@article{2016,title={A SCALE DEVELOPMENT FOR MEASURING IMPORTANCE OF STORE ATMOSPHERE OF FAST FASHION CONSUMERS: AVRASYA STORE ATMOSPHERE SCALE},abstractNode={The recent changes in social life, ascending competition have also affected the marketing area, the role of service quality have increased especially with the rise of postmodern marketing. The increase in the number of stores in fast fashion sector and entry of foreign capital companies to Turkish retail market, the choice sets and expectations of consumer’s have increased rapidly. Due to the fact that the fast fashion consumers can find alterntives of what they want price wise and quality wise in alternative stores, the influence of decision effecting effects have changed accordingly. In the past, the only decision effect was price and quality but now, the service quality has algo begun to be an influencer on decision making process. At this stage, as a function of service quality, store atmosphere and effects has played a most significant role. In this research, a new set of variables that create the store atmosphere have been reset and a new scale called ‘Avrasya Store Atmosphere Sc},author={Zeki YÜKSEKBİLGİLİ},year={2016},journal={The Journal of Academic Social Science}}