ONLINE KIYAFET MAĞAZALARINDA ELEKTRONİK HİZMET KALİTESİ, SADAKAT VE AĞIZDAN AĞIZA İLETİŞİM TÜRLERİ İLİŞKİSİ

Abstract

Bu çalışmada online kıyafet mağazalarındaki elektronik hizmet kalitesi, sadakat, sözlü ve elektronik olmak üzere ağızdan ağıza iletişim ilişkisini açıklayan model kurulacaktır. Online kıyafet alışverişi yapmış 313 kişinin anket sonuçlarına göre çalışmadaki ifadelerin kaç tane değişken oluşturacağını kapsayan keşfedici faktör analizi, kurulan hipotezleri test etmek için de doğrulayıcı faktör analizi ve yapısal eşitlik modeli kullanılmıştır. Elektronik hizmet kalitesinin sadakati pozitif yönde etkilediği diğer taraftan sözlü ağızdan ağıza iletişimin şiddetini negatif yönde etkilediği sonucuna ulaşılmıştır. Ayrıca sadakatin tüm ağızdan ağıza değişkenlerini pozitif yönde etkilediği sonucuna varılmıştır.

Keywords

• Elektronik hizmet kalitesi
• sadakat
• sözlü ağızdan ağıza iletişim
• elektronik ağızdan ağıza iletişim

THE RELATIONSHIP BETWEEN ELECTRONIC SERVCE QUALITY, LOYALTY AND WORD OF MOUTH TYPES IN ONLINE CLOTHING STORES

Abstract

In this study, a model that explains the relationship between electronic service quality, loyalty, oral and electronic word of mouth communication will be established in online clothing stores. Exploratory factor analysis covering how many variables will be created by the expressions in the study was used. Also confirmatory factor analysis and structural equation modeling were used to test the hypotheses according to the survey results of 313 people who shopped for clothes online. It was concluded that the electronic service quality affects loyalty positively, on the other hand, it negatively affects the severity of oral word-of-mouth communication. In addition, it was concluded that loyalty positively affected all word of mouth variables.

Keywords

• Electronic service quality
• loyalty
• oral Word of mouth
• electronic Word of mouth

References

1. Al-Khayyal, A., Alshurideh, M., Al Kurdi, B., & Aburayya, A. (2020). The Impact of Electronic Service Quality Dimensions on Customers' E-Shopping and E-Loyalty via the Impact of E-satisfaction and E-Trust: A Qualitative Approach. International Journal of Innovation, Creativity and Change, 14(9), 257-281.
2. Anderson, E. W. (1998). Customer satisfaction and word of mouth. Journal of service research, 1(1), 5-17.
3. Arndt, J. (1967). Role of product-related conversations in the diffusion of a new product. Journal of marketing Research, 291-295.
4. Asadpoor, S., & Abolfazli, A. (2017). Effect of electronic service quality on customer satisfaction and loyalty Saderat Bank’s customers. International Journal of Scientific Study, 5(4), 407-411.
5. Bansal, H. S., & Voyer, P. A. (2000). Word-of-mouth processes within a services purchase decision context. Journal of service research, 3(2), 166-177.
6. Bentler, P.M. (1980). Multivariate analysis with latent variables: Causal modeling. Annual Review of Psychology, 31, 419-456.
7. Bone, P. F. (1995). Word-of-mouth effects on short-term and long-term product judgments. Journal of business research, 32(3), 213-223.
8. Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V. A. (1993). A dynamic process model of service quality: From expectations to behavioral intentions. Journal of Marketing Research (JMR), 30(1).

9. Brown, J. J., & Reingen, P. H. (1987). Social ties and word-of-mouth referral behavior. Journal of Consumer research, 350-362.
10. Cronin Jr, J. J., & Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. The journal of marketing, 55-68.
11. De Matos, C. A., & Rossi, C. A. V. (2008). Word-of-mouth communications in marketing: a meta-analytic review of the antecedents and moderators. Journal of the Academy of Marketing Science, 36(4), 578-596.
12. Eun Young, K., & Park, E. J. (2008). Does e-Service Quality Lead to Website Patronage for Apparel Online Purchases?. Society For Marketing Advances Proceedings, 20-21.
13. Fassnacht, M., & Köse, I. (2007). Consequences of Web‐based service quality: Uncovering a multifaceted chain of effects. Journal of Interactive marketing, 21(3), 35-54.
14. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 39-50.
15. Glynn Mangold, W., Miller, F., & Brockway, G. R. (1999). Word-of-mouth communication in the service marketplace. Journal of Services Marketing, 13(1), 73-89.
16. Gruen, T. W., Osmonbekov, T., & Czaplewski, A. J. (2006). eWOM: The impact of customer-to-customer online know-how exchange on customer value and loyalty. Journal of Business research, 59(4), 449-456.
17. Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2006). Multivariate data analysis (Vol. 6). Upper Saddle River, NJ: Pearson Prentice Hall.
18. Hair, J. F., Black, W. C., Babin, B. J. & Anderson, R. E. (2010). Multivariate data analysis: a global perspective. 7th ed. New Jersey: Prentice Hall.
19. Harrison-Walker, L. J. (2001). The measurement of word-of-mouth communication and an investigation of service quality and customer commitment as potential antecedents. Journal of service research, 4(1), 60-75.
20. Hennig‐Thurau, T., Gwinner, K. P., Walsh, G., & Gremler, D. D. (2004). Electronic word‐of‐mouth via consumer‐opinion platforms: what motivates consumers to articulate themselves on the internet?. Journal of interactive marketing, 18(1), 38-52.
21. Hu, L., & Bentler, P.M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6(1), 1-55.
22. Huang, L. (2008). Exploring the determinants of E-loyalty among travel agencies. The Service Industries Journal, 28(2), 239-254.
23. Hung, K. H., & Yiyan Li, S. (2007). The influence of eWOM on virtual consumer communities: Social capital, consumer learning, and behavioral outcomes. Journal of Advertising Research, 47(4), 485-495.
24. Jones, C., & Kim, S. (2010). Influences of retail brand trust, off‐line patronage, clothing involvement and website quality on online apparel shopping intention. International Journal of Consumer Studies, 34(6), 627-637.
25. Kim, M., Kim, J. H., & Lennon, S. J. (2006). Online service attributes available on apparel retail web sites: an ES-QUAL approach. Managing Service Quality: An International Journal, 16(1), 51-77.
26. Kim, S., & Stoel, L. (2004). Dimensional hierarchy of retail website quality. Information & Management, 41(5), 619-633.
27. Kline, R.B. (2011). Principles and practice of structural equation modeling. New York: The Guilford Press.
28. Loiacono, E. T., Watson, R. T., & Goodhue, D. L. (2002). WebQual: A measure of website quality. Marketing theory and applications, 13(3), 432-438.
29. Mazzarol, T., Soutar, G., & Limnios, E. M. (2019). Member loyalty and WOM in co-operative and mutual enterprises. Journal of Services Marketing.
30. Nunnally, J. C. (1994). Psychometric theory 3E. Tata McGraw-hill education.
31. Oliva, R. A. (1997). Harnessing an unpredictable tool. Marketing Management, 6(1), 34.
32. Parasuraman, A., & 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.
33. Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1988), Servqual: A Multiple-Item Scale for Measuring Customer Perceptions of Service Quality, Journal of Retailing, 64(1), 12- 40.
34. Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). ES-QUAL a multiple-item scale for assessing electronic service quality. Journal of service research, 7(3), 213-233.
35. Pearson, A., Tadisina, S., & Griffin, C. (2012). The role of e-service quality and information quality in creating perceived value: antecedents to web site loyalty. Information Systems Management, 29(3), 201-215.
36. Reichheld, F. F., & Schefter, P. (2000). E-loyalty. Harvard business review, 78(4), 105- 113.
37. Rialti, R., Zollo, L., Pellegrini, M. M., & Ciappei, C. (2017). Exploring the antecedents of brand loyalty and electronic word of mouth in social-media-based brand communities: do gender differences matter?. Journal of Global Marketing, 30(3), 147-160.
38. Richins, M. L. (1983). Negative word-of-mouth by dissatisfied consumers: A pilot study. The journal of marketing, 68-78.
39. Santos, J. (2003). E-service quality: a model of virtual service quality dimensions. Managing Service Quality: An International Journal, 13(3), 233-246.
40. Semeijn, J., van Riel, A. C., van Birgelen, M. J., & Streukens, S. (2005). E-services and offline fulfilment: how e-loyalty is created. Managing Service Quality: An International Journal, 15(2), 182-194.
41. Shala, A., & Balaj, D. (2016). Electronic service quality and its impact on building brand loyalty in the apparel e-retailing industry. Review of Innovation and Competitiveness: A Journal of Economic and Social Research, 2(2), 5-30.
42. Shafiee, M. M., & Bazargan, N. A. (2018). Behavioral customer loyalty in online shopping: the role of e-service quality and e-recovery. Journal of theoretical and applied electronic commerce research, 13(1), 26-38.
43. Shankar, A., & Jebarajakirthy, C. (2019). The influence of e-banking service quality on customer loyalty: a moderated mediation approach. International Journal of Bank Marketing.
44. Sijoria, C., Mukherjee, S., & Datta, B. (2019). Impact of the antecedents of electronic word of mouth on consumer based brand equity: a study on the hotel industry. Journal of Hospitality Marketing & Management, 28(1), 1-27.
45. Sotiriadis, M. D., & Van Zyl, C. (2013). Electronic word-of-mouth and online reviews in tourism services: the use of twitter by tourists. Electronic Commerce Research, 13(1), 103-124.
46. Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002). Customer loyalty in e-commerce: an exploration of its antecedents and consequences. Journal of retailing, 78(1), 41-50.
47. Sundaram, D. S., Mitra, K., & Webster, C. (1998). Word-of-mouth communications: A motivational analysis. Advances in consumer research, 25(1), 527-531.
48. Sweeney, J. C., Soutar, G. N., & Mazzarol, T. (2005). The difference between positive and negative word-of-mouth—emotion as a differentiator. In Proceedings of the ANZMAC 2005 Conference: Broadening the Boundaries (pp. 331-337).
49. TUIK, 2021. Hane halkı Bilişim Teknolojileri Kullanım Araştırması, 2020-2021.
50. Van Trang, T. (2020). The impacts of consumer value and brand identification on brand loyalty and electronic word of mouth: the case of smartphone market in Ho Chi Minh City. (Journal of International Economics and Management), 20(02), 60-74.
51. Wa, C. T. T. (2003). An integrated online customer loyalty model. Hong Kong Polytechnic University.
52. Wolfinbarger, M., & Gilly, M. C. (2003). eTailQ: dimensionalizing, measuring and predicting etail quality. Journal of retailing, 79(3), 183-198.
53. Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of business research, 52(1), 1-14.
54. Zeithaml, V. A., Parasuraman, A., & Malhotra, A. (2000). A conceptual framework for understanding e-service quality: implications for future research and managerial practice (Vol. 115). Cambridge, MA: Marketing Science Institute.
55. Zui Chih, L., & Hodges, N. (2012). An Investigation of Antecedents and Consequences of Consumers Attitudes Toward an Apparel Website. Global Conference On Business & Finance Proceedings, 7(1), 718-734.