Publication: Parekende sektöründe mağaza imajı ve mağaza sadakati incelenmesi: İstanbul’daki kafe zincirlerinde bir uygulama
Abstract
PERAKENDE SEKTÖRÜNDE MAĞAZA İMAJI VE MAĞAZA SADAKATİ İNCELENMESİ: İSTANBUL’DAKİ KAFE ZİNCİRLERİNDE BİR UYGULAMA Söz konusu tezde, Türk Gıda Perakende Sektöründeki uluslararasılaşma sonucunda mağaza imajı ve mağaza sadakatinin ilişkisinin incelenmesi amaçlanmıştır. Bu doğrultuda İstanbul’daki kafe zincirlerinde bir araştırma gerçekleştirilerek kafe zincirlerinin mağaza imajı ve mağaza sadakati değerlendirilmiş ve söz konusu değişkenlere etki eden faktörler belirlenmiştir. Çalışma üç kısımdan oluşmaktadır. İlk iki bölümde literatürdeki teorik bilgiler verilip son bölümde kafe zincirleri üzerine hazırladığımız araştırmamıza ait bulgulara yer verilmiştir. Birinci bölümde perakende sektöründe uluslararasılaşma süreci irdelenmiş ve rekabetçi pazarlama stratejileri açıklanmıştır. İkinci bölümde ise uluslararası boyutta mağaza imajıyla ilişkisi olan yaşam tarzı, algılanan kalite ve ülke menşei etkisi ile birlikte satınalma sürecinde mağaza tercihi ve mağaza sadakati ilişkisinin literatürdeki bulguları verilemeye çalışılmıştır. Çalışmanın üçüncü kısmında kafe zincirlerine yapılan uygulama mağaza imajı ile mağaza sadakati arasındaki ilişkiyi ve bu ilişkiye etki eden diğer değişkenleri ortaya çıkarmak amaçlanmıştır. Araştırma sonuçları fiyat ve promosyon boyutu hariç diğer tüm mağaza imajı boyutlarının mağaza sadakati ile anlamlı ancak düşük düzeyde ilişkili olduğu göstermektedir. Bununla birlikte algılanan değer ve demografik özelliklerin mağaza sadakati ile anlamlı düzeyde ilişkili olmadığı ortaya çıkmaktadır.Sektörde şimdiki duruma bakıldığında; kafe zincirlerine yönelik mağaza sadakati durumundan bahsetmek için erken olduğu tüketicinin merak edip farklı yerler deneme eğiliminin daha fazla olduğu bulgular arasındadır.Hızla değişen gıda perakendeciliğinin bir kolu olan kafe zincirleri özellikle global markaların pazara girmesi ile hareket kazanmıştır. Uluslararası rakiplere karşı yerel markaların pazarlama çabalarına ışık tutmak amacıyla gerçekleştirilen araştırma sonucunda özellikle müşteri hizmetleri konusunun sadakati oluşturmada önemli olduğu değerlendirilmiştir.
AN ANALYSIS OF STORE IMAGE AND STORE LOYALTY IN RETAIL INDUSTRY: IMPLEMENTATION AT CAFE CHAINS IN ISTANBUL As implied in many national and international studies, Turkish Food Retail Industry has been internationalizing. As a result of such advancement, the major aim of this thesis is to analyze the relationship between store image and store loyalty along the internationalization process of retailing. In the first section of the thesis, the internationalization process of retailing has been researched and competitive marketing strategies within the process has been identified. In the second section, the major factors of lifestyles, perceived quality, and country of origin effect that are related with the store image at international level are investigated. In addition, the relationship between store preference and store loyalty on the purchasing process is included as stated in the literature. In the third section of the thesis, the attempt has been to clarify the relationship between store image and store loyalty as a result of various changes implemented to cafe chains. Besides, major factors that influence this relationship has been detected and revealed. Research results clearly notify that there was a significant but low relationship between all of the store image dimensions, except price and promotion and store loyalty. However, perceived value and demographics did not have any significant relationship with the store loyalty. Looking back to the current status of the industry, it is early to mention store loyalty towards cafe chains. Rather, the findings of the research indicate that consumers are likely to visit various cafe chains based on their curiosity.As global brands have entered the market, cafe chains, which are a part of the fastly changing food retail industry, have been of main interest of study. A main tool to form loyalty has been researched to be the emphasis on customer services as a means to position the local brands against international competitors.
AN ANALYSIS OF STORE IMAGE AND STORE LOYALTY IN RETAIL INDUSTRY: IMPLEMENTATION AT CAFE CHAINS IN ISTANBUL As implied in many national and international studies, Turkish Food Retail Industry has been internationalizing. As a result of such advancement, the major aim of this thesis is to analyze the relationship between store image and store loyalty along the internationalization process of retailing. In the first section of the thesis, the internationalization process of retailing has been researched and competitive marketing strategies within the process has been identified. In the second section, the major factors of lifestyles, perceived quality, and country of origin effect that are related with the store image at international level are investigated. In addition, the relationship between store preference and store loyalty on the purchasing process is included as stated in the literature. In the third section of the thesis, the attempt has been to clarify the relationship between store image and store loyalty as a result of various changes implemented to cafe chains. Besides, major factors that influence this relationship has been detected and revealed. Research results clearly notify that there was a significant but low relationship between all of the store image dimensions, except price and promotion and store loyalty. However, perceived value and demographics did not have any significant relationship with the store loyalty. Looking back to the current status of the industry, it is early to mention store loyalty towards cafe chains. Rather, the findings of the research indicate that consumers are likely to visit various cafe chains based on their curiosity.As global brands have entered the market, cafe chains, which are a part of the fastly changing food retail industry, have been of main interest of study. A main tool to form loyalty has been researched to be the emphasis on customer services as a means to position the local brands against international competitors.