Publication: Perakende sektöründe teknolojik yenilikler ve bir araştırma
Abstract
Perakende sektörü, ulusal ve uluslararası üreticilerin ürünlerini tüketicilerle buluşturduğu büyük bir hizmet platformudur. AB perakende pazarında yaşanan gelişimi ele alacak olursak, modern perakende sektörünün, geleneksel perakende sektöründen pazar payı kazanmaya başlaması, perakende sektöründeki istihdam verimliliği seviyesinin, ölçek ekonomisi ve uluslararası pazarlara yayılmanın faydalarının yanısıra, tedarik zinciri yönetiminde ve satış birimlerinde yeni teknolojilerin kullanılması ile arttığı çok açıktır. Alışveriş ortamındaki teknolojik kolaylıklar tüketicilerin satın alma tutumunu şekillendirme sürecini ve ürünleri satın alma kararlarını etkiler ve alışverişden duydukları tatminle birlikte mağazaya ilerde tekrar gelme niyetlerini tayin eder. Müşteri verilerinin yönetilmesi ve anlamlı bilgiye dönüştürülmesi ile geleceğin mağazası teknolojilerinin uygulanması sürecini deneme aşamasında yürüten firmalar olmasına karşılık, müşterilerinde yeni teknolojilerin avantajlarını hissedebilmesi ve bunlardan faydalanma, benimseme isteği işletmeler için teknoloji uygulamasında önemli etkenlerden birisi olacaktır. Bu çalışmada, perakende sektöründeki teknolojik yenilikler çercevesinde müşterinin satın alma tutumlarının belirlenmesi konusu, Türkiye’de faaliyet gösteren organize perakendeciler kapsamında anket ve mülakat araştırmaları ile irdelenmiştir
TECHNOLOGICAL INNOVATIONS IN RETAILING SECTOR AND A RESEARCH Retailing sector is a great service platform where national and international producers have their products met with the consumers. If we deal with the developments experienced in EU retailing market, it is very clear that modern retailing sector’s gaining market share from the traditional retailing sector is increased with the benefits of employment productivity level in the retailing sector, scale economy and deployment to international markets as well as utilization of new technologies in the supply chain management and sales units. Technological facilities in the shopping environment influences the process of forming the purchasing attitude of the consumers and their decisions on purchasing the products and determines their intention to pay further visits to the store together with their satisfaction from the shopping. Although there are companies which conduct the application process of the future store technologies at trial stage with management of the customer data and transformation of these into significant information, feeling the advantages of new technologies on their customers and desire to benefit from, appreciate these will be one of the most important factors for the enterprises regarding application of technology. In this study, the subject of determining the purchasing attitudes of the customer within the frame of the technological innovations in the retailing sector was examined with survey and interview researches covering the organized retailers who show activity in Turkey.
TECHNOLOGICAL INNOVATIONS IN RETAILING SECTOR AND A RESEARCH Retailing sector is a great service platform where national and international producers have their products met with the consumers. If we deal with the developments experienced in EU retailing market, it is very clear that modern retailing sector’s gaining market share from the traditional retailing sector is increased with the benefits of employment productivity level in the retailing sector, scale economy and deployment to international markets as well as utilization of new technologies in the supply chain management and sales units. Technological facilities in the shopping environment influences the process of forming the purchasing attitude of the consumers and their decisions on purchasing the products and determines their intention to pay further visits to the store together with their satisfaction from the shopping. Although there are companies which conduct the application process of the future store technologies at trial stage with management of the customer data and transformation of these into significant information, feeling the advantages of new technologies on their customers and desire to benefit from, appreciate these will be one of the most important factors for the enterprises regarding application of technology. In this study, the subject of determining the purchasing attitudes of the customer within the frame of the technological innovations in the retailing sector was examined with survey and interview researches covering the organized retailers who show activity in Turkey.