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BİR TİCARİ MEKAN İMAJININ MÜŞTERİ KARAKTERİSTİKLERİNE BAĞLI OLARAK FARKLI YORUMLANMASI

Yıl 2005, Cilt: 20 Sayı: 4, 0 - , 10.04.2013

Kemal Yıldırım

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.

Kaynakça

  • U.S. Census Bureau, “Global Population at A Glance: 2002 and Beyond”, International Popula¬tion Reports, Issued March, WP02-1, 2004.
  • Kinley, T.L., Conrad, R.A., Brown, G., “Personal vs. Non-Personal Sources of Information Used in the Purchase of Men’s Apparel”, Journal of Consumer Studies and Home Economics, Vol. 24, 1, 60-67, 2000.
  • Martineau, P., “The Personality of the Retail Store”, Harvard Business Review, Vol. 36, 47-56, 1958.
  • Arons, L., “Does Television Viewing Influence Store Image and Shopping Frequency”, Journal of Retailing, Vol. 37, 1-13, 1961.
  • Kotler, P., “Atmospherics as a Marketing Tool”, Journal of Retailing, Vol. 49, 48-64, 1973.
  • Doyle, P., Fenwick, I., “How Store Image Affects Shopping Habits in Grocery Chains”, Journal of Retailing, Vol. 50, 39-52, 1974.
  • Nevin, J. R., Houston, M. J., “Image as a Component of Attraction to Intra-Urban Shopping Areas”, Journal of Retailing, Vol. 56, 77-93, 1980.
  • Michell, V. W., “A Role for Consumer Risk Perceptions in Grocery Retailing”, British Food Journal, Vol. 100, 171-183, 1998.
  • Lee, Young-Ki., Lee, Dae-Hong., Kwon, Young-Ju., Park, Young-Kyun., “The Effects of in-Store Environment Cues on Purchase Intentions across the Three Types of Restaurants in Korea”, International Journal of Tourism Sciences, Vol. 3, 14, 2003.
  • Lindquist, J. D., “Meaning of Image; A Survey of Empirical and Hypothetical Evidence”, Journal of Retailing, Vol. 50, 29-38, 1974.
  • Zimmer, M. R., Golden, L. L., “Impressions of Retailing Stores: A Content Analysis of Consumer Images”, Journal of Retailing, Vol. 64, 265-293, 1988.
  • Porter, S. S., Claycomb, C., “The Influence of Brand Recognition on Retail Store Image”, Journal of Product and Management, Vol. 6, 373-387, 1997.
  • Hirschman, E. C., “Retail Research and Theory”, In Enis B. M. and Roering K. J. (Eds.), Review Market¬ing, American Marketing Association, Chicago, 1981.
  • Mazursky, D., Jacoby, J., “Exploring the Development of Store Images”, Journal of Retailing, Vol. 62, 145-165, 1986.
  • Rentz, J., Reynolds, F., “Forecasting the Effects of an Ageing Population on Product Consumption: An Age-Period Cohort”, Journal of Marketing Research, Vol. 27, 335-360, 1991.
  • Holbrook, M., Schindler, R., “Age, Sex, and Attitude toward the Past as Predictors of Consumers’ Aesthetic Tastes for Cultural Products”, Journal of Marketing Research, Vol. 31, 412-22, 1994.
  • Joyce, M. L., Lambert, D. R., “Memories of the Way Stores Were and Retail Store Image”, International Journal of Retail and Distribu¬tion Management, Vol. 24, 24-33, 1996.
  • Dube, L., Morgan, M.S., “Trend Effects and Gender Differences in Retrospective Judgments of Consumption Emotions”, Journal of Consumer Research, Vol. 23, 156-162, 1996.
  • Aylott, R., Michell, V. W., “An Exploratory Study of Grocery Shopping Stressors”, International Journal of Retail and Distribution Manage¬ment, Vol. 26, 362-373, 1998.
  • Baker, J., Grewal, D., Parasuraman, A., “The Influ¬ence of Store Environment on Quality Inferences and Store Image”, Journal of the Academy of Marketing Science, Vol. 22, 328-339, 1994.
  • Sharma, A., Stafford T. F., “The Effect of Retail Atmospherics on Customers’ Perceptions of Salespeople and Customer Persuasion: An Empiri-cal Investigation”, Journal of Business Research, Vol. 49, 183-191, 2000.
  • Bearden, W. O., “Determinant Attributes of Store Patronage: Downtown versus Outlying Shopping Areas”, Journal of Retailing, Vol. 53, 15-22, 1977.
  • Ghosh, A., “Retail Management (2nd Edition Ed.)”, The Dryden Press, Chicago, 1994.
  • Erdem, O., Oumlil, B., Tuncalp, S., “Consumer Values and the Importance of Store Attributes”, International Journal of Retail and Distribu¬tion Management, Vol. 27, 137-144, 1999.
  • Donovan, R. J., Rossiter, J. R., “Store Atmospheric: An Environmental Psychology Approach”, Journal of Retailing, Vol. 58, 34-57, 1982.
  • Ingene, C., “Productivity and Functional Shifting in Spatial Retailing: Private and Social Perspectives”, Journal of Retailing, Vol. 60, 15-36, 1984.
  • Baker, J., Grewal, D., Levy, M., “An Experimen¬tal Approach to Making Retail Store Environ¬mental Decisions”, Journal of Retailing, Vol. 68, 445-461, 1992.
  • Bitner, M. J., “Servicescapes: The Impact of Physical Surroundings on Customers and Employees”, Journal of Marketing, Vol. 56, 57-71, 1992.
  • Turley, L. W., Fugate, D. L., “The Multidimen-sional Nature of Service Facilities: Viewpoints and Recommendations”, Journal of Services Marketing, Vol. 6, 37-45, 1992.
  • Darden, W. R., Babin, B. J., “Exploring the Concept of Affective Quality: Expanding the Concept of Retail Personality”, Journal of Business Research, Vol. 29, 101-110, 1994.
  • Yoo, C. J., Park, J. M., Maclnnis, D. J., “Effect of Store Characteristics and in-Store Emotional Experience on Store Attitude”, Journal of Business Research, Vol. 42, 253-263, 1998.
  • Wakefield, K. L., Baker, J., “Excitement at the Mall: Determinants and Effects on Shopping Response”, Journal of Retailing, Vol. 74, 515-539, 1998.
  • Baker, J., “The Role of the Environment in Marketing Services: The Consumer Perspective”, In J. Czepiel, Et Al. (Eds.), The Services Challenge: Integrating For Competitive Advantage, American Marketing Association, Chicago, 79-84, 1986.
  • Sharma, A., “Consumer Decision-Making, Salespeople’s Adaptive Selling and retail Performance”, Journal of Business Research, Vol. 54, 125-129, 2001.
  • Sharma, A., “The Persuasive Effect of Salesperson Credibility: Conceptual and Empirical Examina¬tion”, Journal of Personal Selling and Sales Management, Vol. 10, 71-80, 1990.
  • Turley, L. W., Milliman, R. E., “Atmospheric Effects on Shopping Behavior: A Review of The Empirical Evidence”, Journal of Business Research, Vol. 49, 193-211, 2000.
  • Putrevu, S., “Exploring the Origins and Information Processing Differences Between Man and Women: Implications for Advertisers”, Journal of the Academy of Marketing Science, [Online] (10), 2001.
  • Berenbaum, S.A., “Effects of Early Androgens on Sex-Typed Activities and Interests in Adolescents with Congenital Adrenal Hyperplasia”, Hormones and Behavior, Vol. 35, 102-110, 1999.
  • Costa, P. T., Terracciano, A., Mccrae, R.R., “Gender Differences in Personality Traits across Cultures: Robust and Surprising Findings”, Journal of Personality and Social Psychology, Vol. 81, 322-331, 2001.
  • Everhart, D. E., Shucard, J. L., Quatrin, T., Shucard, D.W., “Sex-Related Differences in Event-Related Potentials, Face Recognition, and Facial Affect Processing in Prepubertal Children”, Neuropsychology, Vol. 15, 329-341, 2001.
  • Holbrook, M., “Aims, Concepts, and Methods for the Representation of Individual Differences in Esthetics Responses to Design Features”, Journal of Consumer Research, Vol. 13, 337-347, 1986.
  • TS 7281., “Pastanelerin Özellikleri ve Sınıflan¬dı-rılması. Türk Standartları Enstitüsü, Necatibey Caddesi”, No 112, Bakanlıklar/ Ankara, 1989.
  • Bagozzi, R.P., Yi, Y., “On the Evaluation of Struc-tural Equation Models”, Journal of the Academy of Marketing Science, Vol. 16, 74-94, 1988.
  • Kim, J.O., Jin, B., “Korean Customers’ Patronage of Discount Stores: Domestic vs. Multinational Discount Store Shoppers’ Profiles”, Journal of Consumer Marketing, Vol. 18, 236-255, 2001.
  • Sommer, R., Wynes, M., Brinkley, G., “Social Facilitation Effects in Shopping Behavior”, Environment and Behavior, Vol. 24, 285-297, 1992.

Yıl 2005, Cilt: 20 Sayı: 4, 0 - , 10.04.2013

Kemal Yıldırım

Öz

Kaynakça

  • U.S. Census Bureau, “Global Population at A Glance: 2002 and Beyond”, International Popula¬tion Reports, Issued March, WP02-1, 2004.
  • Kinley, T.L., Conrad, R.A., Brown, G., “Personal vs. Non-Personal Sources of Information Used in the Purchase of Men’s Apparel”, Journal of Consumer Studies and Home Economics, Vol. 24, 1, 60-67, 2000.
  • Martineau, P., “The Personality of the Retail Store”, Harvard Business Review, Vol. 36, 47-56, 1958.
  • Arons, L., “Does Television Viewing Influence Store Image and Shopping Frequency”, Journal of Retailing, Vol. 37, 1-13, 1961.
  • Kotler, P., “Atmospherics as a Marketing Tool”, Journal of Retailing, Vol. 49, 48-64, 1973.
  • Doyle, P., Fenwick, I., “How Store Image Affects Shopping Habits in Grocery Chains”, Journal of Retailing, Vol. 50, 39-52, 1974.
  • Nevin, J. R., Houston, M. J., “Image as a Component of Attraction to Intra-Urban Shopping Areas”, Journal of Retailing, Vol. 56, 77-93, 1980.
  • Michell, V. W., “A Role for Consumer Risk Perceptions in Grocery Retailing”, British Food Journal, Vol. 100, 171-183, 1998.
  • Lee, Young-Ki., Lee, Dae-Hong., Kwon, Young-Ju., Park, Young-Kyun., “The Effects of in-Store Environment Cues on Purchase Intentions across the Three Types of Restaurants in Korea”, International Journal of Tourism Sciences, Vol. 3, 14, 2003.
  • Lindquist, J. D., “Meaning of Image; A Survey of Empirical and Hypothetical Evidence”, Journal of Retailing, Vol. 50, 29-38, 1974.
  • Zimmer, M. R., Golden, L. L., “Impressions of Retailing Stores: A Content Analysis of Consumer Images”, Journal of Retailing, Vol. 64, 265-293, 1988.
  • Porter, S. S., Claycomb, C., “The Influence of Brand Recognition on Retail Store Image”, Journal of Product and Management, Vol. 6, 373-387, 1997.
  • Hirschman, E. C., “Retail Research and Theory”, In Enis B. M. and Roering K. J. (Eds.), Review Market¬ing, American Marketing Association, Chicago, 1981.
  • Mazursky, D., Jacoby, J., “Exploring the Development of Store Images”, Journal of Retailing, Vol. 62, 145-165, 1986.
  • Rentz, J., Reynolds, F., “Forecasting the Effects of an Ageing Population on Product Consumption: An Age-Period Cohort”, Journal of Marketing Research, Vol. 27, 335-360, 1991.
  • Holbrook, M., Schindler, R., “Age, Sex, and Attitude toward the Past as Predictors of Consumers’ Aesthetic Tastes for Cultural Products”, Journal of Marketing Research, Vol. 31, 412-22, 1994.
  • Joyce, M. L., Lambert, D. R., “Memories of the Way Stores Were and Retail Store Image”, International Journal of Retail and Distribu¬tion Management, Vol. 24, 24-33, 1996.
  • Dube, L., Morgan, M.S., “Trend Effects and Gender Differences in Retrospective Judgments of Consumption Emotions”, Journal of Consumer Research, Vol. 23, 156-162, 1996.
  • Aylott, R., Michell, V. W., “An Exploratory Study of Grocery Shopping Stressors”, International Journal of Retail and Distribution Manage¬ment, Vol. 26, 362-373, 1998.
  • Baker, J., Grewal, D., Parasuraman, A., “The Influ¬ence of Store Environment on Quality Inferences and Store Image”, Journal of the Academy of Marketing Science, Vol. 22, 328-339, 1994.
  • Sharma, A., Stafford T. F., “The Effect of Retail Atmospherics on Customers’ Perceptions of Salespeople and Customer Persuasion: An Empiri-cal Investigation”, Journal of Business Research, Vol. 49, 183-191, 2000.
  • Bearden, W. O., “Determinant Attributes of Store Patronage: Downtown versus Outlying Shopping Areas”, Journal of Retailing, Vol. 53, 15-22, 1977.
  • Ghosh, A., “Retail Management (2nd Edition Ed.)”, The Dryden Press, Chicago, 1994.
  • Erdem, O., Oumlil, B., Tuncalp, S., “Consumer Values and the Importance of Store Attributes”, International Journal of Retail and Distribu¬tion Management, Vol. 27, 137-144, 1999.
  • Donovan, R. J., Rossiter, J. R., “Store Atmospheric: An Environmental Psychology Approach”, Journal of Retailing, Vol. 58, 34-57, 1982.
  • Ingene, C., “Productivity and Functional Shifting in Spatial Retailing: Private and Social Perspectives”, Journal of Retailing, Vol. 60, 15-36, 1984.
  • Baker, J., Grewal, D., Levy, M., “An Experimen¬tal Approach to Making Retail Store Environ¬mental Decisions”, Journal of Retailing, Vol. 68, 445-461, 1992.
  • Bitner, M. J., “Servicescapes: The Impact of Physical Surroundings on Customers and Employees”, Journal of Marketing, Vol. 56, 57-71, 1992.
  • Turley, L. W., Fugate, D. L., “The Multidimen-sional Nature of Service Facilities: Viewpoints and Recommendations”, Journal of Services Marketing, Vol. 6, 37-45, 1992.
  • Darden, W. R., Babin, B. J., “Exploring the Concept of Affective Quality: Expanding the Concept of Retail Personality”, Journal of Business Research, Vol. 29, 101-110, 1994.
  • Yoo, C. J., Park, J. M., Maclnnis, D. J., “Effect of Store Characteristics and in-Store Emotional Experience on Store Attitude”, Journal of Business Research, Vol. 42, 253-263, 1998.
  • Wakefield, K. L., Baker, J., “Excitement at the Mall: Determinants and Effects on Shopping Response”, Journal of Retailing, Vol. 74, 515-539, 1998.
  • Baker, J., “The Role of the Environment in Marketing Services: The Consumer Perspective”, In J. Czepiel, Et Al. (Eds.), The Services Challenge: Integrating For Competitive Advantage, American Marketing Association, Chicago, 79-84, 1986.
  • Sharma, A., “Consumer Decision-Making, Salespeople’s Adaptive Selling and retail Performance”, Journal of Business Research, Vol. 54, 125-129, 2001.
  • Sharma, A., “The Persuasive Effect of Salesperson Credibility: Conceptual and Empirical Examina¬tion”, Journal of Personal Selling and Sales Management, Vol. 10, 71-80, 1990.
  • Turley, L. W., Milliman, R. E., “Atmospheric Effects on Shopping Behavior: A Review of The Empirical Evidence”, Journal of Business Research, Vol. 49, 193-211, 2000.
  • Putrevu, S., “Exploring the Origins and Information Processing Differences Between Man and Women: Implications for Advertisers”, Journal of the Academy of Marketing Science, [Online] (10), 2001.
  • Berenbaum, S.A., “Effects of Early Androgens on Sex-Typed Activities and Interests in Adolescents with Congenital Adrenal Hyperplasia”, Hormones and Behavior, Vol. 35, 102-110, 1999.
  • Costa, P. T., Terracciano, A., Mccrae, R.R., “Gender Differences in Personality Traits across Cultures: Robust and Surprising Findings”, Journal of Personality and Social Psychology, Vol. 81, 322-331, 2001.
  • Everhart, D. E., Shucard, J. L., Quatrin, T., Shucard, D.W., “Sex-Related Differences in Event-Related Potentials, Face Recognition, and Facial Affect Processing in Prepubertal Children”, Neuropsychology, Vol. 15, 329-341, 2001.
  • Holbrook, M., “Aims, Concepts, and Methods for the Representation of Individual Differences in Esthetics Responses to Design Features”, Journal of Consumer Research, Vol. 13, 337-347, 1986.
  • TS 7281., “Pastanelerin Özellikleri ve Sınıflan¬dı-rılması. Türk Standartları Enstitüsü, Necatibey Caddesi”, No 112, Bakanlıklar/ Ankara, 1989.
  • Bagozzi, R.P., Yi, Y., “On the Evaluation of Struc-tural Equation Models”, Journal of the Academy of Marketing Science, Vol. 16, 74-94, 1988.
  • Kim, J.O., Jin, B., “Korean Customers’ Patronage of Discount Stores: Domestic vs. Multinational Discount Store Shoppers’ Profiles”, Journal of Consumer Marketing, Vol. 18, 236-255, 2001.
  • Sommer, R., Wynes, M., Brinkley, G., “Social Facilitation Effects in Shopping Behavior”, Environment and Behavior, Vol. 24, 285-297, 1992.
Toplam 45 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Kemal Yıldırım Bu kişi benim

Yayımlanma Tarihi 10 Nisan 2013
Gönderilme Tarihi 10 Nisan 2013
Yayımlandığı Sayı Yıl 2005 Cilt: 20 Sayı: 4

Kaynak Göster

APA Yıldırım, K. (2013). BİR TİCARİ MEKAN İMAJININ MÜŞTERİ KARAKTERİSTİKLERİNE BAĞLI OLARAK FARKLI YORUMLANMASI. Gazi Üniversitesi Mühendislik Mimarlık Fakültesi Dergisi, 20(4).
AMA Yıldırım K. BİR TİCARİ MEKAN İMAJININ MÜŞTERİ KARAKTERİSTİKLERİNE BAĞLI OLARAK FARKLI YORUMLANMASI. GUMMFD. Mart 2013;20(4).
Chicago Yıldırım, Kemal. “BİR TİCARİ MEKAN İMAJININ MÜŞTERİ KARAKTERİSTİKLERİNE BAĞLI OLARAK FARKLI YORUMLANMASI”. Gazi Üniversitesi Mühendislik Mimarlık Fakültesi Dergisi 20, sy. 4 (Mart 2013).
EndNote Yıldırım K (01 Mart 2013) BİR TİCARİ MEKAN İMAJININ MÜŞTERİ KARAKTERİSTİKLERİNE BAĞLI OLARAK FARKLI YORUMLANMASI. Gazi Üniversitesi Mühendislik Mimarlık Fakültesi Dergisi 20 4
IEEE K. Yıldırım, “BİR TİCARİ MEKAN İMAJININ MÜŞTERİ KARAKTERİSTİKLERİNE BAĞLI OLARAK FARKLI YORUMLANMASI”, GUMMFD, c. 20, sy. 4, 2013.
ISNAD Yıldırım, Kemal. “BİR TİCARİ MEKAN İMAJININ MÜŞTERİ KARAKTERİSTİKLERİNE BAĞLI OLARAK FARKLI YORUMLANMASI”. Gazi Üniversitesi Mühendislik Mimarlık Fakültesi Dergisi 20/4 (Mart 2013).
JAMA Yıldırım K. BİR TİCARİ MEKAN İMAJININ MÜŞTERİ KARAKTERİSTİKLERİNE BAĞLI OLARAK FARKLI YORUMLANMASI. GUMMFD. 2013;20.
MLA Yıldırım, Kemal. “BİR TİCARİ MEKAN İMAJININ MÜŞTERİ KARAKTERİSTİKLERİNE BAĞLI OLARAK FARKLI YORUMLANMASI”. Gazi Üniversitesi Mühendislik Mimarlık Fakültesi Dergisi, c. 20, sy. 4, 2013.
Vancouver Yıldırım K. BİR TİCARİ MEKAN İMAJININ MÜŞTERİ KARAKTERİSTİKLERİNE BAĞLI OLARAK FARKLI YORUMLANMASI. GUMMFD. 2013;20(4).