Effects Of Customer Store Selection Criteria On Customer Satisfaction

Yıl 2021, , 769 - 792, 17.05.2021

Melih Başkol

https://doi.org/10.25295/fsecon.899208

Cited By: 1

Öz

The aim of this study is to investigate the effects of store selection criteria on customer satisfaction. Many studies have been conducted on this subject in the literature up to now. Since the dynamic and versatile nature of retail business causes changes in the criteria of choosing a store and store patronage behaviors, studies on this subject continue today. In this study product variety, access, satisfaction, service quality, trust, design criteria were determined as store selection criteria as a result of both the literature and the pilot study. In this research, Bartın province population was chosen as the research population. In order to represent the population in the best way, 550 questionnaires were applied face to face in Bartın province. In total, 533 questionnaires were returned. As a result of the research, it has been revealed that these criteria have positive effects on customer satisfaction.

Anahtar Kelimeler

Store Choice, Retailing, Store Patronage

Müşteri Mağaza Seçim Kriterlerinin Müşteri Tatmini Üzerindeki Etkileri

Öz

Bu çalışmanın amacı mağaza seçim kriterlerinin müşteri tatmini üzerindeki etkilerini araştırmaktır. Literatürde bugüne kadar bu konuda pek çok çalışma yapılmıştır. Perakende işletmeciliğinin dinamik ve değişken doğası mağaza seçimi ve mağaza müşterisi olma kriterlerinin de değişmesine neden olmaktadır. Bu nedenle bu konuda yapılan çalışmalar günümüzde de devam etmektedir. Bu çalışmada ürün çeşitliliği, erişim, tatmin, hizmet kalitesi, güven, dizayn kriterleri hem literatür hem de yapılan pilot çalışma sonucunda mağaza seçim kriterleri olarak belirlenmiştir. Araştırma için verilerin ana kütlesi Bartın ili nüfusu olarak ele alınmıştır. Örneklimin ana kütleyi en iyi biçimde temsil edebilmesi için 550 anket Bartın ilinde yüz yüze olarak uygulanmıştır. Toplam olarak analize uygun olarak 533 anketin geri dönüşü sağlanmıştır. Araştırma sonucunda bu kriterlerin müşteri tatmini üzerinde olumlu etkilere sahip olduğu ortaya çıkmıştır.

Anahtar Kelimeler

Mağaza Seçimi, Perakendecilik, Mağaza Müşterisi Olma

Kaynakça

• Ah, K., & Ehrenberg, A. S. C. (1984). Patterns of Store Choice. Journal of Marketing Research, 21(4), 399–409.
• Ashley, C., Ligas, M., & Chaudhuri, A. (2010). Can Hedonic Store Environments Help Retailers Overcome Low Store Accessibility? Journal of Marketing Theory and Practice, 18(3), 249–262. https://doi.org/10.2753/MTP1069-6679180303
• Baker, J., Grewal, D., & Parasuraman, A. (1994). The Influence Of Store Environment On Quality İnferences And Store İmage. Journal of the Academy of Marketing Science, 22(4), 328–339. https://doi.org/10.1177/0092070394224002
• Baker, J., Parasuraman, A., Grewal, D., & Voss, G. B. (2002). The Influence Of Multiple Store Environment Cues On Perceived Merchandise Value And Patronage İntentions. Journal of Marketing, 66(2), 120–141. https://doi.org/10.1509/jmkg.66.2.120.18470
• Beauchamp, M. B., & Ponder, N. (2010). Perception of Retail Convenience for in-Store and Online Shoppers. Marketing Management Journal, 20(1), 49–65.
• Bishop Gagliano, K., & Hathcote, J. (1994). Customer Expectations and Perceptions of Service Quality in Retail Apparel Specialty Stores. Journal of Services Marketing, 8(1), 60–69. https://doi.org/10.1108/08876049410053311
• Bloemer, J., & de Ruyter, K. (1998). On The Relationship Between Store Image, Store Satisfaction And Store Loyalty. European Journal of Marketing, 32(5/6), 499–513. https://doi.org/10.1108/03090569810216118
• Briesch, R. A., Chintagunta, P. K., & Fox, E. J. (2009). How Does Assortment Affect Grocery Store Choice? Journal of Marketing Research, 46(2), 176–189. https://doi.org/10.1509/jmkr.46.2.176
• Carpenter, J. M., & Moore, M. (2006). Consumer Demographics, Store Attributes, And Retail Format Choice In The US Grocery Market. International Journal of Retail & Distribution Management, 34(6), 434–452. https://doi.org/10.1108/09590550610667038
• Chamhuri, N., & Batt, P. J. (2013). Segmentation Of Malaysian Shoppers By Store Choice Behaviour In Their Purchase Of Fresh Meat And Fresh Produce. Journal of Retailing and Consumer Services, 20(6), 516–528. https://doi.org/10.1016/j.jretconser.2013.06.008
• Chernev, A., & Hamilton, R. (2009). Assortment Size and Option Attractiveness in Consumer Choice Among Retailers. Journal of Marketing Research, XLVI(June), 410–420. https://doi.org/10.1509/jmkr.46.3.410
• Clottey, T. A., Collier, D. A., & Stodnick, M. (2008). Drivers of Customer Loyalty in a Retail Store Environment. Journal of Service Science, 1(1), 35–48. https://doi.org/10.19030/jss.v1i1.4300
• Cronin, J. J., & Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56(3), 55–68. https://doi.org/10.2307/1252296
• Dabija, D.-C., & Băbuţ, R. (2014). Enhancing Consumers’ Satisfaction And Loyalty Of Retailers In Romania Through Store Ambiance And Communication. Procedia Economics and Finance, 15(14), 371–382. https://doi.org/10.1016/S2212-5671(14)00459-6
• Das, G. (2014). Store Personality And Consumer Store Choice Behaviour: An Empirical Examination. Marketing Intelligence & Planning, 32(3), 375–394. https://doi.org/10.1108/MIP-07-2013-0116
• Deb, M., & Lomo-David, E. (2014). Evaluation Of Retail Service Quality Using Analytic Hierarchy Process. International Journal of Retail & Distribution Management, 42(6), 521–541. https://doi.org/10.1108/IJRDM-12-2013-0217
• Donovan, R. J., & Rossiter, J. R. (1982). Store Atmosphere: An Environmental Psychology Approach. Journal of Retailing, 58(1), 34–57. https://doi.org/Article
• Field, A. (2018). Discovering Statistics Using IBM SPSS Statistics. In Journal of Materials Processing Technology (Fifth Edit). London: Sage.
• Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research This, 18(1), 39–50.
• Fotheringham, a. S. (1988). Consumer Store Choice and Choice Set Definition. Marketing Science, 7(3), 299–310. https://doi.org/10.1287/mksc.7.3.299
• Francioni, B., Savelli, E., & Cioppi, M. (2018). Store Satisfaction And Store Loyalty: The Moderating Role Of Store Atmosphere. Journal of Retailing and Consumer Services, 43(April), 333–341. https://doi.org/10.1016/j.jretconser.2018.05.005
• Goel, A., & Yang, N. (2003). Measuring The Quality Of Relationships İn Consumer Services: An Empirical Study. In European Journal of Marketing (Vol. 37). https://doi.org/10.1108/EL-01-2014-0022 Goodman, S., & Remaud, H. (2015). Store Choice: How Understanding Consumer Choice Of “Where” To Shop May Assist The Small Retailer. Journal of Retailing and Consumer Services, 23, 118–124. https://doi.org/10.1016/j.jretconser.2014.12.008
• Guenzi, P., Johnson, M. D., & Castaldo, S. (2009). A Comprehensive Model of Customer Trust in Two Retail Stores. Journal of Service Management, 20(3), 290–316. https://doi.org/10.1108/09564230910964408
• Gupta, A. K., & Shukla, A. V. (2015). Store Choice Behaviour for Consumer Durables in NCT-Delhi: Effect of Shoppers Demographics. Paradigm, 19(2), 152–169. https://doi.org/10.1177/0971890715609847
• Hair Jr, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate Data Analysis (Eight Edit). Hampshire: Cengage Learning, EMEA. Helgesen, Ø., & Nesset, E. (2010). Gender, Store Satisfaction And Antecedents: A Case Study Of A Grocery Store. Journal of Consumer Marketing, 27(2), 114–126. https://doi.org/10.1108/07363761011027222
• Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A New Criterion for Assessing Discriminant Validity in Variance-Based Structural Equation Modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
• Hsu, M., Huang, Y., & Swanson, S. (2010). Grocery Store İmage, Travel Distance, Satisfaction And Behavioral Intentions: Evidence From A Midwest College Town. International Journal of Retail & Distribution Management, 38(2), 115–132. https://doi.org/10.1108/MBE-09-2016-0047
• Huddleston, P., Whipple, W., Mattick, R., & Lee, S. (2009). Customer Satisfaction İn Food Retailing: Comparing Specialty And Conventional Grocery Stores. International Journal of Retail & Distribution Management, 37(1), 63–80. https://doi.org/10.1108/IJBM-07-2013-0069
• Kamran-Disfani, O., Mantrala, M. K., Izquierdo-Yusta, A., & Martínez-Ruiz, M. P. (2017). The Impact Of Retail Store Format On The Satisfaction-Loyalty Link: An Empirical İnvestigation. Journal of Business Research, 77(April), 14–22. https://doi.org/10.1016/j.jbusres.2017.04.004
• Karande, K., & Lombard, J. R. (2005). Location Strategies Of Broad-Line Retailers: An Empirical İnvestigation. Journal of Business Research, 58(5), 687–695. https://doi.org/10.1016/j.jbusres.2003.09.008
• Kim, H. (2014). A Development of a Retail Service Quality Model Integrating Its Antecedents and Consequences. Journal of Marketing Thought, 1, 12–21.
• Koo, W., & Kim, Y.-K. (2013). Impacts of Store Environmental Cues on Store Love and Loyalty: Single-Brand Apparel Retailers. Journal of International Consumer Marketing, 25(2), 94–106. https://doi.org/10.1080/08961530.2013.759044
• Kotler, P. (1974). Atmospherics as a Marketing Tool. Journal of Retailing, 49(4), 48–65. https://doi.org/10.1016/j.obhdp.2011.03.002
• Kumar, A., & Kim, Y. K. (2014). The Store-As-A-Brand Strategy: The Effect Of Store Environment On Customer Responses. Journal of Retailing and Consumer Services, 21(5), 685–695. https://doi.org/10.1016/j.jretconser.2014.04.008
• Kumar, V., & Karande, K. (2000). The Effect of Retail Store Environment on Retailer Performance. Journal of Business Research, 49(2), 167–181. https://doi.org/10.1016/S0148-2963(99)00005-3
• Lee, H. J., & Yang, K. (2013). Interpersonal Service Quality, Self-Service Technology (SST) Service Quality, And Retail Patronage. Journal of Retailing and Consumer Services, 20(1), 51–57. https://doi.org/10.1016/j.jretconser.2012.10.005
• Leszczyc, P., Sinha, A., & Timmermans, H. (2000). Consumer Store Choice Dynamics: An Analysis of the Competitive Market Structure for Grocery Stores. Journal of Retailing, 76(3), 323–345.
• Lin Thang, D. C., & Tan, B. L. B. (2003). Linking Consumer Perception To Preference Of Retail Stores: An Empirical Assessment Of The Multi-Attributes Of Store İmage. Journal of Retailing and Consumer Services, 10(4), 193–200. https://doi.org/10.1016/S0969-6989(02)00006-1
• Morales, A., Kahn, B. E., McAlister, L., & Broniarczyk, S. M. (2005). Perceptions Of Assortment Variety: The Effects Of Congruency Between Consumers’ Internal And Retailers’ External Organization. Journal of Retailing, 81(2 SPEC. ISS.), 159–169. https://doi.org/10.1016/j.jretai.2005.03.007
• Nesset, E., Nervik, B., & Helgesen, Ø. (2011). Satisfaction And İmage As Mediators Of Store Loyalty Drivers In Grocery Retailing. The International Review of Retail, Distribution and Consumer Research, 21(3), 267–292. https://doi.org/10.1080/09593969.2011.588716
• Oppewal, H., & Koelemeijer, K. (2005). More Choice Is Better: Effects Of Assortment Size And Composition On Assortment Evaluation. International Journal of Research in Marketing, 22(1), 45–60. https://doi.org/10.1016/j.ijresmar.2004.03.002
• Pan, Y., & Zinkhan, G. M. (2006). Determinants Of Retail Patronage: A Meta-Analytical Perspective. Journal of Retailing, 82(3), 229–243. https://doi.org/10.1016/j.jretai.2005.11.008
• Parasuraman, a, Zeithaml, V. a, & Berry, L. L. (1988). SERQUAL: A Multiple-Item Scale For Measuring Consumer Perceptions Of Service Quality. Journal of Retailing, Vol. 64, p. 28. https://doi.org/10.1016/S0148-2963(99)00084-3
• Prashar, P. (2013). Drivers Of Store Choice In An Evolving Market: An Empirical Study. International Journal of Advancement in Research & Technology, 2(8), 195–202.
• Rubio, N., Villaseñor, N., & Yagüe, M. J. (2017). Creation Of Consumer Loyalty And Trust In The Retailer Through Store Brands: The Moderating Effect Of Choice Of Store Brand Name. Journal of Retailing and Consumer Services, 34, 358–368. https://doi.org/10.1016/j.jretconser.2016.07.014
• Simonson, I. (1999). The Effect Of Product Assortment On Buyer Preferences. Journal of Retailing, 75(3), 347–370. https://doi.org/10.1016/s0022-4359(99)00012-3
• Sinha, P. K., & Banerjee, A. (2004). Store Choice Behaviour In An Evolving Market. International Journal of Retail & Distribution Management, 32(10), 482–494. https://doi.org/10.1108/09590550410558626
• Sinha, P. K., Banerjee, A., & Uniyal, D. P. (2002). Deciding Where to Buy: Store Choice Behaviour of Indian Shoppers. Vikalpa, 27(2), 13–28. Siu, N. Y. M., & Tak‐Hing Cheung, J. (2001). A Measure Of Retail Service Quality. Marketing Intelligence & Planning, 19(2), 88–96. https://doi.org/10.1108/02634500110385327
• Tabachnick, B. G., & Fidell, L. S. (2007). Experimental Designs Using ANOVA. https://doi.org/10.1590/s1415-65552011000200016
• Theodoridis, C., & Bennison, D. (2009). Complexity Theory And Retail Location Strategy. International Review of Retail, Distribution and Consumer Research, 19(4), 389–403. https://doi.org/10.1080/09593960903331386
• Theodoridis, C. D., & Priporas, C.-V. (2009). Store Choice In Computer Retailing: The Case Of Home Users In Greece. EuroMed Journal of Business, 4(1), 58–68. https://doi.org/10.1108/14502190910956693
• Theodoridis, P. K., & Chatzipanagiotou, K. C. (2009). Store Image Attributes And Customer Satisfaction Across Different Customer Profiles Within The Supermarket Sector In Greece. European Journal of Marketing, 43(5–6), 708–734. https://doi.org/10.1108/03090560910947016
• Walsh, G., Shiu, E., Hassan, L. M., Michaelidou, N., & Beatty, S. E. (2011). Emotions, Store-Environmental Cues, Store-Choice Criteria, And Marketing Outcomes. Journal of Business Research, 64(7), 737–744. https://doi.org/10.1016/j.jbusres.2010.07.008
• Ward, J. C., Bitner, M. J., & Barnes, J. (1992). Measuring the Prototypicality and Meaning of Retail Environments. Journal of Retailing, 68(2), 194–220.
• Wu, P. C. S., Yeh, G. Y. Y., & Hsiao, C. R. (2011). The Effect Of Store Image And Service Quality On Brand Image And Purchase Intention For Private Label Brands. Australasian Marketing Journal, 19(1), 30–39. https://doi.org/10.1016/j.ausmj.2010.11.001
• Zhao, J., & Huddleston, P. (2012). Antecedents Of Specialty Food Store Loyalty. The International Review of Retail, Distribution and Consumer Research, 22(2), 171–187. https://doi.org/10.1080/09593969.2011.652646