THE EFFECT OF THE STORE SERVICESCAPE ON THE CUSTOMERS REGARDING THE TELECOMMUNICATION SECTOR

Yıl 2019, Cilt: 11 Sayı: 21, 577 - 590, 28.11.2019

Onur Çelik

https://doi.org/10.20990/kilisiibfakademik.597196

Öz

The competition among enterprises in the
today’s business world is acquiring more different dimensions day by day. The
enterprises which maintain especially their technology-oriented activities are
experiencing a period in which it is not possible for them to be one step ahead
from their competitors through only improvements in their technological
infrastructures. The competition wars in the telecommunication sector of which
importance and potential is great as well are observed to be performed over
physical evidence which constitutes one of the significant elements of the
marketing mix (7P). Within this scope, the study was implemented to the
telecommunication sector which shows an oligopoly market property in Turkey.
The purpose of the study is to reveal the effects of the servicescape on the
target audience in the telecommunication sector. The study was carried out in
the Shopping Malls in the province of Adana by taking into consideration the
brands of Turkcell, Vodafone and Turk Telekom which are carrying on their
business in the telecommunication sector in Turkey. As a result of this study,
reviewable 400 surveys were obtained and within this scope, descriptive
statistics were used for the demographic information and simple linear
regression analysis were implemented for total 5 scales which include 23
judgments. According to the results, 60.3% of the participants was male and
86.7% was under the age of 55. According to the data of hypothesis test,
servicescape was observed to have positive effects on the perceived quality,
brand image, brand loyalty and purchase intention.

Anahtar Kelimeler

Servicescape, Perceived Quality, Brand Image, Brand Loyalty, Purchase Intention

Destekleyen Kurum

Adana Alparslan Türkeş Bilim ve Teknoloji Üniversitesi

Proje Numarası

17117003

Teşekkür

This study was supported by Adana Alparslan Türkeş Science and Technology University under Scientific Research Projects

THE EFFECT OF THE STORE SERVICESCAPE ON THE CUSTOMERS REGARDING THE TELECOMMUNICATION SECTOR

Öz

Günümüz iş
dünyasında işletmeler arasındaki rekabet her geçen gün daha farklı boyutlar
kazanmaktadır. Özellikle teknoloji odaklı faaliyetlerini sürdüren işletmeler sadece
teknolojik alt yapılarındaki iyileştirmeler ile rakiplerinden bir adım öne çıkabilmeleri
mümkün olmayan bir dönemi yaşamaktadır. Önemi ve potansiyeli büyük olan
telekomünikasyon sektöründe de rekabet savaşları hizmet pazarlaması karmasının
(7P) önemli ayaklarından bir tanesi olan fiziksel unsurlar üzerinden de
gerçekleştiği görülmektedir. Bu kapsamda çalışma Türkiye’de oligopol pazar
özelliği gösteren telekomünikasyon sektöründe uygulanmıştır. Çalışmanın amacı
telekomünikasyon sektöründe mağaza hizmet ortamının hedef kitle üzerindeki
etkilerini ortaya koyabilmektir. Çalışma Türkiye’de telekomünikasyon sektöründe
faaliyet gösteren Turkcell, Vodafone ve Turk Telekom markaları dikkat alınarak;
Adana ilinde yer alan AVM’lerde gerçekleştirilmiştir. Araştırmanın sonucunda
incelenebilir 400 ankete ulaşılmış, bu kapsamda demografik bilgiler için
tanımlayıcı istatistikler kullanılırken, 23 yargıdan oluşan toplam 5 ölçek için
ise basit lineer regresyon analizi uygulanmıştır. Sonuçlara göre;
katılımcıların % 60,3’ü erkek ve %86.7’si 55 yaşın altındadır. Hipotez test
verilerine göre ise mağaza hizmet ortamının; algılanan kalite, marka imajı, marka
sadakati ve satın alma niyeti üzerinde pozitif yönde etkisinin olduğu
görülmüştür.

Anahtar Kelimeler

Mağaza Hizmet Ortamı, Algılanan Kalite, Marka İmajı, Marka Sadakati, Satın Alma Niyeti

Proje Numarası

17117003

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