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A Literature Evaluation on E-Service Quality and Variables Affecting E-Service Quality of Websites: Tourism Sector

Yıl 2024, Cilt: 7 Sayı: 1, 50 - 57, 30.04.2024
https://doi.org/10.38057/bifd.1434082

Öz

The latest point that direct marketing has reached today is the marketing made in the electronic environment where all the possibilities of communication are used. It is necessary for businesses to constantly measure their website service quality from the perspective of their customers and to determine which website feature has effect on customer satisfaction. In the tourism sector, which is a work-intensive sector, the most important factors are human and technology. It is seen that intentions of the firms and customers are positively rising in the online market in tourism around the world. With the development of online tourism service, tourists have benefit from accessing the travel and hotel reservation service at their computer without having to go to the agencies. In this study, a literature review was carried out to find out the quality of e-services and related variables or dimensions that are effects e-services quality. It is aimed to study the development of service quality research in tourism, to identify research gaps and guide for future research. Studies in the literature have shown that e-service quality mainly affects customer satisfaction and it has been shown that it affects purchase intention, usage intention and revisit intention. It is thought that the variables affecting e-service quality mentioned in this study would create significant advantages in terms of providing e-satisfaction and e-loyalty by improving e-service quality in the field of tourism.

Kaynakça

  • Akdu U., & Düzgün E. (2015). İnternet üzerinden tatil rezervasyonu yapan müşterilerin e-hizmet kalitesi algıları ile müşteri tatmini ve müşteri sadakati arasındaki ilişkiyi incelemeye yönelik bir araştırma. 16. Ulusal Turizm Kongresi Çanakkale, Türkiye. Ahn
  • T., Ryu S., & Han I. (2007). The impact of web quality and playfulness on user acceptance of online retailing. Information & Management, (44), 263–275.
  • Bai B., Law R., & Wen I. (2008). The impact of website quality on customer satisfaction and purchase intentions: evidence from chinese online visitors. International Journal of Hospitality Management, (27), 391–402.
  • Barnes S. J., & Vidgen R.T. (2001). Assessing the quality of auction web sites. Conference Paper at the Hawaii International Conference on Systems Sciences, Maui, Hawaii, January 4–6.
  • Bernardo, M., Marimon, F., & del Mar Alonso-Almeida, M. (2012). Functional quality and hedonic quality: A study of the dimensions of e-service quality in online travel agencies. Information & management, 49(7-8), 342-347.
  • Chen Q., & Wells, W. (1999). Attitude toward the site. Journal of Advertising Research, (39), 27–37.
  • DeLone, W. H., & McLean, E. R. (1992). Information systems success: The quest for the dependent variable. Information Systems Research, (3), 60–95.
  • DeLone, W. H., & McLean E. R. (2003). The DeLone and McLean model of information systems success: A ten-year update. Journal of Management Information Systems, (19), 9–30.
  • Faiz, E. (2018). Online seyahat alışverişlerinin hizmet kalitesinin e-memnuniyet ve e-sadakat üzerindeki etkisi. Elektronik Sosyal Bilimler Dergisi, 17(68), 1675-1690.
  • Fassnacht M., & Koese I. (2006). Quality of electronic services: conceptualizing and testing a hierarchical model. Journal of Service Research, (9), 19–37.
  • Fu Tsang, N. K., Lai, M. T., & Law, R. (2010). Measuring e-service quality for online travel agencies. Journal of Travel & Tourism Marketing, 27(3), 306-323.
  • Gülmez, M., & Kitapçı, O. (2008). Hastane hizmet kalitesi ve bir uygulama. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 26(1), 165-187.
  • Hahn, S. E., Sparks, B., Wilkins, H., & Jin, X. (2017). E-service quality management of a hotel website: a scale and implications for management. Journal of Hospitality Marketing & Management, 26(7), 694-716.
  • Jeong, M., Oh, H., & Gregoire, M. (2003). Conceptualizing web site quality and its consequences in the lodging industry. Hospitality Management, (22), 161–175.
  • Kidkul, N., & Prougestaporn, P. (2020). Perspective of Thai visually-impaired people toward e-service quality of online travel booking service. Dusit Thani College Journal, 13(1), 236–249.
  • Kim, S., & Stoel, L. (2004). Apparel retailers: website quality dimensions and satisfaction. Journal of Retailing and Consumer Services, (11), 109–117.
  • Kim J., Jin B., & Swinney J. (2009). The role of retail quality, e-satisfaction and e-trust in online loyalty development process. Journal of Retailing and Consumer Services, 16, 239–247.
  • Kuan H., Bock G., & Vathanophas V. (2008). Comparing the effects of website quality on customer initial purchase and continued purchase at e-commerce websites. Behaviour & Information Technology, (27), 3–16.
  • Ladhari, R. (2009). A review of twenty years of Servqual research. International Journal of Quality and Services Sciences, (1), 172–198.
  • Ladhari R. (2010). Developing e-service quality scales: A literature review. Journal of Retailing and Consumer Services, (17), 464–477.
  • Lin, H. F. (2007). The impact of website quality dimensions on customer satisfaction in the B2C e-commerce context. Total Quality Management, (18), 363–378.
  • Loiacono, E. T., Watson R. T., & Hoodhue, D. L. (2002). Webqual: measure of web site quality. Marketing Educators Conference: Marketing Theory and Applications (13), 432–437.
  • Muzakir, M., Bachri, S., Adam, R., & Wahyuningsih, W. (2021). The analysis of forming dimensions of e-service quality for online travel services. International Journal of Data and Network Science, 5(3), 239-244.
  • Mohammed, M. E., Wafik, G. M., Jalil, S. G. A., & El Hassan, Y. A. (2016). The effects of e-service quality dimensions on tourist’s e-satisfaction. International Journal of Hospitality & Tourism Systems, 9(1).
  • Moon, Y. J. (2013). The tangibility and intangibility of e-service quality. International Journal of Smart Home, 7(5), 91-102.
  • Murat, G., & Çelik, N. (2007). Analitik hiyerarşi süreci yöntemi ile otel işletmelerinde hizmet kalitesini değerlendirme: bartın örneği. ZKÜ Sosyal Bilimler Dergisi, 3(6),1-20.
  • O’Cass A., & Carlson, J. (2012). An e-retailing assessment of perceived website-service innovativeness: implications for website quality evaluations, trust, loyalty and word of mouth. Australasian Marketing Journal, (20), 28–36.
  • Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: a multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, (64), 12–40.
  • Parasuraman, A., Zeithaml V. A., & Malhotra A. (2005). E-S-Qual: A multiple-item scale for assessing electronic service quality. Journal of Service Research, (7), 213–233.
  • Park, Y., Gretzel, U., & Turk S. (2007). Measuring web site quality for online travel agencies, Journal of Travel & Tourism Marketing, (23), 1.
  • Putrianti, A. S., & Semuel, H. (2018). The analysis of e-service quality, customer trust, perceived value, and behavioral intention on online transportation in surabaya. International Journal of Business Studies (Petra IJBS), 1(1), 1-10.
  • Rahahleh, A., Al-Nsour, S., Moflih, M., Alabaddi, Z., Al-nassar, B., & Al-Nsour, N. (2020). The influence of electronic service quality on relationship quality: Evidence from tourism industry. Management Science Letters, 10(12), 2759-2768.
  • Ridzuan, N. A. M., Hamid, R., Ong, M. H. A., & Pratiwi, I. A. (2022). Exploring the influence of e-service quality toward customer engagement behavior via PLS-SEM: Findings from a hotel’s customer perspective. Environment-Behaviour Proceedings Journal, 7(21), 263-269. Szymanski, D. M., & Hise, R. T. (2000). E-satisfaction: an initial examination. Journal of Retailing, (76), 309–322.
  • VO, N. T., Chovancová, M., & Tri, H. T. (2020). The impact of e-service quality on the customer satisfaction and consumer engagement behaviors toward luxury hotels. Journal of Quality Assurance in Hospitality & Tourism, 21(5), 499-523.
  • Wolfinbarger, M., & Gilly, M. C. (2003). Etailq: dimensionalizing, measuring and predicting retail quality. Journal of Retailing, (79), 183–198.
  • Yoo B., & Donthu N. (2001). Developing a scale to measure the perceived quality of internet shopping sites (SITEQUAL). Quarterly Journal of Electronic Commerce, (2), 31–47.

E-Hizmet Kalitesi ve Web Sitelerine Ait E-Hizmet Kalitesini Etkileyen Boyutlara İlişkin Bir Literatür Değerlendirmesi: Turizm Sektörü

Yıl 2024, Cilt: 7 Sayı: 1, 50 - 57, 30.04.2024
https://doi.org/10.38057/bifd.1434082

Öz

Doğrudan pazarlamanın günümüzde ulaştığı en son nokta iletişimin bütün imkanlarından yararlanılan elektronik ortamda yapılan pazarlamadır. İşletmelerin web sitelerinin kalitesini sürekli olarak müşteri bakış açısıyla incelemesi ve hangi özelliklerinin müşteri memnuniyetine etki ettiğini tespit etmeleri gerekmektedir. Emek yoğun bir sektör olan turizm sektöründe de sürekli önemi artan unsur, insan ve teknoloji olmaktadır. Dünya genelinde ve her sektörde olduğu gibi turizmde de yükselen online pazarda, işletmelerin ve müşterilerin yaklaşımının olumlu yönde geliştiği görülmektedir. Online turizm hizmetinin yaygınlaşmasıyla birlikte, turistler acentelere gitmelerine gerek kalmadan bilgisayarlarının başında seyahat ve otel rezervasyonu hizmetine erişebildikleri için yüksek fayda sağlamaktadır. Bu çalışmada, e-hizmet kalitesinin değerlendirilmesi ve e-hizmet kalitesinin belirlediği değişkenler veya boyutların ortaya konulması maksadıyla literatür taraması gerçekleştirilmiştir. Bunun yanında, turizmde hizmet kalitesi araştırmalarının gelişimini incelemek, araştırma boşluklarını belirlemek ve gelecekteki araştırmalara yön vermek amaçlanmıştır. Literatürde yapılan çalışmalar, E-hizmet kalitesinin yoğunlukla müşterinin memnuniyetini olmak üzere satın alma niyetini, kullanım niyetini tekrar ziyaret niyetini etkilediğini göstermiştir. Bu çalışmada belirtilen e-hizmet kalitesine etki eden boyutlar, turizm alanında da e-hizmet kalitesinin geliştirilerek, e-memnuniyet ve e-sadakat sağlamasına yönelik önemli avantajlar yaratması düşünülmektedir.

Kaynakça

  • Akdu U., & Düzgün E. (2015). İnternet üzerinden tatil rezervasyonu yapan müşterilerin e-hizmet kalitesi algıları ile müşteri tatmini ve müşteri sadakati arasındaki ilişkiyi incelemeye yönelik bir araştırma. 16. Ulusal Turizm Kongresi Çanakkale, Türkiye. Ahn
  • T., Ryu S., & Han I. (2007). The impact of web quality and playfulness on user acceptance of online retailing. Information & Management, (44), 263–275.
  • Bai B., Law R., & Wen I. (2008). The impact of website quality on customer satisfaction and purchase intentions: evidence from chinese online visitors. International Journal of Hospitality Management, (27), 391–402.
  • Barnes S. J., & Vidgen R.T. (2001). Assessing the quality of auction web sites. Conference Paper at the Hawaii International Conference on Systems Sciences, Maui, Hawaii, January 4–6.
  • Bernardo, M., Marimon, F., & del Mar Alonso-Almeida, M. (2012). Functional quality and hedonic quality: A study of the dimensions of e-service quality in online travel agencies. Information & management, 49(7-8), 342-347.
  • Chen Q., & Wells, W. (1999). Attitude toward the site. Journal of Advertising Research, (39), 27–37.
  • DeLone, W. H., & McLean, E. R. (1992). Information systems success: The quest for the dependent variable. Information Systems Research, (3), 60–95.
  • DeLone, W. H., & McLean E. R. (2003). The DeLone and McLean model of information systems success: A ten-year update. Journal of Management Information Systems, (19), 9–30.
  • Faiz, E. (2018). Online seyahat alışverişlerinin hizmet kalitesinin e-memnuniyet ve e-sadakat üzerindeki etkisi. Elektronik Sosyal Bilimler Dergisi, 17(68), 1675-1690.
  • Fassnacht M., & Koese I. (2006). Quality of electronic services: conceptualizing and testing a hierarchical model. Journal of Service Research, (9), 19–37.
  • Fu Tsang, N. K., Lai, M. T., & Law, R. (2010). Measuring e-service quality for online travel agencies. Journal of Travel & Tourism Marketing, 27(3), 306-323.
  • Gülmez, M., & Kitapçı, O. (2008). Hastane hizmet kalitesi ve bir uygulama. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 26(1), 165-187.
  • Hahn, S. E., Sparks, B., Wilkins, H., & Jin, X. (2017). E-service quality management of a hotel website: a scale and implications for management. Journal of Hospitality Marketing & Management, 26(7), 694-716.
  • Jeong, M., Oh, H., & Gregoire, M. (2003). Conceptualizing web site quality and its consequences in the lodging industry. Hospitality Management, (22), 161–175.
  • Kidkul, N., & Prougestaporn, P. (2020). Perspective of Thai visually-impaired people toward e-service quality of online travel booking service. Dusit Thani College Journal, 13(1), 236–249.
  • Kim, S., & Stoel, L. (2004). Apparel retailers: website quality dimensions and satisfaction. Journal of Retailing and Consumer Services, (11), 109–117.
  • Kim J., Jin B., & Swinney J. (2009). The role of retail quality, e-satisfaction and e-trust in online loyalty development process. Journal of Retailing and Consumer Services, 16, 239–247.
  • Kuan H., Bock G., & Vathanophas V. (2008). Comparing the effects of website quality on customer initial purchase and continued purchase at e-commerce websites. Behaviour & Information Technology, (27), 3–16.
  • Ladhari, R. (2009). A review of twenty years of Servqual research. International Journal of Quality and Services Sciences, (1), 172–198.
  • Ladhari R. (2010). Developing e-service quality scales: A literature review. Journal of Retailing and Consumer Services, (17), 464–477.
  • Lin, H. F. (2007). The impact of website quality dimensions on customer satisfaction in the B2C e-commerce context. Total Quality Management, (18), 363–378.
  • Loiacono, E. T., Watson R. T., & Hoodhue, D. L. (2002). Webqual: measure of web site quality. Marketing Educators Conference: Marketing Theory and Applications (13), 432–437.
  • Muzakir, M., Bachri, S., Adam, R., & Wahyuningsih, W. (2021). The analysis of forming dimensions of e-service quality for online travel services. International Journal of Data and Network Science, 5(3), 239-244.
  • Mohammed, M. E., Wafik, G. M., Jalil, S. G. A., & El Hassan, Y. A. (2016). The effects of e-service quality dimensions on tourist’s e-satisfaction. International Journal of Hospitality & Tourism Systems, 9(1).
  • Moon, Y. J. (2013). The tangibility and intangibility of e-service quality. International Journal of Smart Home, 7(5), 91-102.
  • Murat, G., & Çelik, N. (2007). Analitik hiyerarşi süreci yöntemi ile otel işletmelerinde hizmet kalitesini değerlendirme: bartın örneği. ZKÜ Sosyal Bilimler Dergisi, 3(6),1-20.
  • O’Cass A., & Carlson, J. (2012). An e-retailing assessment of perceived website-service innovativeness: implications for website quality evaluations, trust, loyalty and word of mouth. Australasian Marketing Journal, (20), 28–36.
  • Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988). Servqual: a multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, (64), 12–40.
  • Parasuraman, A., Zeithaml V. A., & Malhotra A. (2005). E-S-Qual: A multiple-item scale for assessing electronic service quality. Journal of Service Research, (7), 213–233.
  • Park, Y., Gretzel, U., & Turk S. (2007). Measuring web site quality for online travel agencies, Journal of Travel & Tourism Marketing, (23), 1.
  • Putrianti, A. S., & Semuel, H. (2018). The analysis of e-service quality, customer trust, perceived value, and behavioral intention on online transportation in surabaya. International Journal of Business Studies (Petra IJBS), 1(1), 1-10.
  • Rahahleh, A., Al-Nsour, S., Moflih, M., Alabaddi, Z., Al-nassar, B., & Al-Nsour, N. (2020). The influence of electronic service quality on relationship quality: Evidence from tourism industry. Management Science Letters, 10(12), 2759-2768.
  • Ridzuan, N. A. M., Hamid, R., Ong, M. H. A., & Pratiwi, I. A. (2022). Exploring the influence of e-service quality toward customer engagement behavior via PLS-SEM: Findings from a hotel’s customer perspective. Environment-Behaviour Proceedings Journal, 7(21), 263-269. Szymanski, D. M., & Hise, R. T. (2000). E-satisfaction: an initial examination. Journal of Retailing, (76), 309–322.
  • VO, N. T., Chovancová, M., & Tri, H. T. (2020). The impact of e-service quality on the customer satisfaction and consumer engagement behaviors toward luxury hotels. Journal of Quality Assurance in Hospitality & Tourism, 21(5), 499-523.
  • Wolfinbarger, M., & Gilly, M. C. (2003). Etailq: dimensionalizing, measuring and predicting retail quality. Journal of Retailing, (79), 183–198.
  • Yoo B., & Donthu N. (2001). Developing a scale to measure the perceived quality of internet shopping sites (SITEQUAL). Quarterly Journal of Electronic Commerce, (2), 31–47.
Toplam 36 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Dijital Pazarlama
Bölüm Derleme Makalesi
Yazarlar

Mesut Ülen 0000-0003-3677-0472

Erken Görünüm Tarihi 30 Nisan 2024
Yayımlanma Tarihi 30 Nisan 2024
Gönderilme Tarihi 8 Şubat 2024
Kabul Tarihi 21 Nisan 2024
Yayımlandığı Sayı Yıl 2024 Cilt: 7 Sayı: 1

Kaynak Göster

APA Ülen, M. (2024). E-Hizmet Kalitesi ve Web Sitelerine Ait E-Hizmet Kalitesini Etkileyen Boyutlara İlişkin Bir Literatür Değerlendirmesi: Turizm Sektörü. Bucak İşletme Fakültesi Dergisi, 7(1), 50-57. https://doi.org/10.38057/bifd.1434082