Marka Sadakati ve Yeniden Satinalma Niyetinin Web Sayfasi Hizmet Belirleyicileri Kapsaminda Değerlendirilmesi

Öz

Elektronik ticaret (e-ticaret) işletmelerin daha büyük coğrafi pazarlara ulaşmalarının en kolay ve hızlı yollarından biri haline gelmiş, aynı zamanda pazarı çeşitlendirmiş, mal ve hizmetlerin çeşitlenmesi ve artmasıyla tüketicilere de bu mal ve hizmetleri arasında seçim yapabilme fırsatı sunmuştur. İşletmeler bu gelişmelere ayak uydurarak web siteleri ile pazarlama faaliyetlerine güç katmak, marka farkındalığı sağlamak ve tüketici sadakati inşa etmek amaçlarıyla İnternet’in avantajlarını kullanmaya başlamışlardır. Markalar tüketicilerle iletişime geçmek ve bilinirliklerini arttırmak için her mecrada var olma savaşı içindedirler. E- ticaret ortamında işletmelerin tüketicilere ulaşmak için en önemli aracı olan web sitelerinin sahip oldukları hizmet belirleyicilerinin marka sadakati ve yeniden satın alma niyetine etkisini değerlendirmek amaçlanmıştır. Elde edilen verileri değerlendirmek için Çoklu Regresyon ve Basit Regresyon analizleri kullanılmıştır. Analiz sonuçlarına göre web sitesi hizmet belirleyicilerinden güvenlik, teşvik, kişiselleştirme özelliklerinin marka bağlılığına olumlu yönde etkilediği; dizayn, ulaşılabilirlilik ve güvenlik unsurlarının yeniden satin alma niyetini olumlu yönde etkilediği; marka bağlılığının yeniden satin alma niyetine olumlu yönde yordadığı görülmektedir.

Anahtar Kelimeler

• Marka Sadakati
• Yeniden satın alma niyeti
• web sitesi hizmet belirleyicileri

Evaluation of Brand Loyalty and Repurchase Intention in Terms of Website E-Service Quality Determinants

Abstract

Electronic commerce (e-commerce) has become one of the easiest and fastest ways for businesses to reach larger geographical markets, and at the same time, it has diversified the market and, with the diversification and increase in goods and services, it has also offered consumers the opportunity to choose among these goods and services. By keeping up with these developments, businesses have begun to use the advantages of the Internet to strengthen their marketing activities with their websites, to provide brand awareness and to build consumer loyalty. Brands are struggling to exist in every medium to communicate with consumers and increase their awareness. It is aimed to evaluate the impact of service determinants of websites, which are the most important tools of businesses to reach consumers in the e-commerce environment, on brand loyalty and repurchase intention. Multiple Regression and Simple Regression analyses were used to evaluate the obtained data. According to the analysis results, it was found that security, incentive and personalization features of website service determinants positively affect brand loyalty; it is seen that design, accessibility and security elements positively affect repurchase intention; brand loyalty positively predicts repurchase intention.

Keywords

• Brand Loyalty
• Repurchasing Intention
• Website service determinants

References

1. Aaker, D. A. (2009). Brand value management, MediaCat Publishing.
2. Anderson, E. W. & Mittal, V. (2000). Strengthening the satisfaction–profit chain, Journal of Service Research, 3(2), 107–120, https://doi.org/10.1177/109467050032001
3. Astini, R. & Sulistiyowati, I. (2015). Pengaruh destination image, travel motivation, dan kualitas pelayanan terhadap kepuasan pengunjung (studi kasus pada wisatawan nusantara muslim di pantai carita pandeglang banten, Jurnal Ilmiah Manajemen Dan Bisnis, 1(3), 96589
4. Awan, H. M., Siddiqueı, A. N. & Haider, Z. (2015). Factors affecting halal purchase intention–evidence from pakistan’s halal food sector, Management Research Review, 38 (6), 640-660. https://doi.org/10.1108/MRR-01-2014-0022
5. Beneke, J., Acton, A., Richardson, D. & White, F. (2011). E-service quality:an investigation of its key dimensions and the discriminatory power in the residential property sector, Acta Commercii, 75- 88, https://doi.org/10.4102/ac.v11i1.154
6. Bettencourt, L. (1997). Customer voluntary performance: Customers as partners in service delivery, Journal of Retailing, 73(3), 383-406, https://doi.org/10.1016/S0022-4359(97)90024-5
7. Bitner, M. J., Stphen, W. B., & Matthew, L. M. (2000). Technology Infusion in Service Encounters, Journal of the Academy of Marketing Science, 28 (1), 138–49, https://doi.org/10.1177/0092070300281013
8. Can, A. (2016). Quantitative data analysis in the scientific research process with SPSS, Pegem Akademi Yayıncılık

9. Canavan, O., Henchion, M. & O’Reilly, S. (2007). The use of the internet as a marketing channel for Irish speciality food, International Journal of Retail& Distrubiton Management, 35 (2), https://doi.org/10.1108/09590550710728110
10. Chaudhuri, A. & Holbrook, M., B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty, Journal of Marketing, 65(2), 81-93, https://doi.org/10.1509/jmkg.65.2.81.18255
11. Chinomona, R., Mahlangu, D. & Pooe, D. (2013). Brand service quality, satisfaction, trust and preference as predictors of consumer brand loyalty in the retailing industry, Mediterranean Journal of Social Sciences, 4(14), 181- 190. https://doi.org/10.5901/mjss.2013.v4n14p181
12. Chuenban, P., Sornsaruht, P. & Pimdee, P. (2021). How brand attitude, brand quality, and brand value affect Thai canned tuna consumer brand loyalty, Heliyon 7, https://doi.org/10.1016/j.heliyon.2021.e06301
13. Dabholkar, P., A. (1996). Consumer evaluations of new technology-based self-service options: an investigation of alternative models of service quality, International Journal of Research in Marketing, 13 (1), 29-51, https://doi.org/10.1016/0167-8116(95)00027-5
14. Dick, A. & Basu, K. (1994). Customer loyalty: towards an ıntegrated conceptual framework, Journal of The Academy of Marketing Science, 22(2), 99-113, https://doi.org/10.1177/0092070394222001
15. Diehl, S., Koinig, I. & Scheiber, R. (2022). Cross-Media advertising in times of changing media environments and media consumption patterns, Springer Books, in: Matthias Karmasin&Sandra Diehl & Isabell Koinig (ed.), Media and Change Management,189-209, Springer.
16. Elliot, S., Li, G. & Choi, C. (2013). Understanding service quality in a virtual travel comunity environment, Journal of Business Research, 66, 1153-1160, https://doi.org/10.1016/j.jbusres.2012.03.011
17. Fassnacht, M. & Koese, I. (2006). Quality of electronic services: conceptualizing and testing a hierarchical model, Journal of Service Research, 9 (1), 19–37, https://doi.org/10.1177/1094670506289531
18. Hawkins, K. & Vel, P. (2013). Attitudinal loyalty, behavioural loyalty and social media: an introspection, The Marketing Review, 13 (2), 125-141, https://doi.org/10.1362/146934713X13699019904605
19. Ho, C-T.B. & Lin, W-C. (2010). Measuring the service quality of internet banking: scale development and validation, European Business Review, 22 (1), 5–24, https://doi.org/10.1108/09555341011008981
20. Huang, J. & Zhang, D. (2008). Customer value and brand loyalty: Multi- dimensional empirical test, International Seminar on Future Information Technology and Management Engineering, 102- 106, https://doi.org/10.1109/FITME.2008.84
21. Gao, W. & Li, X. (2019). Building presence in an online shopping website: the role of website quality, Behaviour & Information Technology, 38(1), 28-41, https://doi.org/10.1080/0144929X.2018.1509127
22. Gounaris, S. & Stathakopoulos, V. (2004). Antecedents and consequences of brand loyalty: An empirical study, Brand Management, 11 (4), 283- 306, https://doi.org/10.1057/palgrave.bm.2540174.
23. Jia, L., Cegilelski, C. & Zhang, Q. (2014). The effect of trust on customers’ online repurchase intention in consumer-to-consumer electronic commerce, Journal of Organizational and End User Computing, 26 (3): 65-86. https://doi.org/10.4018/joeuc.2014070104
24. Jimenez-Barreto, J. & Campo-Martinez, S. (2018). Destination website quality, users’ attitudes and the willingness to participate in online cocreation experiences, European Journal of Management and Business Economics, 27(1), 26-41, https://doi.org/10.1108/EJMBE-11-2017-0048
25. Keller, K. L. (2023). Understanding brands, branding and brand equity, Journal of Direct, Data and Digital Marketing Practice, 5, 7-20, https://doi.org/10.1057/palgrave.im.4340213
26. Kim, S. Shaw, T. & Schneider, H. (2003). Web site desing benchmarking within industry groups, Internet Research: Electronic Networking Applications and Policy, 13- (1),17-26, https://doi.org/10.1108/10662240310458341
27. Kim, S. H., Kim, M., S. & Lee, D. H. (2016). The effects of personality traits and congruity on customer satisfaction and brand loyalty: evidence from coffee shop customers, Advances in Hospitality and Leisure, 3-33, Emerald Group Publishing Limited.
28. Lauretti, T., Piccarozzi, M. & Aquilani, B. (2018). The effects of historical satisfaction, provided services characteristics and website dimensions on encounter overall satisfaction: A travel industry case study, The TQM Journal, 30(3), 197-216, https://doi.org/:10.1108/TQM-07-2017-0080
29. Lee, G. & Lin, H. (2005). Customer perceptions of e‐service quality in online shopping, International Journal of Retail & Distribution Management, 33 (2), 161-176. https://doi.org/10.1108/09590550510581485
30. Lee, F. & Wu, W. (2011). Moderating effects of technology acceptence perspective on e-service quality formation: evidence from airline websites in Taiwan, Expert System with Applications, 38(2011) 7766-7773, https:/doi.org/ 10.1016/j.eswa.2010.12.131
31. Miller, H. (1996). The multiple dimensions of information quality, Information Systems Management, 13(2), 79-82, https://doi.org/10.1080/10580539608906992
32. Muda, C. & Muda, A. (2002). Dimensions of e-quality, International Journal of Quality and Reliability Management, 19 (3), 246-258, https://doi.org/10.1108/02656710210415668
33. Mukerjee, K. (2016). Factors that contribute towards competitive advantage: A conceptual analysis, IUP Journal of Business Strategy, 13(1), 26-39.
34. Nam, J., Ekinci, Y. & Whyatt, G. (2011). Brand equity, brand loyalty and consumer satisfaction, Annals of Tourism Research, 38 (3), 1009-1030, https://doi.org/10.1016/j.annals.2011.01.015.
35. Nurhadi, M., Suryani, T. & Fauzzi, A. A. (2023). The power of website and social media for strenghthening brand image, e-wom and purchase desicion. Journal of Economics, Business and Accountancy Ventura, 25 (3), 273-287, https://doi.org/ 10.14414/jebav.v25i3.3093.
36. Karasar, N. (2013). Scientific research method, (25. Basım), Nobel Yayıncılık
37. Kuş, O. (2016). Content marketing, (1. Baskı), Pales Yayınları
38. Palomba, A. (2022). Building OTT brand loyalty and brand equity: Impact of original series on OTT services, Telematics and Informatics, 66 (2022) 10733, https://doi.org/ 10.1016/j.tele.2021.101733 Parasuraman, A., Zeithaml, V. A. & Berry, L. L. (1988). Servqual: a multiple-item scale for measuring consumer perc, Journal of Retailing, 64 (1), 12
39. Parasuraman, A., Zeithaml, V. & Malhotra, A. (2005). E-S-Qual: A multiple-item scale for assessing electronic service quality, Journal of Service Research, 7(3), 213-233, https://doi.org/10.1177/1094670504271156
40. Parasuraman, A., & Grewal, D. (2000). The impact oftechnology on the quality-valueloyalty chain: A research agenda, Journal of the Academy of Marketing Science, 28, 168–174, http://dx.doi.org/10.1177/0092070300281015
41. Park, Y. A. & Gretzel, U. (2007). Success factors for destination marketing web sites: A qualitative meta-analysis, Journal of Travel Research, 46, 46-63, https://doi.org/10.1177/0047287507302381
42. Putrevu, S. & Lord, K. (1994). Comparative and noncomparative advertising: Attitudinal effects under cognitive and affective involvement conditions, Journal of Advertising, 23, 77-90, https://doi.org/10.1080/00913367.1994.10673443
43. Rahi, S., Ghani, M. A. & Ngah, A. H. (2020). Factors propelling the adoption of internet banking: the role of e-customer service, website design, brand image and customer satisfaction, International Journal of Business Information Systems, 33(4), 549-569, https://doi.org/10.1504/IJBIS.2020.105870
44. Ranganathan, C. & Ganapatthy, S. (2002). Key dimensions of business to consumer web sites, Information and Management, 39, 457-465, https://doi.org/10.1016/S0378-7206(01)00112-4
45. Reynolds, K. & Beatty, S. (1999). Customer benefits and company consequences of customer-salesperson relationships in retailing, Journal of Retailing, 75(1), 11-32, https://doi.org/10.1016/S0022-4359(99)80002-5
46. Sama, R. & Trived, J. P. (2019). Factors affecting consumers’ loyalty towards halal cosmetics: an emerging market perspective, International Journal of Business and Emerging Markets, 11(3), 254-273, https://doi.org/10.1504/IJBEM.2019.102655
47. Samar, S., Ghani, M. & Alnaser, F. (2017). Predicting customer’s intentions to use internet banking: the role of technology acceptance model (TAM) in e-banking, Management Science Letters, 7(11), 513–524, https://doi.org/10.5267/j.msl.2017.8.004
48. Sancak, M. (2023). The role of customer satisfaction between service quality in food and beverage industry and brand loyalty and brand image, MANAS Sosyal Araştırmalar Dergisi, 12(1),https://doi.org/10.33206/mjss.1183805
49. Santos, J. (2003). E-service quality: a model of virtual service quality dimension, Managing Service Quality, 13 (3), 233–246, https://doi.org/10.1108/09604520310476490
50. Sarıtaş, E. (2024). Evaluation of website service determinants within the framework of customer engagement, Yaşar Üniversitesi E- Dergisi, 19(74), 201-220, https://doi.org/10.19168/jyasar.1384010
51. Sastika, W., Suryawardani, B. & Hanifa, F. H. (2016). Analysis of website quality, brand awareness on trust and its impact on customer loyalty, In 2016 Global Conference on Business, Management and Entrepreneurship (472-478), Atlantis Press.
52. Sevim, N. (2018). The effect of e-service quality, e-trust and e-satisfaction on formation online customer loyalty, Business & Management Studies:An Interntional Journal, 6(1), 107-127, https://doi.org/10.15295/bmij.v6i1.215
53. Shin, J. I., Chung, K. H., Oh, J. S. & Lee, C. W. (2013). The effect of site quality on repurchase intention in Internet shopping through mediating variables: The case of university students in South Korea, International Journal of Information Management, 33 (3), 453-463, https://doi.org/10.1016/j.ijinfomgt.2013.02.003
54. Stinglingh, M. (2014). Service quality framework for the South African revenue service from the perspective of the tax practitioner, Public Relations Review, 40 (2), 240-250
55. Suryani, T., Fauzi, A. A. & Nurhadi, M. (2020). The determinant of website quality and e-service quality at SME in Indonesia, Journal Manajemendan Kewirausahaan, 22 (2), 131-141
56. Surya, A. P. & Kurniawan, A. (2021). The effect of product quality and perceived price on customer satisfication and loyalty: study on halal cosmetic products in Indonesia, International Journal of Economics, Business and Management Research, 5 (04), 1-17, https://doi.org/ 10.48024/ijgame2.v4i2.147
57. Tan, P., Rasoolimanesh, M. & Manickam, G. (2022). How corporate social responsibility affects brand equity a How corporate social responsibility affects brand equity and loyalty? A comparison between private and public universities, Heliyon, 8(4), e09266, https://doi.org/10.1016/j.heliyon.2022.e09266
58. Taylor, S. & Baker, T. (1994). An assessment of the relationship between quality and customer satisfaction in the formation of consumers’ purchase intentions, Journal of Retailing, 70 (2), 163-178
59. Thorbjornsen, H. & Supphellen, M. (2003). The impact of brand loyalty on website usage, Brand Management, 11 (3), 199-208
60. Tsao, W. C. & Tseng, Y. L. (2011). The impact of electronic service quality on online shopping behaviour, Total Quality Management & Business Excellence, 22 (9), 1007-1024
61. Tsao, W. C., Hsieh, M. T. & Lin, T. M. Y. (2016). Intensifying online loyalty! The power of website quality and the perceived value of consumer/seller relationship, Industrial Management & Data Systems, 116 (9), 1987–2010. https://doi.org/10.1108/IMDS-07-20 15-0293
62. Tuik (2023). https://data.tuik.gov.tr/Bulten/Index?p=Hanehalki-Bilisim-Teknolojileri-(BT)-Kullanim-Arastirmasi-2023.
63. Udo, G. J., Bagchı, K. K. & Kirs, P. J. (2010). An assessment of customers’ e-service quality perception, satisfaction and intention, International Journal of Information Management, 30(6), 481–492, https://doi.org/10.1016/j.ijinfomgt.2010.03.005
64. Ülen, M. (2024). A literatüre evaluation on e-service quality and variables affecting e-service quality of website: Tourism sector, Bucak İşletme Fakültesi Dergisi, 7(1), 50-57
65. Oliver, R. L. (1999). Whence consumer loyalty?, The Journal of Marketing, 63, 33-44, https://doi.org/10.1177/00222429990634s105
66. Wilson, N., Keni, K. & Tan, P. H. P. (2019). The effect of website design quality and service quality on repurchase intention in the e-commerce industry: A cross-continental analysis, Gadjah Mada International Journal of Business, 21(2), 187- 222, https://doi.org/ 10.22146/gamaijb.33665
67. Wolfinbarger, M. & Gilly, M. (2003). e-TailQ: Dimensionalizing, measuring and predicting e-tail quality, Journal of Retailing, 27, 183-198.
68. Yıldız, S. (2018). Factors that effecting electronic service brand equity: An application on electronic service customer, Global Journal of Economics and Business Studies, 7(14), 170-185.
69. Zeithaml, V., Parasuraman, A. & Malhorta, A. (2000). A conceptual framework for understanding e-service quality, implications for future research and managerial practice. No. 00-115, Marketing Science Institute (MSI).
70. Zhang, X. & Prybutok, V. R. (2005). A consumer perspective of e-service quality, IEEE Transactions on Engineering Management, 52 (4), 461–477, https://doi.org/10.1109/TEM.2005.856568