The Effects of Omnichannel Servis Convenience on Customer Satisfaction in Supermarket Chain Retailing
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2024
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Perakendeciler yüksek rekabet ortamında varlıklarını sürdürebilmek için değişen ve farklılaşan tüketici ihtiyaçlarına ayak uydurmak amacıyla bütünleşik kanal stratejisini uygulamaktadır. Hem akademisyenler hem de uygulayıcılar için güncel ve önemli bir konu haline gelen bu kanal yönetimi uygulaması, teknolojik gelişmelerle birlikte her adımında yeniliklere açık bir mecra olmaya devam etmektedir. Bu çalışmanın amacı, zincir market perakendeciliğinde bütünleşik kanal hizmet kolaylığının müşteri memnuniyeti üzerindeki etkisini incelemektir. Araştırmada karma model uygulanmıştır. Çalışmanın nitel analiz bölümünde sektör profesyonellerinin uzman görüşleri ve deneyimleri araştırılmış, MAXQDA 2018 kullanılarak elde edilen veriler analiz edilmiştir. Sonuçlarda bütünleşik kanal stratejilerinde başlıca unsurların müşteri memnuniyeti, hizmet kalitesi, stok yönetimi, kalifiye iş gücü, teknolojik yatırımlar ve yenilik olduğu görülmüştür. Nicel bölümde ise yargısal örneklem ile seçilmiş toplamda 771 tüketiciye anket uygulanmıştır. Anketler Seiders vd. (2007), Hussain ve Ali (2015) in çalışmalarından alınan ölçekler ile oluşturulmuştur. Bulgular SPSS 25.0 ve LISREL 8.7 programları ile analiz ediliştir. Analizlerin sonucunda hem mağaza içi hem de online alıverişte hizmet kolaylığının müşteri memnuniyeti ve satın alma niyetini pozitif etkilediği ortaya çıkmıştır.
Retailers are implementing omnichannel strategy in order to keep up with changing and differentiating consumer needs to survive in a highly competitive environment. Omnichannel application, which has become a current and important issue for both academicians and practitioners, continues to be a medium open to innovations at every step with technological developments. The purpose of this study is to examine the effect of omnichannel service convenience on customer satisfaction in supermarket chain retailing. A mixed model was applied in the research. In the qualitative analysis part of the study, expert opinions and experiences of industry professionals were investigated, and the data obtained using MAXQDA 2018 were analyzed. The results showed that the main elements of omnichannel strategies are customer satisfaction, service quality, inventory management, skilled labor, technological investments and innovation. In the quantitative part, a total of 771 consumers selected by judgmental sampling were surveyed. The questionnaires were created with scales taken from the studies of Seiders et al. (2007), Hussain and Ali (2015). The findings were analyzed with SPSS 25.0 and LISREL 8.7 programs. As a result of the analysis, it was revealed that service convenience positively affects customer satisfaction and purchase intention in both in-store and online shopping.
Retailers are implementing omnichannel strategy in order to keep up with changing and differentiating consumer needs to survive in a highly competitive environment. Omnichannel application, which has become a current and important issue for both academicians and practitioners, continues to be a medium open to innovations at every step with technological developments. The purpose of this study is to examine the effect of omnichannel service convenience on customer satisfaction in supermarket chain retailing. A mixed model was applied in the research. In the qualitative analysis part of the study, expert opinions and experiences of industry professionals were investigated, and the data obtained using MAXQDA 2018 were analyzed. The results showed that the main elements of omnichannel strategies are customer satisfaction, service quality, inventory management, skilled labor, technological investments and innovation. In the quantitative part, a total of 771 consumers selected by judgmental sampling were surveyed. The questionnaires were created with scales taken from the studies of Seiders et al. (2007), Hussain and Ali (2015). The findings were analyzed with SPSS 25.0 and LISREL 8.7 programs. As a result of the analysis, it was revealed that service convenience positively affects customer satisfaction and purchase intention in both in-store and online shopping.
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İşletme, Business Administration
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