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A Study on The Factors Affecting to Consumers Re-Purchasing Intention During Fresh Food Shopping
(Alanya Alaaddin Keykubat Üniversitesi, 2025) Temur, Emrah; Bilici, Fatih; Biyan, Nilüfer Altundal
In the fresh food sector, which is one of the subcomponents of the rapidly growing service sector, the kind of service environment offered has been greatly evident in recent years. In this study, which attempts to measure the effect of the service environment, which is one of the important elements of marketing, it is aimed to reveal the effect of store support services, in-store quality and product features on consumers' repurchase intention by evaluating the dimensions of store support services, in-store quality and product features specifically for the fresh food sector. According to the analysis results using the PLS-SEM structural equation model, it was concluded that while store support services and product features are effective on consumer satisfaction in fresh food shopping, the effect of in-store quality on consumers' repurchase intentions is not significant. It was concluded that store support services and product features directly affect consumer behavior, especially in fresh food products, and that store services and quality products that add value to consumers increase the likelihood of repurchase by increasing consumer satisfaction.