AVM Çevresinin, AVM Ziyareti ve Müşteri Memnuniyeti Üzerindeki Etkisi (Faydacı ve Hazcı Alışveriş Değerleri Arasındaki Farklılıklar)

Perakende sektörü son zamanlarda tüketicilerin tüketim alışkanlıklarında farklılık yaratmaktadır. Alışveriş merkezleri perakendeciliğin yeni trendi olarak, tüketicilerin satın alma davranışını etkilemekte ve şekillendirmektedir. Alışveriş merkezleri yöneticileri, tüketicilerin gereksinimlerini ve isteklerini daha iyi bir şekilde yerine getirme çabasındadırlar. Alışveriş merkezleri müşterilerini memnun etmek için, uygun alışveriş çevresi yaratmak zorundadırlar. Bu çalışmanın amacı, AVM çevresinin, AVM ziyareti ve müşteri memnuniyeti üzerindeki etkisinin neler olduğunu ortaya koyacaktır. Çalışmada, Ankara ilinde faaliyet gösteren AVM’leri ziyaret eden 435 tüketiciye anket uygulanmıştır. Araştırma sonucunda, AVM çevresinin, AVM’yi tekrar ziyaret etmeyi ve müşteri memnuniyetini nasıl etkilediği tespit edilmiştir.

The Impact of Shopping Center’s Environment on Shopping Center’s Patronage and Customer Satisfaction

Lately retail industry differentiate consumers consuming habits. Shopping centers not only are new trend in retailing, but also they impact and shape buying behaviour of consumers. Shopping centers managers try to fulfil consumers needs and wants in a better way. Shopping centers have to create suitable shopping environment for their customers, to make them satisfied. The aim of this work is designating the impact of shopping center’s environment on shopping center’s patronage and customer satisfaction. In this study, in Ankara 435 people who visit shopping centers completed the questionnaires. As a result of research, it is identified that shopping center’s environment how impacts shopping center’s repatronage and customer satisfaction.

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