LOJİSTİK HİZMET KALİTESİ BİLEŞENLERİNİN TEDARİKÇİ SEÇİM TERCİHLERİ ÜZERİNE ETKİSİ: HEPSIBURADA.COM SİTESİ MÜŞTERİ YORUMLARI İÇERİK ANALİZİ

Yıl 2024, Cilt: 23 Sayı: 90, 611 - 626, 16.04.2024

Kadir Kaan Göncü

https://doi.org/10.17755/esosder.1363159

Öz

Oyun kurallarını belirleyen en büyük aktör: “Tüketici”. Müşteri istek ve beklentilerini dikkate almadan arz edilen hiçbir mal veya hizmet ürününün piyasada tutunma şansının olmadığı net bir şekilde görülebiliyor. Klasik pazarlama anlayışının “Ne üretirsem onu satarım” şeklinde sloganlaşan yaklaşımı, tüketicilerin deneyimlerini rahatlıkla paylaştıkları modern iletişim dünyasında artık eskisi kadar rağbet görmemekte. Pandemi dönemiyle birlikte talep seviyesi dikkat çekici bir oranda artan internet alışverişlerine ait müşteri deneyimleri incelendiğinde, ürünlerin teknik özellikleri ve niteliklerinin yanısıra tedarikçilerle yaşanan olumlu veya olumsuz tecrübelere ait yorumların da önemli bir seviyede olduğu görülmekte. Bu çalışmada, müşteri istek ve beklentilerini karşılama düzeyi olarak ifade edebileceğimiz kalite kavramına ait önemli bir boyut olarak tanımlanan “Lojistik hizmet kalitesi” bileşenlerine ait tüketici yorumları üzerinden bir nitel içerik analizi yapmak ve ilgili alanda faaliyet gösteren işletmelere bir yol haritası oluşturmak amaçlanmaktadır. Çalışmada gerçekleştirilen sistematik literatür araştırması iki aşamalı planlanmış; ilk aşamada alanyazın içerisinde araştırma yapılan konuya ilişkin çalışmalarda kullanılan anahtar kelimelerin tercih sıklıkları ve ilişkileri bir bibliyometrik analiz ile belirlenmiş, sonraki aşamada ise bu belirlenen anahtar kelimelerin tüm veritabanlarında sistematik olarak taraması gerçekleştirilmiştir.

Anahtar Kelimeler

Lojistik Hizmet Kalitesi, Tedarikçi Seçimi, İçerik Analizi, Lojistik

THE EFFECT OF LOGISTICS SERVICE QUALITY COMPONENTS ON SUPPLIER SELECTION PREFERENCES: CONTENT ANALYSIS OF CUSTOMER REVIEWS ON HEPSIBURADA.COM

Öz

The biggest actor that determines the rules of the game: "Consumer". It can be clearly seen that no good or service product offered without considering customer requests and expectations has a chance to hold on to the market. In the modern communication world, where consumers share their experiences easily, the sloganized of the classical marketing approach, "I sell what I produce", is no longer as popular as it used to be. When the customer experiences of internet shopping, the demand level of which has increased at a remarkable rate with the pandemic, are examined, it is seen that the comments regarding the positive or negative experiences with the suppliers are at a significant level, as well as the technical features and qualities of the products. This study aims to make a qualitative content analysis and to create a roadmap for businesses operating in the relevant fields, based on consumer comments on the "Logistics service quality" components, which is defined as an important dimension of the concept of quality, which we can express as the level of meeting customer demands and expectations. The systematic literature research carried out in the study was planned in two stages. In the first stage, the frequency of preference and relations of the keywords used in the studies on the subject of the research in the literature were determined by a bibliometric analysis, and in the next stage, these determined keywords were systematically scanned in all databases.

Anahtar Kelimeler

Logistics Service Quality, Supplier Selection, Content Analysis, Logistics

Kaynakça

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