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THE EFFECT OF SERVICE QUALITY ON CUSTOMER SATISFACTION IN E-COMMERCE ENVIRONMENT

Year 2022, Volume: 15 Issue: 1, 155 - 156, 30.07.2022
https://doi.org/10.17261/Pressacademia.2022.1605

Abstract

Purpose- It is important to examine customer satisfaction, which is the antecedent of customer loyalty, which is considered one of the most critical tools to achieve long-term profit success, especially for e-commerce companies where it is difficult to create loyal customers. In this study, it is aimed to examine the effects of perceived service quality dimensions such as ease of use, responsiveness, personalization and assurance on customer satisfaction.
Methodology- The universe of the study consists of consumers who have shopped from e-commerce companies at least once. The study data were obtained by the survey method, and the data found suitable for the analysis were analyzed with the Jamovi 2.3.9 program. Regression analysis was used to test the research model developed based on the literature.
Findings- As a result of the study, it was determined that the dimensions of personalization and assurance, which are the dimensions of perceived service quality in e-commerce environments, have a statistically significant and positive effect on customer satisfaction, but the dimensions of ease of use and responsiveness do not have a statistically significant effect on customer satisfaction.
Conclusion- Based on the results of the study, it can be said that the perceived service quality affects customer satisfaction in e-commerce sites. Considering the effect of personalization on customer satisfaction, it is thought that it would be correct for e-commerce sites to provide personalized campaigns and suggestions in line with the needs and interests of the person. Based on the effect of the assurance dimension on customer satisfaction, it is suggested that they work on creating payment systems and privacy policies that will make customers feel safe to visit the site again and make a purchase.

References

  • Al-Kasasbeh, M., Dasgupta, S., & AL-Faouri, A. H. (2011). Factors affecting e-service satisfaction. Communications of the IBIMA, 2011, 1–12. https://doi.org/10.5171/2011.547937
  • Chang, H. H., Wang, Y.-H., & Yang, W.-Y. (2009). The impact of e-service quality, customer satisfaction and loyalty on e-marketing: Moderating effect of perceived value. Total Quality Management, 20(4), 423–443. https://doi.org/10.1080/14783360902781923
  • Kasiri, L. A., Guan Cheng, K. T., Sambasivan, M., & Sidin, S. M. (2017). Integration of standardization and customization: Impact on service quality, customer satisfaction, and loyalty. Journal of Retailing and Consumer Services, 35, 91–97. https://doi.org/10.1016/j.jretconser.2016.11.007
  • Kassim, Norizan M., & Abdullah, N. A. (2005). Customer loyalty in e-commerce settings: An empirical study. Electronic Markets, 18(3), 275–290.
  • Kassim, Norizan Mohd, & Ismail, S. (2009). Investigating the complex drivers of loyalty in e-commerce settings. Measuring Business Excellence, 13(1), 56–71. https://doi.org/10.1108/13683040910943054
  • Kaur, M., & Kumar, S. (2016). Predictors of satisfaction and loyalty in online shopping: An integrated model. Apeejay Business Review, 15(1–2), 13–26.
  • Li, H., & Suomi, R. (2009). A proposed scale for measuring e-service quality. International Journal of u- and e-Service, Science and Technology, 2(1), 1–10.
  • Ribbink, D., van Riel, A. C. R., Liljander, V., & Streukens, S. (2004). Comfort your online customer: quality, trust and loyalty on the internet. Managing Service Quality: An International Journal, 14(6), 446–456. https://doi.org/10.1108/09604520410569784
  • Sharma, A., & Bahl, S. (2019). Customer preferences for different service quality dimensions in selected e-commerce websites in India. Journal of Management, 6(3), 77–95.
  • Swaid, S. I., & Wigand, R. T. (2007). Key dimensions of e-commerce service quality and its relationships to satisfaction and loyalty. 20th Bled eConference eMergence: Merging and Emerging Technologies, Processes, and Institutions, 414–428. http://aisel.aisnet.org/bled2007
  • Tabaei, Z., Fathian, M., & Gholamian, M. R. (2011). Effective factors on electronic customers satisfaction. 3rd International Conference on Information and Financial Engineering, 579–582.

E-TİCARET ORTAMLARINDA HİZMET KALİTESİNİN MÜŞTERİ MEMNUNİYETİNE ETKİSİ

Year 2022, Volume: 15 Issue: 1, 155 - 156, 30.07.2022
https://doi.org/10.17261/Pressacademia.2022.1605

Abstract

Amaç- Uzun vadeli kar başarısı elde etmenin en kritik araçlarından biri olarak kabul edilen müşteri sadakatinin öncülü olan müşteri memnuniyetini özellikle sadık müşteri oluşturmanın güç olduğu e-ticaret şirketleri açısından incelemek önemlidir. Bu çalışma ile e-ticaret ortamlarında algılanan hizmet kalitesi boyutları olan kullanım kolaylığı, cevap verebilirlik, kişiselleştirme ve güvencenin müşteri memnuniyeti üzerindeki etkisinin incelenmesi amaçlanmıştır.
Metodoloji- Çalışmanın evrenini, en az bir kez e-ticaret şirketlerinden alışveriş yapmış olan tüketiciler oluşturmaktadır. Çalışma verileri anket yöntemiyle elde edilmiş olup, analize uygun bulunan veriler Jamovi 2.3.9 programı ile analiz edilmiştir. Literatürden hareketle oluşturulan araştırma modelinin test edilmesinde regresyon analizinden yararlanılmıştır.
Bulgular- Çalışma sonucunda e-ticaret ortamlarında algılanan hizmet kalitesi boyutlarından kişiselleştirme ve güvence boyutlarının müşteri memnuniyeti üzerinde istatistiksel olarak anlamlı ve pozitif bir etkisi olduğu ancak kullanım kolaylığı ve cevap verebilirlik boyutlarının müşteri memnuniyeti üzerinde istatistiksel olarak anlamlı bir etkisinin olmadığı tespit edilmiştir.
Sonuç- Çalışma sonuçlarından yola çıkarak, algılanan hizmet kalitesinin e-ticaret sitelerinde müşteri memnuniyetine etki ettiği söylenebilmektedir. Kişiselleştirme boyutunun müşteri memnuniyetine etkisi dikkate alındığında e-ticaret sitelerinin kişiye özel kampanyalar ile kişinin ihtiyaç ve ilgisi doğrultusunda yapılan yönlendirmelerde bulunmasının doğru olacağı düşünülmektedir. Güvence boyutunun müşteri memnuniyetine olan etkisinden hareketle ise müşterilerin siteyi tekrar ziyaret etmesi, satın alma yapması için kendini güvende hissetmesini sağlayacak ödeme sistemlerinin ve gizlilik politikalarının oluşturulması konusunda çalışmalar yapmaları önerilmektedir.

References

  • Al-Kasasbeh, M., Dasgupta, S., & AL-Faouri, A. H. (2011). Factors affecting e-service satisfaction. Communications of the IBIMA, 2011, 1–12. https://doi.org/10.5171/2011.547937
  • Chang, H. H., Wang, Y.-H., & Yang, W.-Y. (2009). The impact of e-service quality, customer satisfaction and loyalty on e-marketing: Moderating effect of perceived value. Total Quality Management, 20(4), 423–443. https://doi.org/10.1080/14783360902781923
  • Kasiri, L. A., Guan Cheng, K. T., Sambasivan, M., & Sidin, S. M. (2017). Integration of standardization and customization: Impact on service quality, customer satisfaction, and loyalty. Journal of Retailing and Consumer Services, 35, 91–97. https://doi.org/10.1016/j.jretconser.2016.11.007
  • Kassim, Norizan M., & Abdullah, N. A. (2005). Customer loyalty in e-commerce settings: An empirical study. Electronic Markets, 18(3), 275–290.
  • Kassim, Norizan Mohd, & Ismail, S. (2009). Investigating the complex drivers of loyalty in e-commerce settings. Measuring Business Excellence, 13(1), 56–71. https://doi.org/10.1108/13683040910943054
  • Kaur, M., & Kumar, S. (2016). Predictors of satisfaction and loyalty in online shopping: An integrated model. Apeejay Business Review, 15(1–2), 13–26.
  • Li, H., & Suomi, R. (2009). A proposed scale for measuring e-service quality. International Journal of u- and e-Service, Science and Technology, 2(1), 1–10.
  • Ribbink, D., van Riel, A. C. R., Liljander, V., & Streukens, S. (2004). Comfort your online customer: quality, trust and loyalty on the internet. Managing Service Quality: An International Journal, 14(6), 446–456. https://doi.org/10.1108/09604520410569784
  • Sharma, A., & Bahl, S. (2019). Customer preferences for different service quality dimensions in selected e-commerce websites in India. Journal of Management, 6(3), 77–95.
  • Swaid, S. I., & Wigand, R. T. (2007). Key dimensions of e-commerce service quality and its relationships to satisfaction and loyalty. 20th Bled eConference eMergence: Merging and Emerging Technologies, Processes, and Institutions, 414–428. http://aisel.aisnet.org/bled2007
  • Tabaei, Z., Fathian, M., & Gholamian, M. R. (2011). Effective factors on electronic customers satisfaction. 3rd International Conference on Information and Financial Engineering, 579–582.
There are 11 citations in total.

Details

Primary Language Turkish
Subjects Finance, Business Administration
Journal Section Articles
Authors

Ozlem Ozdemir Suzer 0000-0003-1908-4235

Publication Date July 30, 2022
Published in Issue Year 2022 Volume: 15 Issue: 1

Cite

APA Suzer, O. O. (2022). E-TİCARET ORTAMLARINDA HİZMET KALİTESİNİN MÜŞTERİ MEMNUNİYETİNE ETKİSİ. PressAcademia Procedia, 15(1), 155-156. https://doi.org/10.17261/Pressacademia.2022.1605
AMA Suzer OO. E-TİCARET ORTAMLARINDA HİZMET KALİTESİNİN MÜŞTERİ MEMNUNİYETİNE ETKİSİ. PAP. July 2022;15(1):155-156. doi:10.17261/Pressacademia.2022.1605
Chicago Suzer, Ozlem Ozdemir. “E-TİCARET ORTAMLARINDA HİZMET KALİTESİNİN MÜŞTERİ MEMNUNİYETİNE ETKİSİ”. PressAcademia Procedia 15, no. 1 (July 2022): 155-56. https://doi.org/10.17261/Pressacademia.2022.1605.
EndNote Suzer OO (July 1, 2022) E-TİCARET ORTAMLARINDA HİZMET KALİTESİNİN MÜŞTERİ MEMNUNİYETİNE ETKİSİ. PressAcademia Procedia 15 1 155–156.
IEEE O. O. Suzer, “E-TİCARET ORTAMLARINDA HİZMET KALİTESİNİN MÜŞTERİ MEMNUNİYETİNE ETKİSİ”, PAP, vol. 15, no. 1, pp. 155–156, 2022, doi: 10.17261/Pressacademia.2022.1605.
ISNAD Suzer, Ozlem Ozdemir. “E-TİCARET ORTAMLARINDA HİZMET KALİTESİNİN MÜŞTERİ MEMNUNİYETİNE ETKİSİ”. PressAcademia Procedia 15/1 (July 2022), 155-156. https://doi.org/10.17261/Pressacademia.2022.1605.
JAMA Suzer OO. E-TİCARET ORTAMLARINDA HİZMET KALİTESİNİN MÜŞTERİ MEMNUNİYETİNE ETKİSİ. PAP. 2022;15:155–156.
MLA Suzer, Ozlem Ozdemir. “E-TİCARET ORTAMLARINDA HİZMET KALİTESİNİN MÜŞTERİ MEMNUNİYETİNE ETKİSİ”. PressAcademia Procedia, vol. 15, no. 1, 2022, pp. 155-6, doi:10.17261/Pressacademia.2022.1605.
Vancouver Suzer OO. E-TİCARET ORTAMLARINDA HİZMET KALİTESİNİN MÜŞTERİ MEMNUNİYETİNE ETKİSİ. PAP. 2022;15(1):155-6.

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