ONLINE KIYAFET MAĞAZALARINDA ELEKTRONİK HİZMET KALİTESİ, SADAKAT VE AĞIZDAN AĞIZA İLETİŞİM TÜRLERİ İLİŞKİSİ

Yıl 2022, Cilt: 21 Sayı: 83, 1372 - 1388, 01.07.2022

Görkem Erdoğan

https://doi.org/10.17755/esosder.1026900

Öz

Bu çalışmada online kıyafet mağazalarındaki elektronik hizmet kalitesi, sadakat, sözlü ve elektronik olmak üzere ağızdan ağıza iletişim ilişkisini açıklayan model kurulacaktır. Online kıyafet alışverişi yapmış 313 kişinin anket sonuçlarına göre çalışmadaki ifadelerin kaç tane değişken oluşturacağını kapsayan keşfedici faktör analizi, kurulan hipotezleri test etmek için de doğrulayıcı faktör analizi ve yapısal eşitlik modeli kullanılmıştır. Elektronik hizmet kalitesinin sadakati pozitif yönde etkilediği diğer taraftan sözlü ağızdan ağıza iletişimin şiddetini negatif yönde etkilediği sonucuna ulaşılmıştır. Ayrıca sadakatin tüm ağızdan ağıza değişkenlerini pozitif yönde etkilediği sonucuna varılmıştır.

Anahtar Kelimeler

Elektronik hizmet kalitesi, sadakat, sözlü ağızdan ağıza iletişim, elektronik ağızdan ağıza iletişim

THE RELATIONSHIP BETWEEN ELECTRONIC SERVCE QUALITY, LOYALTY AND WORD OF MOUTH TYPES IN ONLINE CLOTHING STORES

Öz

In this study, a model that explains the relationship between electronic service quality, loyalty, oral and electronic word of mouth communication will be established in online clothing stores. Exploratory factor analysis covering how many variables will be created by the expressions in the study was used. Also confirmatory factor analysis and structural equation modeling were used to test the hypotheses according to the survey results of 313 people who shopped for clothes online. It was concluded that the electronic service quality affects loyalty positively, on the other hand, it negatively affects the severity of oral word-of-mouth communication. In addition, it was concluded that loyalty positively affected all word of mouth variables.

Anahtar Kelimeler

Electronic service quality, loyalty, oral Word of mouth, electronic Word of mouth

Kaynakça

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