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  Citation Number 6
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HIZLI MODA TÜKETİCİLERİNİN MAĞAZA ATMOSFERİNE VERDİKLERİ ÖNEMİN ÖLÇÜLMESİ İÇİN BİR ÖLÇEK GELİŞTİRME ÇALIŞMASI: AVRASYA MAĞAZA ATMOSFER ÖLÇEĞİ
2016
Journal:  
Asos Journal
Author:  
DOI:  
10.16992/ASOS.1326
Abstract:

Günümüzde sosyal hayatta yaşanan gelişmeler ve artan rekabet pazarlama alanında da önemli değişikliklere sebep olmuş, özellikle postmodern pazarlama anlayışı ile hizmet kalitesine verilen önem artmıştır. Hızlı moda sektöründe perakende mağaza sayısının artması ve yabancı sermayeli firmaların Türkiye perakende pazarına yoğun girişleri nedeniyle tüketicilerin seçenek sayıları ve beraberinde hizmet beklentileri de artmıştır. Hızlı moda tüketicileri istedikleri ürünün fiyat ve kalite açısından muadilini kolaylıkla birçok mağazada bulabildikleri için satın alma kararlarını etkileyen etkenler de değişmiştir. Eskiden en uygun ürünü en uygun fiyata bulan tüketici ürünü satın alma kararını kolaylıkla verirken artık hizmet kalitesi de satın alma kararını belirleyici bir etken konumuna gelmiştir. Bu aşamada da hizmet kalitesinin bir fonksiyonu olarak mağaza atmosferi ve mağaza atmosferinin etkileri önem kazanmıştır. Bu çalışmada, mağaza atmosferini oluşturan faktörler incelenmiş, bu faktörleri ol

Keywords:

Fast fashion consumers develop a measurement to measure the importance of the store atmosphere: Eurasia store atmosphere measurement
2016
Journal:  
Asos Journal
Author:  
DOI:  
10.16992/ASOS.1326
Abstract:

The developments in today’s social life and increasing competition have also caused significant changes in the field of marketing, postmodern marketing understanding and the importance given to the quality of service has increased. As a result of the increase in the number of retail stores in the fast fashion industry and the intense entrance of foreign-capital companies to the Turkish retail market, the number of consumers’ options and the service expectations have also increased. Fast fashion consumers have also changed the factors that influence their purchase decisions because they can easily find the price and quality of the product they want in many stores. The consumer’s decision to buy the best product at the best price is made easily, and now the quality of service has become a determining factor in the decision to buy the best product. At this stage, the atmosphere of the store and the atmosphere of the store as a function of service quality have gained importance. In this study, the factors that create the store atmosphere are studied, these factors are

Keywords:

A Scale Development For Measuring Importance Of Store Atmosphere Of Fast Fashion Consumers: Avrasya Store Atmosphere Scale
2016
Journal:  
Asos Journal
Author:  
DOI:  
10.16992/ASOS.1326
Abstract:

The recent changes in social life, ascending competition have also affected the marketing area, the role of service quality have increased especially with the rise of postmodern marketing. The increase in the number of stores in fast fashion sector and entry of foreign capital companies to Turkish retail market, the choice sets and expectations of consumer’s have increased rapidly. Due to the fact that the fast fashion consumers can find alterntives of what they want price wise and quality wise in alternative stores, the influence of decision effecting effects have changed accordingly. In the past, the only decision effect was price and quality but now, the service quality has algo begun to be an influencer on decision making process. At this stage, as a function of service quality, store atmosphere and effects has played a most significant role. In this research, a new set of variables that create the store atmosphere have been reset and a new scale called ‘Avrasya Store Atmosphere Sc

Keywords:

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Asos Journal

Field :   Eğitim Bilimleri; Filoloji; Güzel Sanatlar; Hukuk; İlahiyat; Sosyal, Beşeri ve İdari Bilimler; Spor Bilimleri

Journal Type :   Uluslararası

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Article : 5.146
Cite : 9.815
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Asos Journal