Customer satisfaction in shopping centers: Elazıg example

Retail sector is changing with the globalizing world. The traditional retailing is losing its importance as organized retailing is getting more and more important. The increase in the importance of retailing has also brought about the diversification of retailing. Retailers in the retail sector have come together to bring out the shopping centers. Shopping centers are a large-scale retail store offering a combination of stores with many product types and a combination of shopping, entertainment and social activities. Today, Shopping centers have become important marketing centers. Shopping centers are not only a marketing activity but have become a must for today's cities. In addition to its economic contributions to the cities, shopping centers provide social and cultural contributions and have impacts on the attitudes, behaviors, habits and social activities of urban residents. The proliferation of shopping malls in Elazığprovince and the existence of new shopping mall projects constitutes the main rationale behind this research. As a result of the interviews with consumers, this research shows that consumers prefer shopping centers, which in turn led to closing of traditional retail stores. In the increasingly competitive retail industry, customer satisfaction has become increasingly important with modern marketing approach. The aim of this thesis is to analyze the level of satisfaction of customers with regard to shopping malls in Elazığ. In this regard, it examines the relationships between customer expectations, perceived quality, and customer satisfaction. In this study, Simple Correlation Method is employed to measure the relationship between customer expectations and customer satisfaction; perceived quality and customer satisfaction; customer expectations and perceived quality. The relationship between customer expectations, perceived quality and customer satisfaction is examined through using the Multiple Regression analysis. The t-test and Anova analysis are used to indicate whether customer expectations, perceived quality and customer satisfaction differ or not with regard to socio-demographic profile and other characteristics of the customers. The LSD test is employed to determine which groups are different. Findings in this study, on the one hand,shows that there is a positive relationship between customer expectations and customer satisfaction; perceived quality and customer satisfaction; customer expectations and perceived quality. Yet on the other hand, this study points out that there is no significant difference between customer satisfaction, socio-demographic profile and other characteristics of customers of "Park YirmiÜç Shopping Center" in terms of customer expectations, perceived quality and customer satisfaction. Keywords: Customer, Customer Relationship Management, Customer Satisfaction, Retailing, Retail, Shopping Center, Customer Expectations, Perceived Quality