Publication: Kahve Dükkânı Müşterilerinin Yeniden Satın Alma NiyetininOluşturulmasında Mağaza Atmosferi Unsurlarının Önemi
Abstract
Pazarlama çabalarının en önemli amaçlarından biri, tüketicilerde yenidensatın alma niyeti oluşturmaktır. Ürün veya hizmeti bir kez satın alantüketicide yeniden satın alma niyeti oluşturmada etkili birçok faktör sözkonusudur. Ürün/hizmet kalitesi, fiyat-performans ilişkisi, ürün veyahizmete erişim kolaylığı vb. birçok kriteri bir arada değerlendiren tüketicide,satın alma sonrasında oluşan algılar doğrultusunda yeniden satın almaniyeti oluşabilmektedir. Mağaza atmosferi, yeniden satın alma niyetindeönemli bir parametre olarak karşımıza çıkmaktadır. Ürün olarak kahve elealındığında, kahve dükkânının tüketicilerin algıları ve niyetleri üzerindekietkisi yadsınamaz. Markaya ilişkin algıların yanı sıra kahve dükkânınınkendisinin de tüketişi davranışlarında son derece önemli bir etken olduğubilinmektedir. Kahve dükkânlarında ürünün kendisiyle birlikte mağaza içive dışında tüketicinin duyularına hitap eden birçok unsurdan söz edilebilir.Bu çalışmada, görsel, işitsel, koku, dokunsal ve tat unsuru olmak üzereduyusal sisteme göre gruplandırılmış mağaza atmosferi unsurları ileyeniden satın alma niyeti arasındaki ilişki incelenmiştir. Araştırmanın anakütlesi İstanbul’da hizmet veren kahve dükkanları ve bu kahvedükkanlarının müşterileridir. Araştırmada verileri kolayda örneklemeyöntemi kullanılarak internet ortamında anket yoluyla toplanmıştır.Korelasyon analizi ile veriler analiz edilmiştir. Araştırma sonuçlarına göregörsel, dokunsal, koku ve tat unsuru ile yeniden satın alma niyeti pozitifilişkili olduğu belirlenmiş, tat unsurunun yeniden satın alma niyeti ile enyüksek pozitif ilişkili unsur olduğu görülmüştür. İstanbul’da kahve dükkânıpazarı küresel ve yerli markalar ile büyümektedir. Bu büyüme beraberindekahve dükkânı markaları arasında rekabeti de artırmaktadır. Duyusalsisteme göre gruplandırılmış mağaza atmosferi unsurlarının tüketicilerinaynı kahve dükkânından yeniden satın alma niyetinin oluşmasında etkisininolduğu görülmektedir. Bu çalışmanın mağaza atmosferi ve yeniden satınalma niyeti literatürüyle birlikte kahve dükkânı sektörüne katkı sağlayacağıdüşünülmektedir.
One of the main goals of marketing efforts is to create an re-purchase intention in consumers. There are many factors that are effective in establishing the intention to re-purchase in the consumer who has purchased the product or service once. Consumers who evaluate many criterias as product / service quality, price-performance relationship, ease of access to product or service, etc. together may have an intention to repurchase in accordance with the perceptions formed after the purchase. Store atmosphere is an important parameter of re-purchase intent. When coffee as a product is considered, the impact of the coffee shop on consumers ' perceptions and intentions is undeniable. It is known that the perception of the brand, as well as the coffee shop itself, is an extremely important factor in their consumption behavior. In coffee shops, along with the product itself, many elements that appeal to the consumer's senses inside and outside the store can be mentioned. In this study, the relationship between store atmosphere factors that are grouped as visual, aural, smell, sensory and taste re-purchase intention are examined. The population of this study is the coffee shops in Istanbul and their customers. The sampling method is convenience sampling method. The survey was conducted on the internet. The data was analyzed by correlation analyze. Due to research results, it is determined that visual, sensory, smell and taste factors have positive correlations with re-purchase intention and the highest correlation is between taste factor and re-purchase intention. Coffee Houses sector in İstanbul is growing with global and local brands. This growth also increases the competition between coffe houses. This study showed that store atmospherics are grouped as visual, smell, sensory and taste have effect on customer re-purchase intention. It is believed that this work will contribute to the coffee shop sector along with the store atmosphere and re-purchase intention literature.
One of the main goals of marketing efforts is to create an re-purchase intention in consumers. There are many factors that are effective in establishing the intention to re-purchase in the consumer who has purchased the product or service once. Consumers who evaluate many criterias as product / service quality, price-performance relationship, ease of access to product or service, etc. together may have an intention to repurchase in accordance with the perceptions formed after the purchase. Store atmosphere is an important parameter of re-purchase intent. When coffee as a product is considered, the impact of the coffee shop on consumers ' perceptions and intentions is undeniable. It is known that the perception of the brand, as well as the coffee shop itself, is an extremely important factor in their consumption behavior. In coffee shops, along with the product itself, many elements that appeal to the consumer's senses inside and outside the store can be mentioned. In this study, the relationship between store atmosphere factors that are grouped as visual, aural, smell, sensory and taste re-purchase intention are examined. The population of this study is the coffee shops in Istanbul and their customers. The sampling method is convenience sampling method. The survey was conducted on the internet. The data was analyzed by correlation analyze. Due to research results, it is determined that visual, sensory, smell and taste factors have positive correlations with re-purchase intention and the highest correlation is between taste factor and re-purchase intention. Coffee Houses sector in İstanbul is growing with global and local brands. This growth also increases the competition between coffe houses. This study showed that store atmospherics are grouped as visual, smell, sensory and taste have effect on customer re-purchase intention. It is believed that this work will contribute to the coffee shop sector along with the store atmosphere and re-purchase intention literature.