E-PERAKENDECİLİKDE E-HİZMET KALİTESİ, MÜŞTERİ MEMNUNİYETİ VE MÜŞTERİ SADAKATİ İLİŞKİSİ: İŞLETME FAKÜLTESİ ÖĞRENCİLERİ ÜZERİNE BİR ARAŞTIRMA

Abstract

Bu çalışmada, elektronik perakendecilikte algılanan hizmet kalitesinin boyutları, Keating, Rugimbana ve Quazi’nin (2003) geliştirdiği ölçek kullanılarak belirlenmeye çalışılmış ve bu boyutların müşteri memnuniyeti ve sadakati ile ilişkisi araştırılmıştır. Araştırma sonuçlarında elektronik perakendecilikte hizmet kalitesini belirleyen üç faktör bulunmuş, bu üç faktörden hizmet kalitesini en fazla açıklayanın “politika” faktörü olduğu belirlenmiştir. Belirlenen üç faktörden ikisinin müşteri memnuniyeti ve sadakatini pozitif yönde etkilediği görülmüş, araştırma sonuçları doğrultusunda elektronik perakendecilere önerilerde bulunulmuştur

Keywords

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E-PERAKENDECİLİKDE E-HİZMET KALİTESİ, MÜŞTERİ MEMNUNİYETİ VE MÜŞTERİ SADAKATİ İLİŞKİSİ: İŞLETME FAKÜLTESİ ÖĞRENCİLERİ ÜZERİNE BİR ARAŞTIRMA

Abstract

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Keywords

• Electronic Retailing, Electronic Service Quality, Customer

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