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ÇOK KANALLI PERAKENDECİLİK UYGULAMALARININ ALGILANAN DENEYİMSEL DEĞER VE AKIŞ DENEYİMİ AÇISINDAN KARŞILAŞTIRILMASI

Yıl 2019, Cilt: 3 Sayı: 1, 114 - 137, 30.06.2019

Mutlu Yüksel Avcılar , Gülhan Yenilmez

Öz

Dağıtım
kanallarının çeşitlenmesiyle beraber, birden fazla dağıtım kanalını aynı anda
kullanmak isteyen perakendecilerin çok kanallı perakendecilik stratejilerine
yönelmesi ve deneyimsel perakendecilik uygulamalarıyla, müşterilerin akış
deneyimi yaşamalarını sağlaması, müşteri satın alma niyetinin ve memnuniyetinin
sağlanmasında önem taşımaktadır. Bu
çalışmanın amacı, üç farklı perakende satış kanalı dikkate alındığında
tüketicilerin mağazadan algıladığı deneyimsel değer ve akış deneyimini
oluşturan boyutların ortalama düzeyleri arasında istatistiki olarak anlamlı bir
farklılık bulunup bulunmadığını tespit etmektir. Belirlenen amaç doğrultusunda,
Ankara’da yaşayan ve ZARA’nın çevrimiçi, mobil ve fiziksel mağazasından
alışveriş yapan 1204 tüketiciye yüz yüze anket uygulanarak elde edilen verilere
MANOVA analizi uygulanmıştır. MANOVA
analizi gruplar arası fark testi sonucunda, kanallar arasında mağaza ve akış
deneyimi boyutları açısından istatistiki olarak anlamlı bir fark bulunmuştur. Bu
farklılığın fiziksel mağaza satış kanalı lehine olduğu tespit edilmiştir. 

Anahtar Kelimeler

Perakendecilik Deneyimsel Perakendecilik Çok kanallı Perakendecilik Stratejileri

Kaynakça

  • Ali, F. (2016). Hotel website quality, perceived flow, customer satisfaction and purchase intention. Journal of Hospitality and Tourism Technology, 7(2), 213-228.
  • Bäckström, K., ve Johansson, U. (2006). Creating and consuming experiences in retail store environments: Comparing retailer and consumer perspectives. Journal of Retailing and Consumer Services, 13(6), 417-430.
  • Brakus, J. J., Schmıtt, B. H. ve Zarantonello, L. (2009). Brand experience: what is it? how is it measured? does it affect loyalty?. Journal of Marketing, 73(3), 52-68.
  • Brıdges, E. ve Florsheım, R. (2008). Hedonic and utilitarian shopping goals: The online experience. Journal Of Business Research, 61(4), 309-314.
  • Broekhuizen, T. L. ve Jager, W. (2004). A Conceptual Model of Channel Choice: Measuring Online And Offline Shopping Value Perceptions. Groningen, University of Groningen.
  • Chen, Y. K. ve Hsıeh, T. (2010). A study of the relationship among experiential marketing, experiential value and customer satisfaction. Journal of Statistics and Management Systems, 13(6), 1283-1303.
  • Csıkszentmıhalyı, M. (1975). Beyond, Boredom and Anxiety. San Francisco. Jossey-Bass.
  • Csıkszentmıhalyı, M. (1990). Flow: The Psychology of Optimal Experience. New York. Harper and Row.
  • Gentıle, C., Spıller, N. ve Nocı, G. (2007). How to sustain the customer experience: An overview of experience components that co-create value with the customer. europen. Management Journal, 25(5), 395-410.
  • Holbrook, M.B. (1999). Introduction to Consumer Value, pp.1-28, (ed.) in HOLBROOK, M.B. Consumer Value. A Framework for Analysis and Research, London. Routledge.
  • Holbrook, M.B. 1994. Loving & Hating New York: Some Reflections on the Big Apple. International Journal of Research in Marketing, 11, 381–85.
  • Jın, N., Lıne, N. D. ve Goh, B. (2013). Experiential value, relationship quality, and customer loyalty in full-service restaurants: The moderating role f gender. Journal of Hospitality Marketing ve Management, 22(7), 679-700.
  • Keng, C. J., Huang, T. L., Zheng, L. J. ve Hsu, M. K. (2007). Modeling service encounters and customer experiential value in retailing: An empirical investigation of shopping mall customers in Taiwan. International Journal of Service Industry Management, 18(4), 349-367.
  • Kım, M. ve Thapa, B. (2018). Perceived value and flow experience: Application in a nature-based tourism context. Journal of Destination Marketing & Management, 8, 373-384.
  • Kotler, P. (1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4), 48-64.
  • Lım, W. M. (2014). Understanding the influence of online flow elements on hedonic and utilitarian online shopping experiences: A case of online group buying. Journal of Information Systems, 28(2), 287-306.
  • Mathwıck, C., Malhotra, N. ve Rıgdon, E. (2001). Experiential value: Conceptualization, measurement and application in the catalog and Internet shopping environment. Journal of Retailing, 77(1), 39-56.
  • Nıgam, A. (2012). Modeling relationship between experiential marketing, experiential value and purchase intensions in organized quick service chain restaurants shoppers using structural equation modeling approach. Paradigm, 16(1), 70-79.
  • Novak, T. P., Hoffman, D. L. ve Yung, Y. F. (2000). Measuring the customer experience in online environments: A structural modeling approach. Marketing science, 19(1), 22-42.
  • Nysveen, H., Pedersen, P. E. ve Skard, S. (2013). Brand experiences in service organizations: Exploring the Individual effects of brand experience dimensions. Journal of Brand Management, 20(5), 404- 423.
  • Payne, B. R., Jackson, J. J., Noh, S. R. ve Stine-Morrow, E. A. (2011). In the zone: Flow state and cognition in older adults. Psychology Aging, 26, 738–743.
  • Rapp, A., Baker, T.L., Bachrach, D. G., Ogılvıe, J. ve Beıtelspacher, L. S. (2015). Perceived customer showrooming behavior and the effect on retail salesperson self-efficacy and performance. Journal of Retailing, 91(2), 358-369.
  • Rezaei, S. ve Valaei, N. (2017). Crafting experiential value via smartphone apps channel. Marketing Intelligence & Planning, 35(5), 688-702.
  • Schmıtt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1/3), 53-67.
  • Shobeırı, S. (2011). The Impacts of Perceived Experiential Values on Customer Outcomes and Behavioral Intentions in Online Retailing. Concordia University, Montreal.
  • Tsao, W. C. ve Shao, Y. W. (2018). How is flow induced? From the perspective of çevrimiçi (online) and offline channels. International Journal of Marketing Studies, 10(1), 11.
  • Varshneya, G. ve Das, G. (2017). Experiential value, s. multi-item scale development and validation. Journal of Retailing and Consumer Services, 34, 48-57.
  • Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsıros, M. Ve Schlesinger, L. A. (2009). Customer experience creation: Determinants, dynamics and management strategies. Journal of retailing, 85(1), 31-41.
  • Yalch, R.F. ve Spangenberg, E.R. (2000). The effects of music in a retail setting on real and perceived shopping times. Journal Business Research, 49(2), 139–147.
  • Yang, H.-E., Wu, C.-C. ve Wang, K.-C. (2009). An empirical analysis of online game service satisfaction and loyalty. Expert Systems with Applications, 36(2), 1816-1825.
  • Yuan, Y.H. ve Wu, C.K. (2008). Relationships among experiential marketing, experiential value, and customer satisfaction. Journal of Hospitality and Tourism Research, 32(3), 387-410.
  • Zha, X., Zhang, J., Yan, Y. ve Wang, W. (2015). Comparing flow experience in using digital libraries: Web and mobile context. Library Hi Tech, 33(1), 41-53.

Yıl 2019, Cilt: 3 Sayı: 1, 114 - 137, 30.06.2019

Mutlu Yüksel Avcılar , Gülhan Yenilmez

Öz

Kaynakça

  • Ali, F. (2016). Hotel website quality, perceived flow, customer satisfaction and purchase intention. Journal of Hospitality and Tourism Technology, 7(2), 213-228.
  • Bäckström, K., ve Johansson, U. (2006). Creating and consuming experiences in retail store environments: Comparing retailer and consumer perspectives. Journal of Retailing and Consumer Services, 13(6), 417-430.
  • Brakus, J. J., Schmıtt, B. H. ve Zarantonello, L. (2009). Brand experience: what is it? how is it measured? does it affect loyalty?. Journal of Marketing, 73(3), 52-68.
  • Brıdges, E. ve Florsheım, R. (2008). Hedonic and utilitarian shopping goals: The online experience. Journal Of Business Research, 61(4), 309-314.
  • Broekhuizen, T. L. ve Jager, W. (2004). A Conceptual Model of Channel Choice: Measuring Online And Offline Shopping Value Perceptions. Groningen, University of Groningen.
  • Chen, Y. K. ve Hsıeh, T. (2010). A study of the relationship among experiential marketing, experiential value and customer satisfaction. Journal of Statistics and Management Systems, 13(6), 1283-1303.
  • Csıkszentmıhalyı, M. (1975). Beyond, Boredom and Anxiety. San Francisco. Jossey-Bass.
  • Csıkszentmıhalyı, M. (1990). Flow: The Psychology of Optimal Experience. New York. Harper and Row.
  • Gentıle, C., Spıller, N. ve Nocı, G. (2007). How to sustain the customer experience: An overview of experience components that co-create value with the customer. europen. Management Journal, 25(5), 395-410.
  • Holbrook, M.B. (1999). Introduction to Consumer Value, pp.1-28, (ed.) in HOLBROOK, M.B. Consumer Value. A Framework for Analysis and Research, London. Routledge.
  • Holbrook, M.B. 1994. Loving & Hating New York: Some Reflections on the Big Apple. International Journal of Research in Marketing, 11, 381–85.
  • Jın, N., Lıne, N. D. ve Goh, B. (2013). Experiential value, relationship quality, and customer loyalty in full-service restaurants: The moderating role f gender. Journal of Hospitality Marketing ve Management, 22(7), 679-700.
  • Keng, C. J., Huang, T. L., Zheng, L. J. ve Hsu, M. K. (2007). Modeling service encounters and customer experiential value in retailing: An empirical investigation of shopping mall customers in Taiwan. International Journal of Service Industry Management, 18(4), 349-367.
  • Kım, M. ve Thapa, B. (2018). Perceived value and flow experience: Application in a nature-based tourism context. Journal of Destination Marketing & Management, 8, 373-384.
  • Kotler, P. (1973). Atmospherics as a marketing tool. Journal of Retailing, 49(4), 48-64.
  • Lım, W. M. (2014). Understanding the influence of online flow elements on hedonic and utilitarian online shopping experiences: A case of online group buying. Journal of Information Systems, 28(2), 287-306.
  • Mathwıck, C., Malhotra, N. ve Rıgdon, E. (2001). Experiential value: Conceptualization, measurement and application in the catalog and Internet shopping environment. Journal of Retailing, 77(1), 39-56.
  • Nıgam, A. (2012). Modeling relationship between experiential marketing, experiential value and purchase intensions in organized quick service chain restaurants shoppers using structural equation modeling approach. Paradigm, 16(1), 70-79.
  • Novak, T. P., Hoffman, D. L. ve Yung, Y. F. (2000). Measuring the customer experience in online environments: A structural modeling approach. Marketing science, 19(1), 22-42.
  • Nysveen, H., Pedersen, P. E. ve Skard, S. (2013). Brand experiences in service organizations: Exploring the Individual effects of brand experience dimensions. Journal of Brand Management, 20(5), 404- 423.
  • Payne, B. R., Jackson, J. J., Noh, S. R. ve Stine-Morrow, E. A. (2011). In the zone: Flow state and cognition in older adults. Psychology Aging, 26, 738–743.
  • Rapp, A., Baker, T.L., Bachrach, D. G., Ogılvıe, J. ve Beıtelspacher, L. S. (2015). Perceived customer showrooming behavior and the effect on retail salesperson self-efficacy and performance. Journal of Retailing, 91(2), 358-369.
  • Rezaei, S. ve Valaei, N. (2017). Crafting experiential value via smartphone apps channel. Marketing Intelligence & Planning, 35(5), 688-702.
  • Schmıtt, B. (1999). Experiential marketing. Journal of Marketing Management, 15(1/3), 53-67.
  • Shobeırı, S. (2011). The Impacts of Perceived Experiential Values on Customer Outcomes and Behavioral Intentions in Online Retailing. Concordia University, Montreal.
  • Tsao, W. C. ve Shao, Y. W. (2018). How is flow induced? From the perspective of çevrimiçi (online) and offline channels. International Journal of Marketing Studies, 10(1), 11.
  • Varshneya, G. ve Das, G. (2017). Experiential value, s. multi-item scale development and validation. Journal of Retailing and Consumer Services, 34, 48-57.
  • Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsıros, M. Ve Schlesinger, L. A. (2009). Customer experience creation: Determinants, dynamics and management strategies. Journal of retailing, 85(1), 31-41.
  • Yalch, R.F. ve Spangenberg, E.R. (2000). The effects of music in a retail setting on real and perceived shopping times. Journal Business Research, 49(2), 139–147.
  • Yang, H.-E., Wu, C.-C. ve Wang, K.-C. (2009). An empirical analysis of online game service satisfaction and loyalty. Expert Systems with Applications, 36(2), 1816-1825.
  • Yuan, Y.H. ve Wu, C.K. (2008). Relationships among experiential marketing, experiential value, and customer satisfaction. Journal of Hospitality and Tourism Research, 32(3), 387-410.
  • Zha, X., Zhang, J., Yan, Y. ve Wang, W. (2015). Comparing flow experience in using digital libraries: Web and mobile context. Library Hi Tech, 33(1), 41-53.
Toplam 32 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Makaleler
Yazarlar

Mutlu Yüksel Avcılar 0000-0001-5621-2377

Gülhan Yenilmez 0000-0002-6570-6448

Yayımlanma Tarihi 30 Haziran 2019
Yayımlandığı Sayı Yıl 2019 Cilt: 3 Sayı: 1

Kaynak Göster

APA Avcılar, M. Y., & Yenilmez, G. (2019). ÇOK KANALLI PERAKENDECİLİK UYGULAMALARININ ALGILANAN DENEYİMSEL DEĞER VE AKIŞ DENEYİMİ AÇISINDAN KARŞILAŞTIRILMASI. Osmaniye Korkut Ata Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 3(1), 114-137.
AMA Avcılar MY, Yenilmez G. ÇOK KANALLI PERAKENDECİLİK UYGULAMALARININ ALGILANAN DENEYİMSEL DEĞER VE AKIŞ DENEYİMİ AÇISINDAN KARŞILAŞTIRILMASI. Osmaniye Korkut Ata Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. Haziran 2019;3(1):114-137.
Chicago Avcılar, Mutlu Yüksel, ve Gülhan Yenilmez. “ÇOK KANALLI PERAKENDECİLİK UYGULAMALARININ ALGILANAN DENEYİMSEL DEĞER VE AKIŞ DENEYİMİ AÇISINDAN KARŞILAŞTIRILMASI”. Osmaniye Korkut Ata Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi 3, sy. 1 (Haziran 2019): 114-37.
EndNote Avcılar MY, Yenilmez G (01 Haziran 2019) ÇOK KANALLI PERAKENDECİLİK UYGULAMALARININ ALGILANAN DENEYİMSEL DEĞER VE AKIŞ DENEYİMİ AÇISINDAN KARŞILAŞTIRILMASI. Osmaniye Korkut Ata Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 3 1 114–137.
IEEE M. Y. Avcılar ve G. Yenilmez, “ÇOK KANALLI PERAKENDECİLİK UYGULAMALARININ ALGILANAN DENEYİMSEL DEĞER VE AKIŞ DENEYİMİ AÇISINDAN KARŞILAŞTIRILMASI”, Osmaniye Korkut Ata Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, c. 3, sy. 1, ss. 114–137, 2019.
ISNAD Avcılar, Mutlu Yüksel - Yenilmez, Gülhan. “ÇOK KANALLI PERAKENDECİLİK UYGULAMALARININ ALGILANAN DENEYİMSEL DEĞER VE AKIŞ DENEYİMİ AÇISINDAN KARŞILAŞTIRILMASI”. Osmaniye Korkut Ata Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 3/1 (Haziran 2019), 114-137.
JAMA Avcılar MY, Yenilmez G. ÇOK KANALLI PERAKENDECİLİK UYGULAMALARININ ALGILANAN DENEYİMSEL DEĞER VE AKIŞ DENEYİMİ AÇISINDAN KARŞILAŞTIRILMASI. Osmaniye Korkut Ata Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2019;3:114–137.
MLA Avcılar, Mutlu Yüksel ve Gülhan Yenilmez. “ÇOK KANALLI PERAKENDECİLİK UYGULAMALARININ ALGILANAN DENEYİMSEL DEĞER VE AKIŞ DENEYİMİ AÇISINDAN KARŞILAŞTIRILMASI”. Osmaniye Korkut Ata Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, c. 3, sy. 1, 2019, ss. 114-37.
Vancouver Avcılar MY, Yenilmez G. ÇOK KANALLI PERAKENDECİLİK UYGULAMALARININ ALGILANAN DENEYİMSEL DEĞER VE AKIŞ DENEYİMİ AÇISINDAN KARŞILAŞTIRILMASI. Osmaniye Korkut Ata Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi. 2019;3(1):114-37.
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