E-TİCARET LOJİSTİK HİZMET KALİTESİNİN GÜVEN, MEMNUNİYET VE SADAKAT ÜZERİNDEKİ ETKİSİ

Year 2020, Volume: 6 Issue: 1, 37 - 59, 30.06.2020

Bülent Yıldız

https://doi.org/10.46849/guiibd.650416

Cited By: 6

Abstract

Günümüzde
e-ticaret kullanımı çok yaygın hale gelmiştir. Küçük ölçekli firmalar da
e-ticaret sayesinde küresel pazarda rekabet edebilir bir duruma gelmiştir. E-
ticaretin yaygınlaşması müşteri memnuniyetini ve sadakatini elde etmenin de
önemini artırmıştır. Müşteri memnuniyetinde e-ticaret faaliyetlerindeki
lojistik hizmetleri de önemli bir yere sahiptir. Çünkü günümüzde müşteriler
siparişlerinin istedikleri zamanda kendilerine ulaşmasını talep etmektedir. Bu
nedenle bu çalışmada e-ticaret lojistik hizmet kalitesinin güven, memnuniyet ve
sadakat üzerindeki etkisi araştırılmıştır. Bu amaçla 423 e-ticaret
kullanıcısından anket ile veri toplanmıştır. Veriler yapısal eşitlik modeli ile
analiz edilmiştir. Analiz sonucunda e-ticaret lojistik hizmet kalitesinin
memnuniyet ve güveni pozitif yönde anlamlı olarak etkilediği tespit edilmiştir.
Memnuniyet ve güvenin sadakati pozitif yönde anlamlı olarak etkilediği
bulgusuna ulaşılmıştır. E-ticaret lojistik hizmet kalitesinin sadakati anlamlı
olarak etkilemediği bulgusu elde edilmiştir. 

Keywords

E-ticaret Lojistik Hizmet Kalitesi, Güven, Memnuniyet

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