapısal eşitlik modeli kullanılarak yapılan analiz sonucuna göre, taze gıda alışverişinde, mağaza destek hizmetleri ve ürün özellikleri tüketici memnuniyetinde etkili iken, mağaza içi kalitenin tüketicilerin tekrar satın alma niyetleri üzerindeki etkisinin anlamlı olmadığı sonucuna ulaşılmıştır. Mağaza destek hizmetleri ve ürün özelliklerinin, özellikle taze gıda ürünlerinde tüketici davranışını doğrudan etkilediği ve tüketicilere değer katan mağaza hizmetleri ve nitelikli ürün sunulmasının, tüketicilerin memnuniyetini artırarak tekrar satın alma olasılığını yükselttiği neticesine varılmıştır.

Keywords

Hizmet Kalitesi, Mağaza Atmosferi, Mağaza Içi Kalite, Taze Gıda, Tekrar Satın Alma

A Study on The Factors Affecting to Consumers Re-Purchasing Intention During Fresh Food Shopping

Abstract

In the fresh food sector, which is one of the subcomponents of the rapidly growing service sector, the kind of service environment offered has been greatly evident in recent years. In this study, which attempts to measure the effect of the service environment, which is one of the important elements of marketing, it is aimed to reveal the effect of store support services, in-store quality and product features on consumers' repurchase intention by evaluating the dimensions of store support services, in-store quality and product features specifically for the fresh food sector. According to the analysis results using the PLS-SEM structural equation model, it was concluded that while store support services and product features are effective on consumer satisfaction in fresh food shopping, the effect of in-store quality on consumers' repurchase intentions is not significant. It was concluded that store support services and product features directly affect consumer behavior, especially in fresh food products, and that store services and quality products that add value to consumers increase the likelihood of repurchase by increasing consumer satisfaction.

Keywords

Service Quality, the Atmosphere of the Store, Instore Quality, Fresh Food, Repurchase

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