İnternet Perakendeciliğinde Elektronik Hizmet Kalitesinin Müşteri Tatmini ve Müşteri Sadakati Üzerindeki Rolü

Year 2019, Issue: 47, 251 - 277, 31.12.2019

Bahar Yaşin , Melike Güleç , Esraa Zaid

Abstract

Son yıllarda teknoloji alanındaki gelişmeler internetin kullanım alanının yaygınlaşmasına ve çeşitlilik göstermesine yol açmıştır. Bu durum birçok sektörün yanı sıra perakende sektörünü de etkilemiştir. İnternetten alışverişin yaygınlaşmasıyla birlikte perakendeciler fiziksel mağazalarının yanı sıra bu alanda da faaliyet göstermeye başlamışlardır. İnternetten alışverişin zaman ve maliyet tasarrufu sağlaması, karşılaştırma imkanı sunması, her saat ulaşılabilir olması gibi avantajları tüketicileri internetten alışverişe ve çevrimiçi perakende mağazalarını tercih etmeye teşvik etmektedir.
Günümüzde ortaya çıkan ve sadece internet üzerinden perakendecilik yapan işletmelerin yanı sıra kendi isimleriyle ve markalarıyla açtıkları internet siteleri üzerinden faaliyetlerini yürüten perakendeciler de bulunmaktadır. Artan rekabet ortamında hem fiziki mağazada hem de online ortamda faaliyet gösteren işletmelerin hizmet kaliteleri tüketicilerin memnuniyeti için önemli olmaya devam etmektedir. Araştırmanın amacı, elektronik perakendecilikte algılanan hizmet kalitesi boyutlarının e-tatmin ve e-sadakat boyutları üzerindeki etkilerini belirlemektir. Bu çalışmada e-perakende sektörü olarak online teknoloji mağazalarından Teknosa, Bimeks, Media Markt tercih edilmiştir. Bu amaç kapsamında İstanbul’da yaşayan, 18 yaşından büyük 473 internet kullanıcısı üzerinde yüz yüze anket yöntemi kullanılmıştır. Hipotezlerin testi için yapısal eşitlik modelinden yararlanılmış olup yapılan analizlerde e-perakendecilikte hizmet kalitesi boyutlarından yalnızca güvenilirlik boyutunun e-tatmin üzerinde pozitif bir etkiye sahip olduğu, tatminin de sadakat üzerindeki etkisinin pozitif olduğu görülmektedir.

Keywords

internetten alışveriş, internet perakendeciliği, elektronik hizmet kalitesimüşteri sadakati, müşteri sadakati

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