E-SERVICE QUALITY FACTORS THAT WEB SITES SHOULD HAVE IN CREATING ELECTRONIC CUSTOMER SATISFACTION: A RESEARCH ON ONLINE (CLOTHING) SHOPPING SITES

Abstract

Electronic applications have gained importance in Electronic Customer Relationship Management (CRM) together with integrating information transmission technology with especially marketing function actively and communication’s channelling to electronic atmosphere. Together with CRM, especially analytic CRM concept has become in forefront position, it has become a development towards analysing to information gathered with data searching to communicate with customers and create opportunities to companies in addition to gathering information from the customers in companies’ favour. That electronic atmosphere has become used actively in Customer Relationship Management strategically as planned, has prepared a background for Electronic Customer Relationship Management/E-CRM concept to come out. Nowadays the companies’ being able to succeed in e-shopping applications is closely related to forming customer satisfaction and changing this satisfaction to the constancy. The basis of customer relationship is related to some values that are valid completely in individual relationships. As to those values, they are focused on developing dialogs between the customer and the company and making the customer deserving and important. In this study, the web sites of the internet shopping trademarks as Markafoni, Trendyol, Morhipo, Limango, 1v1y will be examined in the concept of analyse patterns which include the quality factors that web sites should have in the aspect of creating the customer satisfaction in connection with E-CRM.

Keywords

• Electronic Costumer Relationship Management (E-CRM), costumer satisfaction, internet, online shopping web sites

References

1. Albert, Teri C., William B. Sanders (2003), E-Business Marketing, New Jersey:
2. Pearson Education, Inc. Allen, Cliff, Deborah Kania and Beth Yaeckel (2002), One-to-One Web
3. Marketing Second Edition, USA: John Wiley&Sons, Inc. Bernett, Howard G., Marcy D. Kuhn (2002), “The Emergence of Electronic
4. Customer Relationship Management”, The Telecomonications Review, pp.91-96. Chagsoo, Sohn, Dong-II Lee (2004), “Internet Markets and E-Loyalty”, (in: -Ed., Web Systems Design and Online Consumer Behaviour), USA: Idea Group Publishing, pp.280-293.
5. Gibson, Rachel K., Margolis, Michael David Resnick and Ward, Stephen J. (2003), “Election Campaigning on The WWW in The USA And UK”, Party Politics, Vol. 9(1), pp. 47-75.
6. Karakaya, Abdullah, Ay, Ferda Alper (2007), “Çalışanların Motivasyonunu
7. Etkileyen: Sağlık Çalışanlarına Yönelik Bir Araştırma”, C.Ü. Sosyal Bilimler Dergisi, Cilt:31 No:1, pp.55-67. Khosrow-Pour, Mehdi (2004), The Social and Cognitive Impacts of e-Commerce on Modern Organizations, USA: Idea Group Publishing.
8. Rodgers, Waymond, Solomon Negash and Kwanho Suk (2005), “The Moderating

9. Effect of On-line Experience on the Antecedents and Consequences of On-Line Satisfaction”, Psychology & Marketing, Vol. 22(4), April, pp.313-331. Wang, Ming (2003), “Assessment of E-Service Quality via E-Satisfaction in E
10. Commerce Globalization”, The Electronic Journal on Information Systems in Developing Countries, 11, 10, pp.1-4. Webb, Harold W., Linda A.; Webb (2004), “SiteQual: An Integrated Measure of
11. Web Site Quality”, The Journal of Enterprise Information Management, Volume , Number 6, pp.430-440. Yang, Zhilin, Robin T. Peterson (2004), “Customer Perceived Value, Satisfaction, and Loyalty: The Role of Switching Costs”, Psychology & Marketing, Vol. (10), October, pp.799-822.