Effects Of Customer Store Selection Criteria On Customer Satisfaction

Yıl 2021, Cilt: 5 Sayı: 2, 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

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