A RESEARCH ON THE IMPACT THE SERVICE QUALITY DIMENSIONS OF OMNI-CHANNEL RETAILING ON CUSTOMER LOYALTY: THE CASE OF DEFACTO

Abstract

Service quality is seen as the basic retail strategy in creating customer loyalty and becomes important in the context of omni-channel retailing that emerges in today's retail environments. The aim of this study is to investigate the influence of service quality dimensions of omni-channel retailing in the retail apparel sector on customer loyalty by means of PLS-Sem and to make some managerial implications in order to increase the service quality of omni-channel retailing businesses operating in the apparel sector in line with the obtained modeling results. The research universe consists of customers who live in Bursa and make purchases at least once from the Defacto brand, which is one of the pioneers of omni-channel retailing in the sector. The data were collected by an online questionnaire. The convenience sampling method was used in the research. PLS-Sem was used to test the research hypotheses. As a result of the research, it was determined that efficiency, fulfillment / reliability and integration dimensions of service quality have a significant effect on customer loyalty.

Keywords

• Omni-Channel Retailing
• Service Quality
• Retail Sector
• Customer Loyalty
• PLS-Sem

BÜTÜNLEŞİK KANALLI PERAKENDECİLİĞİN HİZMET KALİTESİ BOYUTLARININ MÜŞTERİ BAĞLILIĞI ÜZERİNDEKİ ETKİSİ ÜZERİNE BİR ARAŞTIRMA: DEFACTO ÖRNEĞİ

Öz

Hizmet kalitesi müşteri bağlılığı oluşturmada temel perakende strateji olarak görülmekte ve günümüz perakende ortamlarında ortaya çıkan bütünleşik kanallı perakendecilik bağlamında da önemli hale gelmektedir. Bu çalışmanın amacı, perakende giyim sektöründe bütünleşik kanallı perakendeciliğin hizmet kalitesi boyutlarının müşteri bağlılığı üzerindeki etkisini araştırmak ve giyim sektöründe faaliyet gösteren bütünleşik kanallı perakende işletmelerine hizmet kalitesini artırmak adına bazı yönetimsel çıkarımlarda bulunmaktır. Araştırma evrenini, Bursa ilinde yaşayan ve sektöründe bütünleşik kanallı perakendeciliğin öncülerinden olan Defacto markasından en az bir kez satın alma yapan müşteriler oluşturmaktadır. Veriler online olarak oluşturulan anket formu ile toplanmıştır. Araştırmada kolayda örnekleme yöntemi kullanılmıştır. Araştırma hipotezlerinin test edilmesinde PLS-Sem’den yararlanılmıştır. Araştırma sonucunda hizmet kalitesi boyutlarından verimlilik, yerine getirme / güvenilirlik ve entegrasyon boyutlarının müşteri bağlılığı üzerinde önemli bir etkiye sahip olduğu tespit edilmiştir.

Anahtar Kelimeler

• Bütünleşik Kanallı Perakendecilik
• Hizmet Kalitesi
• Perakende Sektörü
• Müşteri Bağlılığı
• PLS-Sem

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