E-Ticaret Hizmet Kalitesinin Yeniden Satın Alma Üzerindeki Etkisi

Yıl 2023, Sayı: 12, 1 - 15, 31.12.2023

Feriha Yıldız , Ertuğrul Çavdar

https://doi.org/10.55089/yyuvasad.1394826

Öz

Günümüzde Dünya’da olduğu gibi Türkiye’de de alışverişlerde e-ticaretin kullanımı yaygınlaşmıştır. Dolayısıyla internet üzerinden satış gerçekleştiren işletmelerin sayısında da artış meydana gelmiştir. İnternet üzerinden yapılan ticaretin yaygınlaşması rekabeti küresel boyuta taşımıştır. Küresel çapta aynı fiyat ve kalitedeki ürünleri satan çok sayıda işletme faaliyet göstermektedir. Bu durum müşterileri ürünün fiyat ve kalitesinin yanında farklı beklentilere yönlendirmektedir. Bu beklentilerden en önemlisi ise hizmet kalitesi ve güvendir. Günümüzde müşterilerin siparişlerinin zamanında, eksiksiz ve sağlam olarak teslim etmeleri ile ilgili beklentilerinin de artmış olması nedeniyle lojistik hizmet kalitesinin de önemi artmıştır. Bu nedenle işletmelerin satış hacimlerini artırabilmeleri için hizmet kalitesine gereken önemi vermeleri gerekmektedir. Bu bağlamda bu çalışmada e-ticaret hizmet kalitesi boyutlarından bilgi kalitesi, kargo hizmetleri ile gizlilik ve güvenliğin müşteri güveni ve tekrar satın alma niyeti üzerindeki etkisi araştırılmıştır. Bu amaçla 612 e-ticaret kullanıcısından anket ile veri toplanmıştır. Veriler yapısal eşitlik modeli ile analiz edilmiştir. Analiz neticesinde bilgi kalitesi, gizlilik ve güvenlik ile kargo hizmetlerinin müşteri güvenini pozitif yönde ve anlamlı olarak etkilediği tespit edilmiştir. Gizlilik ve güvenlik, kargo hizmetleri ve müşteri güveninin tekrar satın alma niyetini pozitif yönde anlamlı olarak etkilediği bulgusuna ulaşılmıştır.

Anahtar Kelimeler

E-Ticaret, Hizmet Kalitesi, Yapısal Eşitlik Modellemesi

The Impact of E-Commerce Service Quality on Repurchase Intention

Öz

In the last decade, there has been a significant increase in the number of companies joining e-commerce platforms because more and more people shop online worldwide. This phenomenon has given the competition a more international flavor. Many companies sell products of the same price and quality. Therefore, customers have different expectations when they purchase products and services. The most important expectation is service quality and trust. Millions of consumers shop for their daily needs online and expect the goods to be delivered timely and safely onto their doorsteps, making logistics service quality more critical than ever. Therefore, companies interested in increasing their sales volume should pay attention to service quality. This study investigated the effect of e-commerce service quality (information quality, courier services, and privacy and security) on online shoppers’ trust and repurchase intention. The sample consisted of 612 e-commerce users. Data were collected using a survey. The data were analyzed using a structural equation model. The results showed that information quality, courier services, and privacy and security positively affected customer trust. The results also showed that courier services, customer trust, and privacy and security positively affected repurchase intention.

Anahtar Kelimeler

E-commerce, service quality, structural equation modeling

Kaynakça

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