“E-hizmet Uygulamalarında Kalite Algısı E-memnuniyet ve E-sadakat Kavramlarının Kültürel Farklılıklara Göre İncelenmesi: İngiltere ve Türkiye Örneği”

Year 2021, Volume: 5 Issue: 1, 1 - 23, 26.07.2021

Türkan Akıskalı Olgun Kitapçı

Abstract

Amaç: Bu çalışmanın amacı, Türk ve İngiliz tüketicilerin e-hizmet kalitesi algılarını genel e-hizmet kalitesi, e-memnuniyet ve e-sadakat ile karşılaştırarak, uluslararası e-ticaretin genişlemesiyle ilgili kültürel farklılıkları anlamaktır.
Tasarım/Metodoloji/Yaklaşım: Çalışmanın verileri Türkiye ve İngiltere’deki Amazon.com online alışveriş sitesinden alışveriş deneyimi olan internet kullanıcılarından toplandı. Veri analizi için toplam 1233 anket kullanılabilir kabul edildi. Kavramsal modeli test etmek için YEM analizi ve hipotezlerin testi için yol analizi kullanılmıştır.
Bulgular: Verimlilik, gizlilik ve çözüm bulma boyutlarının hem Türkiye hem de İngiltere’deki kullanıcılar için genel e-hizmet kalitesi üzerinde etkisi bulunmaktadır. Türkiye örneklemi için e-hizmet kalitesi boyutlarının herhangi birinin e-memnuniyeti üzerinde etkisi olmazken, İngiltere örnekleminde ise iletişimin e-memnuniyet üzerinde etkisi olduğu belirlenmiştir. Genel e-hizmet ve e-memnuniyet arasındaki ilişkiler iki ülke arasında pozitif yönde anlamlı olmuştur.
Pratik Uygulamalar: Türkiye ve İngiltere’den katılımcılarla oluşturulan veri setini kullanan bu çalışma, kültürlerarası algıları karşılaştırmıştır. Genel e-hizmet kalitesi ve e-memnuniyet oluşturmada önemli olan e-hizmet kalitesi boyutlarını incelemiştir. Çalışmada belirlenen boyutlar e-hizmet deneyiminin tam bir değerlendirmesine dayanmaktadır. E-perakendeciler hizmet performanslarını küresel olarak genişletmeyi planladıklarında bu çalışmada tanımlanan boyutları kullanabilir.
Özgünlük: Bu çalışma kültürel olarak iki farklı ülke; Türkiye ve gelişmiş ülke olan İngiltere’deki tüketicilerin e-hizmet kalitesini nasıl algıladıklarını ortaya koyan ilk çalışmadır

Keywords

E-hizmet, e-memnuniyet, e-sadakat, e-ticaret, Türkiye, İngiltere

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