Alışveriş Merkezlerinde Ticari Rekreasyon ve Hizmet Kalitesi

Year 2013, Volume: 4 Issue: 3, 53 - 75, 30.09.2013

Kerem Şimşek

Abstract

Bu araştırmanın amacı, AVM’ler içerisindeki rekreatif etkinliklerin tüketicilerin algıladıkları hizmet kalitesine (personel özellikleri, program özellikleri ve çevre ve ekipman) etkisini belirlemektir. Verilerin toplanması amacıyla Ceylan ve ark., (2010) tarafından geliştirilen “Rekreatif Organizasyonların Hizmet Kalitesi” adlı ölçekten yararlanılmıştır. Araştırmanın evrenini AVM tüketicileri oluşturmaktadır. Belirlenen evrenin içerisinden kolay örnekleme yöntemi ile seçilen (%58) 268 erkek, (%42) 192kadın olmak üzere toplam 460 AVM tüketicisi seçilmiştir. AVM içerisindeki rekreatif etkinliklerin müşterilerin algıladıkları hizmet kalitesine etkisini belirlemek için örneklem grubunun cinsiyet, eğitim düzeyi, yaş, meslek ve gelir durumu bakımından farklılıkları t-testi ve ANOVA analizi ile incelenmiştir. Yapılan analiz sonucu, cinsiyet, eğitim düzeyi, yaş, meslek ve hane gelir düzeyine göre AVM tüketicilerinin rekreatif etkinliklerin hizmet kalitesini farklı değerlendirdikleri saptanmıştır.

 

Keywords

Ticari rekreasyon, alışveriş Merkezi, Rekreasyonel Organizasyon, Hizmet Kalitesi

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