Mağaza Atmosferi Algısında Çalışanların Demografik Farklılıklar Üzerine Bir Alışveriş Merkezi Uygulaması

Öz

İşletmeler açısından fiziksel mağazaların sürdürülebilirliği, dijitalleşen dünyada perakende sınırları farklı boyutlara ulaştığı için atmosferik değişkenler önem kazanmıştır. Aynı zamanda kapalı ortamda çalışma koşullarının iyileştirilmesi ve mevcut kuralların günümüz koşullarına uyumlaştırılması açısından, başta işletmeler olmak üzere hizmet sektöründeki paydaşların çalışanlar açısından atmosfer kavramı değerlendirilmiştir. Bu çalışmanın amacı mağaza atmosferinin insan unsuru olarak demografik faktörler ve diğer atmosferik unsurlara göre sadece çalışanlar üzerindeki ilişkileri istatistiksel yöntemlerle incelenmiştir. Çalışma kapsamında Isparta ilinde faaliyet gösteren bir alışveriş merkezine ait mağaza çalışanları üzerinde anket yöntemiyle veriler toplanmıştır. Buna göre 303 anket değerlendirmeye tabi tutularak SPSS 25 programı ile veriler analiz edilmiştir. Analiz sonuçlarına göre çalışanların demografik yapıları mağaza atmosferinden etkilenme düzeylerine göre farklılıklar göstermektedir. Nitekim çalışanların demografik farklılıklarından yola çıkılarak çalışma yılı ve mesleki kıdeme göre mağaza atmosferi algısı anlamlı düzeyde farklılaşmaktadır. Ayrıca mağaza atmosferine ilişkin alt boyutlar arasında anlamlı ilişki vardır.

Anahtar Kelimeler

• Mağaza Atmosferi
• Mağaza Çalışanları
• AVM

A Shopping Center Application on the Demographic Differences of Employees in the Perception of Store Atmosphere

Öz

From the point of view of enterprises, the sustainability of physical stores, atmospheric variables have become important as retail boundaries have reached different dimensions in the digitalized world. At the same time, in terms of improving working conditions in an indoor environment and adapting existing rules to today's conditions, the concept of atmosphere is evaluated from the point of view of stakeholders in the service sector, especially enterprises, and employees. The aim of this study is to examine the relations of the store atmosphere as a human element on demographic factors and employees only according to other atmospheric elements by statistical methods. Within the scope of the study, data have collected by survey method on store employees belonging to a shopping center operating in the province of Isparta. Accordingly, 303 questionnaires have subjected to evaluation and the data have analyzed with the SPSS 25 program. According to the results of the analysis, the demographic structures of the employees show differences according to their level of being affected by the store atmosphere. As a matter of fact, based on the demographic differences of the employees, the perception of the store atmosphere differs significantly according to the working year and professional seniority. In addition, there is a significant relationship between the sub-dimensions related to the store atmosphere.

Anahtar Kelimeler

• Store Atmosphere
• Store Staff
• Shopping Center

Kaynakça

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