The Effect of Consumer Demographic Characteristics on Store Loyalty Intentions

Yöneticiler için sadık müşteriler çok değerlidir, zira bu müşteriler satın alımlarını söz konusu mağazaya yoğunlaştırma eğilimi içindedirler ve bu müşteriler firma için karlı bir potansiyel, hedef pazar oluştururlar (Enis and Paul, 1970). Sadakati oluşturmak, sadakatin nasıl ve neden oluştuğunu anlamakla başlar. Bu nedenle, bu çalışma hipermarket/supermarket müşterilerinin demografik özelliklerinin mağaza sadakati üzerine etkisini araştırmaktadır. Yaş, meslek ve çocuk sayısı gibi demografik farklılıklar incelendiğin de, müşterilerin mağaza sadakati niyeti üzerinde önemli farklılıklar bulunmuştur. Ancak cinsiyet, medeni durum Ve eğitim gibi demografik farklılıklar için sadakat niyetleri üzerinde bir fark bulunamamıştır.

Tüketici Demografik Özelliklerinin Mağaza Sadakati Niyetleri Üzerine Etkisi

Loyal customers are very valuable for business managers, since they will tend to concentrate their purchases in the given store and will constitute a potentially profitable target market for the firm (Enis and paul, 1970). Developing store loyalty begins with understanding how and why it develops. Therefore, the present study explores the subject of the effects of consumer demographic characteristics effects on store loyalty intentions of hypermarket/supermarket customers. The study finds significant differences in store loyalty intention by age, occupation and number of children. However, the study found no differences between gender, marital status and education in terms of store loyalty intention.

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