THE EFFECT OF THE STORE SERVICESCAPE ON THE CUSTOMERS REGARDING THE TELECOMMUNICATION SECTOR

Abstract

The competition among enterprises in the today’s business world is acquiring more different dimensions day by day. The enterprises which maintain especially their technology-oriented activities are experiencing a period in which it is not possible for them to be one step ahead from their competitors through only improvements in their technological infrastructures. The competition wars in the telecommunication sector of which importance and potential is great as well are observed to be performed over physical evidence which constitutes one of the significant elements of the marketing mix (7P). Within this scope, the study was implemented to the telecommunication sector which shows an oligopoly market property in Turkey. The purpose of the study is to reveal the effects of the servicescape on the target audience in the telecommunication sector. The study was carried out in the Shopping Malls in the province of Adana by taking into consideration the brands of Turkcell, Vodafone and Turk Telekom which are carrying on their business in the telecommunication sector in Turkey. As a result of this study, reviewable 400 surveys were obtained and within this scope, descriptive statistics were used for the demographic information and simple linear regression analysis were implemented for total 5 scales which include 23 judgments. According to the results, 60.3% of the participants was male and 86.7% was under the age of 55. According to the data of hypothesis test, servicescape was observed to have positive effects on the perceived quality, brand image, brand loyalty and purchase intention.