Kent Merkezlerinde Yerel Bağımsız Perakendeciliğin Değişimi ve Kent Makroformuna Etkileri: Ankara Örneği

Öz

Kent merkezlerinin plansız büyümesi, kentlerin yerel dokusunu tehdit ederken, yerel perakendecilik, kent kimliğinin korunmasının ve sürdürülebilir tüketimin önemli bir bileşeni haline gelmektedir. Bu araştırma, alışveriş motivasyonlarının müşteri memnuniyeti üzerindeki etkisini incelemeyi ve müşteriye yakınlık, yerel tedarikçilerle ilişkiler ve mağaza atmosferi gibi faktörlerin, tüketicilerin kentle bağ kurma algısını nasıl şekillendirdiğini belirlemeyi amaçlamaktadır. Ankara'nın Altındağ, Çankaya, Etimesgut, Gölbaşı, Keçiören, Mamak, Pursaklar ve Sincan ilçelerinde, sistematik ve tabakalı örnekleme yöntemleri kullanılarak elde edilen veriler analiz edilmiştir. Çalışmada doğrusal regresyon, lojistik regresyon, ANOVA ve bağımsız örneklem t-testi gibi istatistiksel analiz yöntemlerinden yararlanılmıştır. Regresyon analizleri, alışveriş motivasyonları ile müşteri memnuniyeti arasında pozitif ve istatistiksel olarak anlamlı bir ilişki olduğunu göstermektedir. Ayrıca, müşteriye yakınlık ve yerel tedarikçilerle ilişkilerin, müşteri memnuniyeti üzerinde anlamlı ve pozitif bir etkisi olduğu tespit edilmiştir. Alışveriş motivasyonları, toplulukla bağ kurma ve mağaza atmosferi faktör puanları, farklı ziyaret sıklığı gruplarına göre anlamlı farklılıklar göstermektedir. Bu çalışma, yerel perakendecilerin, tüketicilerin kentle kurduğu duygusal bağın güçlendirilmesindeki kritik rolünü ortaya koyması açısından özgün bir değer taşımaktadır. Elde edilen bulgular, yerel işletmelerin kent kimliğini korumada ve sürdürülebilir bir tüketim ekosistemi oluşturmada ne kadar önemli olduğunu vurgulamaktadır.

Anahtar Kelimeler

• Yerel Bağımsız Perakendecilik
• Kent Merkezi Planlama
• Alışveriş Motivasyonu

The Transformation of Local Independent Retail in City Centers and Its Effects on the City's Macroform: The Case of Ankara

Öz

The unplanned growth of city centers threatens the local fabric of cities, while local retail has become an important component of preserving city identity and sustainable consumption. This research aims to examine the effect of shopping motivations on customer satisfaction and to determine how factors such as customer proximity, relationships with local suppliers, and store atmosphere shape consumers' perception of Urban Attachment. Data obtained using systematic and stratified sampling methods in the districts of Altındağ, Çankaya, Etimesgut, Gölbaşı, Keçiören, Mamak, Pursaklar, and Sincan in Ankara were analyzed. Statistical analysis methods such as linear regression, logistic regression, ANOVA, and independent samples t-test were used in the study. Regression analyses show a positive and statistically significant relationship between shopping motivations and customer satisfaction. Furthermore, proximity to the customer and relationships with local suppliers were found to have a significant and positive effect on customer satisfaction. Shopping motivations, community connection, and store atmosphere factor scores showed significant differences across different visit frequency groups. This study uniquely highlights the critical role local retailers play in strengthening consumers' emotional connection to the city. The findings emphasize local businesses' importance in preserving city identity and creating a sustainable consumption ecosystem.

Anahtar Kelimeler

• Local Independent Retailing
• City Center Planning
• Shopping Motivations.

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