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Yapı Market Müşterilerinin Hizmet Kalitesi Değerlendirmelerine Göre Pazar Bölümlerinin İncelenmesi

Year 2007, Issue: 28, - , 01.05.2007

Yrd. Doç. Dr. abdullah Okumuş Arş. Gör. Bahar Yaşin

Abstract

Ülkemizde gelişme sürecindeki perakendeci mağazalardan olan yapı marketler, tüketicilere ev gereçleri, elektrik, halı, boya, el aletleri, hırdavat, oto aksesuar, sıhhi tesisat, bahçe, ahşap, mobilya, inşaat malzemeleri vb. kategorilerdeki ürünleri sunmakta ve “kendin yap” (do it yourself) kavramının yerleşmesi için çaba sarf etmektedirler. Bu çalışmanın temel amacı, yapı marketlerden alışveriş yapan müşterilerin hizmet kalitesi değerlendirmeleri itibariyle farklı pazar bölümleri oluşturup oluşturmadıklarını belirlemektir. Ayrıca bu yönde elde edilecek bilgilerin yapı marketlerin pazarlama stratejilerine yönelik kararlarında yol gösterici olacağı düşünülmektedir. Bu amaçlar doğrultusunda toplam 600 adet anket formundan elde edilen verilere Kümeleme analizi, Varyans Analizi ve Ki-Kare analizi uygulanmıştır. Analiz sonuçlarına göre yapı market müşterileri hizmet kalitesi değerlendirmelerine göre üç farklı pazar bölümünde toplanmıştır. Bu üç farklı pazar bölümü incelendiğinde pazarda, önemli ölçüde tatmin edilememiş bir müşteri grubunun olduğu görülmüştür

Keywords

Yapı Market Hizmet Kalitesi Pazar Bölümlendirmesi Hedef Pazar Kümeleme Analizi

References

  • CARMAN, James M.; (1990), “Consumer Perceptions of Service Quality: An Assessment of the SERVQUAL Dimensions," Journal of Retailing, Spring, 66(1), ss. 33-41.
  • CHURCHILL, Gilbert A. ve Dawn IACOBUCCI; (2002), Marketing Re- search Methodological Foundations, 8th Edition, Harcourt College Publishers, 984s.
  • CRONIN, Joseph J. ve Steven A. TAYLOR; (1992), “Measuring Service Qual- ity: A Reexamination and Extension”, Journal of Marketing, Jul, 56, ss. 55-68.
  • CRONIN, Joseph J. ve Steven A. TAYLOR (1994) “SERVPERF versus SERVQUAL: Reconciling Performance Based and Perceptions Minus Measurement of Service Quality,” Journal of Marketing, Jan, 58, ss. 125-134
  • DABHOLKAR, Pratibha A.; Dayle I. THORPE ve Joseph O. RENTZ; (1996), “A Measure of Service Quality for Retail Stores: Scale Development and Validation”, Journal of the Academy of Marketing Science, 24(1), ss. 3-16.
  • FINN, David W. ve Charles W. LAMB; (1991), “An Evaluation of the SERVQUAL Scales in A Retail Setting,” Advances in Consumer Research, 8, ss. 483-490.
  • GAGLIANO, Kathryn Bishop. ve Jan HATHCOTE; (1994), “Customer Expectations and Perceptions of Service Quality in Retail Assarel Specialty Stores,” Journal of Services Marketing, , 8(1), ss. 60-69.
  • GREEN Paul E.; Donald S. TULL ve Gerald S. ALBAUM (1998), Research for Marketing Decisions, Fifth Edition, Prentice-Hall, Inc. 340s.
  • JAMES, William;. Charles A. MCMELLON ve Gladys Torres BAUMGARTEN ; (2004), “Dogs and Cats Rule: A New Insight Into Segmentation”, Journal of Targeting, Measurement and Analysis for Marketing, October 13(1), ss. 70-77.
  • KAMINENI, Rajeev; (2005), “The Next Stage of Psychographic Segmentation: Usage of Enneagram”, Journal of American Academy of Business, Cambridge, March, 6(1), ss. 315-320.
  • KLEMZ, BRUCE R.; (1999), “Assessing Contact Personnel/Customer Interaction in A Small Town: Differences Between Large and Small Retail Districts,” The Journal of Services Marketing, 13(3), ss. 194- 207.
  • KLEMZ, Bruce R. ve Christo BOSHOFF; (2001), “Environmental and Emotional Influences on Willingness-to-Buy in Small and Large Retailers,” European Journal of Marketing, 35(1/2), ss. 70-91.
  • KOTLER, Philip; (2000), Marketing Management The Millennium Edition, Prentice Hall, Tenth Edition, Usser Saddle River 07458, New Jersey, 263s.
  • KURTULUŞ, Kemal; (2004), Pazarlama Araştırmaları, Genişletilmiş ve Gözden Geçirilmiş Yedinci Basım, Literatür yayınları: 114, Şubat, İs- tanbul, 191s.
  • LAW, Agnes K. Y.;Y V HUI, ve Xiande ZHAO; (2004), “Modeling Repur- chase Frequency and Customer Satisfaction for Fast Food Outlets”, The International Journal of Quality & Reliability Management, 21(5), ss. 545-563.
  • MEHTA, Subhash C.; Ashok K. LALWANİ ve Soon Li HAN; (2000), “Service Quality in Retailing: Relative Efficiency of Alternative Measurement Scales for Different Product-Service Environments,” International Journal of Retail & Distribution Management, 28(2), ss. 62-72.
  • PARASURAMAN, A.; Valarie A. ZEITHAML ve Leonard L. BERRY; (1988), “SERVQUAL: Multiple-Item Scale for Measuring Consumer Percep- tions of Service Quality”, Journal of Retailing, Spring, 64(1), ss. 12- 40.
  • RAVEN, Peter ve Dianne H. B. WELSH; (2004), “An Explaratory Study of Influences on Retail Service Quality: A Focus on Kuwait and Lebanon”, The Journal of Services Marketing, 18(3), ss. 198-214.
  • ROBLEDO, Marco Antonio; (2001), “Measuring and Managing Service Quality: Integrating Customer Expectations,” Managing Service Quality, 2001, 11(4), ss. 22-31.
  • SCHEWE, Charles D. ve Geoffrey MEREDITH, (2004), “Segmenting Global Markets by Generational Cohorts: Determining Motivations by Age”, Journal of Consumer Behavior, 4(1) October, ss. 51-63.
  • TEK, Ömer Baybars; (1999), Pazarlama İlkeleri Global Yönetimsel Yakla- şım Türkiye Uygulamaları, Sekizinci Basım, Beta Yayınları, Yayın No.838Ocak, İstanbul, 433s.
  • VARİNLİ, İnci; Kenan GÜLLÜ, ve Sema BABAYİĞİT; (2001), “Perakendeci- likte Hizmet Kalitesi ve Tüketicilerin Kalite Değerlendirmelerine Yöne- lik Bir Araştırma," Pazarlama Dünyası, Temmuz/Ağustos, 15(04), ss. 32-38.
  • YAVAS, Uğur.; Martin BENKENSTEIN ve Uwe STUHLDREIER; (2004), “Relationships Between Service Quality and Behavioral Outcomes: A Study of Private Bank Customers in Germany”, The International Journal of Bank Marketing, 22(2), ss. 144-157.
  • ZIKMUND William G.; (1997), Business Research Methods, Fifth Edi- tion, The Dryden Press, 402s.

Year 2007, Issue: 28, - , 01.05.2007

Yrd. Doç. Dr. abdullah Okumuş Arş. Gör. Bahar Yaşin

Abstract

References

  • CARMAN, James M.; (1990), “Consumer Perceptions of Service Quality: An Assessment of the SERVQUAL Dimensions," Journal of Retailing, Spring, 66(1), ss. 33-41.
  • CHURCHILL, Gilbert A. ve Dawn IACOBUCCI; (2002), Marketing Re- search Methodological Foundations, 8th Edition, Harcourt College Publishers, 984s.
  • CRONIN, Joseph J. ve Steven A. TAYLOR; (1992), “Measuring Service Qual- ity: A Reexamination and Extension”, Journal of Marketing, Jul, 56, ss. 55-68.
  • CRONIN, Joseph J. ve Steven A. TAYLOR (1994) “SERVPERF versus SERVQUAL: Reconciling Performance Based and Perceptions Minus Measurement of Service Quality,” Journal of Marketing, Jan, 58, ss. 125-134
  • DABHOLKAR, Pratibha A.; Dayle I. THORPE ve Joseph O. RENTZ; (1996), “A Measure of Service Quality for Retail Stores: Scale Development and Validation”, Journal of the Academy of Marketing Science, 24(1), ss. 3-16.
  • FINN, David W. ve Charles W. LAMB; (1991), “An Evaluation of the SERVQUAL Scales in A Retail Setting,” Advances in Consumer Research, 8, ss. 483-490.
  • GAGLIANO, Kathryn Bishop. ve Jan HATHCOTE; (1994), “Customer Expectations and Perceptions of Service Quality in Retail Assarel Specialty Stores,” Journal of Services Marketing, , 8(1), ss. 60-69.
  • GREEN Paul E.; Donald S. TULL ve Gerald S. ALBAUM (1998), Research for Marketing Decisions, Fifth Edition, Prentice-Hall, Inc. 340s.
  • JAMES, William;. Charles A. MCMELLON ve Gladys Torres BAUMGARTEN ; (2004), “Dogs and Cats Rule: A New Insight Into Segmentation”, Journal of Targeting, Measurement and Analysis for Marketing, October 13(1), ss. 70-77.
  • KAMINENI, Rajeev; (2005), “The Next Stage of Psychographic Segmentation: Usage of Enneagram”, Journal of American Academy of Business, Cambridge, March, 6(1), ss. 315-320.
  • KLEMZ, BRUCE R.; (1999), “Assessing Contact Personnel/Customer Interaction in A Small Town: Differences Between Large and Small Retail Districts,” The Journal of Services Marketing, 13(3), ss. 194- 207.
  • KLEMZ, Bruce R. ve Christo BOSHOFF; (2001), “Environmental and Emotional Influences on Willingness-to-Buy in Small and Large Retailers,” European Journal of Marketing, 35(1/2), ss. 70-91.
  • KOTLER, Philip; (2000), Marketing Management The Millennium Edition, Prentice Hall, Tenth Edition, Usser Saddle River 07458, New Jersey, 263s.
  • KURTULUŞ, Kemal; (2004), Pazarlama Araştırmaları, Genişletilmiş ve Gözden Geçirilmiş Yedinci Basım, Literatür yayınları: 114, Şubat, İs- tanbul, 191s.
  • LAW, Agnes K. Y.;Y V HUI, ve Xiande ZHAO; (2004), “Modeling Repur- chase Frequency and Customer Satisfaction for Fast Food Outlets”, The International Journal of Quality & Reliability Management, 21(5), ss. 545-563.
  • MEHTA, Subhash C.; Ashok K. LALWANİ ve Soon Li HAN; (2000), “Service Quality in Retailing: Relative Efficiency of Alternative Measurement Scales for Different Product-Service Environments,” International Journal of Retail & Distribution Management, 28(2), ss. 62-72.
  • PARASURAMAN, A.; Valarie A. ZEITHAML ve Leonard L. BERRY; (1988), “SERVQUAL: Multiple-Item Scale for Measuring Consumer Percep- tions of Service Quality”, Journal of Retailing, Spring, 64(1), ss. 12- 40.
  • RAVEN, Peter ve Dianne H. B. WELSH; (2004), “An Explaratory Study of Influences on Retail Service Quality: A Focus on Kuwait and Lebanon”, The Journal of Services Marketing, 18(3), ss. 198-214.
  • ROBLEDO, Marco Antonio; (2001), “Measuring and Managing Service Quality: Integrating Customer Expectations,” Managing Service Quality, 2001, 11(4), ss. 22-31.
  • SCHEWE, Charles D. ve Geoffrey MEREDITH, (2004), “Segmenting Global Markets by Generational Cohorts: Determining Motivations by Age”, Journal of Consumer Behavior, 4(1) October, ss. 51-63.
  • TEK, Ömer Baybars; (1999), Pazarlama İlkeleri Global Yönetimsel Yakla- şım Türkiye Uygulamaları, Sekizinci Basım, Beta Yayınları, Yayın No.838Ocak, İstanbul, 433s.
  • VARİNLİ, İnci; Kenan GÜLLÜ, ve Sema BABAYİĞİT; (2001), “Perakendeci- likte Hizmet Kalitesi ve Tüketicilerin Kalite Değerlendirmelerine Yöne- lik Bir Araştırma," Pazarlama Dünyası, Temmuz/Ağustos, 15(04), ss. 32-38.
  • YAVAS, Uğur.; Martin BENKENSTEIN ve Uwe STUHLDREIER; (2004), “Relationships Between Service Quality and Behavioral Outcomes: A Study of Private Bank Customers in Germany”, The International Journal of Bank Marketing, 22(2), ss. 144-157.
  • ZIKMUND William G.; (1997), Business Research Methods, Fifth Edi- tion, The Dryden Press, 402s.
There are 24 citations in total.

Details

Primary Language Turkish
Journal Section Makaleler
Authors

Yrd. Doç. Dr. abdullah Okumuş This is me

Arş. Gör. Bahar Yaşin This is me

Publication Date May 1, 2007
Published in Issue Year 2007 Issue: 28

Cite

APA Okumuş, Y. . D. D. . . . ., & Yaşin, A. . G. . B. (2007). Yapı Market Müşterilerinin Hizmet Kalitesi Değerlendirmelerine Göre Pazar Bölümlerinin İncelenmesi. Erciyes Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi(28).

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