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

Year 2013, Volume: 5 Issue: 1, 474 - 484, 01.06.2013

Sinem Yeygel Cakır Aysen Temel Egınlı

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

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