MÜŞTERİ VATANDAŞLIK DAVRANIŞI OLUŞUMUNDA LOJİSTİK HİZMET KALİTESİNİN, MÜŞTERİ MEMNUNİYETİNİN VE MÜŞTERİ GÜVENİNİN ROLÜ: ARACILI BİR MODEL

Yıl 2020, Cilt: 7 Sayı: 3, 681 - 705, 30.11.2020

Yağmur Kerse , Levent Gelibolu

https://doi.org/10.30798/makuiibf.790739

Cited By: 6

Öz

Online alışveriş sektörü üzerinde yapılan bu araştırmada lojistik hizmet kalitesi, müşteri güveni, müşteri memnuniyeti ve müşteri vatandaşlık davranışı arasındaki ilişkiler ele alınmıştır. Araştırmada lojistik hizmet kalitesinin müşteri güveni aracılığıyla müşteri memnuniyeti üzerindeki etkisine bakılmıştır. Çalışmada ayrıca müşteri memnuniyeti aracılığıyla lojistik hizmet kalitesinin müşteri vatandaşlık davranışı üzerindeki etkisi incelenmiştir. Literatürde değişkenler arasındaki ilişkileri ele alan araştırmalar incelenerek araştırma modeli ve hipotezler oluşturulmuştur. Araştırma verilerinin elde edilmesinde anket tekniğinden yararlanılmıştır. Online anket formu ile elde edilen 575 tüketici anketi analize tabi tutulmuştur. Araştırma verilerinin analizinde SPSS ve AMOS paket programları kullanılmıştır. Yapılan analizler sonucunda elde edilen bulgular ise şu şekildedir: Online alışverişlerde lojistik hizmet kalitesinin artmasıyla müşteri güveninin ve memnuniyetinin arttığı tespit edilmiştir. Müşteri güveninin müşteri memnuniyeti üzerindeki etkisinin ise olumlu yönde ve anlamlı düzeyde olduğu görülmüştür. Müşteri memnuniyetinin de müşteri vatandaşlık davranışını olumlu yönde ve anlamlı düzeyde etkilediği sonucuna ulaşılmıştır. Ayrıca lojistik hizmet kalitesinin müşteri memnuniyeti üzerindeki etkisinde müşteri güveninin kısmi aracı rol üstlendiği bulgusu elde edilmiştir. Araştırmanın bir diğer bulgusu ise lojistik hizmet kalitesinin müşteri vatandaşlık davranışı üzerindeki etkisinde müşteri memnuniyetinin tam aracı rol üstlenmiş olmasıdır.

Anahtar Kelimeler

lojistik hizmet kalitesi, müşteri güveni, müşteri memnuniyeti, müşteri vatandaşlık davranışı

THE ROLE OF LOGISTICS SERVICE QUALITY, CUSTOMER SATISFACTION AND CUSTOMER TRUST IN THE EMERGENCE OF CUSTOMER CITIZENSHIP BEHAVIOR: A MEDIATION MODEL

Öz

In this research, the relationsships between logistics service quality, customer trust, customer satisfaction and customer citizenship behavior in the online shopping sector were examined. In the research, the effect of logistics service quality on customer satisfaction through the mediating role of customer trust was examined. In addition, the effect of logistics service quality on customer citizenship behavior through the mediating role of customer satisfaction was investigated. In the literature, studies that deal with the relationships between this variables were examined and then research model and hypotheses were created. Research data was obtained through online questionnaire. 575 consumer surveys were analyzed. The findings obtained as a result of the analyzes are as follows: It was determined that the logistics service quality increases customer turst and satisfaction in online shopping. The effect of customer trust on customer satisfaction was found to be positive and significant. It was concluded that customer satisfaction positively affects customer citizenship behavior. Also, it was found that the effect of logistics service quality on customer satisfaction is partially mediated by customer trust. On the other hand, it was determined that customer satisfaction plays a fully mediating role in the impact of logistics service quality on customer citizenship behavior.

Anahtar Kelimeler

Logistics service quality, customer trust, customer satisfaction, customer citizenship behavior

Kaynakça

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