Mobil Alışverişlerde Algılanan Hizmet Kalitesinin Müşteri Memnuniyeti, Tekrar Satın Alma Niyeti ve Tavsiye Etme Niyeti Üzerindeki Etkisinin İncelenmesi

Yıl 2023, , 161 - 177, 30.03.2023

Buket Bora Semiz

https://doi.org/10.11616/asbi.1205669

Cited By: 1

Öz

Bu çalışmanın amacı, mobil alışverişlerde hizmet kalitesinin müşteri memnuniyeti, müşteri memnuniyetinin de tekrar satın alma niyeti ve tavsiye etme niyeti üzerindeki etkisinin incelenmesidir. Bu bağlamda 18.05.2022- 25.06.2022 tarihleri arasında Google Formlar aracılığıyla çeşitli sosyal medya kanallarında linkler dağıtılarak daha önce mobil alışveriş yapmış 18 yaş ve üzeri 503 katılımcıdan kolayda örnekleme yöntemiyle veri toplanmıştır. SPSS ve AMOS paket programları aracılığıyla analizler gerçekleştirilmiştir. Araştırma sonucuna göre, katılımcılar ayda birkaç kez mobil alışveriş yapmakta ve en çok Trendyol uygulamasını kullanmaktadır. Yapısal eşitlik modellemesi sonucunda da algılanan hizmet kalitesinin algılanan kullanım kolaylığı, güven ve müşteri hizmetleri boyutlarının müşteri memnuniyeti üzerinde etkisinin olduğu, müşteri memnuniyetinin ise tavsiye etme niyeti ve tekrar satın alma niyeti üzerinde etkisi olduğu görülmüştür.

Anahtar Kelimeler

Mobil alışveriş, algılanan hizmet kalitesi, müşteri memnuniyeti, tekrar satın alma niyeti, tavsiye etme niyeti., Mobile shopping, perceived service quality, customer satisfaction, repurchase intention, recommendation intent.

Investigation of The Effect of Perceived Service Quality in Mobile Shopping on Customer Satisfaction, Repurchase Intention and Recommendation Intent

Öz

This study examines the effect of service quality on customer satisfaction and customer satisfaction on repurchase intention and recommendation intent in mobile shopping. In this context, between 18.05.2022 and 25.06.2022, data were collected by convenience sampling method from 503 participants aged 18 and over who had done mobile shopping before by distributing links on various social media channels via Google Forms. SPSS and AMOS package programs were used for the analyses made in the research context. According to the research results, the participants do mobile shopping several times a month and mostly use the Trendyol application. As a result of structural equation modeling, it was seen that the dimensions of perceived service quality, perceived ease of use, security, and customer service affected customer satisfaction. In contrast, customer satisfaction affected the intention to recommend and repurchase intent.

Anahtar Kelimeler

Mobile shopping, perceived service quality, customer satisfaction, repurchase intention, recommendation intent., Mobile shopping, perceived service quality, customer satisfaction, repurchase intention, recommendation intent.

Kaynakça

• Agrebi, S. ve Jallais, J. (2015), Explain The İntention to Use Smartphones For Mobile Shopping. Journal of Retailing and Consumer Services, 22, s. 16-23.
• Amin, M., Rezaei, S., ve Abolghasemi, M. (2014), User Satisfaction with Mobile Websites: The Impact of Perceived Usefulness (PU), Perceived Ease Of Use (PEOU) and Trust. Nankai Business Review International, 5(3), s. 258-274.
• Amoako, G. K. (2022), Customer satisfaction: Role of Customer Service, Innovation, and Price in the Laundry Industry in Ghana. Journal of African Business, 23(1), s. 146-164.
• Anderson, R.E., ve Srinivasan, S.S. (2003), E-Satisfaction and E-Loyalty: A Contingency Framework. Psychology & Marketing, 20, s. 123–138.
• Arlı, E. (2013). Marina İşletmeciliğinde İlişkisel Pazarlama Uygulamalarının Tekrar Satın Alma Niyeti, Tavsiye Etme Niyeti ve Memnuniyet Üzerindeki Etkisi. Anatolia: Turizm Araştırmaları Dergisi, 23 (1), s. 19- 32.
• Ashley, C., ve Leonard, H. A. (2009), Betrayed by The Buzz? Covert Content and Consumer-Brand Relationship. Journal of Public Policy & Marketing, 28(2), s. 212–220.
• Barnes, S. J., ve Vidgen, R. T. (2002), An Integrative Approach to The Assessment of e-Commerce Quality. Journal of Electronic Commerce Research, 3(3), s. 114-127.
• Başkol, M. (2016), E-Perakende Hizmet Kalitesinin Tekrar Satın Alma Üzerindeki Etkileri. Business and Economics Research Journal, 7(4), s. 107-121.
• Bauer, H. H., Falk, T., ve Hammerschmidt, M. (2006), eTransQual: A Transaction Process-Based Approach for Capturing Service Quality in Online Shopping. Journal of Business Research, 59(7), s. 866-875.
• Bayram, N. (2010). Yapısal Eşitlik Modellemesine Giriş AMOS Uygulamaları. İstanbul: Ezgi Kitabevi.
• Boz, H. (2022). Sosyal Bilimlerde Bilimsel Araştırma Süreci. Sosyal Bilimlerde Araştırma Yöntemleri: Yeni Perspektifler, Ankara: Seçkin Yayıncılık.
• Burton C. ve Scott C. (2003), Challenges for the 21st Century. International Journal of Arts Management, 5(2), s. 56-68.
• Calif. D. H. S. (1987), Waste Audit Study: Automotive Repairs. Prepared by Wesley M. Toy, P.E. Saratoga, Calif., for the California Department of Health Services, Toxic Substances Control Division, Alternative Technology Section,s. 131-142.
• Chong, A. Y. L., Chan, F. T. ve Ooi, K. B. (2012), Predicting Consumer Decisions to Adopt Mobile Commerce: Cross Country Empirical Examination Between China And Malaysia. Decision Support Systems, 53(1), s. 34-43.
• Collier, J. E., ve Bienstock, C. C. (2006), Measuring Service Quality in e-Retailing. Journal of Service Research, 8(3), s. 260– 275.
• Compeau, D. R. ve Higgins, C. A. (1995), Computer Self-Efficacy: Development of a Measure Initial Test. MIS Quarterly, 19(2), s. 189-211.
• Cristobal, E., Flavian, C. ve Guinaliu, M. (2007), Perceived e‐Service Quality (Pesq): Measurement Validation snd Effects on Consumer Satisfaction snd Web Site Loyalty. Managing Service Quality: An International Journal, 17(3), s. 317-340.
• Davis, F.D. (1989), Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology, MIS Quarterly, 13 (3), s. 319-340.
• Della Prisanti, M. (2017), Pengaruh E-Service Quality Dan E-Trus Terhadap E-Customer Satisfaction Serta Implikasinya Terhadap Ecustomer Loyalty, Journal of Business Studies, 2(1), s. 19-38.
• DeLone, W. H. ve McLean, E. R. (2003), The DeLone and McLean Model of Information Systems Success: A Ten-Year Update, Journal of Management Information Systems, 19(4), s.9-30.
• Deng, Z., Lu, Y., Wei, K.K. ve Zhang, J. (2010), Understanding Customer Satisfaction and Loyalty: An Empirical Study of Mobile Instant Messages in China. International Journal of Information Management, 30 (4), s. 289-300.
• Ding, D. X., Hu, P. J. H. ve Sheng, O. R. L. (2011), e-SELFQUAL: A Scale for Measuring Online Self-Service Quality. Journal of Business Research, 64(5), s. 508-515.
• Doğan, H., ve Burucuoğlu, M. (2018). Tüketicilerin mobil bankacılık hizmet kalitesi algıları ve tekrar kullanma niyetleri: Ampirik bir araştırma. Uluslararası Yönetim İktisat ve İşletme Dergisi, 14(4), 1183-1198.
• Düger, Y. S. ve Kahraman, H. (2017), Online Alışverişte Hizmet Kalitesinin Ve Algılanan Değerin Müşteri Memnuniyeti İle Tekrar Satın Alma Niyeti Üzerindeki Etkisi. Journal of International Social Research, 10(54), s. 819-826.
• Fang, J., George, B., Shao, Y., ve Wen, C. (2016), Affective and Cognitive Factors Influencing Repeat Buying in e-Commerce. Electronic Commerce Research and Applications, s. 19, 44-55.
• Fornell, C. & Larcker, D.F. (1981), Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), s. 39–50.
• Gökalp, F. (2014), Lojistik Hizmeti Sağlayan İşletmelerde Mali Performansı Etkileyen Performans Ölçütlerinin Belirlenmesi: Bir Uygulama. Girişimcilik ve Kalkınma Dergisi, 9(1), s. 211-231.
• Göktaş, L. S. ve Ülkü, A. (2021), Müzedeki Hizmet Kalitesi Algısının Tekrar Ziyaret Etme Ve Tavsiye Etme Niyeti Üzerindeki Etkisi. Avrasya Turizm Araştırmaları Dergisi, 2(2), s. 42-53.
• Groß, M. (2016), Impediments to Mobile Shopping Continued Usage Intention: A Trust-Risk-Relationship. Journal of Retailing and Consumer Services, 33, s. 109-119.
• Harrison P. ve Shaw R. (2004), Consumer Satisfaction and Post-purchase Intentions: An Exploratory Study of Museum Visitors, International Journal of Arts Management, 6(2), s. 23-32.
• Hsieh, C. M. (2010), Roles of Motivations, Past Experience, Perceptions of Service Quality, Value and Satisfaction in Museum Visitors’ Loyalty. Dissertation, Michigan State University, Michigan, ABD.
• Huo Y. ve Miller D. (2007), Satisfaction Measurement of Small Tourism Sector (Museum): Samoa. Asia Pacific Journal of Tourism Research, 12(2), s. 103-117.
• https://www.eticaret.gov.tr/dnnqthgzvawtdxraybsaacxtymawm/content/FileManager/Dosyalar/2021%20Y%C4%B1l%C4%B1%20E-Ticaret%20B%C3%BClteni.pdf, (Erişim Tarihi, 30.12.2022).
• https://fintechtime.com/tr/2021/12/mobil-e-ticarette-lider-konuma-geldi/, (Erişim Tarihi: 01.08.2022).
• https://www.ideasoft.com.tr/haberler/2018-kobi-e-ticaret-raporuna-gore-4-milyonun-uzerinde-siparis-verildi/, (Erişim Tarihi: 07.08.2022).
• https://www.iyzico.com/blog/iyzico-2020-online-alisveris-raporu/, (Erişim Tarihi: 08.01.2021).
• https://oplog.com.tr/2019-e-ticaret-istatistikleri/, (Erişim Tarihi: 12.12.2020).
• Jahanshahi, A. A., Gashti, M. A. H., Mirdamadi, S. A., Nawaser, K. ve Khaksar, S. M. S. (2011), Study The Effects of Customer Service and Product Quality on Customer Satisfaction and Loyalty. International Journal of Humanities and Social Science, 1(7), s. 253-260.
• Kalinic, Z., ve Marinkovic, V. (2016). Determinants of Users’ Intention to Adopt MCommerce: An Empirical Analysis. Information Systems and E-Business Management, 14(2), 367-387.
• Karadeniz, M. ve Işık, M. (2014), Lojistik Hizmet Kalitesi ile Müşteri Memnuniyeti İlişkisi: E-Ticaret Üzerine Bir Araştırma. İstanbul Journal of Social Sciences, 7, s. 1-24.
• Kuo, Y. F. ve Wu, C. M. (2012), Satisfaction and Post-Purchase Intentions with Service Recovery of Online Shopping Websites: Perspectives on Perceived Justice and Emotions, International Journal of Information Management, 32 (2), s. 127-138.
• Lee, F. H., ve Wu, W. Y. (2011), Moderating Effects of Technology Acceptance Perspectives on e-Service Quality Formation: Evidence from Airline Websites in Taiwan. Expert Systems with Applications, 38(6), S. 7766-7773.
• Leverin, A. ve Liljander, V. (2006), Does Relationship Marketing Improve Customer Relationship Satisfaction and Loyalty?, International Journal of Bank Marketing, 24 (4), s. 232-251.
• Lin, Y., Luo, J., Cai, S., Ma, S., ve Rong, K. (2016). Exploring The Service Quality In The E-Commerce Context: A Triadic View. Industrial Management & Data Systems, 388-415.
• Liu, X. He, M., Gao, F., ve Xie, P. (2008), An Empirical Study of Online Shopping Customer Satisfaction in China: A Holistic Perspective. International Journal of Retail & Distribution Management, 36 (11), s. 919-940.
• Loiacono, E., Chen, D., ve Goodhue, D. (2002), WebQual TM Revisited: Predicting The Intent to Reuse a Web Site. AMCIS 2002 Proceedings, s. 46.
• Meydan, C. H. ve Şeşen, H. (2011). Yapısal Eşitlik Modellemesi AMOS Uygulamaları. Ankara: Detay Yayıncılık.
• Morgan, N. A. ve Rego, L. L. (2006), The Value of Different Customer Satisfaction and Loyalty Metrics in Predicting Business Performance. Marketing Science, 25(5), s. 426-439.
• Mowen, John C. ve Minor, M. (2002). Perilaku Konsumen. Jakarta: Erlangga.
• Oliver, R. L., ve Swan, J. E. (1989). Equity and Disconfirmation Perceptions as Influences on Merchant and Product Satisfaction. Journal of Consumer Research, 16(3), s. 372-383.
• Özgül, E., Börühan, G. ve Tek, Ö. B. (2017), Özel Alışveriş Sitelerinde Siparişlerin Yerine Getirilmesinde Lojistik Hizmet Kalitesinin Müşteri Memnuniyetine Etkisi. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 19(4), s. 629-664.
• Pantano, E. ve Priporas, C. V. (2016), The Effect of Mobile Retailing on Consumers’ Purchasing Experiences: A Dynamic Perspective, Computers in Human Behavior, 61(1), s. 548–555.
• Pasharibu, Y., Paramita, E. L. ve Fevrianto, S. (2018), Price, Service Quality and Trust on Online Transportation Towards Customer Satisfaction, Jurnal Ekonomi dan Bisnis, 21(2), s. 240-264.
• Prud’homme, B. ve Raymond, L. (2013), Sustainable Development Practices in The Hospitality Industry: An Empirical Study of Their Impact on Customer Satisfaction and Intentions, International Journal of Hospitality Management, 34, s. 116-126.
• Revels, J., Tojib, D. ve Tsarenko, Y. (2010), Understanding Consumer Intention to Use Mobile Services, Australasian Marketing Journal, 18 (2), s.74-80.
• Sari, F. M. ve Kustijana, D. H. (2012), Pengaruh Persepsi Kualitas Produk, Persepsi Kualitas Pelayanan Dan Trust Pada Kepuasan Konsumen Di Perusahaan Taksi PT Kosti Solo. Fokus Manajerial, 11(2), s. 183-194.
• Schermelleh, E.K., Moosbrugger, H. ve Müler, H. (2003), Evaluating The Fit of Structural Equation Models: Tests of Significance and Descriptive Goodness-of-Fit Measures, Methods of Psychological Research Online, 8(2), s. 23-74.
• Semiz, B. B. (2022). Tüketicilerin Mobil Uygulamalara Yönelik Memnuniyetlerini Etkileyen Faktörlerin Belirlenmesi: Z Kuşağı Üzerine Bir Araştırma. İnsan ve Toplum Bilimleri Araştırmaları Dergisi, 11(1), 63-89.
• Sheng, T. ve Liu, C. (2010). An Empirical Study on The Effect of e‐Service Quality on Online Customer Satisfaction and Loyalty. Nankai Business Review İnternational, 1 (3), s. 273-283.
• Szucs, K., Nagy, A., Kemény, I. ve Simon, J. (2020), Relationshipbetween Customer Satisfaction and The Recommendation and Repurchase Intention Inonline Shopping Environment. Proceedings of the European Marketing Academy, 49th, (64118).
• Susilo, H., Haryono, A. T. ve Mukeri, M. (2018), Analisis Pengaruh Harga, Kualitas Pelayanan, Promosi, Dan Kepercayaan Terhadap Kepuasan Konsumen Dengan Keputusan Berkunjung Sebagai Variabel İntervening Di Hotel Amanda Hills Bandungan, Journal of Management, 4(4), s. 1–20.
• Susskind, A. M., Kacmar, K. M. ve Borchgrevink, C. P. (2003), Customer Service Providers' Attitudes Relating to Customer Service And Customer Satisfaction in The Customer-Server Exchange. Journal of Applied Psychology, 88(1), s. 179.
• Sütütemiz, N. (2005). Müşteri Sadakati Belirleyicileri ve Modellerinin Karşılaştırılması: Bankacılık ve Sağlık Sektöründe Bir Araştırma, Doktora Tezi, Sakarya Üniversitesi, Sakarya.
• Tabachnick, B.G. ve Fidell, L.S. (2001). Using Multivariate Statistics, Boston: Allyn & Bacon.
• Tandon, U., Kiran, R. ve Sah, A. N. (2016), Analysing The Complexities of Website Functionality, Perceived Ease of Use and Perceived Usefulness on Customer Satisfaction of Online Shoppers in India. International Journal of Electronic Marketing and Retailing, 7(2), s. 115-140.
• Tobagus, A. (2018), Pengaruh E-Service Quality Terhadap E-Satisfaction Pada Pengguna Di Situs Tokopedia, Agora, 6(1), s.1-10.
• Tu, C. C., Fang, K., ve Lin, C. Y. (2012). Perceived ease of use, trust, and satisfaction as determinants of loyalty in e-auction marketplace. Journal of Computers, 7(3), 645-652.
• Udo, G. J., Bagchi, K. K. ve Kirs, P. J. (2010), An Assessment of Customers’ e-Service Quality Perception, Satisfaction and Intention. International Journal of Information Management, 30(6), s. 481-492.
• Widiaputri, Y. S., Suharyono, S. ve Bafadhal, A. S. (2018), Pengaruh E-Service Quality Terhadap Perceived Value Dan ECustomer Satisfaction (Survei Pada Pelanggan Go-Ride Yang Menggunakan Mobile Application Go-Jek Di Kota Malang). Jurnal Administrasi Bisnis, 61(1), s. 1-10.
• Wetsch, L.R. (2005, Trust, Satisfaction and Loyalty in Customer Relationship Management An Application of Justice Theory. Journal of Relationship Marketing, 4 (3/4), s. 29.
• Wolfinbarger, M. ve Gilly, M. C. (2003), Etailq: Dimensionalizing, Measuring and Predicting Etail Quality. Journal of Retailing, 79(3), s. 183–198.
• Yapraklı, T. S., Kacer, Z. ve Ünalan, M. (2018). Mobil Alışveriş Uygulamalarının Kullanımını Etkileyen Faktörler ve Bu Faktörlerin Memnuniyet Ve Kullanma Niyeti Üzerindeki Etkisi. Pressacademia Procedia, 7(1), 306-310.
• Yoo, B. ve Donthu, N. (2001), Developing a Scale to Measure The Perceived Quality of An Internet Shopping Site (SITEQUAL). Quarterly Journal of Electronic Commerce, 2(1), s. 31-45.
• Zeithaml, V. A., Parasuraman, A. ve Malhotra, A. (2002), Service Quality Delivery Through Web Sites: A Critical Review of Extant Knowledge. Journal of The Academy of Marketing Science, 30(4), s. 362-375.
• Zhou, T. (2011), Examining The Critical Success Factors of Mobile Website Adoption. Online Information Review, 35 (4), s. 636-652.
• Zhu, Q., Yin, H., Liu, J. & Lai, K. H. (2014). How is employee perception of organizational efforts in corporate social responsibility related to their satisfaction and loyalty towards developing harmonious society in Chinese enterprises?. Corporate Social Responsibility and Environmental Management, 21(1), 28-40.