The Effect Of Online Shopping Services On Customer Satisfaction: The Mediation Role Of Return Management

Yıl 2020, Sayı: 19, 539 - 548, 31.08.2020

Resul Öztürk , Abdullah Oktay Dündar

https://doi.org/10.31590/ejosat.737749

Cited By: 1

Öz

The main strategy of today's businesses is to be customer focused due to the increase in technological developments and the welfare level of the societies. Businesses that want to maintain their existence for a long time develop business policies that will satisfy their customers and establish long-term profitable relationships. It is possible for the customers to shop more comfortably and securely, especially in online shopping, when such policies, confidentiality of parties’ responsibilities and customer information are clearly stated by the business. Complaints arise in cases where the product consumers want to buy does not fit the product on the internet, or the product information is inaccurate, and this causes customer dissatisfaction. Customers whose expectations are not met want to return the products they have purchased in such cases. For this reason, although the importance of distribution and logistics activities increases, it is desired to increase customer satisfaction with return management. Due to such issues, the purpose of this study is to determine the mediation role of return management on the effect of online shopping services of businesses on customer satisfaction. An online survey was conducted to 436 consumers in Konya, who performed retail shopping on electronic commerce sites, through simple random sampling, and the data obtained were analyzed through SPSS 23.0 and SPSS AMOS 22.0 package programs. In the study, a positive and statistically significant relationship was determined between online shopping services of businesses and customer satisfaction, online shopping services of businesses and return management, return management and customer satisfaction through correlation analysis. In addition, in order to determine the mediation role of return management in the relationship between the customer satisfaction and the online shopping services of the businesses, a confirmatory factor analysis was performed using a structural equation modeling, and the partial mediation role was identified.  

Anahtar Kelimeler

Online Shopping Service, E-Commerce, Retailing, Return Management, Reverse Logistics, Customer Satisfaction

Online Alışveriş Hizmetlerinin Müşteri Memnuniyeti Üzerindeki Etkisi: İade Yönetiminin Aracılık Rolü

Öz

Teknolojik gelişmelerin ve toplumların refah seviyesinin artması sebebiyle günümüz işletmelerinin temel stratejisi müşteri odaklı olmaktır. Varlığını uzun süre devam ettirmek isteyen işletmeler müşterilerini memnun ederek uzun süreli karlı ilişkiler kurulmasını sağlayacak işletme politikaları geliştirmektedir. Müşterilerin özellikle online alışverişlerde daha rahat ve güvenli bir şekilde alışveriş yapması, bu politikaların, alışverişlerde tarafların sorumluluklarının ve müşteri bilgilerinin gizliliği gibi hususların işletme tarafından açık bir şekilde beyan edilmesi ile mümkün olmaktadır. Tüketicilerin almak istediği ürünün internette yer alan ürüne uymaması, ürün bilgilerinin yanlışlığı gibi nedenlerden dolayı şikayetler ortaya çıkmakta ve bu durum da müşteri memnuniyetsizliğine sebep olmaktadır. Beklentileri karşılanmayan müşteriler bu gibi durumlarda satın almış olduğu ürünleri iade etmek istemektedirler. Bu nedenle dağıtım ve lojistik faaliyetlerinin önemi artmakla birlikte iade yönetimi ile müşteri memnuniyeti arttırılmak istenmektedir. Söz konusu hususlar nedeniyle bu çalışmanın amacı işletmelerin online alışveriş hizmetlerinin müşteri memnuniyeti üzerine etkisinde iade yönetiminin aracılık etkisini tespit etmektir. Elektronik ticaret sitelerinde perakende alışveriş işlemi gerçekleştiren Konya ilindeki 436 tüketiciye basit tesadüfi örnekleme yoluyla online ortamda anket uygulaması yapılmış ve elde edilen veriler SPSS 23.0 ve SPSS AMOS 22.0 paket programları aracılığıyla analiz edilmiştir. Araştırmada korelasyon analizi ile işletmelerin online alışveriş hizmetlerinin müşteri memnuniyeti, işletmelerin online alışveriş hizmetlerinin iade yönetimi, iade yönetiminin müşteri memnuniyeti ile aralarında pozitif yönlü ve istatistiksel bakımdan anlamlı bir ilişki tespit edilmiştir. Ayrıca çalışmada işletmelerin online alışveriş hizmetlerinin müşteri memnuniyeti arasındaki ilişkide iade yönetiminin aracılık etkisini tespit etmek amacıyla doğrulayıcı faktör analizi ile yapısal eşitlik modeli kullanılmış ve kısmi aracılık etkisi tespit edilmiştir.

Anahtar Kelimeler

Online Alışveriş Hizmeti, Elektronik Ticaret, Perakendecilik, İade Yönetimi, Tersine Lojistik, Müşteri Memnuniyeti

Kaynakça

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