A Field Study on Determining the Relationship Between Satisfaction-Loyalty and Recommendation Status with Factors Effecting the Store Atmosphere

This study aims to define the factors that affect the store preferences of customers and explain the relationship between these factors and customers' satisfaction from their store preferences. At the same time, this study aimes to explain whether the customers' satisfaction with the choice of the store creates a loyalty and whether the loyalty is effective in recommending the store to other customers. The model of the research was tested through written hypothesis . The participants of the research; were customers of a store which has been serving for more than twenty years in Malatya province as an official dealer of many world brands. Personal interview method was used to collect the data of this study. In the analysis of research data, frequency, percentage, multiple linear regression, Pearson correlation, independent samples t test and one way variance analysis (ANOVA) were used. As a result of the study, a significant relationship was found between the customers' opinions about their choices of stores and their satisfaction with the store preferences, loyalty and the recommendation of the store to their millieu. This aspect of the study is thought to contribute to the literature and practice.