İnternet üzerinden alışveriş yapan bireylerde risk algısı ile memnuniyet ve memnuniyetsizlik etkileşimi

Year 2017, Volume: 1 Issue: 1-2, 32 - 40, 01.12.2017

Selçuk Yasin Yıldız

Abstract

İnternet üzerinden alışveriş yapan bireylerin
algıladıkları risklerin, müşteri memnuniyeti ve müşteri memnuniyetsizliği
üzerine etkilerinin belirlenmesi amacıyla yapılan bu çalışma, Y kuşağından 416
tüketici ile yüz yüze görüşülerek elde edilen veriler aracılığıyla yapılmıştır.
Toplanan verilere ki-kare testi ve regresyon testi uygulanmıştır. Çalışma
sonuçlarına göre; algılanan risk boyutlarından zaman riski ve psikolojik riskin
müşteri memnuniyetine, sosyal risk ve psikolojik riskin müşteri
memnuniyetsizliğine etkisinin olduğu belirlenmiştir.

Keywords

Çevrimiçi alışveriş, müşteri memnuniyeti, müşteri memnuniyetsizliği, algılanan risk

References

• Altunışık, R., Coşkun, R., Bayraktaroğlu, S., & Yıldırım, E. (2010). Sosyal bilimlerde araştırma yöntemleri (SPSS uygulamalı). Sakarya Sakarya Yayıncılık.
• Anderson, R. E., & Srinivasan, S. S. (2003). E-satisfaction and e-loyalty: A contingency framework. Psychology and Marketing, 20(2), 123-138.
• Archer, N., & Yuan, Y. (2000). Managing business-to-business relationships throughout the e-commerce procurement life cycle. Internet Research, 10(5), 385-395.
• Belanger, F., Hiller, J. S., & Smith, W. J. (2002). Trustworthiness in electronic commerce: the role of privacy, security, and site attributes. The journal of strategic Information Systems, 11(3), 245-270.
• Bitner, M. J., & Hubbert, A. R. (1994). Encounter satisfaction versus overall satisfaction versus quality. Service quality: New directions in theory and practice, 34, 72-94.
• Bourlakis, M., Papagiannidis, S., & Fox, H. (2008). E-consumer behaviour: Past, present and future trajectories of an evolving retail revolution. International Journal of E-Business Research, 4(3), 64-76.
• Brooker, G. (1984). An assessment of an expanded measure of perceived risk. Advances In Consumer Research, 11, 439-441.
• Carpenter, J. M. (2008). Consumer shopping value, satisfaction and loyalty in discount retailing. Journal of Retailing and Consumer Services, 15(5), 358-363.
• Carpenter, J. M., & Fairhurst, A. (2005). Consumer shopping value, satisfaction, and loyalty for retail apparel brands. Journal of Fashion Marketing and Management: An International Journal, 9(3), 256-269.
• Chen, L. (2009). Online consumer behavior: An empirical study based on theory of planned behavior. (Unpublished Doctoral Thesis), ETD collection for University of Nebraska, Lincoln.
• Chen, R., & He, F. (2003). Examination of brand knowledge, perceived risk and consumers' intention to adopt an online retailer. Total Quality Management & Business Excellence, 14(6), 677.
• Chen, S. J., & Chang, T. Z. (2003). A descriptive model of online shopping process: some empirical results. International Journal of Service Industry Management, 14(5), 556-569.
• Crespo, Á. H., Del Bosque, I. R., & Sánchez, M. M. G. d. l. S. (2009). The influence of perceived risk on Internet shopping behavior: a multidimensional perspective. Journal of Risk Research, 12(2), 259-277.
• Dick, A. S., & Basu, K. (1994). Customer loyalty: toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22(2), 99-113.
• Durmuş, B., Yurtkoru, E. S., & Çinko, M. (2011). Sosyal bilimlerde SPSS’le veri analizi. İstanbul: Beta Yayınları.
• Fuchs, G., & Reichel, A. (2006). Tourist destination risk perception: The case of Israel. Journal of Hospitality & Leisure Marketing, 14(2), 83-108.
• Garner, S. J. (1986). Perceived risk and information sources in services purchasing. The Mid-Atlantic Journal of Business, 24(2), 49-58.
• Gupta, S., & Chatterjee, R. (1997). Electronic marketing and the consumer. Thousand Oaks, CA: Sage.
• Han, H., Kim, W., & Hyun, S. S. (2011). Switching intention model development: Role of service performances, customer satisfaction, and switching barriers in the hotel industry. . International Journal of Hospitality Management, 30(3), 619-629.
• Hernández-Lobato, L., Solis-Radilla, M. M., Moliner-Tena, M. A., & Sánchez-García, J. (2006). Tourism destination image, satisfaction and loyalty: a study in Ixtapa-Zihuatanejo, Mexico. Tourism geographies, 8(4), 343-358.
• Horton, R. L. (1976). The structure of perceived risk: Some further progress. Journal of the Academy of Marketing Science, 4(4), 694-706.
• Hoyer, W. D., & MacInnis, D. J. (2004). Consumer Behaviour (Third ed.). New York: Houghton Mifflin Company.
• Huang, H. H., Chiu, C. K., & Kuo, C. (2006). Exploring customer satisfaction, trust and destination loyalty in tourism. Journal of American Academy of Business, 10(1), 156-159.
• Jacoby, J., & Kaplan, L. B. (1972). The Components of Perceived Risk. Proceedings of the Third Annual Conference of the Association for Consumer Research, 382-393.
• Jones, T. O. (1996). Why satisfied customers defect. Journal of management in engineering, 12(6), 5-13.
• Kalakota, R., & Whinston, A. B. (1997). Electronic commerce: a manager's guide. Boston: Addison-Wesley Professional.
• Kaufman-Scarborough, C., & Lindquist, J. D. (2002). E-shopping in a multiple channel environment. Journal of Consumer Marketing, 19(4), 333-350.
• Keh, H. T., & Sun, J. (2008). The complexities of perceived risk in cross-cultural services marketing. Journal of International Marketing, 16(1), 120-146. doi:10.1509/jimk.16.1.120
• Kelley, S. W., & Davis, M. A. (1994). Antecedents to customer expectations for service recovery. Journal of the Academy of Marketing Science, 22(1), 52-61.
• Kim, K. J., Jeong, I. J., Park, J. C., Park, Y. J., Kim, C. G., & Kim, T. H. (2007). The impact of network service performance on customer satisfaction and loyalty: High-speed internet service case in Korea. Expert Systems with Applications, 32(3), 822-831.
• Kim, M.-K., Park, M.-C., & Jeong, D.-H. (2004). The effects of customer satisfaction and switching barrier on customer loyalty in Korean mobile telecommunication services. Telecommunications policy, 28(2), 145-159.
• Kotler, P. (1991). Marketing management: Analysis, planning, implementation, and control (7th ed.). New Jersey: Prentice-Hall, Inc.
• Kotler, P., & Armstrong, G. (2012). Principles of marketing (14 ed.). New Jersey: Pearson Education, Inc.
• Lengler, J. F., & Moyano, C. M. (2011). Developing Strategic Planning Method for Tourism Companies Based on Customer Satisfaction. . Paper presented at the Advances in Hospitality and Tourism Marketing and Management Conference, Boğaziçi University. İstanbul.
• Levy, M., Weitz, B. A., & Grewal, D. (1998). Retailing management. New York: Irwin/McGraw-Hill.
• Lin, H. F. (2008). Predicting consumer intentions to shop online: An empirical test of competing theories. Electronic Commerce Research and Applications, 6(4), 443-442.
• Mitchell, V. W. (1992). Understanding Consumers’ Behaviour: Can Perceived Risk Theory Help? Management Decision, 30(3), 26-31.
• Mitchell, V. W., Moutinho, L., & Lewis, B. R. (2003). Risk reduction in purchasing organisational professional services. SERVICE INDUSTRIES JOURNAL, 23(5), 1-19.
• Nakip, M. (2006). Pazarlama araştırmaları, teknikler ve SPSS destekli uygulamalar. Ankara: Seçkin Yayıncılık.
• Oliver, R. L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. . Journal of marketing research, 17(4), 460-469.
• Peter, J. P., & Tarpey, L. X. (1975). A comparative analysis of three consumer decision strategies. Journal of Consumer Research, 2(1), 29-37.
• Roselius, R. (1971). Consumer rankings of risk reduction methods. Journal of Marketing, 35(1), 56-61.
• Sanchez-Franco, M. J. (2009). The moderating effects of involvement on the relationships between satisfaction, trust and commitment in e-banking. Journal of Interactive Marketing, 23(3), 247-258.
• Schiffman, L. G., & Kanuk, L. L. (1994). Consumer behavior (5th ed.). New Jersey: Prentice-Hall, Inc.
• Singh, T., & Hill, M. E. (2003). Consumer privacy and the Internet in Europe: a view from Germany. Journal of Consumer Marketing, 20(7), 634-651.
• Slevitch, L., & Sharma, A. (2008). Management of perceived risk in the context of destination choice. International Journal of Hospitality & Tourism Administration, 9(1), 85-103.
• Su, A. Y. L. (2004). Customer satisfaction measurement practice in Taiwan hotels. International Journal of Hospitality Management, 23(4), 397-408.
• Torres-Moraga, E., Vásquez-Parraga, A. Z., & Zamora-González, J. (2008). Customer satisfaction and loyalty: start with the product, culminate with the brand. Journal of Consumer Marketing, 25(5), 302-313.
• Ueltschy, L., C. , Krampf, R., F., & Yannopoulos, P. (2004). A cross-national study of perceived consumer risk towards online (Internet) purchasing. Multinational Business Review(2), 59. doi:10.1108/1525383X200400010
• Valenzuela, F., & Vásquez-Párraga, A. (2006). Trust and commitment as mediating variables in the relationship between satisfaction and hotel guest loyalty. Panorama Socioeconomico, 24, 18-23.
• Velázquez, B. M., Blasco, M. F., Contrí, G. B., & Saura, I. G. (2009). Cognitive and affective causes of consumer dissatisfaction with the hospitality encounter. Journal of Hospitality Marketing & Management, 18(7), 653-675.
• Vijayasarathy, L. R. (2004). Predicting consumer intentions to use on-line shopping: the case for an augmented technology acceptance model. Information & management,, 41(6), 747-762.
• Ward, M. R., & Lee, M. J. (2000). Internet shopping, consumer search and product branding. Journal of product & brand management, 9(1), 6-20.
• Weiler, A. (2005). Information-seeking behaviour in generation Y students: Motivation, critical thinking, and learning theory. The Journal of Academic Librarianship, 31(1), 46-53.
• Woodside, A. G. (1972). Informal group influence on risk taking. Journal of Marketing Research (JMR), 9(2), 223-225.
• Zaltman, G. (2003). Tüketici nasıl düşünür (A. S. Koç, Trans.). İstanbul: Mediacat Kitapları.
• Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (1990). Delivering quality service: Balancing customer perceptions and expectations: Simon and Schuster.