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YAPI MARKET MÜŞTERİLERİNİN HİZMET KALİTESİ DEĞERLENDİRMELERİNE GÖRE PAZAR BÖLÜMLERİNİN İNCELENMESİ

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Abstract (Original Language): 
Ülkemizde gelisme sürecindeki perakendeci magazalardan olan yapı marketler, tüketicilere ev gereçleri, elektrik, halı, boya, el aletleri, hırdavat, oto aksesuar, sıhhi tesisat, bahçe, ahsap, mobilya, insaat malzemeleri vb. kategorilerdeki ürünleri sunmakta ve “kendin yap” (do it yourself) kavramının yerlesmesi için çaba sarf etmektedirler. Bu çalısmanın temel amacı, yapı marketlerden alısveris yapan müsterilerin hizmet kalitesi degerlendirmeleri itibariyle farklı pazar bölümleri olusturup olusturmadıklarını belirlemektir. Ayrıca bu yönde elde edilecek bilgilerin yapı marketlerin pazarlama stratejilerine yönelik kararlarında yol gösterici olacagı düsünülmektedir. Bu amaçlar dogrultusunda toplam 600 adet anket formundan elde edilen verilere Kümeleme analizi, Varyans Analizi ve Ki-Kare analizi uygulanmıstır. Analiz sonuçlarına göre yapı market müsterileri hizmet kalitesi degerlendirmelerine göre üç farklı pazar bölümünde toplanmıstır. Bu üç farklı pazar bölümü incelendiginde pazarda, önemli ölçüde tatmin edilememis bir müsteri grubunun oldugu görülmüstür.
87-106

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