Bir ticari mekan imajının müşteri karakteristiklerine bağlı olarak farklı yorumlanması

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.

The effect of differences in customer characteristics on the evaluation of a store image

This research focuses on determining the effect of differences in age, gender and education on customers' evaluation of a store image attributes including store atmospherics and salesperson behaviors. It reveals the significant differences among age, gender and education groups in customers' evaluation of store image. It concludes that younger customers, males, and secondary educated customers have a more positive perception of store image than older customers,, females and higher educated customers respectively. Managerial implications are discussed and directions are proposed.

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