THE IMPACT OF LOGISTICS SERVICE QUALITY ON CUSTOMER SATISFACTION DURING THE PROCESS OF ORDER FULFILLMENT IN PRIVATE SHOPPING SITES

Yıl 2017, Cilt: 19 Sayı: 4, 629 - 664, 06.04.2018

Engin Özgül , Gülmüş Börühan , Ömer Baybars Tek

https://doi.org/10.16953/deusosbil.351742

Cited By: 6

Öz

Private Shopping Sites, which emerged as a new e-business
model in Turkey in 2008,  have
significantly revitalised the e-retailing and e-marketing sector, by attracting
domestic and foreign investment. Although the number of Private Shopping Sites
has increased in a short period, it has been observed recently that some of the
sites have failed due to problems encountered in their logistics operations.
Therefore, Logistics Service Quality provided during the process of order
fulfillment is considered to be an important factor in providing customer
satisfaction. In the study,  Structural
Equation Modeling was used to examine interaction between the dimensions, which
were composed of the Order Fulfillment Process covering the Pre-Purchase,
during the Purchase (Delivery) and Post-Purchase (Post Delivery) stages. Two
models, for customers who had a return experience, and those who did not,
respectively,  were developed, analysed
and interpreted seperately. Accordingly, in both models, during the process of
order fulfillment, perceptions that are developed in each stage of the process
contribute to the perception formed in the next stage, and eventually resulting
in an overall level of customer satisfaction. The most important factor that
affects customer perceived value was found to be Product Information. Customer
satisfaction is created by increasing outcome quality (quality of service
result), and by reducing the frequency of returns and complaints for the
customers who had a return experience. The aim of this study is to determine
the effect of Logistics Service Quality on the customer satisfaction during the
process of fulfillment of orders in Private Shopping Sites. It is thought that
the results obtained from this study have the potential to guide both the
effective and efficient management of Private Shopping Sites, and also future
research in the area. 

Anahtar Kelimeler

E-Commerce, Logistics Service Quality, Private Shopping Sites, Order Fulfillment, Structural Equation Model

ÖZEL ALIŞVERİŞ SİTELERİNDE SİPARİŞLERİN YERİNE GETİRİLMESİNDE LOJİSTİK HİZMET KALİTESİNİN MÜŞTERİ MEMNUNİYETİNE ETKİSİ

Öz

Türkiye’de 2008 yılında yeni bir e-iş modeli olarak ortaya çıkan Özel
Alışveriş Siteleri, e-perakendeciliği ve e-pazarlama’yı önemli derecede
canlandırarak yerli ve yabancı yatırımcıların ilgisini çekmiştir. Özel
Alışveriş Siteleri’nin sayısı kısa sürede artmasına rağmen, son zamanlarda
lojistik faaliyetlerinde yaşadıkları aksaklıklar nedeniyle bazılarının
faaliyetlerine son verdikleri görülmektedir. Bu nedenle, Siparişlerin Yerine
Getirilmesi süreci boyunca müşterilerin karşı karşıya kaldıkları Lojistik
Hizmet Kalitesi’nin müşteri memnuniyetini sağlayan önemli bir faktör olduğu
söylenebilir. Bu çalışmada, Yapısal Eşitlik Modeli kullanılarak, Satın Alma
Öncesi, Satın Alma Anı (Teslim) ve Satın Alma Sonrası’nı (Teslim Sonrası)
kapsayan Siparişlerin Yerine Getirilmesi sürecini oluşturan boyutların
birbirleri ile olan ilişkileri incelenmiştir. Özel Alışveriş Siteleri’nde İade
Yaşayan ve İade Yaşamayan müşterilere ait iki model geliştirilerek, ayrı ayrı
analiz edilip yorumlanmıştır. Buna göre, her iki modelde de Siparişlerin Yerine
Getirilmesinde her bir süreçte gelişen algılar bir sonraki sürecin algısını ve
sonunda da müşteri memnuniyetini oluşturmaktadır. Müşterilerin Değer Algısı’nı
etkileyen en önemli faktör Ürün Bilgisidir. İade yaşayan müşterilerde ise
memnuniyet Çıktı Kalitesi’nin (Hizmet Sonucunun Kalitesi) arttırılması ve İade
ve Şikâyetlerin azaltılması sonucu oluşmaktadır.  Bu çalışmanın amacı, Özel Alışveriş
Siteleri’nde Siparişlerin Yerine Getirilmesi Sürecinde Lojistik Hizmet
Kalitesi’nin müşteri memnuniyetine olan etkisini ortaya koymaktır. Çalışmadan
elde edilen sonuçların,  hem Özel
Alışveriş Siteleri’nin etkili ve verimli yönetimi için hem de bu alandaki
gelecek çalışmalar için yol gösterici olabileceği düşünülmektedir.

Anahtar Kelimeler

Lojistik Hizmet Kalitesi, Özel Alışveriş Siteleri, Siparişlerin Yerine Getirilmesi, E-Ticaret, Yapısal Eşitlik Modeli

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