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THE IMPORTANCE OF STORE ATMOSPHERE AT CREATING A COMPETITIVE ADVANTAGE ON RETAIL SECTOR ; A SUCCESFULL EXAMPLE

ABSTRACT

The aim of the research is to examinethe relationships about the customer preferences regarding the shopping area.The factors that provide advantages for retail establishments on competition in service industry and the effect of those factors on the shop atmosphere were also investigated. In this study, in the context of the shop atmosphere, the effect of customer assessment about the shop properties and shopping enjoyment on formation of store loyalty. On this framework, the effects of constructing the shop atmosphere according to the five senses on the customers were also investigated.

Keywords: Retail, Retailing, Competitive Advantage, store atmosphere,

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\ROODUODUHQNOHQGLULOPHVLVRQXFXHOGHHGLOHQRUWDPGÕU(Varinli, 2005, s. 181).

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Arslan, F. M. (2011). 0D÷D]DFÕOÕNWD$WPRVIHU øVWDQEXO%HWD<D\ÕQFÕOÕN

Arslan, F. M., & Bayçu, S. (2006). 0D÷D]D $WPRVIHUL (VNLúHKLU $oÕN|÷UHWLP

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Lisans Tezi.

Bellizzi, J. A., Crowley, A. E., & Hasty, R. W. (1983). The Effect of Color in Store Design. Journal of Retailing, 21-45.

580

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