THE EFFECT OF THE STORE SERVICESCAPE ON THE CUSTOMERS REGARDING THE TELECOMMUNICATION SECTOR
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Tarih
2019
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
The competition among enterprises in the today’s business world is acquiring more different dimensions day byday. The enterprises which maintain especially their technology-oriented activities are experiencing a period inwhich it is not possible for them to be one step ahead from their competitors through only improvements in theirtechnological infrastructures. The competition wars in the telecommunication sector of which importance andpotential is great as well are observed to be performed over physical evidence which constitutes one of thesignificant elements of the marketing mix (7P). Within this scope, the study was implemented to thetelecommunication sector which shows an oligopoly market property in Turkey. The purpose of the study is toreveal the effects of the servicescape on the target audience in the telecommunication sector. The study wascarried out in the Shopping Malls in the province of Adana by taking into consideration the brands of Turkcell,Vodafone and Turk Telekom which are carrying on their business in the telecommunication sector in Turkey. Asa result of this study, reviewable 400 surveys were obtained and within this scope, descriptive statistics wereused for the demographic information and simple linear regression analysis were implemented for total 4 scaleswhich include 21 judgments. According to the data of hypothesis test, servicescape was observed to have positiveeffects on the perceived quality, brand image, brand loyalty.
Açıklama
Anahtar Kelimeler
Kaynak
Akademik Araştırmalar ve Çalışmalar Dergisi
WoS Q Değeri
Scopus Q Değeri
Cilt
11
Sayı
21
