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Mobil cihazların kullanımındaki artış birçok alanda değişikliğe sebep olduğu gibi perakendecilik sektörüne de yenilikler kazandırmıştır. Özellikle teknolojinin gelişmesi tüketici davranışlarını değiştirmeye sebep olduğundan perakendeciler de bu yenilikleri takip ederek yeni stratejiler geliştirmeye çalışmaktadırlar. Anında teslim mobil uygulamaları da bu hizmetlerden biridir. Tüketicilerin market ihtiyaçlarını kapıya getirmeyi amaçlayan anında teslim hizmeti mobil cihazlar ile her an her yerde alışveriş imkânı sağlamaktadır. Bu araştırmada da anında teslim mobil uygulamaları ile geleneksel mağazalardan alışveriş yapan tüketicilerin indirimli ve süpermarket tercihlerinde marka sadakati üzerindeki etkisi incelenmiştir. Çevrimiçi anket yöntemi ile 310 katılımcıya ulaşarak toplanan veriler SPSS 25 programı ile verilerin analizi yapılmıştır. Araştırmada frekans, t-testi, anova ve korelasyon analizlerinden yararlanılmıştır. Elde edilen sonuçlara göre hem geleneksel alışverişte hem de anında teslim mobil uygulama üzerinden alışverişte aynı marketler tercih edilmiştir. Aynı zamanda hem geleneksel alışverişte hem de anında teslim hizmetinde promosyon faktörü cinsiyet grupları arasında farklılık göstermektedir. Anında teslim mobil uyguma üzerinden alışverişte market tercihi ile anında teslim hizmeti alışverişine yönelik sadakat ölçeği faktörleri arasında korelasyon analizi yapılmıştır. Fiyat uygunluğu faktörü indirimli market olan “Şok” ile pozitif bir ilişkiye sahipken süpermarket olan “CarrefourSA” ile negatif yönlü bir ilişkiye sahip olduğu tespit edilmiştir. Ayrıca anında teslim hizmetinin kullanım sıklığı ile “sadakat ve memnuniyet”, “fiyat uygunluğu”, “promosyon” faktörlerinin pozitif yönlü bir ilişkisi olduğu saptanmıştır. Çalışma sonunda elde edilen sonuçlara göre öneriler sunulmuştur.
As the increase in the use of mobile devices has led to changes in many areas, it has also brought innovations to the retail industry. Especially because the development of technology has led to a change in consumer behavior, retailers are also trying to develop new strategies by following these innovations. Instant delivery mobile applications are also one of these services. The immediate delivery service, which aims to bring the market needs to the door, provides the possibility of shopping everywhere at any time with mobile devices. This study also examined the impact of instant delivery mobile apps and consumers shopping from traditional stores on the brand loyalty in the discount and supermarket preferences. The data collected by the online survey method reached 310 participants was analyzed by the SPSS 25 program. The research has taken advantage of frequency, t-test, anova and correlation analysis. According to the results obtained, the same markets were preferred in both traditional shopping and instant delivery via mobile application. At the same time, both in the traditional shopping and in the immediate delivery service, the promotional factor differs between gender groups. The correlation analysis was made between the market preference and the loyalty scale factors for the instant delivery service trading through mobile application. The price suitability factor has been found to have a negative relationship with the “Shock” with the discount market, while the “CarrefourSA” has a negative relationship with the supermarket. It is also found that the frequency of use of the immediate delivery service has a positive relationship with the factors of "confidence and satisfaction", "pricing accuracy", "promotion". According to the results obtained at the end of the study, recommendations were presented.
The rise in the use of mobile devices has led to changes in many areas, as well as innovations in the retail sector. Retailers are trying to develop new strategies to keep up with these innovations, especially as the advancement of technology is causing changes in consumer behavior. Instant delivery mobile apps are one of those services. The instant delivery service, which aims to bring the market needs of consumers to the door, provides mobile devices with the ability to shop anywhere at any time. This study also examined the impact of instant delivery mobile apps and traditional store shopping on consumers' discount and supermarket preferences on brand loyalty. The data was collected by reaching 310 participants through the online survey method and the data was analyzed with the SPSS 25 program. Frequency, t-test, anova and correlation analyses were used in the study. According to the results obtained, the same markets were preferred both in traditional shopping and in shopping via the instant delivery mobile application. At the same time, the promotion factor differs between gender groups in both traditional shopping and instant delivery services. Correlation analysis was made between market preference for shopping via instant delivery mobile application and loyalty scale factors for instant delivery service shopping. It has been determined that while the price suitability factor has a positive relationship with the discount market “Şok”, it has a negative relationship with the supermarket “CarrefourSA”. It was also found that there was a positive relationship between the frequency of use of the instant delivery service and the factors of "loyalty and satisfaction", "price suitability", "promosyon". At the end of the study, recommendations were made based on the results obtained.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Uluslararası
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