Mağaza atmosferi, müşteri tatmini ve tekrar satın alma niyeti ilişkisi üzerine nicel bir araştırma

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Tezin Türü: Yüksek Lisans

Tezin Yürütüldüğü Kurum: İstanbul Ticaret Üniversitesi, Dış Ticaret Enstitüsü, Türkiye

Tezin Onay Tarihi: 2018

Tezin Dili: Türkçe

Öğrenci: CANSU MÜGE UYSAL

Danışman: YILDIRIM FİGEN

Özet:

With developing technology, rapid production and development of the market area the ability to control the behavior of consumers within the sectors has become an important element. It is aimed that the consumers will gain experience in the shopping with various elements in the store and withdraw to the purchasing recall. At the same time an increase in the amount of time they spend in the store is another factor affecting their purchase again. In this study, it is mentioned about the factors that consumers are affected when they are in the store. The influence of these elements on the consumers has been researched and the importance of the store atmosphere has been emphasized. This study, which analyses the effect of store atmosphere factors on customer satisfaction and re-purchase intentions, was made using data from 276 participants who were reached by easy sampling. SPSS 21 statistical program was used for data analysis. It was found out that the store atmosphere factors influenced the smell and music on customer satisfaction and the music factor had more effect on the research results. In addition, it is determined that the intention to purchase again is only influenced by the musical factor.