ELEKTRONİK HİZMET MARKA DEĞERİNİ ETKİLEYEN FAKTÖRLER: ELEKTRONİK HİZMET MÜŞTERİLERİ ÜZERİNE BİR UYGULAMA

Yıl 2018, Cilt: 7 Sayı: 14, 170 - 185, 05.01.2019

Salih Yıldız

Öz

Bu çalışmanın amacı, elektronik hizmet marka değerini etkileyen faktörlerin belirlenmesidir. Araştırma
kapsamında, kitap / dergi sektöründe faaliyet gösteren bir elektronik hizmet sitesi kullanılmıştır. Araştırmanın
örnek büyüklüğü, seçilen internet sitesinin müşterilerine uygulanan elektronik anket sonucunda 675 olarak
belirlenmiştir. Araştırmada kullanılan Elektronik Hizmet Marka Değeri ölçeğinin güvenirliliği Cronbach Alfa
Katsayısı yöntemi ile test edilmiştir. Ölçeğin geçerliliğinde ise, Faktör Analizi yöntemi kullanılmıştır. Ölçeğin
güvenirlilik ve geçerliliği belirlendikten sonra araştırma hipotezleri, Çoklu Regresyon Analizi test edilmiş ve
e-imaj, e-kalite, e-sadakat, e-güven, e-farkındalık ve e-değer faktörlerinin elektronik hizmet marka değeri
üzerinde etkili olduğu sonucuna ulaşılmıştır. 

Anahtar Kelimeler

Elektronik Ticaret, Hizmet Pazarlaması, Marka Değeri, Elektronik Hizmet Marka Değeri

FACTORS THAT EFFECTING ELECTRONIC SERVICE BRAND EQUITY: AN APPLICATION ON ELECTRONIC SERVICE CUSTOMERS

Öz

The aim of this study is to determine the factors affecting electronic service brand equity. Within the context
of this study, an electronic service site in book / magazine sector has been used. Survey sample size determined
as 675 as a result of an electronic survey administered on selected web site’s customers. The reliability of
Electronik Service Brands Equity scale that is being used in survey has been tested by Cronbach’s Alfa Method
and the validity of scale has been tested by Factor Analysis. Then, hypotheses of survey have been tested by
Multiple regression analysis and it has been determined that e-image, e-quality, e-loyalty, e-trust, e-awareness
and e-value factors are effective on electronic service brand equity.

Anahtar Kelimeler

Electronic Commerce, Service Marketing, Brand Equity, Electronic Service Brand Equity

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