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ONLINE HİZMET KALİTESİNİ ETKİLEYEN FAKTÖRLER VE ONLİNE HİZMET KALİTESİ ALGISININ PANDEMİ ÖNCESİ VE PANDEMİ SÜRESİNCE KARŞILAŞTIRILMASI: BİR ARAŞTIRMA

Year 2023, Volume: 21 Issue: 50, 987 - 1016, 20.10.2023
https://doi.org/10.35408/comuybd.1224492

Abstract

İnternetin hızla gelişerek gündelik hayatın önemli bir parçası olması, pazarların giderek daha küresel bir hale gelmesi ve Covid-19 pandemisinin insan hayatını derinden etkileyerek alışveriş alışkanlıklarını değiştirmeye zorlaması, tüketicilerin internet üzerinden alışverişi daha fazla tercih etmelerine neden olmuştur. İşletmelerin de bu yeni teknolojilere uyum sağlayarak internet ortamındaki faaliyetlerini gerek geleneksel satış ve pazarlama aktivitelerini desteklemeleri, gerekse bu yeni fırsatlardan yararlanarak kendilerine rekabetçi avantaj kazandırmak adına daha fazla kullanmalarına yol açmıştır. Bireylerin gün geçtikçe daha bilinçli tüketiciler haline gelmeleri, işletmelerden daha kaliteli ürün ve hizmetler talep etmelerine neden olmaktadır. Covid-19 pandemi sürecinin yaşanmasıyla birlikte daha önce internet üzerinden hizmet vermeyen birçok işletme internet üzerinden satış yapmaya başlamış, halihazırda internet üzerinde faaliyet gösteren işletmeler ise bu alana daha fazla önem vermeye başlamışlardır. Bu çalışmanın amacı, online alışveriş sitelerinde hizmet kalitesini etkileyen faktörlerin online hizmet kalitesi ve müşteri tatmini üzerindeki etkilerini tespit ederek, online alışveriş siteleri tarafından rekabetçi işletme stratejileri geliştirilmesine destek olmaktır. Ayrıca online alışveriş yapan tüketicilerin online hizmet kalitesi algılarının pandemi öncesi ve pandemi süresince farklılık gösterip göstermediğini tespit etmek de araştırmanın bir diğer hedefidir. Bunun için 981 kişiden anket yoluyla toplanan veriler PLS-SEM yapısal eşitlik modelleme tekniği ve bağımlı örneklem t testi ile analiz edilmiştir. Araştırma sonuçlarına göre güvenilirlik, internet sitesi tasarımı ve güvenlik değişkenlerinin online hizmet kalitesi ve müşteri tatminini olumlu yönde etkilediği bulunmuştur. Online alışveriş yapan bireylerin alışveriş yaptıkları internet sitelerinin pandemi öncesi ve pandemi esnasındaki online hizmet kaliteleri karşılaştırıldığında ise istatistiksel olarak anlamlı bir fark olduğu gözlemlenmiştir. Araştırma bulguları doğrultusunda online ortamda faaliyet gösteren işletmelere önerilerde bulunulmuştur.

References

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  • 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, 866-875.
  • Blut, M. (2016). E-Service Quality: Development of a Hierarchical Model. Journal of Retailing, 92 (4), 500-517.
  • Bressolles, G., Durrieu, F. ve Senecal, S. (2014). A Consumer Typology Based on E-Service Quality and E-Satisfaction. Journal of Retailing and Consumer Services, 21, 889-896.
  • Cai, S. ve Jun, M. (2003). Internet Users’ Perceptions of Online Service Quality: A Comparison of Online Buyers and Information Searchers. Managing Service Quality, 13 (6), 504-519. Carr, C. L. (2002). A Psychometric Evaluation of the Expectations, Perceptions, and Difference-Scores Generated by the IS-Adapted SERVQUAL Instrument. Decision Sciences, 33 (2), 281-296.
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  • Kalkan, P. (2021). Pandemi Ekonomisinin İnternet Alışverişine Etkilerinin Analizi, Sosyal, Beşeri ve İdari Bilimler Dergisi, 4 (8), 740-758.
  • Kaynama, S. A. ve Black, C. I. (2000). A Proposal to Assess the Service Quality of Online Travel Agencies: An Exploratory Study. Journal of Professional Services Marketing, 21 (1), 63-88.
  • Kim, J. ve Lee, J. (2002). Critical Design Factors for Successful E-Commerce Systems. Behaviour & Information Technology, 21 (3), 185-199.
  • Kim, S. ve Stoel, L. (2004). Apparel Retailers: Website Quality Dimensions and Satisfaction. Journal of Retailing and Consumer Services, 11, 109-117.
  • Kim, M., Kim, J. H. ve Lennon, S. J. (2006). Online Service Attributes Available on Apparel Retail Web Sites: An E-S-QUAL Approach. Managing Service Quality, 16 (1), 51-77.
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  • Kristensen, K., Martensen, A. ve Gronholdt, L. (1999). Measuring the Impact of Buying Behaviour on Customer Satisfaction. Total Quality Management, 10 (4-5), 602-614.
  • Kuo, Y. F. (2003). A Study on Service Quality of Virtual Community Websites. Total Quality Management, 14 (4), 461-473.
  • Kuo, H. M. ve Chen, C. W. (2011). Application of Quality Function Deployment to Improve the Quality of Internet Shopping Website Interface Design. International Journal of Innovative Computing, Information and Control, 7 (1), 253-268.
  • Lee, G. G. ve Lin, H. F. (2005). Customer Perceptions of E-Service Quality in Online Shopping. International Journal of Retail & Distribution Management, 33 (2), 161-176.
  • Li, H. ve Suomi, R. (2009). A Proposed Scale for Measuring E-service Quality. International Journal of u- and e- Service, Science and Technology, 2 (1), 1-10.
  • Liao, Z. ve Cheung, M. T. (2002). Internet-Based E-Banking and Consumer Attitudes: An Empirical Study. Information & Management, 39, 283-295.
  • Liu, C. ve Arnett, K. P. (2000). Exploring the Factors Associated With Web Site Success in the Context of Electronic Commerce. Information & Management, 38, 23-33.
  • Loiacono, E. T., Watson, R. ve Goodhue, D. L. (2002). WebQual: A Measure of Web Site Quality. Marketing Theory and Applications, 13 (3), 432-438.
  • Madu, C. N. ve Madu, A. A. (2002). Dimensions of E-Quality. International Journal of Quality & Reliability Management, 19 (3), 246-258.
  • Martensen, A., Gronholdt, L. ve Kristensen, K. (2000). The Drivers of Customer Satisfaction and Loyalty: Cross-Industry Findings From Denmark. Total Quality Management, 11 (4-6), 544-553.
  • Negash, S., Ryan, T. ve Igbaria, M. (2003). Quality and Effectiveness in Web-Based Customer Support Systems. Information & Management, 40, 757-768.
  • Oliveira, A., Roth, A. V. ve Gilland, W. (2002). Achieving Competitive Capabilities in E-Services. Technological Forecasting & Social Change, 69, 721-739.
  • Parasuraman, A., Zeithaml, V. A. ve Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49 (4), 41-50.
  • Parasuraman, A., Zeithaml, V. A. ve Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64 (1), 12-40.
  • Parasuraman, A. ve Grewal, D. (2000). The Impact of Technology on the Quality-Value-Loyalty Chain: A Research Agenda. Journal of the Academy of Marketing Science, 28 (1), 168-174. Parasuraman, A., Zeithaml, V. A. ve Malhotra, A. (2005). E-S-QUAL: A Multiple-Item Scale for Assessing Electronic Service Quality. Journal of Service Research, 7 (3), 213-233.
  • Pitt, L. F., Watson, R. T. ve Kavan, C. B. (1997). Measuring Information Systems Service Quality: Concerns for a Complete Canvas. MIS Quarterly, 209-221.
  • Pradana, B. P. (2022). Investigating the Repurchase Intention of E-Commerce Users From Service Quality and Expectation-Confirmation Theory Perspectives. Jurnal Informasi dan Teknologi, 4 (3), 127-135.
  • Ramirez-Hurtado, J. M., Hernandez-Diaz, A. G., Lopez-Sanchez, A. D. ve Perez-Leon, V. E. (2021). Measuring Online Teaching Service Quality in Higher Education in the Covid-19 Environment. International Journal of Environmental Research and Public Health, 18, 1-14.
  • Ranganathan, C. ve Grandon, E. (2002). An Exploratory Examination of Factors Affecting Online Sales. Journal of Computer Information Systems, 42 (3), 87-93.
  • Rezaei, S. (2015). Segmenting Consumer Decision-Making Styles (CDMS) Toward Marketing Practice: A Partial Least Squares (PLS) Path Modeling Approach. Journal of Retailing and Consumer Services, 22, 1-15.
  • Ruanguttamanun, C. ve Peemanee, J. (2022). Causal Relationship Between E-Service Quality, Online Trust and Purchase Intentions on Lazada Group, An Asia’s Leading E-Commerce Platform. Journal of Distribution Science, 20 (1), 13-26.
  • Santos, J. (2003). E-service Quality: A Model of Virtual Service Quality Dimensions. Managing Service Quality, 13 (3), 233-246.
  • Sarstedt, M., Ringle, C. M. ve Hair, J. M. (2017). Partial Least Squares Structural Equation Modeling. Handbook of Market Research, 1-40.
  • Sharma, N. (2018). Developing and Validating an Instrument for Measuring Online Service Quality in the Tourism Sector. IUP Journal of Management Research, 17 (1), 38-70.
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Year 2023, Volume: 21 Issue: 50, 987 - 1016, 20.10.2023
https://doi.org/10.35408/comuybd.1224492

Abstract

References

  • Ahmad, A. ve Khan, M. N. (2017). Developing a Website Service Quality Scale: A Confirmatory Factor Analytic Approach. Journal of Internet Commerce, 16 (1), 104-126.
  • Ali, H. (2019). Measurement of E-Services Quality: An Empirical Study of University of Bahrain. Education and Information Technologies, 24 (3), 1907-1924.
  • Ali, F., Rasoolimanesh, S. M., Sarstedt, M., Ringle, C. M. ve Ryu, K. (2018). An Assessment of the Use of Partial Least Squares Structural Equation Modeling (PLS-SEM) in Hospitality Research. International Journal of Contemporary Hospitality Management, 30 (1), 514-538.
  • Al-Dweeri, R. M., Obeidat, Z. M., Al-Dwiry, M. A., Alshurideh, M. T. ve Alhorani, A. M. (2017). The Impact of E-Service Quality and E-Loyalty on Online Shopping: Moderating Effect of E-Satisfaction and E-Trust. International Journal of Marketing Studies, 9 (2), 92-103.
  • Anderson, C. J. ve Gerbing, D. W. (1988). Structural Equation Modeling in Practice: A Review and Recommended Two-Step Approach. Psychological Bulletin, 103 (3), 411-423.
  • Barnes, S. J. ve Vidgen, R. (2001). An Evaluation of Cyber-Bookshops: The WebQual Method, International Journal of Electronic Commerce, 6 (1), 11-30.
  • 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, 866-875.
  • Blut, M. (2016). E-Service Quality: Development of a Hierarchical Model. Journal of Retailing, 92 (4), 500-517.
  • Bressolles, G., Durrieu, F. ve Senecal, S. (2014). A Consumer Typology Based on E-Service Quality and E-Satisfaction. Journal of Retailing and Consumer Services, 21, 889-896.
  • Cai, S. ve Jun, M. (2003). Internet Users’ Perceptions of Online Service Quality: A Comparison of Online Buyers and Information Searchers. Managing Service Quality, 13 (6), 504-519. Carr, C. L. (2002). A Psychometric Evaluation of the Expectations, Perceptions, and Difference-Scores Generated by the IS-Adapted SERVQUAL Instrument. Decision Sciences, 33 (2), 281-296.
  • Cho, N. ve Park, S. (2001). Development of Electronic Commerce User-Consumer Satisfaction Index (ECUSI) for Internet Shopping. Industrial Management & Data Systems, 101 (8), 400-405.
  • Coşkun, R., Altunışık, R., Bayraktaroğlu, S. ve Yıldırım, E. (2015). Sosyal Bilimlerde Araştırma Yöntemleri, 8. b. Sakarya: Sakarya Yayıncılık.
  • Cox, J. ve Dale, B. G. (2001). Service Quality and E-Commerce: An Exploratory Analysis. Managing Service Quality, 11 (2), 121-131.
  • Cristobal, E., Flavian, C. ve Guinaliu, M. (2007). Perceived E-Service Quality (PeSQ): Measurement Validation and Effects on Consumer Satisfaction and Web Site Loyalty. Managing Service Quality, 17 (3), 317-340.
  • Cronin, J. J ve Taylor, S. A. (1992). Measuring Service Quality: A Reexamination and Extension. Journal of Marketing, 56 (3), 55-68. Devaraj, S., Fan, M. ve Kohli, R. (2002). Antecedents of B2C Channel Satisfaction and Preference: Validating e-Commerce Metrics. Information Systems Research, 13 (3), 316-333.
  • Dhingra, S., Gupta, S. ve Bhatt, R. (2020). A Study of Relationship Among Service Quality of E-Commerce Websites, Customer Satisfaction, and Purchase Intention. International Journal of E-Business Research, 16 (3), 42-59.
  • Fassnacht, M. ve Koese, I. (2006). Quality of Electronic Services: Conceptualizing and Testing a Hierarchical Model. Journal of Service Research, 9 (1), 19-37.
  • Gounaris, S., Dimitriadis, S. ve Slathakopoulos, V. (2005). Antecedents of Perceived Quality in the Context of Internet Retail Stores. Journal of Marketing Management, 21 (7-8), 669-700.
  • Hair, J. F., Hult, G. T. M., Ringle, C. M. ve Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), Los Angeles: SAGE Publications.
  • Hair, J. F., Risher, J. J., Sarstedt, M. ve Ringle, C. M. (2019). When to Use and How to Report the Results of PLS-SEM. European Business Review, 31 (1), 2-24.
  • Huang, Z., Luo, Y. ve Wang, D. (2018). Online Customer Service Quality of Online Shopping: Evidence From Dangdang.com. Cluster Computing, 22 (6), 15285-15293.
  • Jiang, J. J., Klein, G. ve Carr, C. L. (2002). Measuring Information System Service Quality: SERVQUAL From the Other Side. MIS Quarterly, 26 (2), 145-166.
  • Jun, M. ve Cai, S. (2001). The Key Determinants of Internet Banking Service Quality: A Content Analysis. International Journal of Bank Marketing, 19 (7), 276-291.
  • Jun, M., Yang, Z. ve Kim, D. (2004). Customers’ Perceptions of Online Retailing Service Quality and Their Satisfaction. International Journal of Quality & Reliability Management, 21 (8), 817-840.
  • Kalkan, P. (2021). Pandemi Ekonomisinin İnternet Alışverişine Etkilerinin Analizi, Sosyal, Beşeri ve İdari Bilimler Dergisi, 4 (8), 740-758.
  • Kaynama, S. A. ve Black, C. I. (2000). A Proposal to Assess the Service Quality of Online Travel Agencies: An Exploratory Study. Journal of Professional Services Marketing, 21 (1), 63-88.
  • Kim, J. ve Lee, J. (2002). Critical Design Factors for Successful E-Commerce Systems. Behaviour & Information Technology, 21 (3), 185-199.
  • Kim, S. ve Stoel, L. (2004). Apparel Retailers: Website Quality Dimensions and Satisfaction. Journal of Retailing and Consumer Services, 11, 109-117.
  • Kim, M., Kim, J. H. ve Lennon, S. J. (2006). Online Service Attributes Available on Apparel Retail Web Sites: An E-S-QUAL Approach. Managing Service Quality, 16 (1), 51-77.
  • Koç, E., Yılmaz, Ö. ve Boz, H. (2020). Service Recovery Paradox in Restraint Cultures: An Implementation in Tourism Sector. Journal of Empirical Economics and Social Sciences, 2 (1), 82-91.
  • Kristensen, K., Martensen, A. ve Gronholdt, L. (1999). Measuring the Impact of Buying Behaviour on Customer Satisfaction. Total Quality Management, 10 (4-5), 602-614.
  • Kuo, Y. F. (2003). A Study on Service Quality of Virtual Community Websites. Total Quality Management, 14 (4), 461-473.
  • Kuo, H. M. ve Chen, C. W. (2011). Application of Quality Function Deployment to Improve the Quality of Internet Shopping Website Interface Design. International Journal of Innovative Computing, Information and Control, 7 (1), 253-268.
  • Lee, G. G. ve Lin, H. F. (2005). Customer Perceptions of E-Service Quality in Online Shopping. International Journal of Retail & Distribution Management, 33 (2), 161-176.
  • Li, H. ve Suomi, R. (2009). A Proposed Scale for Measuring E-service Quality. International Journal of u- and e- Service, Science and Technology, 2 (1), 1-10.
  • Liao, Z. ve Cheung, M. T. (2002). Internet-Based E-Banking and Consumer Attitudes: An Empirical Study. Information & Management, 39, 283-295.
  • Liu, C. ve Arnett, K. P. (2000). Exploring the Factors Associated With Web Site Success in the Context of Electronic Commerce. Information & Management, 38, 23-33.
  • Loiacono, E. T., Watson, R. ve Goodhue, D. L. (2002). WebQual: A Measure of Web Site Quality. Marketing Theory and Applications, 13 (3), 432-438.
  • Madu, C. N. ve Madu, A. A. (2002). Dimensions of E-Quality. International Journal of Quality & Reliability Management, 19 (3), 246-258.
  • Martensen, A., Gronholdt, L. ve Kristensen, K. (2000). The Drivers of Customer Satisfaction and Loyalty: Cross-Industry Findings From Denmark. Total Quality Management, 11 (4-6), 544-553.
  • Negash, S., Ryan, T. ve Igbaria, M. (2003). Quality and Effectiveness in Web-Based Customer Support Systems. Information & Management, 40, 757-768.
  • Oliveira, A., Roth, A. V. ve Gilland, W. (2002). Achieving Competitive Capabilities in E-Services. Technological Forecasting & Social Change, 69, 721-739.
  • Parasuraman, A., Zeithaml, V. A. ve Berry, L. L. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. Journal of Marketing, 49 (4), 41-50.
  • Parasuraman, A., Zeithaml, V. A. ve Berry, L. L. (1988). SERVQUAL: A Multiple-Item Scale for Measuring Consumer Perceptions of Service Quality. Journal of Retailing, 64 (1), 12-40.
  • Parasuraman, A. ve Grewal, D. (2000). The Impact of Technology on the Quality-Value-Loyalty Chain: A Research Agenda. Journal of the Academy of Marketing Science, 28 (1), 168-174. Parasuraman, A., Zeithaml, V. A. ve Malhotra, A. (2005). E-S-QUAL: A Multiple-Item Scale for Assessing Electronic Service Quality. Journal of Service Research, 7 (3), 213-233.
  • Pitt, L. F., Watson, R. T. ve Kavan, C. B. (1997). Measuring Information Systems Service Quality: Concerns for a Complete Canvas. MIS Quarterly, 209-221.
  • Pradana, B. P. (2022). Investigating the Repurchase Intention of E-Commerce Users From Service Quality and Expectation-Confirmation Theory Perspectives. Jurnal Informasi dan Teknologi, 4 (3), 127-135.
  • Ramirez-Hurtado, J. M., Hernandez-Diaz, A. G., Lopez-Sanchez, A. D. ve Perez-Leon, V. E. (2021). Measuring Online Teaching Service Quality in Higher Education in the Covid-19 Environment. International Journal of Environmental Research and Public Health, 18, 1-14.
  • Ranganathan, C. ve Grandon, E. (2002). An Exploratory Examination of Factors Affecting Online Sales. Journal of Computer Information Systems, 42 (3), 87-93.
  • Rezaei, S. (2015). Segmenting Consumer Decision-Making Styles (CDMS) Toward Marketing Practice: A Partial Least Squares (PLS) Path Modeling Approach. Journal of Retailing and Consumer Services, 22, 1-15.
  • Ruanguttamanun, C. ve Peemanee, J. (2022). Causal Relationship Between E-Service Quality, Online Trust and Purchase Intentions on Lazada Group, An Asia’s Leading E-Commerce Platform. Journal of Distribution Science, 20 (1), 13-26.
  • Santos, J. (2003). E-service Quality: A Model of Virtual Service Quality Dimensions. Managing Service Quality, 13 (3), 233-246.
  • Sarstedt, M., Ringle, C. M. ve Hair, J. M. (2017). Partial Least Squares Structural Equation Modeling. Handbook of Market Research, 1-40.
  • Sharma, N. (2018). Developing and Validating an Instrument for Measuring Online Service Quality in the Tourism Sector. IUP Journal of Management Research, 17 (1), 38-70.
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Details

Primary Language Turkish
Journal Section Articles
Authors

Onur Öztürk 0000-0003-0403-9933

Publication Date October 20, 2023
Submission Date December 26, 2022
Published in Issue Year 2023 Volume: 21 Issue: 50

Cite

APA Öztürk, O. (2023). ONLINE HİZMET KALİTESİNİ ETKİLEYEN FAKTÖRLER VE ONLİNE HİZMET KALİTESİ ALGISININ PANDEMİ ÖNCESİ VE PANDEMİ SÜRESİNCE KARŞILAŞTIRILMASI: BİR ARAŞTIRMA. Yönetim Bilimleri Dergisi, 21(50), 987-1016. https://doi.org/10.35408/comuybd.1224492

Sayın Araştırmacı;

Dergimize gelen yoğun talep nedeniyle Ekim 2024 sayısı için öngörülen kontenjan dolmuştur, gönderilen makaleler ilerleyen sayılarda değerlendirilebilecektir. Bu hususa dikkat ederek yeni makale gönderimi yapmanızı rica ederiz.

Yönetim Bilimler Dergisi Özel Sayı Çağrısı
Yönetim Bilimleri Dergisi 2024 yılının Eylül ayında “Endüstri 4.0 ve Dijitalleşmenin Sosyal Bilimlerde Yansımaları” başlıklı bir özel sayı yayınlayacaktır.
Çanakkale Onsekiz Mart Üniversitesi Biga İktisadi ve İdari Bilimler Fakültesi tarafından 5-6 Temmuz 2024 tarihlerinde çevrimiçi olarak düzenlenecek olan 4. Uluslararası Sosyal Bilimler Konferansı’nda sunum gerçekleştiren yazarların dergi için ücret yatırmasına gerek olmayıp, dekont yerine Konferans Katılım Belgesini sisteme yüklemeleri yeterli olacaktır.
Gönderilen makalelerin derginin yazım kurallarına uygun olması ve DergiPark sistemi üzerinden sisteme yüklenmesi gerekmektedir. Özel sayı ana başlığı ile ilgisiz makaleler değerlendirmeye alınmayacaktır. Özel sayı için gönderilen makalelerin "Makalemi özel sayıya göndermek istiyorum" kutucuğu işaretlenerek sisteme yüklenmesi gerekmektedir. Özel sayı için gönderilmemiş makalelerin bu sayıya eklenmesi mümkün olmayacaktır.
Özel Sayı Çalışma Takvimi
Gönderim Başlangıcı: 15 Nisan 2024
Son Gönderim Tarihi: 15 Temmuz 2024
Özel Sayı Yayınlanma Tarihi: Eylül 2024

Dergimize göndereceğiniz çalışmalar linkte yer alan taslak dikkate alınarak hazırlanmalıdır. Çalışmanızı aktaracağınız taslak dergi yazım kurallarına göre düzenlenmiştir. Bu yüzden biçimlendirmeyi ve ana başlıkları değiştirmeden çalışmanızı bu taslağa aktarmanız gerekmektedir.
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