MAĞAZA İMAJININ ALIŞVERİŞÇİ HAREKETLİLİĞİ ÜZERİNDEKİ ETKİSİ: BURSA İLİNDE BİR UYGULAMA
Alışverişçilerin sürekli kullandıkları mağazaları değiştirme ya da bırakma yolunu tercih etmesi, alışverişlerini başka mağazalardan yapması ve bunun için başka mağazalara gitmesi alışverişçi hareketliliği kavramının oluşmasına sebep olur. Bu çalışmanın temel amacı, mağaza imajının ve mağaza imajını oluşturan değişkenlerin alışverişçi hareketliliği üzerinde anlamlı bir etkiye sahip olup olmadığının incelenmesidir. Çalışma Bursa ilinde 20 yaşın üzerindeki ve alışverişlerini kendilerinin yaptığı varsayılan 390 alışverişçi ile yüz yüze anket yöntemiyle yapılmıştır. Anket verileri, SPSS ve AMOS programlarıyla analiz edilmiş ve modelde oluşturulan hipotezin test edilmesi sağlanmıştır. Bulunan sonuçlar doğrultusunda mağaza imajının ve mağaza imajını oluşturan ürün/hizmet çeşitliliği ve kalitesi, satış personeli, fiyat/değer ve mağaza atmosferinin alışverişçilerin hareketlilikleri üzerinde anlamlı bir etkiye sahip olduğu görülmüştür.
The Effect of Store Image on Shopper Mobility: An Application in Bursa
The preference of shoppers to change or abandon the shops they use constantly and shops from other stores leads the concept of shopper mobility. The main purpose of the study is to examine whether or not the store image and variables that forming the store image have a significant effect on shopper mobility. The study was conducted by face-to-face survey method with the 390 shoppers who are over 20 years old in Bursa and it is assumed to do their shopping their own. The questionnaire data was analyzed with SPSS and AMOS programs and the hypothesis generated in the model was tested. With the direction of the findings it has been found that the store image and the variables forming the store image which are product/service variety and quality, sales personnel, price/value and store atmosphre have a significant effect on the shoppers’ mobility.
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