Ayakkabı Sektöründe Tüketici Beklentilerine İlişkin Niteliksel Bir Çalışma: Kastamonu Örneği

Öz

Ayakkabı sektörü insanlık tarihinin bir parçası olarak geçmişten günümüze uzanmaktadır. Bu çalışmanın temel amacı ayakkabı sektöründe müşteri algı ve beklentilerinin tespiti ve, ürün kalitesi ve müşteri sadakatini etkileyen faktörlerin belirlenmesidir. Bu amaçla araştırmacılar tarafından hazırlanan yarı yapılandırılmış açık uçlu sorulardan oluşan bir mülakat formu ile Kastamonu ilinde ikamet eden 133 katılımcıdan nitel veriler toplanmıştır. Elde edilen veriler MAXQDA 2022 programı kullanılarak kodlanmış ve analiz edilmiştir. Yapılan değerlendirmelerde ayakkabı tercihinde müşteriler tarafından dikkate alınan unsurlar önem sırasına göre konfor, estetik, dayanıklılık, performans, fiyat, ayak sağlığı, kullanışlılık, üretim kalitesi, kalite, hizmetler ve çevrecilik boyutları olma üzere on bir faktör altında otuz iki alt boyutla sınıflandırılmıştır. Çalışmada ayrıca müşteri sadakatinde etkili olan faktörler, kalite değerlendirmesinde etkili olan faktörler, satın alma biçimi, ayakkabı türleri ve kullanım alanları ile ilgili değerlendirmelere de yer verilmiştir

Anahtar Kelimeler

• Ayakkabı
• Müşteri Beklentileri
• Nitel Analiz
• Ürün Kalitesi
• Müşteri Sadakati

A Qualitative Study on Consumer Expectations in the Footwear Sector: The Case of Kastamonu

Öz

The footwear sector has been extending from the past to the present as a part of human history. The main purpose of this study is to determine customer perceptions and expectations in the footwear sector and to determine the factors affecting product quality and customer loyalty. For this purpose, qualitative data were collected from 133 participants residing in Kastamonu with an interview form consisting of semi-structured open-ended questions prepared by the researchers. The data obtained were coded and analysed using MAXQDA 2022 software. In the evaluations made, the factors considered by the customers in the preference of footwear were classified according to the order of importance with thirty-two sub-dimensions under eleven factors as comfort, aesthetics, durability, performance, price, foot health, usefulness, production quality, quality, services and environmentalism dimensions. The study also includes evaluations on the factors effective in customer loyalty, factors effective in quality evaluation, purchasing style, shoe types and usage areas.

Anahtar Kelimeler

• Foofwear
• Foofwear
• Custumer Expectations
• Qualitative Analysis
• Product Quality
• Customer Loyalty

Kaynakça

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