Mağaza atmosferinin marka imajı ve yeniden satın alma niyeti üzerindeki etkisi: Zincir kahve dükkânları üzerine bir araştırma
Küçük Resim Yok
Tarih
2022
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Karabük Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Bu çalışmanın amacı rekabet avantajının sağlanmasında kritik rolü bulunan mağaza atmosferinin, marka imajı ve müşterilerin yeniden satın alma niyetleri üzerindeki etkisini araştırmaktır. Yoğun rekabetin arttığı piyasalarda, ürün ve hizmetlerin nitelik yönünden gelişmesi, bununla birlikte niceliklerinin artması gibi durumlar, müşteriler açısından alternatiflerin çoğalmasına yol açmış ve beklentilerinin de farklılaşmasına neden olmuştur. Değişen müşteri profili ve bilginin yayılım hızı şartlarında müşterilerin istek ve ihtiyaçlarını karşılamak için sürekli tercih edilen bir işletme olmak zorlaşmıştır. Kıyasıya rekabetin yaşandığı böyle bir ortam, müşterilerin istek ve ihtiyaçlarının karşılanabilmesi için işletmeleri rakiplerinden daha farklı olmaya itmiştir. İşletmeler farklılaşmak için ise marka olmayı çözüm yolu olarak görmüşlerdir. Ancak son zamanlarda marka olmanın bile rekabet etmede yeterli olmadığı görülmeye başlanmıştır. Bu sebeple işletmeler müşteri kitlesinin zihinsel süreçlerine ve davranışlarına daha fazla odaklanmıştır. Dolayısıyla ürün ve hizmetlerini daha fazla kişiye ulaştırmayı hedefleyen işletmeler deneyimi ön planda tutan müşterilerini bağlı hale getirmek için olumlu bir imaj ve mağaza atmosferini yaratmayı temel konumlandırma çalışmalarının başına koymuşlardır. Bu yönüyle mağaza atmosferi, günümüz pazarlama şartlarında işletmeleri rakiplerinden daha farklı hale getiren, müşterilerin tercihlerini etkileyebilen önemli bir rekabet unsuru konumuna dönüşmüştür. Araştırma Safranbolu'da gerçekleştirilmiş olup kahve dükkanlarını tercih eden toplam 394 müşteriden veriler toplanmıştır. Araştırmada veri toplama aracı olarak anket tekniği kullanılarak kolayda örnekleme yöntemi ile müşteriler seçilmiştir. Araştırma sonucunda kahve dükkanlarına ilişkin mağaza atmosferi ile marka imajına ilişkin algının olumlu olduğu belirlenmiş ve buna bağlı olarak müşterilerin yeniden satın alma düzeyleri de yüksek çıkmıştır. Çalışmada mağaza atmosferinin marka imajını ve yeniden satın alma niyetini etkilediği belirlenmiştir. Bununla birlikte mağaza atmosferine ait alt boyutların marka imajı ve yeniden satın alma niyeti üzerinde de etkisi olduğu tespit edilmiştir. Ayrıca marka imajının yeniden satın alma üzerinde etkisi olduğu ortaya çıkmıştır. Anahtar Kelime: Mağaza Atmosferi; Marka İmajı; Yeniden Satın Alma Niyeti; Kahve Dükkanı
The aim of this study is to investigate the effect of store atmosphere, which has a critical role in providing competitive advantage, on brand image and re-purchasing intentions of customers. In markets where intense competition has increased, situations such as the improvement of products and services in terms of quality and the increase in their quantity have led to the proliferation of alternatives for customers and caused their expectations to differ. In the conditions of changing customer profile and the speed of dissemination of information, it has become difficult to become a business that is constantly preferred to meet the wishes and needs of customers. Such an environment in which fierce competition is experienced has pushed businesses to be more different from their competitors in order to meet the wishes and needs of customers. Businesses have seen being a brand as a solution way to differentiate. However, recently it has begun to be seen that even being a brand is not enough to compete. For this reason, businesses are more focused on the mental processes and behaviors of their customer base. Therefore, businesses that aim to deliver their products and services to more people have put creating a positive image and store atmosphere at the beginning of their basic positioning work in order to make their customers connected, who prioritize experience. In this respect, the store atmosphere has become an important competitive element that makes businesses more different from their competitors in today's marketing conditions and can influence the preferences of customers. The research was conducted in Safranbolu and data were collected from a total of 394 customers who prefer coffee shops. In the research, customers were selected by easy sampling method using survey technique as a data collection tool. As a result of the research, it was determined that the perception of the store atmosphere and brand image related to coffee shops was positive and, accordingly, the re-purchase levels of customers were also high. In the study, it was determined that the store atmosphere affects the brand image and re-purchase intention. In addition, it has been determined that the sub-dimensions of the store atmosphere also have an impact on brand image and re-purchase intention. It has also been revealed that the brand image has an impact on the re-purchase. Keywords: Store Atmosphere; Brand Image; Repurchase Intention; Coffee Shop
The aim of this study is to investigate the effect of store atmosphere, which has a critical role in providing competitive advantage, on brand image and re-purchasing intentions of customers. In markets where intense competition has increased, situations such as the improvement of products and services in terms of quality and the increase in their quantity have led to the proliferation of alternatives for customers and caused their expectations to differ. In the conditions of changing customer profile and the speed of dissemination of information, it has become difficult to become a business that is constantly preferred to meet the wishes and needs of customers. Such an environment in which fierce competition is experienced has pushed businesses to be more different from their competitors in order to meet the wishes and needs of customers. Businesses have seen being a brand as a solution way to differentiate. However, recently it has begun to be seen that even being a brand is not enough to compete. For this reason, businesses are more focused on the mental processes and behaviors of their customer base. Therefore, businesses that aim to deliver their products and services to more people have put creating a positive image and store atmosphere at the beginning of their basic positioning work in order to make their customers connected, who prioritize experience. In this respect, the store atmosphere has become an important competitive element that makes businesses more different from their competitors in today's marketing conditions and can influence the preferences of customers. The research was conducted in Safranbolu and data were collected from a total of 394 customers who prefer coffee shops. In the research, customers were selected by easy sampling method using survey technique as a data collection tool. As a result of the research, it was determined that the perception of the store atmosphere and brand image related to coffee shops was positive and, accordingly, the re-purchase levels of customers were also high. In the study, it was determined that the store atmosphere affects the brand image and re-purchase intention. In addition, it has been determined that the sub-dimensions of the store atmosphere also have an impact on brand image and re-purchase intention. It has also been revealed that the brand image has an impact on the re-purchase. Keywords: Store Atmosphere; Brand Image; Repurchase Intention; Coffee Shop
Açıklama
Lisansüstü Eğitim Enstitüsü, Gastronomi ve Mutfak Sanatları Ana Bilim Dalı
Anahtar Kelimeler
Gastronomi ve Mutfak Sanatları, Gastronomy and Culinary Arts
