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

Year 2022, , 122 - 148, 04.01.2023

İdil Şahin , Ezgi Uzel Aydınocak

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.

Keywords

Online Perakendecilik, Lojistik Hizmet Kalitesi, Algılanan Değer, Müşteri Sadakati

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

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.

Keywords

Online Retailing, Logistics Service Quality, Perceived Value, Customer Loyalty

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