Research Article
Year 2018,
Issue: 32, 353 - 362, 13.07.2018
Abstract
Bu çalışmada online müşteri algılarından değer, fayda, güvenlik ve müşteri hizmetlerinin online müşteri sadakatini ne derecede yordadığı incelenmiştir. Araştırmanın çalışma grubu Ankara’da bir devlet üniversitesinde 2015-2016 öğretim yılı bahar döneminde öğrenim gören 553 lisans öğrencisidir. Araştırmada veri toplama aracı olarak ölçek kullanılmıştır. Ölçeğin yapı geçerliği için açımlayıcı faktör analizi yapılmış ve ölçeğin yapı geçerliliği açımlayıcı faktör analizi ile sağlanmıştır. Ölçeğin güvenilirliği için Cronbach alfa iç güvenirlik katsayısı hesaplanmıştır. Araştırmada SPSS 17.0 programında değişkenler arası Pearson korelasyon katsayıları hesaplanmış ve adımsal (stepwise) regresyon tekniği uygulanmıştır. Değer, fayda, güvenlik ve müşteri hizmetleri algılarının tümü ile online müşteri sadakati arasında pozitif yönde ve manidar ilişkiler saptanmıştır. Araştırmanın bulgularına göre online müşteri sadakatini etkileyen müşteri algıları önem sırasına göre değer, müşteri hizmetleri, fayda ve güvenlik şeklinde sıralanmıştır. Bulgular alanyazını ışığında tartışılmış ve online alışveriş sitesi yönetici ve işletmelerine yönelik önerilerde bulunulmuştur
References
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Sorce, P.; Perotti, V. ve Widrick, S. (2005). “Attitude and age differences in online buying”, International Journal of Retail ve Distribution Management, 33/2, 122–132. Srinivasan, S. S.; Anderson, R. ve Ponnavolu, K. (2002). “Customer loyalty in e-commerce: an exploration of its antecedents and consequences”, Journal of Retailing, 78, 41-50. Taylor, W. J.; Zhu, G. X.; Dekkers, J. ve Marshall, S. (2004). “Adoption of online purchasing in communities and its socioeconomic implications in regions central Queensland, Australia”, Australasian Journal of Information Systems, 11/2, 80–95. Treesinthuros, W. (2012). “An Empirical Study of E-commerce Marketing Success”, 2012 Tenth International Conference on ICT and Knowledge Engineering, 21-23 Kasım 2012, Bangkok, Tayland. Tsoukatos, E. ve Rand, K. G. (2006). “Path Analysis of Perceived Service Quality, Satisfaction and Loyalty in Greek Insurance”, Managing Service Quality, 16/5, 501–519. Valarie A. Z.; Parasuraman A. ve Arvind, M. (2000). “A conceptual framework for understanding e-service quality: Implications for future research and managerial practice”, MSI Working Paper Series, 00/115, 1-49. Wu, I. (2013). “The antecedents of customer satisfaction and its link to complaint intentions in online shopping: An integration of justice, technology, and trust”, International Journal of Information Management, 33, 166–176. Yang, Q., Pang, C., Liu, L., Yen, D. C. ve Tarn, J.M. (2015). “Exploring consumer perceived risk and trust for online payments: An empirical study in China’s younger generation”, Computers in Human Behavior, 50: 9–24.
Year 2018,
Issue: 32, 353 - 362, 13.07.2018
Abstract
References
- Kaynakça Akbar, S. ve James, P.T.J. (2014). “Consumers’ attitude towards online shopping: Factors influencing employees of crazy domains to shop online”, Journal of Management and Marketing Research, 14 (1):1-11. Bhattacherjee, A. (2001). “An empirical analysis of the antecedents of electronic commerce service continuance”, Decision Support Systems, 32/2, 201–214. Büyüköztürk, Ş. (2012). Sosyal Bilimler için Veri Analizi El Kitabı İstatistik, Araştırma Deseni SPSS Uygulamaları ve Yorum, 16. Baskı, Pegem Akademi Yayıncılık, Ankara. Büyüköztürk, Şener (2007). Sosyal Bilimler için Veri Analizi El Kitabı, Ankara: Pegem Akademi Yayıncılık. Chellappa, R. K. ve Pavlou, P. A. (2002). “Consumter trust in electronic commerce transactions”, Logistics Information Management, 15 (5/6), 358–368. Chen, S. (2012). “The customer satisfaction–loyalty relation in an interactive e-service setting: The mediators”, Journal of Retailing and Consumer Services, 19, 202–210. Cyr, D.; Hassanein, K.; Head, M. ve Ivanov, A. (2007). “The role of social presence in establishing loyalty in e-service environments”, Interacting with Computers, 19, 43–56. Devaraj, S.; Fan, M. ve Kohli, R. (2002). “Antecedents of B2C channel satisfaction and preference: validating e-commerce metrics”, Information Systems Research, 13/3, 316-333. Eid, M. I. (2011). “Determinants of E-Commerce Customer Satisfaction, Trust, and Loyalty In Saudi Arabia”, Journal of Electronic Commerce Research, 12/1, 78-93. Flavia´ n, C.; Guinaliu, M. ve Gurrea, R. (2006). “The role played by perceived usability, satisfaction and consumer trust on website loyalty”, Information & Management, 43/1, 1–14. Hou, Y. (2005). Service Quality of Online Apparel Retailers and Its Impact on Customer Satisfaction, Customer Trust and Customer Loyalty. Doktora Tezi. North Carolina Üniversitesi. Hsing, H. C. ve Su, W. C. (2009). “Consumer perception of interface quality, security, and loyalty in electronic commerce”, Information ve Management 46, 411–417. Kim, D. J.; Ferrin, D. R. ve Raghav H. R. (2008). “A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents”, Decision Support Systems, 44, 544–564. Liang, C., Chen H. ve Wang, W. (2008). “Does online relationship marketing enhance customer retention and cross-buying?”, Service Industries Journal, 28/6, 769–787. Liu, T. (2012). Effect of E-service Quality on Customer Online Repurchase Intentions. (Yayınlanmamış Doktora Tezi). Lynn Universitesi. Park, C. ve Kim, Y. (2003). “Identifying key factors affecting consumer purchase behavior in an online shopping context”, International Journal of Retail & Distribution Management, 31/1, 16-29. Parasuraman; A. ve Grewal, D. (2000). “The impact of technology on the quality-value- loyalty chain: a research agenda”, Journal of the Academy of Marketing Science, 28, 168–174. Pavlou, A. P. (2003). “Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model”, International Journal of Electronic Commerce, 7/3, 101-134. Poleretzky, Z.; Cohn, R. ve Gimnicher, S. M. (1999). “The call center ve e-commerce convergence”, Call Center Solutions, 76. Quach, T.N., Thaichon, P. ve Jebarajakirthy, C. (2016). “Internet service providers' service quality and its effect on customer loyalty of different usage patterns”, Journal of Retailing and Consumer Services, 29: 104–113. Reichheld F. F. ve Schefter P. (2000). “E-loyalty: Your Secret Weapon on the Web”, Harvard Business Review, 78/4, 105–113. Semejin, J.; Van Riel, A.C.R.; Van B., Marcel J.H. ve Streukens, S. (2005). “E-services and Offline Fulfillment: How e-Loyalty is Created”, Managing Service Quality, 15/2, 182–195. Sorce, P.; Perotti, V. ve Widrick, S. (2005). “Attitude and age differences in online buying”, International Journal of Retail ve Distribution Management, 33/2, 122–132. Srinivasan, S. S.; Anderson, R. ve Ponnavolu, K. (2002). “Customer loyalty in e-commerce: an exploration of its antecedents and consequences”, Journal of Retailing, 78, 41-50. Taylor, W. J.; Zhu, G. X.; Dekkers, J. ve Marshall, S. (2004). “Adoption of online purchasing in communities and its socioeconomic implications in regions central Queensland, Australia”, Australasian Journal of Information Systems, 11/2, 80–95. Treesinthuros, W. (2012). “An Empirical Study of E-commerce Marketing Success”, 2012 Tenth International Conference on ICT and Knowledge Engineering, 21-23 Kasım 2012, Bangkok, Tayland. Tsoukatos, E. ve Rand, K. G. (2006). “Path Analysis of Perceived Service Quality, Satisfaction and Loyalty in Greek Insurance”, Managing Service Quality, 16/5, 501–519. Valarie A. Z.; Parasuraman A. ve Arvind, M. (2000). “A conceptual framework for understanding e-service quality: Implications for future research and managerial practice”, MSI Working Paper Series, 00/115, 1-49. Wu, I. (2013). “The antecedents of customer satisfaction and its link to complaint intentions in online shopping: An integration of justice, technology, and trust”, International Journal of Information Management, 33, 166–176. Yang, Q., Pang, C., Liu, L., Yen, D. C. ve Tarn, J.M. (2015). “Exploring consumer perceived risk and trust for online payments: An empirical study in China’s younger generation”, Computers in Human Behavior, 50: 9–24.
There are 1 citations in total.
Details
| Primary Language | Turkish |
|---|---|
| Subjects | Business Administration |
| Journal Section | Articles |
| Authors | |
| Publication Date | July 13, 2018 |
| Acceptance Date | February 5, 2018 |
| Published in Issue | Year 2018 Issue: 32 |