E retailing: A Preliminary Look At Turkish Customers Expectations And Satisfaction

Year 2006, Volume: 15 Issue: 1, 283 - 296, 01.03.2006

Vichuda Nui Polatoglu Ayse Hepkul

Abstract

Although Turkey has been facing economic crises over the last few years considerable amount of interest and resources has been devoted towards the utilization of the Internet Despite an enthusiastic reception for Internet retailing as a new channel e retailing does not seem to perform as expected This exploratory study examines Turkish customers’ expectations and satisfaction with online purchasing in order to understand online customers better Various recommendations are offered for e retailers who are serving small but demanding customers Keywords: e commerce Internet retailing online customer Turkey ÖZET Geçtiğimiz son bir kaç yılda ekonomik krizlerle karşılaşılmasına rağmen Türkiye’de İnternet kullanımına büyük bir ilgi gösterilmekte ve bu konuya ayrılmış kayda değer miktarda kaynak bulunmaktadır İnternet perakendeciliği yeni bir kanal olarak büyük bir hevesle kabul görmesine karşın e perakendecilik beklendiği oranda performans göstermiyor görünmektedir Bu keşifsel çalışmada online müşterilerin daha iyi anlaşılabilmesi amacıyla Türk müşterilerin bu konudaki beklentileri ve bu tür satınalmalardaki tatminleri incelemektedir Pazardaki sayıları fazla büyük olmayan ancak son derece talepkar olan bir müşteri grubuna hizmet eden e perakendecilere çeşitli önerilerde bulunulmaktadır Anahtar Kelimeler: E Ticaret İnternet Perakendeciliği Online Müşteri Türkiye

Keywords

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E retailing: A Preliminary Look At Turkish Customers Expectations And Satisfaction

Abstract

Geçtiğimiz son bir kaç yılda ekonomik krizlerle karşılaşılmasına rağmen, Türkiye'de İnternet kullanımına büyük bir ilgi gösterilmekte ve bu konuya ayrılmış kayda değer miktarda kaynak bulunmaktadır. İnternet perakendeciliği, yeni bir kanal olarak büyük bir hevesle kabul görmesine karşın, e-perakendecilik beklendiği oranda performans göstermiyor görünmektedir. Bu keşifsel çalışmada, online müşterilerin daha iyi anlaşılabilmesi amacıyla, Türk müşterilerin bu konudaki beklentileri ve bu tür satınalmalardaki tatminleri incelemektedir. Pazardaki sayıları fazla büyük olmayan, ancak son derece talepkar olan bir müşteri grubuna hizmet eden e-perakendecilere, çeşitli önerilerde bulunulmaktadır

Keywords

E-Ticaret, İnternet Perakendeciliği, Online Müşteri, Türkiye

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• Website looks appealing Website looks innovative Website is simple 939 921 722 Eigen % of variance explained=75.038 Cronbach’s alpha=.8260 Ease of Use Easy to use Ease of navigation Search function 925 Eigen
• % of variance explained=73.532 Cronbach’s alpha=.8128 Privacy & Security Security .915 Privacy .909 Company information Guarantee statement 865 Eigen
• % of variance explained=78.882 Cronbach’s alpha=.9085 Brand Brand of product Brand of website 956 956 Eigen
• % of variance explained=91.395 Cronbach’s alpha=.9054 Information
• Expert reviews of products Product comparisons Quality information Customer reviews of products Inventory information Site map Price comparisons Current information 801 762 729 692 Eigen % of variance explained=57.623 Cronbach’s alpha=.8925
• Communication Channels Telephone .915 e-mail .847 Fax .826 Eigen % of variance explained=74.577 Cronbach’s alpha=.8233
• Customer Support & Options Customer support Complain response Delivery carrier options FAQs .772 Payment options 813 667 Eigen % of variance explained=64.672 Cronbach’s alpha=.8600 Savings Price savings Time savings Time availability Shopping incentives 813 794 705 Eigen
• % of variance explained=61.554 Cronbach’s alpha=.7793