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ONLİNE PERAKENDECİLİKTE LOJİSTİK HİZMET KALİTESİNİN MÜŞTERİ TARAFINDAN ALGILANAN DEĞER ARACILIĞIYLA MÜŞTERİ SADAKATİNE ETKİSİ

Year 2022, , 122 - 148, 04.01.2023
https://doi.org/10.56574/nohusosbil.1200822

Abstract

Bu araştırmanın amacı, online alışverişte müşteri algılanan değeri üzerinden lojistik hizmet kalitesinin müşteri sadakati üzerindeki etkisini analiz etmektir. Araştırmanın evrenini tüketiciler oluşturmaktadır. Araştırmada kolayda örneklem yöntemi kapsamında 450 katılımcıya ulaşılmıştır. Araştırmada verilerin toplanmasında anket formu kullanılmıştır. Anket formu Sadakat Ölçeği, Lojistik Hizmet Kalitesi Ölçeği ve Algılan Değer Ölçeği’nden meydana gelmektedir. Araştırmada veri analizi SPSS 21 paket programında yapılmıştır. Verilerin analiz edilmesinde tanımlayıcı istatistiklerden, Pearson Korelasyon testinden ve regresyon analizinden faydalanılmıştır. Araştırma sonucunda online alışverişte müşteri algılanan değeri üzerinden lojistik hizmet kalitesinin müşteri sadakati üzerindeki etkisi olumlu olarak tespit edilmiştir.

References

  • Baran, A., Kaya, K. ve Dursun, T. (2017). İç Müşterilerin Bireysel Özelliklerinin Örgütsel Bağlilik Düzeyine Etkisi: Otomotiv Sektöründe Bir Araştirma, Uluslararası Sosyal Araştırmalar Kongresi (USAK’17), 1/6.
  • Bobâlcă, C., Gătej, C., & Ciobanu, O. (2012). Developing a scale to measure customer loyalty. Procedia Economics and Finance, 3, 623-628.
  • Bolton, R. N., ve Limon, K. N. (1999). A dynamic model of customers usage of services: Usage as an antecedent and consequence of satisfaction. Journal of Marketing Research, 36(2), 171–186.
  • Bowman, C., and Ambrosini,V. (2003). What Does Value Mean And How Is It Created, Maintained and Destroyed?, Academy of Management Annual Meeting, Seattle, Washington, 1-34
  • Brensinger, R., & Lamber, D. (1990). Can the SERVQUAL ccale be generalized to business to business services? Knowledge development in marketing of the American marketing association summer . Washington DC.: American Marketing Association.
  • Burul, B.G., (2012). Müşteri değeri, müşteri sadakati ve marka algıları arasındaki ilişki. Yüksek Lisans Tezi. Ankara: Hacettepe Üniversitesi SBE.
  • Demirci, Ç. (2018). Sağlik Turizminde Algilanan Değerin Müşteri Tatmini Ve Sadakatine Etkisi: Sağlik Turistlerine Yönelik Bir Araştirma. Adnan Menderes Üniversitesi Sosyal Bilimler Enstitüsü. Doktora Tezi.
  • Dev, Chekitan S. ve Schultz, Don. E. (2005). Time To Kill Off The Four Ps?, Market Leader, 18-22.
  • Ehrenberg, A.S.C. (1988). Repeat Buying, Facts, Theory and Applications, Oxford University, Press, Oxford
  • Fournier S., Yao, J.L. (1997).Revising Brand Loyalty, A Conceptualization within the Framework of Consumer Brand Relationships, International Journal of Research in Marketing, 14(5), 451-472.
  • Güngör, C., (2015). Müşteri memnuniyeti yaratmada müşteri piyasalarının oluşturulmasının önemi ve bir araştırma. Yüksek Lisans Tezi. İstanbul: İstanbul Gelişim Üniversitesi SBE.
  • Harris, L. Ve Dennis, C.(2002). Marketing The e-Business. London: Routledge.
  • Holbrook, M.B. (1999). Introduction to consumer value. Consumer Value: A Framework for Analysis and Research, Holbrook, M.B. (Ed.), Routledge, London, 1-28.
  • Huber, F., Hermann, A., and Morgan, R.E. (2001). Gaining competitive advantage through customer value oriented management. Journal of Consumer Marketing, 18/1, 41–53.
  • Jacoby, J. and Chestnut, R.W. (1978). Brand Loyalty Measurement and Management. New York: Wiley. Keaveney, S.M.,1995. Customer switching behaviour in service industries: an exploratory study. Journal of Marketing, 59, 71-82.
  • Jang, Y. (2015). Perceived Value of Fast-food Restaurant Franchises in the USA, Masters Thesis.
  • Lambert, D., Stock, J., & Sterling, J. (1990). A gap analysis of buyer and seller perceptions of the importance of marketing mix attributes. Chicago, IL.: In AMA Educators’ Proceedings.merican Marketing Association.
  • Lee, G. G. ve H. F. Lin. (2005). Customer Perceptions of e-Service Quality in Online Shopping. International Journal of Retail & Distribution Management. 33(2), 161- 176.
  • Leuthesser, L and Kohli, AK.(1995). Relational behaviour in business markets. Journal of Business Research, 34, 221−233.
  • Lopez-Gonzalez, H., Estévez, A., & Griffiths, M. D. (2017). Marketing and advertising online sports betting: A problem gambling perspective. Journal of Sport and Social Issues, 41(3), 256-272.
  • Malakmadze, K., Ünver, S. ve Arıkan, E. (2017). Çevrimiçi Gizlilik ve E-Sadakat Eğilimi İlişkisi Üzerine Ülkeler Arası Bir İnceleme: Türkiye ve Rusya Arasında bir Karşılaştırma, İşletme Araştırmaları Dergisi, 9 (1), 439-463.
  • Mentzer, J. T., Flint, D. J., & Kent, J. L. (1999). Developing a logistics service quality scale. Journal of Business logistics, 20.
  • Mentzer, J., Daniel, J., & Kent, J. (1999). Developing a logistics service quality scale,. Journal of Husmess Logistics, 20(1), 9-32.
  • Mentzer, John T., Gomes, Roger, Krapfel, Robert E., (1989), Physical Distribution Service: A Fundamental Marketing Concept?, Journal of Academy of Marketing Science, 17(1).
  • Miguens, M.J.L. ve Vazguez, E. G. (2017). A Integral Model of E-Loyalty from The Consumers Perspective, Consumers in Human Behaviour, 72, 397-411.
  • Monroe, Kent B. (2003). Pricing: Making Profitable Decisions, 3rd ed., McGrawHill/Irwin, Burr Ridge, IL.
  • Moriuchi, E., & Takahashi, I. (2016). Satisfaction trust and loyalty of repeat online consumer within the Japanese online supermarket trade. Australasian Marketing Journal (AMJ), 24(2), 146-156.
  • Novack, T. P., Hoffman, D. L., Yung, Y.-F. (2000). Measuring the Customer Experience in Online Environments: A Structural Modeling Approach, Marketing Science, C/S. 19(1), 22-42.
  • Odin, Y., Odin N. and Florence, P.V. (2001). Conceptual and Operational Aspects of Brand Loyalty an Empirical Investigation, Journal of Business Research, 53, 75-84.
  • Oliver, R. L. (1999). Whence customer loyalty? Journal of Marketing, 63, 33–44.
  • Onaran, B., Bulut, Z., ve Özmen A., (2013). Müşteri değerinin, müşteri tatmini, müşteri sadakati ve müşteri ilişkileri yönetimi performansı üzerindeki etkilerinin incelenmesine yönelik bir araştırma. Business and Economics Research Journal, 2013, 4 (2) s. 38.
  • Pauwels, K., P. S.H. Leeflang, M. L. Teerling ve K.R. E. Huizingh. (2011). Does Online Information Drive Offline Revenues? Only for Specific Products and Consumer Segments!. Journal of Retailing. 87 (1), 1–17.
  • Rowe, WG and Barnes, JG. (1998). Relationship marketing and sustained competitive advantage. Journal of Market-Focused Management, 2, 281−297.
  • Saura, I. G., & Frances, David Savera. (2008). Logistics service quality: An New Way to loyalty. Industrial Management & Data Systems, 108(5), 650-668, 651-663.
  • Srinivasan, S.S., Anderson, R. ve Ponnavolu, K. (2002). Customer Loyalty in E-Commerce: An Exploration of Its Antecedents and Consequences, Journal of Retailing, 78 (2), 41-50.
  • Sweeney, J.C., and Soutar, G.N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of retailing, 77(2), 203- 220.
  • Temelli, U.E., (2014). Kurumsallaşma düzeyinin örgütsel yetenekler açısından inşaat sektöründe algılanan müşteri değerine etkisi. Doktora Tezi. İstanbul: İstanbul Üniversitesi SBE.
  • Thai, V. (2013) Logistics service quality: conceptual model and emprical evidence. International Journal of Logistics Research and Aplications: A Leading Journal of Supply Chain Management, 16(2), 114-131.
  • Toufaily, É., Rajaobelina, L., Brun, I., (2013). A relational classification of online banking customers. International Journal of Bank Marketing.
  • Uzel, Ezgi ve Tuna, Okan (2014). Elektronik Alışverişte Lojistik Hizmet Kalitesinin Satın Alma Sonrası Davranışsal Niyete Etkisi, Journal of Marketing, Management and Logistics, 1(3), 241-258.
  • Waters, D. (2003). Logistics: An introduction to supply chain management (1 b.). New York: Palgrave Macmillan.
  • Yang, Z., and Peterson, R.T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & Marketing, 21(10), 799– 822.
  • Zeithaml V.A., Berry L.L. and Parasuraman A. (1988). A communication and control processes in the delivery of service quality. Journal of Marketing, 52(2), 87-100.

THE EFFECT OF LOGISTICS SERVICE QUALITY IN ONLINE RETAIL ON CUSTOMER LOYALTY THROUGH THE VALUE PERCEIVED BY THE CUSTOMER

Year 2022, , 122 - 148, 04.01.2023
https://doi.org/10.56574/nohusosbil.1200822

Abstract

The purpose of this research is to analyze the effect of logistics service quality on customer loyalty through customer perceived value in online shopping. The universe of the research is consumers. Within the scope of the convenience sampling method, 450 participants were reached in the study. A questionnaire form was used to collect data in the study. The questionnaire consists of Loyalty Scale, Logistics Service Quality Scale and Perceived Value Scale. Data analysis in the research was done in SPSS 21 package program. Descriptive statistics, Pearson Correlation test and regression analysis were used to analyze the data. As a result of the research, the effect of logistics service quality on customer loyalty has been determined as positive over customer perceived value in online shopping.

References

  • Baran, A., Kaya, K. ve Dursun, T. (2017). İç Müşterilerin Bireysel Özelliklerinin Örgütsel Bağlilik Düzeyine Etkisi: Otomotiv Sektöründe Bir Araştirma, Uluslararası Sosyal Araştırmalar Kongresi (USAK’17), 1/6.
  • Bobâlcă, C., Gătej, C., & Ciobanu, O. (2012). Developing a scale to measure customer loyalty. Procedia Economics and Finance, 3, 623-628.
  • Bolton, R. N., ve Limon, K. N. (1999). A dynamic model of customers usage of services: Usage as an antecedent and consequence of satisfaction. Journal of Marketing Research, 36(2), 171–186.
  • Bowman, C., and Ambrosini,V. (2003). What Does Value Mean And How Is It Created, Maintained and Destroyed?, Academy of Management Annual Meeting, Seattle, Washington, 1-34
  • Brensinger, R., & Lamber, D. (1990). Can the SERVQUAL ccale be generalized to business to business services? Knowledge development in marketing of the American marketing association summer . Washington DC.: American Marketing Association.
  • Burul, B.G., (2012). Müşteri değeri, müşteri sadakati ve marka algıları arasındaki ilişki. Yüksek Lisans Tezi. Ankara: Hacettepe Üniversitesi SBE.
  • Demirci, Ç. (2018). Sağlik Turizminde Algilanan Değerin Müşteri Tatmini Ve Sadakatine Etkisi: Sağlik Turistlerine Yönelik Bir Araştirma. Adnan Menderes Üniversitesi Sosyal Bilimler Enstitüsü. Doktora Tezi.
  • Dev, Chekitan S. ve Schultz, Don. E. (2005). Time To Kill Off The Four Ps?, Market Leader, 18-22.
  • Ehrenberg, A.S.C. (1988). Repeat Buying, Facts, Theory and Applications, Oxford University, Press, Oxford
  • Fournier S., Yao, J.L. (1997).Revising Brand Loyalty, A Conceptualization within the Framework of Consumer Brand Relationships, International Journal of Research in Marketing, 14(5), 451-472.
  • Güngör, C., (2015). Müşteri memnuniyeti yaratmada müşteri piyasalarının oluşturulmasının önemi ve bir araştırma. Yüksek Lisans Tezi. İstanbul: İstanbul Gelişim Üniversitesi SBE.
  • Harris, L. Ve Dennis, C.(2002). Marketing The e-Business. London: Routledge.
  • Holbrook, M.B. (1999). Introduction to consumer value. Consumer Value: A Framework for Analysis and Research, Holbrook, M.B. (Ed.), Routledge, London, 1-28.
  • Huber, F., Hermann, A., and Morgan, R.E. (2001). Gaining competitive advantage through customer value oriented management. Journal of Consumer Marketing, 18/1, 41–53.
  • Jacoby, J. and Chestnut, R.W. (1978). Brand Loyalty Measurement and Management. New York: Wiley. Keaveney, S.M.,1995. Customer switching behaviour in service industries: an exploratory study. Journal of Marketing, 59, 71-82.
  • Jang, Y. (2015). Perceived Value of Fast-food Restaurant Franchises in the USA, Masters Thesis.
  • Lambert, D., Stock, J., & Sterling, J. (1990). A gap analysis of buyer and seller perceptions of the importance of marketing mix attributes. Chicago, IL.: In AMA Educators’ Proceedings.merican Marketing Association.
  • Lee, G. G. ve H. F. Lin. (2005). Customer Perceptions of e-Service Quality in Online Shopping. International Journal of Retail & Distribution Management. 33(2), 161- 176.
  • Leuthesser, L and Kohli, AK.(1995). Relational behaviour in business markets. Journal of Business Research, 34, 221−233.
  • Lopez-Gonzalez, H., Estévez, A., & Griffiths, M. D. (2017). Marketing and advertising online sports betting: A problem gambling perspective. Journal of Sport and Social Issues, 41(3), 256-272.
  • Malakmadze, K., Ünver, S. ve Arıkan, E. (2017). Çevrimiçi Gizlilik ve E-Sadakat Eğilimi İlişkisi Üzerine Ülkeler Arası Bir İnceleme: Türkiye ve Rusya Arasında bir Karşılaştırma, İşletme Araştırmaları Dergisi, 9 (1), 439-463.
  • Mentzer, J. T., Flint, D. J., & Kent, J. L. (1999). Developing a logistics service quality scale. Journal of Business logistics, 20.
  • Mentzer, J., Daniel, J., & Kent, J. (1999). Developing a logistics service quality scale,. Journal of Husmess Logistics, 20(1), 9-32.
  • Mentzer, John T., Gomes, Roger, Krapfel, Robert E., (1989), Physical Distribution Service: A Fundamental Marketing Concept?, Journal of Academy of Marketing Science, 17(1).
  • Miguens, M.J.L. ve Vazguez, E. G. (2017). A Integral Model of E-Loyalty from The Consumers Perspective, Consumers in Human Behaviour, 72, 397-411.
  • Monroe, Kent B. (2003). Pricing: Making Profitable Decisions, 3rd ed., McGrawHill/Irwin, Burr Ridge, IL.
  • Moriuchi, E., & Takahashi, I. (2016). Satisfaction trust and loyalty of repeat online consumer within the Japanese online supermarket trade. Australasian Marketing Journal (AMJ), 24(2), 146-156.
  • Novack, T. P., Hoffman, D. L., Yung, Y.-F. (2000). Measuring the Customer Experience in Online Environments: A Structural Modeling Approach, Marketing Science, C/S. 19(1), 22-42.
  • Odin, Y., Odin N. and Florence, P.V. (2001). Conceptual and Operational Aspects of Brand Loyalty an Empirical Investigation, Journal of Business Research, 53, 75-84.
  • Oliver, R. L. (1999). Whence customer loyalty? Journal of Marketing, 63, 33–44.
  • Onaran, B., Bulut, Z., ve Özmen A., (2013). Müşteri değerinin, müşteri tatmini, müşteri sadakati ve müşteri ilişkileri yönetimi performansı üzerindeki etkilerinin incelenmesine yönelik bir araştırma. Business and Economics Research Journal, 2013, 4 (2) s. 38.
  • Pauwels, K., P. S.H. Leeflang, M. L. Teerling ve K.R. E. Huizingh. (2011). Does Online Information Drive Offline Revenues? Only for Specific Products and Consumer Segments!. Journal of Retailing. 87 (1), 1–17.
  • Rowe, WG and Barnes, JG. (1998). Relationship marketing and sustained competitive advantage. Journal of Market-Focused Management, 2, 281−297.
  • Saura, I. G., & Frances, David Savera. (2008). Logistics service quality: An New Way to loyalty. Industrial Management & Data Systems, 108(5), 650-668, 651-663.
  • Srinivasan, S.S., Anderson, R. ve Ponnavolu, K. (2002). Customer Loyalty in E-Commerce: An Exploration of Its Antecedents and Consequences, Journal of Retailing, 78 (2), 41-50.
  • Sweeney, J.C., and Soutar, G.N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of retailing, 77(2), 203- 220.
  • Temelli, U.E., (2014). Kurumsallaşma düzeyinin örgütsel yetenekler açısından inşaat sektöründe algılanan müşteri değerine etkisi. Doktora Tezi. İstanbul: İstanbul Üniversitesi SBE.
  • Thai, V. (2013) Logistics service quality: conceptual model and emprical evidence. International Journal of Logistics Research and Aplications: A Leading Journal of Supply Chain Management, 16(2), 114-131.
  • Toufaily, É., Rajaobelina, L., Brun, I., (2013). A relational classification of online banking customers. International Journal of Bank Marketing.
  • Uzel, Ezgi ve Tuna, Okan (2014). Elektronik Alışverişte Lojistik Hizmet Kalitesinin Satın Alma Sonrası Davranışsal Niyete Etkisi, Journal of Marketing, Management and Logistics, 1(3), 241-258.
  • Waters, D. (2003). Logistics: An introduction to supply chain management (1 b.). New York: Palgrave Macmillan.
  • Yang, Z., and Peterson, R.T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & Marketing, 21(10), 799– 822.
  • Zeithaml V.A., Berry L.L. and Parasuraman A. (1988). A communication and control processes in the delivery of service quality. Journal of Marketing, 52(2), 87-100.
There are 43 citations in total.

Details

Primary Language Turkish
Journal Section Research Articles
Authors

İdil Şahin 0000-0001-7027-7425

Ezgi Uzel Aydınocak 0000-0002-9177-1163

Publication Date January 4, 2023
Published in Issue Year 2022

Cite

APA Şahin, İ., & Uzel Aydınocak, E. (2023). ONLİNE PERAKENDECİLİKTE LOJİSTİK HİZMET KALİTESİNİN MÜŞTERİ TARAFINDAN ALGILANAN DEĞER ARACILIĞIYLA MÜŞTERİ SADAKATİNE ETKİSİ. Niğde Ömer Halisdemir Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 4(2), 122-148. https://doi.org/10.56574/nohusosbil.1200822
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