BİR TİCARİ MEKAN İMAJININ MÜŞTERİ KARAKTERİSTİKLERİNE BAĞLI OLARAK FARKLI YORUMLANMASI

Öz

Bu araştırmada, ticari mekan atmosferi ile satış elemanının davranışlarını kapsayan mekan imajı unsurlarının algılanması üzerine müşterilerin yaş, cinsiyet ve eğitim düzeyleri arasındaki farklılıkların etkisinin belirlenmesi amaçlanmıştır. Bu amaçla yürütülen araştırmanın sonuçları, müşterilerin mekan imajını algılamalarında yaş, cinsiyet ve eğitim grupları arasında önemli farklılıkların olduğunu açıkça ortaya koymuştur. Buna göre, gençlerin, orta yaşlılardan, erkeklerin bayanlardan ve orta eğitimli müşterilerin ise yüksek eğitimlilerden mekan imajını daha pozitif olarak algıladıkları ve bunun da istatistiksel açıdan önemli olduğu belirlenmiştir. Ayrıca, sonuçlara ait yönetimsel çıkarımlar tartışılmış ve önerilerde bulunulmuştur.

Anahtar Kelimeler

• Mekan imajı, mekan atmosferi, personel davranışları, müşteri karakteristikleri.

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