E-perakendecilikte e-hizmet kalitesi boyutlarının tüketicilerin davranışsal eğilimleri üzerine etkisi

Abstract

Bu araştırmanın amacı, ülkemizdeki e-parekendecilik hizmet sitelerinin etkinlik, sisteme erişebilirlik, bilgi kalitesi, gerçekleştirme ve kişisel bilgilere verilen önem-gizlilik gibi kalite boyutlarının, e-parekendecilik hizmeti alan müşterilerin güveni kazanılarak ve müşteri tatmini yaratılarak müşterilerde satın alma isteği, sadakat ve ağızdan ağıza olumlu iletişim gibi davranışsal eğilimleri nasıl etkilediğini göstermektir. Ayrıca firma itibarının bu alışveriş sırasında müşteriler üzerinde güven ve tatmini arttırma konusu da incelenmiştir. Bu araştırmada tanımlanan değişkenler arasındaki tüm ilişkiler Yapısal Eşitlik Modeli (YEM) kullanılarak incelenmiştir. Bu amaçla SPSS 21 ve MPlus6 paket programları kullanılmıştır. Oluşturulan anket formu internet üzerinden alışveriş yapan 596 kişiye kolayda örnekleme yöntemi ile anlık olarak uygulanmıştır. Araştırma sonucunda ülkemizdeki e-hizmet kalite boyutlarının, müşteri güveni ve tatmini arttırıldığında, müşterinin satın alma isteği ve sadakat üzerinde olumlu etkileri olduğu belirlenmiştir.

Keywords

• E-Hizmet Kalitesi
• İtibar
• Tatmin
• Güven
• Satın Alma İsteği
• Sadakat
• Ağızdan Ağıza Olumlu İletişim

The role of e-service quality dimensions on customer behavioral intentions in e-retailing

Abstract

The aim of this study is to explore whether the e-service quality dimensions (efficiency, system availability, information quality, fulfillment, and privacy) and company reputation would affect customers’ behavioral intentions such as customers’ purchase intention, loyalty, or positive word-of-mouth (WOM) via creating satisfaction and trust within Turkish e-retailing sector. Descriptive statistics and factor analysis in SPSS 21, and Structural Equation Modeling (SEM) in Mplus 6.1 was performed in the research model. A total of 589 usable questionnaires were collected in Turkey, using convenience sampling. The findings suggest that e-service quality dimensions have significant positive impacts on Turkish customers’ purchase intention and loyalty by improving customer satisfaction and trust.

Keywords

• E-Service Quality
• Reputation
• Satisfaction
• Trust
• Purchase Intention
• Loyalty
• Positive WOM

References

1. [1] Turkstat. Information and Communication Technology (ICT) Usage Survey in Households and Individuals, 2020. https://data.tuik.gov.tr/Bulten/Index?p=Survey-on-Information-and-Communication-Technology-(ICT)-Usage-in-Households-and-by-Individuals-2020-33679, 2020.
2. [2] Tubisad. E-Commerce in Turkey Market Definition and Sizing 2019 Report. http://www.tubisad.org.tr/en/images/pdf/tubisad_2019_ecommerce_eng.pdf , 2019.
3. [3] Altıntaş MH, Kılıç S, Akhan CE. “The transformation of the e-tailing field: a bibliometric analysis”. International Journal of Retail & Distribution Management, 48(2), 152-168, 2020.
4. [4] Leite P, Goncalves J, Teixeira P, Rocha A. “A model for the evaluation of data quality in health unit websites”. Health Informatics Journal, 22(3), 479-495, 2015.
5. [5] Wolfinbarger M, Gilly MC. “eTailQ: Dimensionalizing, measuring and predicting etail quality”. Journal of Retailing, 79(4), 183-198, 2003.
6. [6] Zeithaml VA, Parasuraman A, Malhotra A. “Service quality delivery through web sites: A critical review of extant knowledge”. Journal of Academy of Marketing Science, 30(4), 362-375, 2002.
7. [7] Srinivasan SS, Rolph A, Kishore P. “Customer loyalty in e-commerce: An exploration of its antecedents and consequences”. Journal of Retailing, 78, 41–50, 2002.
8. [8] Udo G J, Bagchi KK, Kirs PJ. “An assessment of customers’ e-service quality perception, satisfaction and intention”. International Journal of Information Management, 30, 481–492, 2010.

9. [9] Chen S-C. “The customer satisfaction–loyalty relation in an interactive e-service setting: The mediators”. Journal of Retailing and Consumer Services, 19, 202–210, 2012.
10. [10] Jain N K, Kamboj S, Kumar V, Rahman Z. “Examining consumer-brand relationships on social media platforms”. Marketing Intelligence and Planning, 36(1), 63-78, 2017.
11. [11] Wisker ZL. “Examining relationship quality in e-tailing experiences: a moderated mediation model”. Marketing Intelligence & Planning, DOI: 10.1108/MIP-05-2019-0284, February 2020.
12. [12] Cheung CMK, Lee MKO. “The asymmetric effect of web site attribute performance on web satisfaction: An empirical study”. e-Service Journal, 3(3), 65-90, 2005.
13. [13] Verma V, Sharma D, Sheth J. “Does relationship marketing matter in online retailing? A meta-analytic approach”. Journal of Academy Marketing Science, 44(2), 206-217, 2015.
14. [14] Pavlou PA. “Consumer acceptance of electronic commerce: Integrating trust and risk with the technology acceptance model”. International Journal of Electronic Commerce, 7(3), 101-134, 2003.
15. [15] Kim DJ, Ferrin DL, Rao HR. “A trust-based consumer decision-making model in electronic commerce: The role of trust, perceived risk, and their antecedents”. Decision Support Systems, 44, 544–564, 2008.
16. [16] Angriawan A, Thakur R. “A parsimonious model of the antecedents and consequence of online trust: An uncertainty perspective”. Journal of Internet Commerce, 7(1), 74-94, 2008.
17. [17] Park JK, Gunn F, Han S-L. “Multidimensional trust building in e-retailing: cross-cultural differences in trust formation and implications for perceived risk” Journal of Retailing and Consumer Services, 19, 304–312, 2012.
18. [18] Alanezi MA, Sellami A. “A Unified Framework for Measuring E-Service Quality”. Engineering, Technology & Applied Science Research, 9(3), 4249-4254, 2019.
19. [19] Chang HH, Lee C-H, Lai C-Y. “E-Service quality and relationship quality on dealer satisfaction: Channel power as a moderator”. Total Quality Management & Business Excellence, 23(7-8), 855-873, 2012.
20. [20] Collier JE, Bienstock CC. “Measuring e-service quality in e-retailing”. Journal of Service Research, 8(3), 260-275, 2006.
21. [21] Parasuraman A, Zeithaml V A, Malhotra A. “E-S-QUAL - A multiple-item scale for assessing electronic service quality”. Journal of Service Research, 7(3), 213-233, 2005.
22. [22] Cristobal E, Flavián C, Guinaliu M. “Perceived e-service quality (PeSQ): measurement validation and effects on consumer satisfaction and web site loyalty”. Managing Service Quality, 17(3), 317–340, 2007.
23. [23] O’cass A, Carlson J. “An e-retailing assessment of perceived website service innovativeness: Implications for website quality evaluations, trust, loyalty and word of mouth”. Australasian Marketing Journal, 20, 28–36, 2012.
24. [24] Lociacono E, Watson RT, Goodhue DL. “WebQual: Measure of web site quality”. Marketing Educators Conference: Marketing Theory and Applications, 13, 432–437, 2002.
25. [25] Wu KW, Huang SY, Yen DC, Popova I. “The effect of online privacy policy on consumer privacy concern and trust”. Computers in Human Behavior, 28, 889–897, 2012.
26. [26] Alhouti S, Johnson CM, D’Souza G. “The Impact on Online Privacy Concerns and Purchase Behavior”. Journal of Electronic Commerce Research, 17(1), 22-35, 2016.
27. [27] Janda S, Trocchia P J, Gwinner KP. “Consumer perceptions of internet retail service quality”. International Journal of Service Industry Management, 13(5), 412–433, 2002.
28. [28] Law M, Kwok R C-W, Ng M. “An extended online purchase intention model for middle-aged online users”. Electronic Commerce Research and Applications, 20, 132–146, 2016.
29. [29] Gefen D, Karahanna E, Straub D. “Trust and TAM in online shopping”. MIS Quarterly, 27(1), 52–85, 2003.
30. [30] Lee GG, Lin HF. “Customer perceptions of e-service quality in online shopping”. International Journal of Retail & Distribution Management, 33(2), 161-176, 2005.
31. [31] Lin C, Lekhawipat W. “Factors affecting online repurchase intention”. Industrial Management and Data Systems, 114(4), 597-611, 2014.
32. [32] Sá F, Rocha Á, Cota MP. “Potential dimensions for a local e-Government services quality model”. Telematics and Informatics, 33, 270–276, 2016.
33. [33] Zhang M, Lili Huang ZH, Wang AG. “E-service quality perceptions: an empirical analysis of the Chinese e-retailing industry”. Total Quality Management & Business Excellence, 26(11-12), 1357-1372, 2015.
34. [34] Donmaz A. Chapter 10: Privacy Policy and Security Issues in E-commerce for Eliminating the Ethical Concerns. Eds: Bian J, Calıyurt KT. Regulations and Applications of Ethics in Business Practice, 153-164, Springer Singapore, 2018.
35. [35] Liu C, Marchewka JT, Lu J, Yu CS. “Beyond concern: A privacy-trust behavioral intention model of electronic commerce”. Information & Management, 42, 289-304, 2005.
36. [36] Chun R. “Corporate reputation: Meaning and measurement”. International Journal of Management Reviews, 7(2), 91–109, 2005.
37. [37] Köster A, Matt C, Hess T. “Carefully choose your (payment) partner: How payment provider reputation influences m-commerce transactions”. Electronic Commerce Research and Applications, 15, 26–37, 2016.
38. [38] Mella P, Gazzola P. “Ethics builds reputation”. International Journal of Markets and Business Systems, 1(1), 38–52, 2015.
39. [39] Kim J, Jin B, Swinney JL. “The role of etail quality, e-satisfaction, and e-trust in online loyalty development process”. Journal of Retailing and Consumer Services, 16, 239- 247, 2009.
40. [40] Khalifa M, Liu V. “Online consumer retention: Contingent effects of online shopping habit and online shopping experience”. European Journal of Information Systems, 16(6), 780–92, 2007.
41. [41] Menorca LG, Fernández-Ortiz R, Lombardo GF, San Emeterio MC. “The EPSI model as the main factor for identifying customer satisfaction: empirical research”. Total Quality Management & Business Excellence, 27(3-4), 447-463, 2016.
42. [42] Gu R, Oh L-B, Wang K. “Developing User Loyalty for SNSs: A Relational Perspective”. Journal of Electronic Commerce Research, 17(1), 1-21, 2016.
43. [43] Yen C, Chang C-M. “Understanding Users’ Group Buying Behavior”. Journal of Electronic Commerce Research, 16(2), 109-122, 2015.
44. [44] Chang CM, Hsu MH, Lee YJ. “How can social networking sites help build customer loyalty? An empirical investigation”. Total Quality Management & Business Excellence, 27(1-1), 111–123, 2016.
45. [45] Weisberg J, Te’eni D, Arman L. “Past purchase and intention to purchase in e-commerce: The mediation of social presence and trust”. Internet Research, 21(1), 82-96, 2011.
46. [46] Sayil E M, Donmaz A, Simsek G G, Akyol, A. “The impacts of relationship marketing orientation on relational response behaviors”. International Journal of Mobile Communications, 14(5), 472-498, 2016.
47. [47] Chen CF, Chen FS. “Experience quality, perceive value, satisfaction and behavioural intentions for heritage tourists”. Tourism Management, 31(1), 29-35, 2009.
48. [48] Ranaweera C, Prabhu J. “On the relative importance of customer satisfaction and trust as determinants of customer retention and positive word of mouth”. Journal of Targeting, Measurement and Analysis of Marketing, 12(1), 82–90, 2003.
49. [49] Matos CA, Rossi CAV. “Word-of-Mouth communications in marketing: A meta-analytic review of antecedents and moderators”. Journal of the Academy of Marketing Science, 36, 578–596, 2008.
50. [50] Lopez-Nicolas C, Molina-Castillo FJ. “Customer knowledge management and e-commerce: Role of customer perceived risk”. International Journal of Information Management, 28, 102–113, 2008.
51. [51] Hair Jr. JF, Black WC, Babin BJ, Anderson R E. Multivariate Data Analysis: A Global Perspective (7th ed.). Upper Saddle River, NJ: Pearson Prentice Hall, 2010.
52. [52] Jolliffe IT. “Discarding variables in a principal component analysis. I: Artificial data”. Journal of the Royal Statistical Society, Series C (Applied Statistics), 21(2), 160-173, 1972.
53. [53] Nunnally JC. Psychometric Theory (2nd ed.), New York: McGraw-Hill, 1978.
54. [54] Anderson JC, Gerbing DW. “Structural equation modeling in practice: A review and recommended two-step approach”. Psychological Bulletin, 103(3), 411–423, 1988.
55. [55] Şimşek GG, Tekeli FN. Understanding the Antecedents of Customer Loyalty by Applying Structural Equation Modeling. Ed: Akkucuk U. Handbook of Research on Developing Sustainable Value in Economics, Finance, and Marketing, 420-445, IGI Global, 2015.
56. [56] Hooper D, Coughlan J, Mullen M. “Structural equation modeling: Guidelines for determining model fit”. Electronic Journal of Business Research Methods, 6(1), 53-60, 2008.
57. [57] Fornell C, Larcker DG. “Evaluating structural equation models with unobservable variables and measurement error”. Journal of Marketing Research, 18(1), 39-50, 1981.
58. [58] Farrell AM. “Insufficient discriminant validity: A comment on bove, pervan, beatty, and shiu”. Marketing and Retailing Research Group, Business School, Loughborough University, 2009.
59. [59] Hayes AF, Preacher KJ, Myers, TA. “Mediation and the Estimation of Indirect Effects in Political Communication Research”. The Sourcebook for Political Communication Research: Methods, Measures, and Analytical Techniques, 23(1), 434-465, 2011.