The main strategy of today's businesses is to be customer focused due to the increase in technological developments and the welfare level of the societies. Businesses that want to maintain their existence for a long time develop business policies that will satisfy their customers and establish long-term profitable relationships. It is possible for the customers to shop more comfortably and securely, especially in online shopping, when such policies, confidentiality of parties’ responsibilities and customer information are clearly stated by the business. Complaints arise in cases where the product consumers want to buy does not fit the product on the internet, or the product information is inaccurate, and this causes customer dissatisfaction. Customers whose expectations are not met want to return the products they have purchased in such cases. For this reason, although the importance of distribution and logistics activities increases, it is desired to increase customer satisfaction with return management. Due to such issues, the purpose of this study is to determine the mediation role of return management on the effect of online shopping services of businesses on customer satisfaction. An online survey was conducted to 436 consumers in Konya, who performed retail shopping on electronic commerce sites, through simple random sampling, and the data obtained were analyzed through SPSS 23.0 and SPSS AMOS 22.0 package programs. In the study, a positive and statistically significant relationship was determined between online shopping services of businesses and customer satisfaction, online shopping services of businesses and return management, return management and customer satisfaction through correlation analysis. In addition, in order to determine the mediation role of return management in the relationship between the customer satisfaction and the online shopping services of the businesses, a confirmatory factor analysis was performed using a structural equation modeling, and the partial mediation role was identified.
Publication Date : August 31, 2020
|APA||Öztürk, R , Dündar, A . (2020). The Effect Of Online Shopping Services On Customer Satisfaction: The Mediation Role Of Return Management . Avrupa Bilim ve Teknoloji Dergisi , (19) , 539-548 . DOI: 10.31590/ejosat.737749|