Mobilya Mağazaları İç Mekanlarında Alışveriş Deneyiminin Kullanıcı Sadakati Üzerindeki Etkileri
Özet
An updated perspective is presented on the effects of space design components in furniture stores, store perception and experiential marketing strategies applied in the sector on store loyalty. These stores are places where durable consumer goods that are constantly used in daily life are sold. That’s why furniture stores were chosen as workspaces. Design language and shopping experience have an impact on sales and sales continuity of furniture stores.
The concept of furniture store was defined by literature review method in the first part, important stages of the store experience, store design components and store perception analysed in the second part. Transforming the perceptual process into a memorable experience is possible by presenting different shopping methods to the consumer within the store atmosphere. Practices related to experience are explained and exemplified in the context of the concept of 'Experiential Marketing' in the third part of this study.
The fourth part of the study includes field work. A survey was conducted. Then examinations made in a furniture store that implemented experience marketing. In the store review, every aspect of the store design was analyzed and the practices implemented in the context of experiential marketing within the store were discussed.
In the conclusion, results of the study was evaluated and suggestions were presented. It’s thought that the findings of this study can be a reference for new research and can also be a resource for marketers, designers and interior architects.
