Araştırma Makalesi
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Mağaza İçi Tüketici Hareketlerinin Satın Alma Kararındaki Rolü

Yıl 2024, Cilt: 25 Sayı: 1, 112 - 126, 31.01.2024

Murat Fatih Tuna , Selim Çam

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

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

Müşteri Takibi Mağaza İçi Davranış Kamera İzleme İletişim Merkezi Tüketici Davranışı

Kaynakça

  • Aiolfi, S., Bellini, S., & Grandi, B. (2022). Using mobile while shopping in-store: A new model of impulse-buying behaviour. Journal of Consumer Marketing, 39(5), 432-444.
  • Ali, T. (2016). Relevance of Brick & Mortar Stores in Telecom Omni Channel. https://www.linkedin.com/pulse/relevance-brick-mortar-stores-telecom-omni-channel-taqi-ali/ (Access Date: 20.01.2023)
  • Barua, A. (2021). A spring in consumers' steps: Americans prepare to get back to their spending ways. Deloitte Economics Spotlight, June'21.https://www2.deloitte.com/us/en/insights/economy/us-consumer-spending-after-covid.html (Access Date: 15.02.2023)
  • Bäckström, K., & Johansson, U. (2017). An exploration of consumers' experiences in physical stores: Comparing consumers' and retailers' perspectives in past and present time. The International Review of Retail, Distribution and Consumer Research, 27(3), 241-259.
  • Bellizzi, J. A., & Hite, R. E. (1992). Environmental color, consumer feelings, and purchase likelihood. Psychology & Marketing, 9(5), 347-363.
  • Bourimi, M., Mau, G., Steinmann, S., Klein, D., Templin, S., Kesdogan, D., & Schramm-Klein, H. (2011). A Privacy-Respecting Indoor Localisation Approach for Identifying Shopper Paths by Using End-Users Mobile Devices. 2011 Eighth International Conference on Information Technology: New Generations, 139-144.
  • Brooksbank, R., Scott, J. M., & Fullerton, S. (2022). In-store surveillance technologies: What drives their acceptability among consumers? The International Review of Retail, Distribution and Consumer Research, 32(5), 508-531.
  • Brophy, M. (2022). 41 Retail Statistics for 2022: The State of In-store Shopping. https://fitsmallbusiness.com/retail-statistics/ (Access Date: 15.11.2022).
  • BTK, 2022. https://www.btk.gov.tr/uploads/pages/pazar-verileri/2022-2-kurumdisi.pdf (Access Date: 18.11.2022). Cavalinhos, S., Marques, S. H., & de Fátima Salgueiro, M. (2021). The use of mobile devices in-store and the effect on shopping experience: A systematic literature review and research agenda. International Journal of Consumer Studies, 45(6), 1198-1216.
  • Cheema, M. A. (2018). Indoor location-based services: Challenges and opportunities. SIGSPATIAL Special, 10(2), 10-17.
  • Clement, J., Aastrup, J., & Charlotte Forsberg, S. (2015). Decisive visual saliency and consumers׳ in-store decisions. Journal of Retailing and Consumer Services, 22, 187-194.
  • d’Astous, A., & Lévesque, M. (2003). A scale for measuring store personality. Psychology & Marketing, 20(5), 455-469.
  • Donovan, R. J., & Rossiter, J. R. (1982). Store Atmosphere: An Environmental Psychology Approach. Journal of Retailing, 58(1), 34-57.
  • Donovan, R. J., Rossiter, J. R., Marcoolyn, G., & Nesdale, A. (1994). Store atmosphere and purchasing behavior. Journal of Retailing, 70(3), 283-294.
  • Duong, V. C., Regolini, E., Sung, B., Teah, M., & Hatton-Jones, S. (2022). Is more really better for in-store experience? A psychophysiological experiment on sensory modalities. Journal of Consumer Marketing, 39(2), 218-229.
  • Durante, K. M., Griskevicius, V., Hill, S. E., Perilloux, C., & Li, N. P. (2011). Ovulation, Female Competition, and Product Choice: Hormonal Influences on Consumer Behavior. Journal of Consumer Research, 37(6), 921-934.
  • Elnahla, N., & Neilson, L. C. (2021). Retaillance: A conceptual framework and review of surveillance in retail. The International Review of Retail, Distribution and Consumer Research, 31(3), 330-357.
  • Enders, A., & Jelassi, T. (2000). The converging business models of Internet and bricks-and-mortar retailers. European Management Journal, 18(5), 542-550.
  • Errajaa, K., Legohérel, P., Daucé, B., & Bilgihan, A. (2021). Scent marketing: Linking the scent congruence with brand image. International Journal of Contemporary Hospitality Management, 33(2), 402-427. Fischer, E., & Arnold, S. J. (1994). Sex, gender identity, gender role attitudes, and consumer behavior. Psychology & Marketing, 11(2), 163-182.
  • Fullerton, S., Brooksbank, R., & Neale, L. (2017). Consumer perspectives on the ethics of an array of technology-based marketing strategies: An exploratory study. Asia Pacific Journal of Marketing and Logistics, 29(5), 1079-1096.
  • Gong, T., Wang, C.-Y., & Lee, K. (2022). Effects of characteristics of in-store retail technology on customer citizenship behavior. Journal of Retailing and Consumer Services, 65, 102488.
  • Granbois, D. H. (1968). Improving the Study of Customer In-Store Behavior. Journal of Marketing, 32(4), 28-33. Grewal, D., Ahlbom, C.-P., Beitelspacher, L., Noble, S. M., & Nordfält, J. (2018). In-Store Mobile Phone Use and Customer Shopping Behavior: Evidence from the Field. Journal of Marketing, 82(4), 102-126.
  • Groeppel-Klein, A. (2005). Arousal and consumer in-store behavior. Brain Research Bulletin, 67(5), 428-437.
  • GSMA Intelligence, (2022). https://www.gsmaintelligence.com/data/ (Access Date: 16.11.2022). Han, Y., Chandukala, S. R., & Li, S. (2022). Impact of different types of in-store displays on consumer purchase behavior. Journal of Retailing, 98(3), 432-452.
  • Helm, S., Kim, S. H., & Van Riper, S. (2020). Navigating the 'retail apocalypse': A framework of consumer evaluations of the new retail landscape. Journal of Retailing and Consumer Services, 54, 101683.
  • Hemalatha, K., Chandramathy, I., Shanthi Priya, R., & Dugar, A. M. (2022). Effects of lighting conditions on user preferences in retail apparel stores, within the cultural context of India. Building and Environment, 221, 109270. Hussain, R., & Ali, M. (2015). Effect of Store Atmosphere On Consumer Purchase Intention. International Journal of Marketing Studies, 7(2), 35-43.
  • Hwangbo, H., Kim, J., Lee, Z., & Kim, S. (2017). Store layout optimisation using indoor positioning system. International Journal of Distributed Sensor Networks, 13(2), 1-13.
  • Isa, N. F., Salleh, N. A. M., & Aziz, A. A. (2019). Social Media Addiction: Role of Web and Digital Experience on Buying Decision Intention and the Moderating Effect of Consumer Review. Malaysian Journal of Consumer and Familiy Economics, 23, 123-148. Khan, I., Hollebeek, L. D., Fatma, M., Islam, J. U., & Riivits-Arkonsuo, I. (2020). Customer experience and commitment in retailing: Does customer age matter? Journal of Retailing and Consumer Services, 57, 102219.
  • Kim, S., Connerton, T. P., & Park, C. (2022). Transforming the automotive retail: Drivers for customers' omnichannel BOPS (Buy Online & Pick up in Store) behavior. Journal of Business Research, 139, 411-425. Kolyesnikova, N., Dodd, T. H., & Wilcox, J. B. (2009). Gender as a moderator of reciprocal consumer behavior. Journal of Consumer Marketing, 26(3), 200-213.
  • Kruger, D., & Byker, D. (2009). Evolved foraging psychology underlies sex differences in shopping experiences and behaviors. Journal of Social, Evolutionary, and Cultural Psychology, 3(4), 328-342.
  • Meneely, L., Burns, A., & Strugnell, C. (2009). Age associated changes in older consumers retail behaviour. International Journal of Retail & Distribution Management, 37(12), 1041-1056.
  • Newman, A. J., & Foxall, G. R. (2003). In‐store customer behaviour in the fashion sector: Some emerging methodological and theoretical directions. International Journal of Retail & Distribution Management, 31(11), 591-600.
  • Nguyen, T. H. G., & Nham, P. T. (2022). The Influence of Social, Design, and Ambient Factors of Store Environment on Customer Perceptions and Behavioral Intentions. The Journal of Behavioral Science, 17(1), 27-42. Ogruk, G., Anderson, T. D., & Nacass, A. S. (2018). In-Store Customer Experience and Customer Emotional State in the Retail Industry. Journal of Research for Consumers, 32, 110-141.
  • Pannucci, C. J., & Wilkins, E. G. (2010). Identifying and Avoiding Bias in Research. Plastic and reconstructive surgery, 126(2), 619-625.
  • Pecoraro, M., & Uusitalo, O. (2014). Exploring the everyday retail experience: The discourses of style and design. Journal of Consumer Behaviour, 13(6), 429-441.
  • Phillips, H. C., & Bradshaw, R. P. (1991). Camera tracking: A new tool for market research and retail management. Management Research News, 14(4/5), 20-22.
  • Sachdeva, I., & Goel, S. (2015). Retail store environment and customer experience: A paradigm. Journal of Fashion Marketing and Management, 19(3), 290-298.
  • Sbai, I., Bahoussa, A., & Gerard, C. (2022). An Exploration of the Effect of Background Music in Retail Stores on Moroccan Consumers' Perceptions and Behaviors. In J. Kaswengi & A. Ingarao (Ed.), Brand, Label, and Product Intelligence (ss. 27-50). Springer International Publishing.
  • Sen, S. S., Alexandrov, A., Jha, S., McDowell, W. C., & Babakus, E. (2022). Convenient = competitive? How Brick-And-Mortar Retailers can cope with Online Competition. Review of Managerial Science.
  • Singh, D., Sharma, S., & Bhatt, R. (2022). In-store Intelligent Customer Counting and Monitoring System. Mathematical Statistician and Engineering Applications, 71(4), Art. 4.
  • Singh, P., Katiyar, N., & Verma, G. (2014). Retail Shoppability: The Impact Of Store Atmospherics & Store Layout On Consumer Buying Patterns. International Journal of Scientific & Technology Research, 3(8), 15-23.
  • Smith, P., & Burns, D. J. (1996). Atmospherics and retail environments: The case of the "power aisle". International Journal of Retail & Distribution Management, 24(1), 7-14.
  • Spanke, M. (2020). Retail Isn't Dead: Innovative Strategies for Brick and Mortar Retail Success. Springer Nature. Suryawardani, B., Wulandari, A., & Pratama, J. R. (2018). The Effects of Store Atmosphere and Brand Image on Customer Satisfaction. Advanced Science Letters, 24(4), 2382-2386.
  • Telecom Global Market Report, (2022). https://www.thebusinessresearchcompany.com/report/telecom-global-market-report#:~:text=The%20global%20telecom%20market%20grew,least%20in%20the%20short%20term (Access Date: 12.11.2022).
  • Teltzrow, M., Meyer, B., & Lenz, H.-J. (2007). Multi-channel consumer perceptions. Journal of Electronic Commerce Research, 8(1), 18-31.
  • Thusyanthy, V., & Senthilnathan, S. (2011). Customer Satisfaction in Terms of Physical Evidence and Employee Interaction. The IUP Journal of Marketing Management, 11(3), 7-24.
  • TÜİK, (2021). https://data.tuik.gov.tr/Bulten/Index?p=Perakende-Satis-Endeksleri-Ocak-2021-37356 (Access Date: 20.11.2022).
  • van Rompay, T. J. L., Tanja-Dijkstra, K., Verhoeven, J. W. M., & van Es, A. F. (2012). On Store Design and Consumer Motivation: Spatial Control and Arousal in the Retail Context. Environment and Behavior, 44(6), 800-820.
  • Vinish, P., Pinto, P., & Hawaldar, I. T. (2022a). Perceived Idle Wait and Associated Emotional Discomfort: An Analysis of Retail Waiting Experience. Innovative Marketing, 18(1), 1-11.
  • Vinish, P., Pinto, P., & Hawaldar, I. T. (2022b). Consequences of Retail Checkout Crowding on Perceived Emotional Discomfort and Switching Intentions. International Journal of Innovative Research and Scientific Studies, 5(2), 134-144.
  • Yıldırım, Y. & Aydın, O. (2012). Investigation of the Effects of discount Announcements on Consumers' Purchase decisions: A Case Study in Supermarket. Procedia Social and Behavioral Sciences, 62, 1235-1244
  • Ziglar, Z. (1985). Zig Ziglar's Secrets of Closing the Sale: For Anyone Who Must Get Others to Say Yes! (Reissue edition). Berkley.

The Role of In-Store Consumer Movements in Purchase Decision

Yıl 2024, Cilt: 25 Sayı: 1, 112 - 126, 31.01.2024

Murat Fatih Tuna , Selim Çam

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

Öz

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.

Anahtar Kelimeler

Customer Tracking In-Store Behaviour Camera Monitoring Communication Center Consumer Behaviour

Kaynakça

  • Aiolfi, S., Bellini, S., & Grandi, B. (2022). Using mobile while shopping in-store: A new model of impulse-buying behaviour. Journal of Consumer Marketing, 39(5), 432-444.
  • Ali, T. (2016). Relevance of Brick & Mortar Stores in Telecom Omni Channel. https://www.linkedin.com/pulse/relevance-brick-mortar-stores-telecom-omni-channel-taqi-ali/ (Access Date: 20.01.2023)
  • Barua, A. (2021). A spring in consumers' steps: Americans prepare to get back to their spending ways. Deloitte Economics Spotlight, June'21.https://www2.deloitte.com/us/en/insights/economy/us-consumer-spending-after-covid.html (Access Date: 15.02.2023)
  • Bäckström, K., & Johansson, U. (2017). An exploration of consumers' experiences in physical stores: Comparing consumers' and retailers' perspectives in past and present time. The International Review of Retail, Distribution and Consumer Research, 27(3), 241-259.
  • Bellizzi, J. A., & Hite, R. E. (1992). Environmental color, consumer feelings, and purchase likelihood. Psychology & Marketing, 9(5), 347-363.
  • Bourimi, M., Mau, G., Steinmann, S., Klein, D., Templin, S., Kesdogan, D., & Schramm-Klein, H. (2011). A Privacy-Respecting Indoor Localisation Approach for Identifying Shopper Paths by Using End-Users Mobile Devices. 2011 Eighth International Conference on Information Technology: New Generations, 139-144.
  • Brooksbank, R., Scott, J. M., & Fullerton, S. (2022). In-store surveillance technologies: What drives their acceptability among consumers? The International Review of Retail, Distribution and Consumer Research, 32(5), 508-531.
  • Brophy, M. (2022). 41 Retail Statistics for 2022: The State of In-store Shopping. https://fitsmallbusiness.com/retail-statistics/ (Access Date: 15.11.2022).
  • BTK, 2022. https://www.btk.gov.tr/uploads/pages/pazar-verileri/2022-2-kurumdisi.pdf (Access Date: 18.11.2022). Cavalinhos, S., Marques, S. H., & de Fátima Salgueiro, M. (2021). The use of mobile devices in-store and the effect on shopping experience: A systematic literature review and research agenda. International Journal of Consumer Studies, 45(6), 1198-1216.
  • Cheema, M. A. (2018). Indoor location-based services: Challenges and opportunities. SIGSPATIAL Special, 10(2), 10-17.
  • Clement, J., Aastrup, J., & Charlotte Forsberg, S. (2015). Decisive visual saliency and consumers׳ in-store decisions. Journal of Retailing and Consumer Services, 22, 187-194.
  • d’Astous, A., & Lévesque, M. (2003). A scale for measuring store personality. Psychology & Marketing, 20(5), 455-469.
  • Donovan, R. J., & Rossiter, J. R. (1982). Store Atmosphere: An Environmental Psychology Approach. Journal of Retailing, 58(1), 34-57.
  • Donovan, R. J., Rossiter, J. R., Marcoolyn, G., & Nesdale, A. (1994). Store atmosphere and purchasing behavior. Journal of Retailing, 70(3), 283-294.
  • Duong, V. C., Regolini, E., Sung, B., Teah, M., & Hatton-Jones, S. (2022). Is more really better for in-store experience? A psychophysiological experiment on sensory modalities. Journal of Consumer Marketing, 39(2), 218-229.
  • Durante, K. M., Griskevicius, V., Hill, S. E., Perilloux, C., & Li, N. P. (2011). Ovulation, Female Competition, and Product Choice: Hormonal Influences on Consumer Behavior. Journal of Consumer Research, 37(6), 921-934.
  • Elnahla, N., & Neilson, L. C. (2021). Retaillance: A conceptual framework and review of surveillance in retail. The International Review of Retail, Distribution and Consumer Research, 31(3), 330-357.
  • Enders, A., & Jelassi, T. (2000). The converging business models of Internet and bricks-and-mortar retailers. European Management Journal, 18(5), 542-550.
  • Errajaa, K., Legohérel, P., Daucé, B., & Bilgihan, A. (2021). Scent marketing: Linking the scent congruence with brand image. International Journal of Contemporary Hospitality Management, 33(2), 402-427. Fischer, E., & Arnold, S. J. (1994). Sex, gender identity, gender role attitudes, and consumer behavior. Psychology & Marketing, 11(2), 163-182.
  • Fullerton, S., Brooksbank, R., & Neale, L. (2017). Consumer perspectives on the ethics of an array of technology-based marketing strategies: An exploratory study. Asia Pacific Journal of Marketing and Logistics, 29(5), 1079-1096.
  • Gong, T., Wang, C.-Y., & Lee, K. (2022). Effects of characteristics of in-store retail technology on customer citizenship behavior. Journal of Retailing and Consumer Services, 65, 102488.
  • Granbois, D. H. (1968). Improving the Study of Customer In-Store Behavior. Journal of Marketing, 32(4), 28-33. Grewal, D., Ahlbom, C.-P., Beitelspacher, L., Noble, S. M., & Nordfält, J. (2018). In-Store Mobile Phone Use and Customer Shopping Behavior: Evidence from the Field. Journal of Marketing, 82(4), 102-126.
  • Groeppel-Klein, A. (2005). Arousal and consumer in-store behavior. Brain Research Bulletin, 67(5), 428-437.
  • GSMA Intelligence, (2022). https://www.gsmaintelligence.com/data/ (Access Date: 16.11.2022). Han, Y., Chandukala, S. R., & Li, S. (2022). Impact of different types of in-store displays on consumer purchase behavior. Journal of Retailing, 98(3), 432-452.
  • Helm, S., Kim, S. H., & Van Riper, S. (2020). Navigating the 'retail apocalypse': A framework of consumer evaluations of the new retail landscape. Journal of Retailing and Consumer Services, 54, 101683.
  • Hemalatha, K., Chandramathy, I., Shanthi Priya, R., & Dugar, A. M. (2022). Effects of lighting conditions on user preferences in retail apparel stores, within the cultural context of India. Building and Environment, 221, 109270. Hussain, R., & Ali, M. (2015). Effect of Store Atmosphere On Consumer Purchase Intention. International Journal of Marketing Studies, 7(2), 35-43.
  • Hwangbo, H., Kim, J., Lee, Z., & Kim, S. (2017). Store layout optimisation using indoor positioning system. International Journal of Distributed Sensor Networks, 13(2), 1-13.
  • Isa, N. F., Salleh, N. A. M., & Aziz, A. A. (2019). Social Media Addiction: Role of Web and Digital Experience on Buying Decision Intention and the Moderating Effect of Consumer Review. Malaysian Journal of Consumer and Familiy Economics, 23, 123-148. Khan, I., Hollebeek, L. D., Fatma, M., Islam, J. U., & Riivits-Arkonsuo, I. (2020). Customer experience and commitment in retailing: Does customer age matter? Journal of Retailing and Consumer Services, 57, 102219.
  • Kim, S., Connerton, T. P., & Park, C. (2022). Transforming the automotive retail: Drivers for customers' omnichannel BOPS (Buy Online & Pick up in Store) behavior. Journal of Business Research, 139, 411-425. Kolyesnikova, N., Dodd, T. H., & Wilcox, J. B. (2009). Gender as a moderator of reciprocal consumer behavior. Journal of Consumer Marketing, 26(3), 200-213.
  • Kruger, D., & Byker, D. (2009). Evolved foraging psychology underlies sex differences in shopping experiences and behaviors. Journal of Social, Evolutionary, and Cultural Psychology, 3(4), 328-342.
  • Meneely, L., Burns, A., & Strugnell, C. (2009). Age associated changes in older consumers retail behaviour. International Journal of Retail & Distribution Management, 37(12), 1041-1056.
  • Newman, A. J., & Foxall, G. R. (2003). In‐store customer behaviour in the fashion sector: Some emerging methodological and theoretical directions. International Journal of Retail & Distribution Management, 31(11), 591-600.
  • Nguyen, T. H. G., & Nham, P. T. (2022). The Influence of Social, Design, and Ambient Factors of Store Environment on Customer Perceptions and Behavioral Intentions. The Journal of Behavioral Science, 17(1), 27-42. Ogruk, G., Anderson, T. D., & Nacass, A. S. (2018). In-Store Customer Experience and Customer Emotional State in the Retail Industry. Journal of Research for Consumers, 32, 110-141.
  • Pannucci, C. J., & Wilkins, E. G. (2010). Identifying and Avoiding Bias in Research. Plastic and reconstructive surgery, 126(2), 619-625.
  • Pecoraro, M., & Uusitalo, O. (2014). Exploring the everyday retail experience: The discourses of style and design. Journal of Consumer Behaviour, 13(6), 429-441.
  • Phillips, H. C., & Bradshaw, R. P. (1991). Camera tracking: A new tool for market research and retail management. Management Research News, 14(4/5), 20-22.
  • Sachdeva, I., & Goel, S. (2015). Retail store environment and customer experience: A paradigm. Journal of Fashion Marketing and Management, 19(3), 290-298.
  • Sbai, I., Bahoussa, A., & Gerard, C. (2022). An Exploration of the Effect of Background Music in Retail Stores on Moroccan Consumers' Perceptions and Behaviors. In J. Kaswengi & A. Ingarao (Ed.), Brand, Label, and Product Intelligence (ss. 27-50). Springer International Publishing.
  • Sen, S. S., Alexandrov, A., Jha, S., McDowell, W. C., & Babakus, E. (2022). Convenient = competitive? How Brick-And-Mortar Retailers can cope with Online Competition. Review of Managerial Science.
  • Singh, D., Sharma, S., & Bhatt, R. (2022). In-store Intelligent Customer Counting and Monitoring System. Mathematical Statistician and Engineering Applications, 71(4), Art. 4.
  • Singh, P., Katiyar, N., & Verma, G. (2014). Retail Shoppability: The Impact Of Store Atmospherics & Store Layout On Consumer Buying Patterns. International Journal of Scientific & Technology Research, 3(8), 15-23.
  • Smith, P., & Burns, D. J. (1996). Atmospherics and retail environments: The case of the "power aisle". International Journal of Retail & Distribution Management, 24(1), 7-14.
  • Spanke, M. (2020). Retail Isn't Dead: Innovative Strategies for Brick and Mortar Retail Success. Springer Nature. Suryawardani, B., Wulandari, A., & Pratama, J. R. (2018). The Effects of Store Atmosphere and Brand Image on Customer Satisfaction. Advanced Science Letters, 24(4), 2382-2386.
  • Telecom Global Market Report, (2022). https://www.thebusinessresearchcompany.com/report/telecom-global-market-report#:~:text=The%20global%20telecom%20market%20grew,least%20in%20the%20short%20term (Access Date: 12.11.2022).
  • Teltzrow, M., Meyer, B., & Lenz, H.-J. (2007). Multi-channel consumer perceptions. Journal of Electronic Commerce Research, 8(1), 18-31.
  • Thusyanthy, V., & Senthilnathan, S. (2011). Customer Satisfaction in Terms of Physical Evidence and Employee Interaction. The IUP Journal of Marketing Management, 11(3), 7-24.
  • TÜİK, (2021). https://data.tuik.gov.tr/Bulten/Index?p=Perakende-Satis-Endeksleri-Ocak-2021-37356 (Access Date: 20.11.2022).
  • van Rompay, T. J. L., Tanja-Dijkstra, K., Verhoeven, J. W. M., & van Es, A. F. (2012). On Store Design and Consumer Motivation: Spatial Control and Arousal in the Retail Context. Environment and Behavior, 44(6), 800-820.
  • Vinish, P., Pinto, P., & Hawaldar, I. T. (2022a). Perceived Idle Wait and Associated Emotional Discomfort: An Analysis of Retail Waiting Experience. Innovative Marketing, 18(1), 1-11.
  • Vinish, P., Pinto, P., & Hawaldar, I. T. (2022b). Consequences of Retail Checkout Crowding on Perceived Emotional Discomfort and Switching Intentions. International Journal of Innovative Research and Scientific Studies, 5(2), 134-144.
  • Yıldırım, Y. & Aydın, O. (2012). Investigation of the Effects of discount Announcements on Consumers' Purchase decisions: A Case Study in Supermarket. Procedia Social and Behavioral Sciences, 62, 1235-1244
  • Ziglar, Z. (1985). Zig Ziglar's Secrets of Closing the Sale: For Anyone Who Must Get Others to Say Yes! (Reissue edition). Berkley.
Toplam 52 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular İşletme
Bölüm Makaleler
Yazarlar

Murat Fatih Tuna 0000-0002-8634-8643

Selim Çam 0000-0002-6131-2871

Erken Görünüm Tarihi 26 Ocak 2024
Yayımlanma Tarihi 31 Ocak 2024
Gönderilme Tarihi 30 Nisan 2023
Yayımlandığı Sayı Yıl 2024Cilt: 25 Sayı: 1

Kaynak Göster

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
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Cumhuriyet Üniversitesi İktisadi ve İdari Bilimler Dergisi Creative Commons Atıf-GayriTicari 4.0 Uluslararası Lisansı (CC BY NC) ile lisanslanmıştır.