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E-MARKETING MIX CONCEPT IN E-RETAILING AND EFFECTS ON CUSTOMER SATISFACTION: RESEARCH ON E-COMMERCE SITES

Yıl 2017, Pazarlama Kongresi Özel Sayısı, 105 - 118, 14.06.2017

Öz

The main purpose of this
study is to present detailed literature knowledge about e-marketing mix and to
determine the effects of antecedents of e-marketing mix on customer
satisfaction. In this context, frequent customers of leading e-retailing sites
were subjected to online survey via convenience sampling method, 275 valid
questionnaires were evaluated and the results were analyzed with LISREL
statistical program. Several factors of e-marketing mix as frequently proposed
in the literature (Efficiency, Order Fulfilment, Privacy, Site Design and
Customer Service) have found to be positively related to customer satisfaction.
However, one of the important results of this study is that customer service
has a dominant effect on customer satisfaction compared to other independant
variables. Results of this study are expected to contribute to academic and
administrative processes.

Kaynakça

  • Bozbay, Z., Yaman, Y., &Özkan, E. (2016). İnternet Perakendeciliğinde Hizmet Kalitesinin Müşteri Memnuniyeti Üzerindeki Rolü: Hazır Giyim ve Kitap SektörüÜzerine Karşılaştırmalı Bir Araştırma. Journal of Transportation and Logistics, 1(1).
  • Brodie, R. J., Winklhofer, H., Coviello, N. E., & Johnston, W. J. (2007). Is e‐Marketing Coming of Age? An Examination of the Penetration of e‐Marketing and Firm Performance. Journal of Interactive Marketing, 21(1), 2-21.
  • Caruana, A., 2002. Service loyalty: The Effects of Service Quality and the Mediating Role of Customer Satisfaction. European Journal of Marketing, 36(7/8), pp.811-828.
  • Chaffey, D., Ellis-Chadwick, F., Mayer, R., & Johnston, K. (2009). Internet Marketing: Strategy, İmplementation and Practice. Pearson Education.
  • Chaffey, D., Smith, P. R., & Smith, P. R. (2012). E-Marketing Excellence: Planning and Optimizing Your Digital Marketing. Routledge.
  • Chailom, P. (2012). Antecedents and Consequences of E-marketing Strategy: Evidence from E-commerce Business in Thailand. International Journal of Business Strategy, 12(2), 75-87.
  • Chen, C. Y. (2006). The Comparison of Structure Differences Between Internet Marketing and Traditional Marketing. International Journal of Management and Enterprise Development, 3(4), 397-417.
  • Constantinides, E., 2004. Influencing the Online Consumer's Behavior: The Web Experience. Internet Research, 14(2), 111-126.
  • Cristobal, E., Flavián, C., & Guinalíu, M. (2007). Perceived e-Service Quality (PeSQ) Measurement Validation and Effects on Consumer Satisfaction and Web Site Loyalty. Managing Service Quality: An İnternational Journal, 17(3), 317-340.
  • Çokluk, Ö.,Şekercioğlu, G., & Büyüköztürk, Ş., (2012). Sosyal Bilimler İçin Çok Değişkenli İstatistik SPSS ve LISREL Uygulamaları, 2.Baskı, Ankara, Pegem Akademi.
  • Dominici, G., (2009). From Marketing Mix to e-Marketing Mix: A Literature Overview and Classification. International Journal of Business and Management, 4(9), 17-24.
  • Heikkilä, J. (2002). From Supply to Demand Chain Management: Efficiency and Customer Satisfaction. Journal of Operations Management, 20(6), 747-767.
  • Lee, G. G.,& Lin, H. F. (2005). Customer Perceptions of e-Service Quality in Online Shopping. International Journal of Retail & Distribution Management,33(2), 161-176.
  • Kalyanam, K.,& McIntyre, S. (2002). The e-Marketing Mix: A Contribution of the e-Tailing Wars. Journal of the Academy of Marketing Science, 30(4), 487-499.
  • Kim, E. B.,& Eom, S. B. (2002). Designing Effective Cyber Store User İnterface. Industrial Management & Data Systems, 102(5), 241-251.
  • Ramonienė, L.,Šukevičiūtė, L., &Škudienė, V. (2015). Internationalization Enabled by Internetization: E-marketing Approach, 74.
  • Robins, F. (2000). The e-Marketing Mix. The Marketing Review, 1(2), 249-274.
  • Rose, S., Clark, M., Samouel, P. & Hair, N. (2012). Online Customer Experience in e-Retailing: An Empirical Model of Antecedents and Outcomes. Journal of Retailing, 88(2), 308-322.
  • Sigala, M., Lockwood, A., & Jones, P. (2001). Strategic İmplementation and IT: Gaining Competitive Advantage from the Hotel Reservations Process. International Journal of Contemporary Hospitality Management, 13(7), 364-371.
  • Sigala, M. (2002). Modelling e-Marketing Strategies: Internet Presence and Exploitation of Greek Hotels. Journal of Travel & Tourism Marketing, 11(2-3), 83-103.
  • Skudienea, V., Auruskevicieneb, V. & Sukeviciute, L. (2015). Internationalization Model Revisited: E-Marketing Approach. Procedia - Social and Behavioral Sciences, 213, 918– 924.
  • Strauss, J., El-Ansary, A., & Frost, R. (2006). E-marketing. 4th edition.
  • Sureshchandar, G.S., Rajendran, C. &Anantharaman, R.N., 2002. The Relationship Between Service Quality and Customer Satisfaction-A Factor Specific Approach. Journal of Services Marketing, 16(4), pp.363-379.
  • Taylor, S.A. & Baker, T.L., 1994. An Assessment of the Relationship Between Service Quality and Customer Satisfaction in the Formation of Consumers' Purchase İntentions. Journal of Retailing, 70(2), pp.163-178.
  • Thirumalai, S.,& Sinha, K. K. (2005). Customer Satisfaction with Order Fulfillment in Retail Supply Chains: İmplications of Product Type in Electronic B2C Transactions. Journal of Operations Management, 23(3), 291-303.
  • Yüksel, M.,& Durmaz, A. (2016). The Effect of Perceived Socially Motivated Gamification on Purchase Intention: Does It Really Work?.Ahi Evran Üniversitesi Sosyal Bilimler Enstitüsü Dergisi (AEÜSBED), 2(3), 15-25.
  • Zeithaml, V. A. (2002). Service Excellence in Electronic Channels. Managing Service Quality: An International Journal, 12(3), 135-139.

E- PAZARLAMA KARMASI UNSURLARININ MÜŞTERİ MEMNUNİYETİNE ETKİSİ: E-TİCARET SİTELERİ ÜZERİNE BİR ARAŞTIRMA

Yıl 2017, Pazarlama Kongresi Özel Sayısı, 105 - 118, 14.06.2017

Öz

Bu çalışmanın temel amacı e-pazarlama karmasıüzerine bir literatür bilgisi sunmak ve
e-pazarlama karmas
ı bileşenlerinin online alışverişte müşteri memnuniyetini ne ölçüde etkilediğini tespit etmektir. Bu
kapsamda
İstanbulda ikamet eden ve
e-perakendecili
ğin önde gelen İnternet sitelerinden sıklıkla alışveriş yapan müşterilere kolayda örnekleme yöntemi kullanılarak İnternet üzerinden anket uygulanmış, geçerli bulunun 275 adet anket
de
ğerlendirmeye alınmış ve sonuçlar LISREL istatistik programı ile analiz edilmiştir. Literatürde genel kabul gören E-pazarlama karması bileşenleri olan etkinlik, işlem gerçekleştirme, gizlilik, site tasarımı ve müşteri hizmetleri değişkenlerinin müşteri memnuniyetini olumlu yönde etkilediği sonucuna ulaşılmıştır. Bununla birlikte müşteri hizmetleri değişkeninin diğer değişkenlere oranla müşteri memnuniyetini baskın bir şekilde etkilediği belirlenmiştir. Bu sonuçların akademik ve yönetimsel süreçlere olumlu katkı sağlaması beklenmektedir. 

Kaynakça

  • Bozbay, Z., Yaman, Y., &Özkan, E. (2016). İnternet Perakendeciliğinde Hizmet Kalitesinin Müşteri Memnuniyeti Üzerindeki Rolü: Hazır Giyim ve Kitap SektörüÜzerine Karşılaştırmalı Bir Araştırma. Journal of Transportation and Logistics, 1(1).
  • Brodie, R. J., Winklhofer, H., Coviello, N. E., & Johnston, W. J. (2007). Is e‐Marketing Coming of Age? An Examination of the Penetration of e‐Marketing and Firm Performance. Journal of Interactive Marketing, 21(1), 2-21.
  • Caruana, A., 2002. Service loyalty: The Effects of Service Quality and the Mediating Role of Customer Satisfaction. European Journal of Marketing, 36(7/8), pp.811-828.
  • Chaffey, D., Ellis-Chadwick, F., Mayer, R., & Johnston, K. (2009). Internet Marketing: Strategy, İmplementation and Practice. Pearson Education.
  • Chaffey, D., Smith, P. R., & Smith, P. R. (2012). E-Marketing Excellence: Planning and Optimizing Your Digital Marketing. Routledge.
  • Chailom, P. (2012). Antecedents and Consequences of E-marketing Strategy: Evidence from E-commerce Business in Thailand. International Journal of Business Strategy, 12(2), 75-87.
  • Chen, C. Y. (2006). The Comparison of Structure Differences Between Internet Marketing and Traditional Marketing. International Journal of Management and Enterprise Development, 3(4), 397-417.
  • Constantinides, E., 2004. Influencing the Online Consumer's Behavior: The Web Experience. Internet Research, 14(2), 111-126.
  • Cristobal, E., Flavián, C., & Guinalíu, M. (2007). Perceived e-Service Quality (PeSQ) Measurement Validation and Effects on Consumer Satisfaction and Web Site Loyalty. Managing Service Quality: An İnternational Journal, 17(3), 317-340.
  • Çokluk, Ö.,Şekercioğlu, G., & Büyüköztürk, Ş., (2012). Sosyal Bilimler İçin Çok Değişkenli İstatistik SPSS ve LISREL Uygulamaları, 2.Baskı, Ankara, Pegem Akademi.
  • Dominici, G., (2009). From Marketing Mix to e-Marketing Mix: A Literature Overview and Classification. International Journal of Business and Management, 4(9), 17-24.
  • Heikkilä, J. (2002). From Supply to Demand Chain Management: Efficiency and Customer Satisfaction. Journal of Operations Management, 20(6), 747-767.
  • Lee, G. G.,& Lin, H. F. (2005). Customer Perceptions of e-Service Quality in Online Shopping. International Journal of Retail & Distribution Management,33(2), 161-176.
  • Kalyanam, K.,& McIntyre, S. (2002). The e-Marketing Mix: A Contribution of the e-Tailing Wars. Journal of the Academy of Marketing Science, 30(4), 487-499.
  • Kim, E. B.,& Eom, S. B. (2002). Designing Effective Cyber Store User İnterface. Industrial Management & Data Systems, 102(5), 241-251.
  • Ramonienė, L.,Šukevičiūtė, L., &Škudienė, V. (2015). Internationalization Enabled by Internetization: E-marketing Approach, 74.
  • Robins, F. (2000). The e-Marketing Mix. The Marketing Review, 1(2), 249-274.
  • Rose, S., Clark, M., Samouel, P. & Hair, N. (2012). Online Customer Experience in e-Retailing: An Empirical Model of Antecedents and Outcomes. Journal of Retailing, 88(2), 308-322.
  • Sigala, M., Lockwood, A., & Jones, P. (2001). Strategic İmplementation and IT: Gaining Competitive Advantage from the Hotel Reservations Process. International Journal of Contemporary Hospitality Management, 13(7), 364-371.
  • Sigala, M. (2002). Modelling e-Marketing Strategies: Internet Presence and Exploitation of Greek Hotels. Journal of Travel & Tourism Marketing, 11(2-3), 83-103.
  • Skudienea, V., Auruskevicieneb, V. & Sukeviciute, L. (2015). Internationalization Model Revisited: E-Marketing Approach. Procedia - Social and Behavioral Sciences, 213, 918– 924.
  • Strauss, J., El-Ansary, A., & Frost, R. (2006). E-marketing. 4th edition.
  • Sureshchandar, G.S., Rajendran, C. &Anantharaman, R.N., 2002. The Relationship Between Service Quality and Customer Satisfaction-A Factor Specific Approach. Journal of Services Marketing, 16(4), pp.363-379.
  • Taylor, S.A. & Baker, T.L., 1994. An Assessment of the Relationship Between Service Quality and Customer Satisfaction in the Formation of Consumers' Purchase İntentions. Journal of Retailing, 70(2), pp.163-178.
  • Thirumalai, S.,& Sinha, K. K. (2005). Customer Satisfaction with Order Fulfillment in Retail Supply Chains: İmplications of Product Type in Electronic B2C Transactions. Journal of Operations Management, 23(3), 291-303.
  • Yüksel, M.,& Durmaz, A. (2016). The Effect of Perceived Socially Motivated Gamification on Purchase Intention: Does It Really Work?.Ahi Evran Üniversitesi Sosyal Bilimler Enstitüsü Dergisi (AEÜSBED), 2(3), 15-25.
  • Zeithaml, V. A. (2002). Service Excellence in Electronic Channels. Managing Service Quality: An International Journal, 12(3), 135-139.
Toplam 27 adet kaynakça vardır.

Ayrıntılar

Bölüm Makaleler
Yazarlar

Güzide Öncü Eroğlu Pektaş Bu kişi benim

Ahmet Durmaz Bu kişi benim

Mehmet Yüksel

Yayımlanma Tarihi 14 Haziran 2017
Yayımlandığı Sayı Yıl 2017 Pazarlama Kongresi Özel Sayısı

Kaynak Göster

APA Eroğlu Pektaş, G. Ö., Durmaz, A., & Yüksel, M. (2017). E- PAZARLAMA KARMASI UNSURLARININ MÜŞTERİ MEMNUNİYETİNE ETKİSİ: E-TİCARET SİTELERİ ÜZERİNE BİR ARAŞTIRMA. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi105-118.
AMA Eroğlu Pektaş GÖ, Durmaz A, Yüksel M. E- PAZARLAMA KARMASI UNSURLARININ MÜŞTERİ MEMNUNİYETİNE ETKİSİ: E-TİCARET SİTELERİ ÜZERİNE BİR ARAŞTIRMA. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi. Published online 01 Haziran 2017:105-118.
Chicago Eroğlu Pektaş, Güzide Öncü, Ahmet Durmaz, ve Mehmet Yüksel. “E- PAZARLAMA KARMASI UNSURLARININ MÜŞTERİ MEMNUNİYETİNE ETKİSİ: E-TİCARET SİTELERİ ÜZERİNE BİR ARAŞTIRMA”. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, Haziran (Haziran 2017), 105-18.
EndNote Eroğlu Pektaş GÖ, Durmaz A, Yüksel M (01 Haziran 2017) E- PAZARLAMA KARMASI UNSURLARININ MÜŞTERİ MEMNUNİYETİNE ETKİSİ: E-TİCARET SİTELERİ ÜZERİNE BİR ARAŞTIRMA. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi 105–118.
IEEE G. Ö. Eroğlu Pektaş, A. Durmaz, ve M. Yüksel, “E- PAZARLAMA KARMASI UNSURLARININ MÜŞTERİ MEMNUNİYETİNE ETKİSİ: E-TİCARET SİTELERİ ÜZERİNE BİR ARAŞTIRMA”, Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, ss. 105–118, Haziran 2017.
ISNAD Eroğlu Pektaş, Güzide Öncü vd. “E- PAZARLAMA KARMASI UNSURLARININ MÜŞTERİ MEMNUNİYETİNE ETKİSİ: E-TİCARET SİTELERİ ÜZERİNE BİR ARAŞTIRMA”. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi. Haziran 2017. 105-118.
JAMA Eroğlu Pektaş GÖ, Durmaz A, Yüksel M. E- PAZARLAMA KARMASI UNSURLARININ MÜŞTERİ MEMNUNİYETİNE ETKİSİ: E-TİCARET SİTELERİ ÜZERİNE BİR ARAŞTIRMA. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi. 2017;:105–118.
MLA Eroğlu Pektaş, Güzide Öncü vd. “E- PAZARLAMA KARMASI UNSURLARININ MÜŞTERİ MEMNUNİYETİNE ETKİSİ: E-TİCARET SİTELERİ ÜZERİNE BİR ARAŞTIRMA”. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, 2017, ss. 105-18.
Vancouver Eroğlu Pektaş GÖ, Durmaz A, Yüksel M. E- PAZARLAMA KARMASI UNSURLARININ MÜŞTERİ MEMNUNİYETİNE ETKİSİ: E-TİCARET SİTELERİ ÜZERİNE BİR ARAŞTIRMA. Dumlupınar Üniversitesi Sosyal Bilimler Dergisi. 2017:105-18.

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