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CUSTOMERS SERVICE QUALITY EXPECTATIONS DEPEND?NG ON THE FREQUENCY OF VISITS TO THE SHOPPING CENTER

Abstract

Author(s): Ay?e ERSOY YILDIRIM

By social, cultural and political changes, the production tools are not only determined by its relationships with individuals in their lives, but also consumption has play an active role in experience of the social life of the individuals. Gaining a new dimension of consumption in the twenty first century, at eliminating the need of consumers; shopping centers become an indispensable sector as the most important arm of the organized retail market. In parallel to the growth of the retail market in Turkey, shopping centers have provided the development of organized markets and have still shopping centers accelarated this development. The consumers of our country’s young and dynamic structure and the fastest way of acception to innovations, has led to increased the interest in shopping centers. This intense interest, has influenced consumers trends in the frequency of visits to shopping malls. At the increase in the frequency of visits, also brought up the issue of the service quality of shopping centres. With this study, depending on the frequency of the visit of the shopping center which is scheduled based on the need and solve the problem as a retail and service space in relation to consumers has been studied to determine the quality of service they have experienced. For that, the differences in expected- perceived service expressions are subjected to factor analysis. And the relationship between frequency of visits to the shopping center with the dimension of service quality have been given.

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