Author(s): Yeliz BAŞ Filiz DURSUN Semih OKUTAN

When considered as a service category, studies on the consumer expectations and service quality seems to be quite common in the retail sector literature. However, a study that includes consumers' multiple intelligences has not been observed yet. In this regard, aim of this study is to examine the differences of emotional and rational expectations of consumers for retail stores concerning the multiple intelligence structures. In the study, levels of consumer intelligence structure, factors that customers care about in the retailing environment and the attitudes and behaviors that trigger their positive and negative emotions while shopping, are tried to be determined. To collect data related to these variables, a field research is conducted on 310 university students that selected by convenience sampling in two different cities. This interdisciplinary research can be regarded as a preliminary study and examining this relationship for the first time may be considered a contribution to the literature. The research is qualitative partially. While qualitative data is interpreted with the help of discourse analysis and frequency analysis, factor analysis and cross-tabs techniques are used to interpret quantitative data. In the lights of research findings, according to the intelligence structure of the respondents, rational expectations from retail stores may vary at certain points and when it comes to emotional expectations, some differences in the positive emotions can be seen, however there is no difference in the negative emotions.


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