TÜRKİYE’NİN METROPOL ŞEHİRLERİNDEKİ BAZI ALIŞVERİŞ MERKEZLERİNİN IPA VE IPCA YÖNTEMLERİ KULLANILARAK KARŞILAŞTIRMALI ANALİZİ

Year 2023, , 70 - 89, 31.12.2023

Sevgi Öztürk , Öznur Işınkaralar , Dilara Yılmaz , Feyza Kesimoğlu

https://doi.org/10.58317/eksen.1313330

Abstract

Küreselleşmenin ve modernizmin etkisiyle birçok alanda alışkanlıklar değişmeye başlamıştır. Özellikle son yıllarda ekonomik ve sosyal alanda yaşanan olaylar neticesinde, kentsel yaşam tarzı da değişmiştir. Yaşanan değişim sonucunda, insanlar artık temel ihtiyaçlarının yanı sıra her türlü ürünün bir arada bulunduğu ve daha fazla dinlenme fırsatı bulabildikleri çok işlevli alışveriş merkezlerini tercih etmeye başlamıştır. Kentsel çekim noktaları olarak da değerlendirilen bu işleve sahip alanlar, hizmet sektöründeki payını her geçen gün artırmaktadır. Önemli bir müşteri potansiyeline sahip olan alışveriş merkezleri arasında yüksek bir rekabet ortamı bulunmaktadır. Bu alanların rekabetçi konumunu anlamak, karar vericiler için hayati önem taşımaktadır. Ankara ve İstanbul örnekleminde gerçekleştirilen bu çalışmada, alışveriş merkezlerinin fiziksel özelliklerinin, kullanıcıların tercih ve beklentilerini ne ölçüde karşıladığının analiz edilmesi amaçlanmaktadır. Bu özellikler, IPA ve IPCA yöntemleri kullanılarak değerlendirilmiştir. Bu bağlamda çalışma, odak yer olarak seçilen Ankara ile rakip yer olarak seçilen İstanbul'un karşılaştırmalı bir analizini sunmaktadır. Analiz sonucunda Ankara ve İstanbul'un birbirinden daha yüksek performansa sahip kriterleri ve rekabet güçlerini artırmaya yönelik performans iyileştirme çalışmalarında öncelik verilmesi gereken özellikler belirlenmiştir. Ankara'daki alışveriş merkezlerinin İstanbul ile rekabet edecek konumda olduğu sonucuna varılmıştır.

Keywords

Alışveriş merkezleri, IPA analizi, IPCA analizi

A COMPARATIVE ANALYSIS OF SOME SHOPPING CENTERS IN METROPOL CITIES OF TURKIYE USING IPA AND IPCA METHODS

Abstract

With the influence of globalization and modernism, habits have begun to change in many areas. Especially in recent years, as a result of economic and social events, the urban lifestyle has also changed. As a result of the change, people have started to prefer multifunctional shopping centers where all kinds of products, in addition to their basic needs, are available together and where they can have more rest opportunities. Areas with this function, which are also considered urban attraction points, are increasing their share in the service sector day by day. There is a highly competitive environment among shopping malls that have a significant customer potential. Understanding the competitive position of these areas is vital for decision-makers. This study, conducted in Ankara and Istanbul samples, aims to analyze to what extent the physical features of shopping malls meet the preferences and expectations of users. These properties were evaluated using IPA and IPCA methods. In this context, the study presents a comparative analysis of Ankara, which was selected as the focal location, and Istanbul, which was selected as the rival location. As a result of the analysis, the criteria that Ankara and Istanbul have higher performance than each other and the features that should be prioritized in performance improvement studies to increase their competitiveness were determined. It has been concluded that shopping malls in Ankara are in a position to compete with Istanbul.

Keywords

Shoppıng centers, IPA method, IPCA method

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