The Role of In-Store Consumer Movements in Purchase Decision

Murat Fatih Tuna; Selim Çam

doi:10.37880/cumuiibf.1290286

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Mağaza İçi Tüketici Hareketlerinin Satın Alma Kararındaki Rolü

Öz

Müşteri iletişim merkezleri, mal ve hizmetlerin bir ürün demeti olarak sunulduğu dijital operasyonları destekleyen işletme türlerinden biridir. Bu merkezler aracılığıyla tüketiciler hem telekomünikasyon hizmetlerine ilişkin alt hizmetlere erişebilmekte hem de bu erişimi sağlayacak teknolojileri satın alabilmektedir. Telekomünikasyon sektörünün dünya genelinde birçok ülkede lokomotif bir sektör haline gelmesi, müşterilerin davranışlarını anlamayı gerekli kılıyor. Bu noktada bütünsel kanalın bir parçası olan iletişim merkezlerinde nasıl davrandıklarının araştırılması da gereklidir. Bu çalışma, iletişim merkezlerini ziyaret eden mağaza müşterilerinin davranışlarını hesaplamalı olmayan yöntemler kullanarak incelemektedir. Çalışma aynı zamanda gözlemlenen davranışları demografik verilere göre karşılaştırmakta ve satın alma karar sürecinin dinamiklerini anlamaya çalışmaktadır. Bu sayede alışverişçilerin profil özelliklerinin, mağaza içi hareketlerinin ve mağaza yapısının alışverişi sonlandırma durumu ve süresi üzerindeki etkileri ortaya konulmuştur. Bulgularda cinsiyete göre farklılıklar hesaplanırken, yaşa göre anlamlı farklılıklar elde edilememiştir. Benzer şekilde, satış yapılabilmesi için tüketicilerin mağaza içi hareketlerinin önemi ortaya çıkartılmıştır. Araştırmada elde edilen sonuçların başta mağaza verilerinin alındığı firmanın yerel yetkilileri olmak üzere hem müşteri iletişim merkezlerine hem de ileride yapılacak araştırmalara katkı sağlayacağı düşünülmektedir.

Anahtar Kelimeler

The Role of In-Store Consumer Movements in Purchase Decision

Abstract

Customer contact centres are one of the types of businesses that support digital operations, where goods and services are offered as a bundle of products. Through these centres, consumers can both access sub-services related to telecommunication services and purchase the technologies that will enable this access. The fact that the telecommunications sector has become a locomotive sector in many countries worldwide makes it necessary to understand customers' behaviour. At this point, it is also essential to investigate how they behave in contact centres, which are part of the holistic channel. This study examines the behaviour of store customers who visit contact centres using non-computational methods. The study also compares the observed behaviours according to demographic data and tries to understand the dynamics of the purchase decision process. In this way, the effects of shoppers' profile characteristics, in-store movements and store structure on the termination status and duration of shopping were revealed. While differences were detected according to gender, no significant differences were found according to age in the findings. Similarly, the importance of consumers' in-store movements for sales was presented. It is thought that the results obtained in the research will contribute to both customer contact centres and future research, especially the local authorities of the company where the store data is received.

Keywords

Kaynakça

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Ayrıntılar

Birincil Dil

İngilizce

Konular

İşletme

Bölüm

Araştırma Makalesi

Yazarlar

Murat Fatih Tuna ^*
0000-0002-8634-8643
Türkiye

Selim Çam
0000-0002-6131-2871
Türkiye

Erken Görünüm Tarihi

26 Ocak 2024

Yayımlanma Tarihi

31 Ocak 2024

Gönderilme Tarihi

30 Nisan 2023

Kabul Tarihi

19 Haziran 2023

Yayımlandığı Sayı

Yıl 2024 Cilt: 25 Sayı: 1

DOI

https://doi.org/10.37880/cumuiibf.1290286

IZ

https://izlik.org/JA58WU45LE

Kaynak Göster

RIS / Bibtex

APA

Tuna, M. F., & Çam, S. (2024). The Role of In-Store Consumer Movements in Purchase Decision. Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi, 25(1), 112-126. https://doi.org/10.37880/cumuiibf.1290286