Research Article
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The Importance of Store Atmospherics in The Creation of Coffee Houses Customers Repurchase Intention

Year 2021, Volume: 10 Issue: 3, 2891 - 2916, 30.09.2021
https://doi.org/10.15869/itobiad.746685
An Erratum to this article was published on June 30, 2022. https://dergipark.org.tr/en/pub/itobiad/issue/69868/1140994

Abstract

One of the main goals of marketing efforts is to create an re-purchase intention in consumers. There are many factors that are effective in establishing the intention to re-purchase in the consumer who has purchased the product or service once. Consumers who evaluate many criterias as product / service quality, price-performance relationship, ease of access to product or service, etc. together may have an intention to re-purchase in accordance with the perceptions formed after the purchase. Store atmosphere is an important parameter of re-purchase intent. When coffee as a product is considered, the impact of the coffee shop on consumers ' perceptions and intentions is undeniable. It is known that the perception of the brand, as well as the coffee shop itself, is an extremely important factor in their consumption behavior. In coffee shops, along with the product itself, many elements that appeal to the consumer's senses inside and outside the store can be mentioned. In this study, the relationship between store atmosphere factors that are grouped as visual, aural, smell, sensory and taste re-purchase intention are examined. The population of this study is the coffee shops in Istanbul and their customers. The sampling method is convenience sampling method. The survey was conducted on the internet. The data was analyzed by correlation analyze. Due to research results, it is determined that visual, sensory, smell and taste factors have positive correlations with re-purchase intention and the highest correlation is between taste factor and re-purchase intention. Coffee Houses sector in İstanbul is growing with global and local brands. This growth also increases the competition between coffe houses. This study showed that store atmospherics are grouped as visual, smell, sensory and taste have effect on customer re-purchase intention. It is believed that this work will contribute to the coffee shop sector along with the store atmosphere and re-purchase intention literature.

References

  • Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processess. Vol 50. 179-211.
  • Alam, S. ve N. Sayuti. (2011). Applying the Theory of Planned Behavior (TPB) in Halal Food Purchasing. International Journal of Commerce and Management. Vol 21. No 1, 8-20.
  • Allen, John S. Obur Zihin Yiyeceklerle İlişkimizin Evrimi. Erdem Gökyaran (çev.). İstanbul: Yapı Kredi Yayınları. 2018.
  • American Marketing Association. (2018). American Marketing Association Dictionary. https://www.ama.org/resources/Pages/Dictionary.aspx?dLetter=S (27 Şubat 2019).
  • Arslan, M. (2011). Mağazacılıkta Atmosfer. 2. Baskı. İstanbul: Beta Basım A.Ş.
  • Baker, J. (1987). The Consumer Perspective. J Czepiel, C Congram ve J Shanahan (Ed.) The Services Challenge: Integrating for Competitive Advantage içinde. Chicago: AMA, 79-84.
  • Başdeğirmen, A. ve Tunca, M.Z. (Mağaza Atmosferi ve Müziğin Tüketicilerin Satın Alma Davranışlarına Etkilerine Yönelik Bir Literatür Araştırması. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. C.23 S.4, 1305-1326.
  • Berman, B. ve J. Evans. (2010). Retail Management: A Strategic Approach.Versailles: Pearson Education.
  • Berman, Barry ve Evans, Joel R. ve Chatterjee, Patrali. Retail Management: A Strategic Approach. 13. Baskı. Malaysia: Pearson Education. 2018.
  • Bitner, M. (1992). Servicescapes: The Impact of Physical Surroundings on Customers and Employees. Journal of Marketing. Vol 56. 57-60.
  • Bloch, P. ve O. Kamran-Disfani. (2018). A Framework for Studying The Impact of Atmospherics in Retailing. AMS Review. Vol 8. No 3-4, 195-213.
  • Durmuş, B., E. Yurtkoru ve M. Çinko. (2018). Sosyal Bilimlerde SPSS’le Veri Analizi. 7. Baskı. İstanbul: Beta.
  • George, D. ve P. Mallery. (2016). IBM SPSS Statistics 23 Step by Step. 4. Baskı. New York: Routledge Taylor&Francis Group.
  • Han, H. ve Y. Kim. (2010). An Investigation of Green Hotel Customers’ Decision Formation: Developing an Extended Model of The Theory of Planned Behavior. International Journal of Hospitality Management. Vol 29. No 4, 659-668.
  • Helmefalk, M. ve B. Hulten. (2017). Multi-Sensory Congruent Cues in Designing Retail Store Atmosphere: Effects on Shoppers’ Emotions and Purchase Behavior. Journal of Retailing and Consumer Services. Vol 38, 1-11.
  • Herzog, T. ve T. Gale. (1996). Preference for Urban Buildings as a Function of Age and Nature Conext. Environment and Behavior. Vol 28. No 1, 44-72.
  • Imschloss, M. ve C. Kuehnl. (2017). Don’t Ignore The Floor: Exploring Multisensory Atmospheric Congruence Between Music and Flooring in a Retail Environment. Psychology & Marketing. Vol 34, No 10, 931-945.
  • International Coffee Organization. (2018). World Coffee Consumption. http://www.ico.org/prices/new-consumption-table.pdf (27 Şubat 2019).
  • Jain, S. ve M. Kahn. (2017). Measuring The Impact of Beliefs on Luxury Buying Behavior in An Emerging Market. Journal of Fashion Marketing and Management. Vol 21. No 3, 341-360.
  • Jalilvand, M. ve N. Samiei. (2012). The Impact of Electronic Word of Mouth on a Tourism Destinations Choice. Internet Research. Vol 22. No 5, 591-612.
  • Keaveney, S. (1995). Customer Switching Behavior in Service Industries: An Explotary Study. Journal of Marketing. Vol 59. 71-82.
  • Kim, H. ve J. Chung. (2011). Consumer Purchase Intention for Organic Personal Care Products. Journal of Consumer Marketing. Vol 28. No 1, 40-47.
  • Kotler, P. (1973-1974). Atmospherics as a Marketing Tool. Journal of Retailing. Vol 49. No 4, 48-64.
  • Lange, F., S. Rosengren ve A. Blom. (2016). Store-window Creativity’s Impact on Shopper Behavior. Journal of Business Research. Vol 69, No 3, 1014-1021.
  • Levine, D., D. Stephan ve K. Szabat. (2014). Statistics for Managers Using Microsoft Excel. 7. Baskı. Amerika Birleşik Devletleri: Pearson.
  • Martineau, P. (1958). The Personality of The Retail Store. Harvard Business Review. Vol 36. 47-55.
  • Mower, J, K. Minjeong ve M. Childs. (2012). Exterior Atmospherics and Consumer Behavior: Influence of Landscaping and Window Display. Journal of Fashion Marketing and Management. Vol 16. No 4, 442-453.
  • Öztürk, M. (2015). Tüketici Davranışları. 1. Baskı. Bursa: Ekin Yayınevi.
  • Perugini, M. ve R. Bagozzi. (2001). The Role of Desires and Anticipated Emotions in Goal-Directed Behaviors: Broadening and Depending The Theory of Planned Behavior. British Journal of Social Psychology. Vol 40. 79-98.
  • Pozos-Brewer, R. (2015). Coffee Shops: Exploring Urban Sociability and Social Class in The Intersection of Public and Private Space. Senior Thesis. Swarthmore: Swarthmote College Department of Sociology/Antropology.
  • Sendra, Esther ve Carbonell-Barrachina (Ed.). Sensory and aroma marketing. 1.Baskı. Netherlands: Wageningen Academic Publishers. 2017.
  • Silva, A., I. Figueiredo, T. Hogg ve M. Sottomayor. (2014). Young Adults and Wine Consumption a Qulitative Application of The Theory of Planned Behavior. British Food Journal. Vol 116. No 5, 832-848.
  • Swidi, A., S. Huque, M. Hafeez ve M. Shariff. (2014). The Role of Subjective Norms in Theory of Planned Behavior in The Context of Organic Food Consumption. British Food Journal. Vol 116, No 10, 1561-1580.
  • Turley, L. ve R. Milliman. (2000). Atmospheric Effects on Shopping Behavior: A Review of The Experimental Evidence. Journal of Business Research. Vol 49, 193-211.
  • Whiting, A. (2007). Push, Scream or Leave: How Do Consumers Cope with Crowded Retail Stores?. Journal of Services Marketing. Vol 23, No 7, 487-495.
  • Yi, Y. ve La S. (2004). What Influences the Relationships Between Customer Satisfaction and Repurchase Intention? Investigating the Effects of Adjusted Expectations and Customer Loyalty. Pyschology & Marketing. Vol 21, No 5, 351-373.
  • Yuang, Y., Y. Wu, Y. Wang ve N. Boulanger. (2011). Decision Making on Online Auctions. Management Decision. Vol 49. No 5, 784-800.
  • Zeilke, S. ve W. Toporowski. (2012). Negative Price-Image Effects of Appealing Store Architecture: Do They Really Exist?. Journal of Retailing and Consumer Services. Vol 19. No 5, 510-518.

Kahve Dükkânı Müşterilerinin Yeniden Satın Alma Niyetinin Oluşturulmasında Mağaza Atmosferi Unsurlarının Önemi

Year 2021, Volume: 10 Issue: 3, 2891 - 2916, 30.09.2021
https://doi.org/10.15869/itobiad.746685
An Erratum to this article was published on June 30, 2022. https://dergipark.org.tr/en/pub/itobiad/issue/69868/1140994

Abstract

Pazarlama çabalarının en önemli amaçlarından biri, tüketicilerde yeniden satın alma niyeti oluşturmaktır. Ürün veya hizmeti bir kez satın alan tüketicide yeniden satın alma niyeti oluşturmada etkili birçok faktör söz konusudur. Ürün/hizmet kalitesi, fiyat-performans ilişkisi, ürün veya hizmete erişim kolaylığı vb. birçok kriteri bir arada değerlendiren tüketicide, satın alma sonrasında oluşan algılar doğrultusunda yeniden satın alma niyeti oluşabilmektedir. Mağaza atmosferi, yeniden satın alma niyetinde önemli bir parametre olarak karşımıza çıkmaktadır. Ürün olarak kahve ele alındığında, kahve dükkânının tüketicilerin algıları ve niyetleri üzerindeki etkisi yadsınamaz. Markaya ilişkin algıların yanı sıra kahve dükkânının kendisinin de tüketişi davranışlarında son derece önemli bir etken olduğu bilinmektedir. Kahve dükkânlarında ürünün kendisiyle birlikte mağaza içi ve dışında tüketicinin duyularına hitap eden birçok unsurdan söz edilebilir. Bu çalışmada, görsel, işitsel, koku, dokunsal ve tat unsuru olmak üzere duyusal sisteme göre gruplandırılmış mağaza atmosferi unsurları ile yeniden satın alma niyeti arasındaki ilişki incelenmiştir. Araştırmanın ana kütlesi İstanbul’da hizmet veren kahve dükkanları ve bu kahve dükkanlarının müşterileridir. Araştırmada verileri kolayda örnekleme yöntemi kullanılarak internet ortamında anket yoluyla toplanmıştır. Korelasyon analizi ile veriler analiz edilmiştir. Araştırma sonuçlarına göre görsel, dokunsal, koku ve tat unsuru ile yeniden satın alma niyeti pozitif ilişkili olduğu belirlenmiş, tat unsurunun yeniden satın alma niyeti ile en yüksek pozitif ilişkili unsur olduğu görülmüştür. İstanbul’da kahve dükkânı pazarı küresel ve yerli markalar ile büyümektedir. Bu büyüme beraberinde kahve dükkânı markaları arasında rekabeti de artırmaktadır. Duyusal sisteme göre gruplandırılmış mağaza atmosferi unsurlarının tüketicilerin aynı kahve dükkânından yeniden satın alma niyetinin oluşmasında etkisinin olduğu görülmektedir. Bu çalışmanın mağaza atmosferi ve yeniden satın alma niyeti literatürüyle birlikte kahve dükkânı sektörüne katkı sağlayacağı düşünülmektedir.

References

  • Ajzen, I. (1991). The Theory of Planned Behavior. Organizational Behavior and Human Decision Processess. Vol 50. 179-211.
  • Alam, S. ve N. Sayuti. (2011). Applying the Theory of Planned Behavior (TPB) in Halal Food Purchasing. International Journal of Commerce and Management. Vol 21. No 1, 8-20.
  • Allen, John S. Obur Zihin Yiyeceklerle İlişkimizin Evrimi. Erdem Gökyaran (çev.). İstanbul: Yapı Kredi Yayınları. 2018.
  • American Marketing Association. (2018). American Marketing Association Dictionary. https://www.ama.org/resources/Pages/Dictionary.aspx?dLetter=S (27 Şubat 2019).
  • Arslan, M. (2011). Mağazacılıkta Atmosfer. 2. Baskı. İstanbul: Beta Basım A.Ş.
  • Baker, J. (1987). The Consumer Perspective. J Czepiel, C Congram ve J Shanahan (Ed.) The Services Challenge: Integrating for Competitive Advantage içinde. Chicago: AMA, 79-84.
  • Başdeğirmen, A. ve Tunca, M.Z. (Mağaza Atmosferi ve Müziğin Tüketicilerin Satın Alma Davranışlarına Etkilerine Yönelik Bir Literatür Araştırması. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. C.23 S.4, 1305-1326.
  • Berman, B. ve J. Evans. (2010). Retail Management: A Strategic Approach.Versailles: Pearson Education.
  • Berman, Barry ve Evans, Joel R. ve Chatterjee, Patrali. Retail Management: A Strategic Approach. 13. Baskı. Malaysia: Pearson Education. 2018.
  • Bitner, M. (1992). Servicescapes: The Impact of Physical Surroundings on Customers and Employees. Journal of Marketing. Vol 56. 57-60.
  • Bloch, P. ve O. Kamran-Disfani. (2018). A Framework for Studying The Impact of Atmospherics in Retailing. AMS Review. Vol 8. No 3-4, 195-213.
  • Durmuş, B., E. Yurtkoru ve M. Çinko. (2018). Sosyal Bilimlerde SPSS’le Veri Analizi. 7. Baskı. İstanbul: Beta.
  • George, D. ve P. Mallery. (2016). IBM SPSS Statistics 23 Step by Step. 4. Baskı. New York: Routledge Taylor&Francis Group.
  • Han, H. ve Y. Kim. (2010). An Investigation of Green Hotel Customers’ Decision Formation: Developing an Extended Model of The Theory of Planned Behavior. International Journal of Hospitality Management. Vol 29. No 4, 659-668.
  • Helmefalk, M. ve B. Hulten. (2017). Multi-Sensory Congruent Cues in Designing Retail Store Atmosphere: Effects on Shoppers’ Emotions and Purchase Behavior. Journal of Retailing and Consumer Services. Vol 38, 1-11.
  • Herzog, T. ve T. Gale. (1996). Preference for Urban Buildings as a Function of Age and Nature Conext. Environment and Behavior. Vol 28. No 1, 44-72.
  • Imschloss, M. ve C. Kuehnl. (2017). Don’t Ignore The Floor: Exploring Multisensory Atmospheric Congruence Between Music and Flooring in a Retail Environment. Psychology & Marketing. Vol 34, No 10, 931-945.
  • International Coffee Organization. (2018). World Coffee Consumption. http://www.ico.org/prices/new-consumption-table.pdf (27 Şubat 2019).
  • Jain, S. ve M. Kahn. (2017). Measuring The Impact of Beliefs on Luxury Buying Behavior in An Emerging Market. Journal of Fashion Marketing and Management. Vol 21. No 3, 341-360.
  • Jalilvand, M. ve N. Samiei. (2012). The Impact of Electronic Word of Mouth on a Tourism Destinations Choice. Internet Research. Vol 22. No 5, 591-612.
  • Keaveney, S. (1995). Customer Switching Behavior in Service Industries: An Explotary Study. Journal of Marketing. Vol 59. 71-82.
  • Kim, H. ve J. Chung. (2011). Consumer Purchase Intention for Organic Personal Care Products. Journal of Consumer Marketing. Vol 28. No 1, 40-47.
  • Kotler, P. (1973-1974). Atmospherics as a Marketing Tool. Journal of Retailing. Vol 49. No 4, 48-64.
  • Lange, F., S. Rosengren ve A. Blom. (2016). Store-window Creativity’s Impact on Shopper Behavior. Journal of Business Research. Vol 69, No 3, 1014-1021.
  • Levine, D., D. Stephan ve K. Szabat. (2014). Statistics for Managers Using Microsoft Excel. 7. Baskı. Amerika Birleşik Devletleri: Pearson.
  • Martineau, P. (1958). The Personality of The Retail Store. Harvard Business Review. Vol 36. 47-55.
  • Mower, J, K. Minjeong ve M. Childs. (2012). Exterior Atmospherics and Consumer Behavior: Influence of Landscaping and Window Display. Journal of Fashion Marketing and Management. Vol 16. No 4, 442-453.
  • Öztürk, M. (2015). Tüketici Davranışları. 1. Baskı. Bursa: Ekin Yayınevi.
  • Perugini, M. ve R. Bagozzi. (2001). The Role of Desires and Anticipated Emotions in Goal-Directed Behaviors: Broadening and Depending The Theory of Planned Behavior. British Journal of Social Psychology. Vol 40. 79-98.
  • Pozos-Brewer, R. (2015). Coffee Shops: Exploring Urban Sociability and Social Class in The Intersection of Public and Private Space. Senior Thesis. Swarthmore: Swarthmote College Department of Sociology/Antropology.
  • Sendra, Esther ve Carbonell-Barrachina (Ed.). Sensory and aroma marketing. 1.Baskı. Netherlands: Wageningen Academic Publishers. 2017.
  • Silva, A., I. Figueiredo, T. Hogg ve M. Sottomayor. (2014). Young Adults and Wine Consumption a Qulitative Application of The Theory of Planned Behavior. British Food Journal. Vol 116. No 5, 832-848.
  • Swidi, A., S. Huque, M. Hafeez ve M. Shariff. (2014). The Role of Subjective Norms in Theory of Planned Behavior in The Context of Organic Food Consumption. British Food Journal. Vol 116, No 10, 1561-1580.
  • Turley, L. ve R. Milliman. (2000). Atmospheric Effects on Shopping Behavior: A Review of The Experimental Evidence. Journal of Business Research. Vol 49, 193-211.
  • Whiting, A. (2007). Push, Scream or Leave: How Do Consumers Cope with Crowded Retail Stores?. Journal of Services Marketing. Vol 23, No 7, 487-495.
  • Yi, Y. ve La S. (2004). What Influences the Relationships Between Customer Satisfaction and Repurchase Intention? Investigating the Effects of Adjusted Expectations and Customer Loyalty. Pyschology & Marketing. Vol 21, No 5, 351-373.
  • Yuang, Y., Y. Wu, Y. Wang ve N. Boulanger. (2011). Decision Making on Online Auctions. Management Decision. Vol 49. No 5, 784-800.
  • Zeilke, S. ve W. Toporowski. (2012). Negative Price-Image Effects of Appealing Store Architecture: Do They Really Exist?. Journal of Retailing and Consumer Services. Vol 19. No 5, 510-518.
There are 38 citations in total.

Details

Primary Language Turkish
Subjects Business Administration
Journal Section Articles
Authors

Özlen Onurlu 0000-0003-3551-4127

Meltem Atasayar This is me 0000-0002-4214-4972

Publication Date September 30, 2021
Published in Issue Year 2021 Volume: 10 Issue: 3

Cite

APA Onurlu, Ö., & Atasayar, M. (2021). Kahve Dükkânı Müşterilerinin Yeniden Satın Alma Niyetinin Oluşturulmasında Mağaza Atmosferi Unsurlarının Önemi. İnsan Ve Toplum Bilimleri Araştırmaları Dergisi, 10(3), 2891-2916. https://doi.org/10.15869/itobiad.746685

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