Süpermarket Müşterilerinin Mağazaya Olan Bağlılık Derecelerine Göre Pazar Bölümlerinin Tamamlanması ve Bölümler Arasındaki Farklılıkların İncelenmesi
Son yıllarda ülkemizde, perakendecilik sektöründeki büyük değişimler ile birlikte müşterilerin perakendecilik hizmetlerine ilişkin tercihleri de hızla değişmektedir. Perakendecilik alanındaki dinamik pazar yapısı ve yoğun rekabet dolayısıyla, rekabet avantajını sağlayarak varlıklarını sürdürmeyi amaçlayan süpermarketlerde mağaza bağlılığı büyük önem kazanmıştır. Bu araştırmanın temel amacı, supermarket mağazası müşterilerinin bağlılık derecelerine göre alt pazar bölümlerinin oluşup oluşmadığının belirlenmesi ve pazar bölümleri arasında, müşterilerin mağaza özelliklerine ilişkin memnuniyet düzeylerine ve sosyo-demografik yapılarına göre farklılıkların incelenmesidir. Bu çalışmanın ikinci amacı, araştırma sonuçlarından elde edilen bulgular doğrultusunda supermarket yöneticilerine strateji geliştirmelerinde yardımcı olacak çeşitli önerilerde bulunmaktır. Bu amaçla, toplam 600 adet anket formundan elde edilen verilere Kümeleme analizi, Çoklu Diskriminant analizi ve Ki-kare analizi uygulanmıştır. Bu analizler sonucunda supermarket müşterilerinin mağazaya olan bağlılık düzeylerine göre dört farklı alt pazar bölümü oluşturdukları ve bu pazar bölümlerinin mağaza özelliklerine ilişkin memnuniyet düzeylerine ve sosyo-demografîk özelliklerine göre farklılaştıkları tespit edilmiştir.
Anahtar Kelimeler:
kümeleme analizi
Identifying Market Segments of Supermarket Customers Due to Store Loyalty Levels and Examining the Differences Between Segments
In recent years, the retailing sector is witnessing a dramatic change in Turkey. Customer preferences for retailing practices are also changing fast. Thus, dynamic structure and intense competition in retail markets increase the need for supermarket retailers to use strategies focused on store loyalty. The main purpose of this research is to determine sub-groups of supermarket customers according to their loyalty levels and examining their differentiating demographic characteristics and satisfaction levels about store attributes of a major supermarket retailer in Turkey. Second purpose of this study is to provide some recommendations to retailers in their strategic decisions by the help of the research results. Data is collected from a sample of 600 supermarket customers. Cluster analysis, Multiple Discriminant analysis and Chi-square analysis were used in order to accomplish these objectives. As a result of these analyses, it is found that the supermarket has four different loyalty groups that have different demographic characteristics and different satisfaction levels about store attributes.
Keywords:
cluster analysis,
___
- AL-AWADI, A., 2002, "A Proposed Model of Consumer Loyalty in the Retailing Sector Based on Kuwaiti Experience", Total Quality Management, Vol:13, No:7, s: 1035-1046.
- BALOGLU, S., February 2002, "Dimensions of Customer Loyalty: Separating Friends From Well Wishers", Cornell Hotel and Restaurant Administration Quarterly, s:47-59.
- BLOEMER, J., RUYTER, K., PEETERS, P., 1998, "Investigating Drivers of Bank Loyalty: The Complex Relationship Between Image, Service Quality and Satisfaction", The International Journal of Bank Marketing, Vol:16, s:276-286.
- BLOEMER, J., RUYTER, K., 1997, "On the Relationship Between Store Image, Store Satisfaction and Store Loyalty", European Journal of Marketing, Vol:32, s:499-513.
- BOWEN, J. T., CHEN, S., 2001, "The Relationship Between Customer Loyalty and Customer Satisfaction", International Journal of Contemporary Hospitality Management, Vol:13/5, s:213-217.
- DICK, A., BASU, K., 1994, "Customer Loyalty: Towards An Integrated Framework", Journal of Academy of Marketing Science, Vol:22(2), s:99-113.
- EAST, R., HAMMOND, K., HARRIS, P., LOMAX, W., 2000, "First-store Loyalty and Retention", Journal of Marketing Management, Vol:16, s:307-325.
- EAST, R., HARRIS, P., WILSON, G., LOMAX, W., January 1995, "Loyalty to Supermarkets", The International Review of Retail, Distribution and Consumer Research, Vol:5(l), s:99-109.
- FLAVIAN, C, MARTINEZ, E., YOLANDA P., 2001, "Loyalty to Grocery Stores in Spanish Market of the 1990s", Journal of Retailing and Consumer Services, s:85-93
- GARLAND, R., GENDALL, P., 2004, "Testing Dick and Basu's Customer Loyalty Model", Australasian Marketing Journal, Vol:12(3), s:81~87.
- GRIFFIN, J., 1995, Customer Loyalty: How to Earn It, How to Keep It, New York, Lexington Books.
- HAIR, J., ANDERSON, R., TATHAM, R., BLACK, W., 1998, Multivariate Data Analysis with Readings, Fifth Edition, Prentice Hall, Inc.
- HUDDLESTON, P., WHIPPLE, J., VANAUKEN, A., 2003, "Food Store Loyalty: Application of a Consumer Loyalty Framework", Journal of Targeting, Measurement, and Analysis for Marketing, Vol:12(3), s:213-230.
- KANDAMPULLY, J., SUHARTANTO, D., 2000, "Customer Loyalty in the Hotel Industry: The Role of Customer Satisfaction and Image", International Journal of Contemporary Hospitality Management, Vol:12, s:346-351.
- KURTULUŞ, K., 2004, Pazarlama Araştırmaları, Istanbul, Literatür Kitabevi.
- MACINTOSH, G., LOCKSHIN, L. S., 1997, "Retail Relationships and Store Loyalty: A Multi-Level Perspective", International Journal of Research in Marketing, s:487-497.
- MCGOLDRICK, P. J., ANDRE, E., 1997, "Consumer Misbehaviour: Promiscuity or Loyalty in Grocery Shopping", Journal of Retailing and Consumer Services, Vol:4r s:73-81.
- OLIVER, R. L., 1997, Satisfaction: A Behavioral Perspective on the Consumer, New York, NY., Me Graw Hill, International Editions.
- PRITCHARD, M. P., HOWARD, D. R., Spring 1997, "The Loyal Traveler: Examining a Typology of Service Patronage", Journal of Traveler Research, s:2-9.
- REYNOLDS, K. E., ARNOLD, M. J., 2000, "Customer Loyalty to the Salesperson and the Store:Examining Relationship Customers in an Upscale Retail Context", The Journal of Personal Selling and Sales Management, Vol:20, s:89-98.
- SAWMONG, S., OMAR, O., September 2004, "The Store Loyalty of the UK's Retail Consumers", Journal of American Business, Cambridge, s:503-509.
- SHETH, J. N., MITTAL, B., NEWMAN, B. I., 1999, Customer Behavior: Consumer Behavior and Beyond, The Dryden Press.
- YU, Y., DEAN, A., 2001, ''The Contribution of Emotional Satisfaction to Consumer Loyalty", International Journal of Service Industry Management, Vol:12, s:234-250.
- ZIKMUND G. W., 1997, Business Research Methods, Fifth Edition, The Dryden Press, Harcourt Brace College Publishers.
- ZINS, A.H., 2001, "Relative Attitudes and Commitment in Customer Loyalty Models: Some Experiences in the Commercial Airline Industry", International Journal of Service Industry Management, Vol:12, No:3(4), s:269-294.
- ISSN: 1302-4221
- Yayın Aralığı: Yılda 2 Sayı
- Başlangıç: 1975
- Yayıncı: İstanbul Üniv. İşletme Fak. İletme İktisadı Enst.