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- Title
TÜKETİCİLERİN İLGİLENİM DÜZEYLERİNE GÖRE ALIŞVERİŞ MERKEZLERİNİ TERCİH ETME NEDENLERİ VE SADAKATE ETKİSİ.
- Authors
Arslan, Müge F.; Bakir, Ozan N.
- Abstract
In Turkey new malls are opening up continuously, especially in Istanbul. The increase in the number of malls is causing very fierce competition. For this reason it is important to unveil which factors affect the loyalty of customers to malls. According to past research, involvement is one of the variables that highly affects loyalty. Taking this fact into account, the aim of this study is to assess the effect of the reasons why customers prefer malls and the involvement construct on loyalty of customers with different involvement levels. At the same time the study tries to uncover the buying behavior of consumers of different involvement levels in malls. Thus, the study takes place in four malls at the European side of Istanbul that have been in activity for at least 10 years and which have the most number of visitors. A total of 700 surveys has been collected using convenience sampling. According to the results, for customers with different levels of involvement, different reasons of preferences exist for malls. In addition, it has been found that involvement has a very high effect on loyalty.
- Subjects
ISTANBUL (Turkey); TURKEY; SHOPPING malls; ECONOMIC competition; CUSTOMER loyalty; CONSUMER preferences; PURCHASING; CONSUMER behavior; SHOPPING; PSYCHOLOGY
- Publication
Marmara University Journal of the Faculty of Economic & Administrative Sciences, 2010, Vol 28, Issue 1, p227
- ISSN
1300-7262
- Publication type
Article