Bilgehan Tuğba YARİZ, KADRİ GÖKHAN YILMAZ, Tuba YUMUŞAK

MAĞAZA ATMOSFERİNİN ALGILANAN HİZMET KALİTESİ ÜZERİNE ETKİSİ: BÜYÜK ÖLÇEKLİ MAĞAZA PERAKENDECİLİĞİ ÜZERİNE BİR ARAŞTIRMA

Günümüz pazarlama anlayışında işletmeler rakiplerine karşı üstünlük sağlamak amacıyla tüketicilerin duygu dünyalarına hitap etmekte, tüketiciler üzerinde duygusal etkiler ile birlikte kalite algısı bırakmayı hedeflemektedirler. İşletmeler, bu hedeflerine ulaşmak için tüketiciyle temas noktalarından biri olan mağazaların atmosferine gün geçtikçe daha çok önem vermektedirler. Çalışma kapsamında, mağaza atmosferinin, müşterilerin algıladıkları hizmet kalitesine yönelik etkisinin incelenmesi amaçlanmıştır. Müşteri memnuniyetini artırma açısından son derece önemli olan bu etkiyi ortaya koyabilmek, rekabet üstünlüğü sağlamaya çalışan işletmeler açısından önemli girdiler sunabilecektir. Araştırma, Ankara’da bulunan IKEA mağazası kapsamında dizayn edilmiştir. Ankara’da yaşayan IKEA müşterilerinden anket yoluyla elde edilen veriler, atmosferin algılanan hizmet kalitesi üzerine etkisi doğrultusunda istatistiksel olarak incelenerek analiz edilmiştir.

THE EFFECT OF STORE ATMOSPHERE ON PERCEIVED SERVICE QUALITY: A RESEARCH ON LARGE SCALE RETAIL STORE

In today's marketing understanding, enterprises touch to the to the emotional worlds of consumers and aim to leave emotional effects and quality perception on consumers on the purpose of gaining competitive advantages against their competitors. In order to achieve these goals, enterprises are increasingly paying more and more attention to the atmosphere of the stores, which is one of the points of contact with consumers. In this respect, the main aim of this study is to examine the effect of store atmosphere on the quality of service that is perceived by the customers. Being able to present this effect, which is extremely important in terms of increasing customer satisfaction, can provide important inputs for enterprises that aim to gain competitive advantage in the market. This study was designed within the scope of the IKEA store in Ankara. The data obtained through questionnaire from IKEA customers living in Ankara were analyzed by evaluating statistically the effect of atmosphere on perceived service quality.

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