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TÜKETİCİ DEMOGRAFİK ÖZELLİKLERİNİN MAĞAZA SADAKATI NİYETLERİ ÜZERİNE ETKİSİ

THE EFFECT OF CONSUMER DEMOGRAPHİC CHARACTERISTICS ON STORE LOYALTY INTENTIONS

Journal Name:

  • Yönetim-İstanbul Üniversitesi İşletme Fakültesi İşletme İktisadı Enstitüsü Dergisi

Publication Year:

  • 2005

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
Loyalcustomer sar ever yvaluabl efo rbusines smanagers,sinc ethe ywillten dtoconcentrat e thei rpurchase sinth egivenstor ean dwillconstitut eapotentiallyprofitabletarge tmarketfo rth efirm (Eni san dpaul,1970).Developingstor eloyaltybegin swithunderstandin gho wan dwhyitdevelops . Therefore,th epresen tstud yexplore sth esubjec tofth eeffect sofconsume rdemographi c characteristic seffect so nstor eloyaltyintention sofhypermarket/supermarke tcustomers .Thestud y fındssignifıcantdifference sinstor eloyaltyintentio nb yage ,occupationan dnumbe rofchildren. However,th estud yfoun dn odifference sbetwee ngender ,maritalstatu san deducatio ninterm sof stor eloyaltyintention.
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Abstract (Original Language): 
Yöneticileriçinsadıkmüşterilerçokdeğerlidir,zirab umüşterilersatınalımlarınısözkonus u mağazayayoğunlaştırmaeğilimiiçindedirlerv ebumüşterilerfirmaiçinkarlıbirpotansiyelhede f paza roluştururlar(Eni san dPaul,1970) .Sadakat ioluşturmak,sadakati nnasılv enede noluştuğunu anlamakl abaşlar.Bunedenle ,b uçalışmahipermarket/supermarke tmüşterilerinindemografi k özelliklerininmağazasadakat iüzerineetkisiniaraştırmaktadır.Yaş,meslekv eçocuksayısıgibi demografi kfarklılıklarincelendiğinde ,müşterilerinmağazasadakat iniyetiüzerindeönemli farklılıklarbulunmuştur.Ancakcinsiyet,medeniduru mv eeğitimgibidemografikfarklılıklariçin sadaka tniyetleriüzerindebirfar kbulunamamıştır.
FULL TEXT (PDF): 
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  • 50
104-115
  • English

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