LOJİSTİK HİZMET KALİTESİ İLE MÜŞTERİ MEMNUNİYETİ İLİŞKİSİ: E-TİCARET ÜZERİNE BİR ARAŞTIRMA

Öz

Son yıllarda internet erişimi ve akıllı telefon kullanımındaki artışa paralel olarak e-ticaret ülkemizde giderek yaygın hale gelmektedir. Bu çalışmada lojistik hizmet kalitesinin müşteri memnuniyeti üzerindeki etkisi ile demografik değişkenlerin lojistik hizmet kalitesi boyutları ve müşteri memnuniyeti algılamalarında farklılık oluşturup oluşturmadığı incelenmiştir. Çalışmada 397 katılımcıdan toplanan veriler ve araştırma hipotezleri SPSS (Statistical Package for Social Science) paket programı kullanılarak faktör analizi, t-testi, ANOVA testi ve regresyon analizi ile test edilmiştir. Müşterilerin lojistik hizmet kalitesi algıları zamanındalık, sipariş kalitesi, bilgi kalitesi ve cevap verebilirlik olarak ölçülmüştür. Regresyon analizi lojistik hizmet kalitesinin tüm boyutlarının müşteri memnuniyeti üzerinde etkili olduğunu göstermektedir. Ayrıca zamanındalık ve sipariş kalitesi boyutlarının memnuniyette öncelik taşıdığı görülmüştür.

Anahtar Kelimeler

• Hizmet Kavramı, Hizmet Kalitesi, Lojistik Hizmet Kalitesi, Müşteri Memnuniyeti

LOGISTIC SERVICE QUALITY AND CUSTOMER SATISFACTION RELATIONSHIP: A RESEARCH ON E-COMMERCE

Abstract

B2C e-commerce market has become widespread in our country in associated with the increase of internet penetration and smart phones usage over the past few years. In this study, logistic service quality and its impact on satisfaction were examined through a research on e-commerce. Research hypotheses are tested with ANOVA, t-test, and regression analysis through SPSS software on data provided from 397 participants. Logistics service quality perceptions were measured in four factors which are timeliness, quality of order, quality of information and responsiveness. Regression analysis indicated that all dimensions of logistic service quality has an impact on customer satisfaction. Besides it is also understood that timeliness and quality of order dimensions take customers’ priority on satisfaction.

Keywords

• The Concept of Service, Service Quality, Logistic Service Quality, Customer Satisfaction

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