TY  - JOUR
T1  - E-MÜŞTERİLERİN DEMOGRAFİK ÖZELLİKLERİNE GÖRE ALGI VE MEMNUNİYETLERİNDEKİ FARKLILIKLARIN İNCELENMESİ: GAZİANTEP İLİ ÖRNEĞİ
TT  - AN EXAMINATION OF DIFFERENCES ON SATISFACTION AND PERCEPTIONS OF E-CUSTOMERS ACCORDING TO DEMOGRAPHIC CHARACTERISTICS: GAZIANTEP PROVINCE CASE
AU  - Ateş, Vildan
AU  - Kılıç, Zafer
PY  - 2018
DA  - December
Y2  - 2018
DO  - 10.22139/jobs.432645
JF  - İşletme Bilimi Dergisi
JO  - About the Journal
PB  - Sakarya Üniversitesi
WT  - DergiPark
SN  - 2148-0737
SP  - 127
EP  - 151
VL  - 6
IS  - 3
LA  - tr
AB  - Amaç: Bu çalışmanın amacı, e-müşterilerincinsiyetinin, yaş grubunun, okul türünün online alışverişe yönelik müşterialgılarında (güvenlik ve müşteri ilişkileri) ve müşteri memnuniyetlerindefarklılık yaratıp yaratmadığı ortaya çıkarmak ve güvenlik ile müşteriilişkileri algılarının e-müşteri memnuniyetinin ne kadarını yordadığınıbelirlemektir.Yöntem: Çalışma grubu Gaziantep ilindeki üçüniversitede 2016-2017 öğretim yılı güz döneminde öğrenim gören 560 öğrencidenoluşmaktadır. Veriler 21 maddeden oluşan Online Alışveriş Müşteri Algıları veMüşteri Memnuniyeti Ölçeği (OAMA-MMÖ) ölçeği ile toplanmış ve verilerinanalizleri için tek ve çift yönlü MANOVA ve adımsal regresyon analizleri sosyalbilimler için istatistik programı olan SPSS 22.0 paket programı ileyapılmıştır.Bulgular: E-müşterilerin cinsiyetlerinin ve okultürünün güvenlik algısının, müşteri ilişkileri algısı ve müşteri memnuniyetipuanlarına etkisi istatistiksel olarak anlamlı bulunmamıştır. Fakat yaşgruplarına göre 15-20 yaş grubundaki müşterilerin güvenlik algısı 21-26 yaşgrubundaki müşterilere göre istatistiksel olarak anlamlı bir şekilde dahadüşüktür. Buna ilaveten 15-20 ve 21-25 yaş gruplarında kadınların güvenlikalgıları ile müşteri memnuniyetleri erkeklerden yüksek iken 25 yaş ve üzerikadın müşterilerin güvenlik algısı ve müşteri memnuniyet puan ortalamaları bugruptaki erkeklerden daha düşük olduğu görülmüştür. Güvenlik, müşteriilişkileri algıları ile e-müşteri memnuniyeti arasında da anlamlı ilişkilersaptanmıştırSonuç: Bulgular, ilgili literatür ilekarşılaştırılarak araştırmacılar ile online alışveriş siteleri yöneticilerineöneriler sunulmuştur.
KW  - E-ticaret
KW  - E-müşteri
KW  - Müşteri memnuniyeti
KW  - Güvenlik
KW  - müşteri ilişkileri
N2  - Thisstudy aimed to determine whether the demographic variables such as gender, agegroup, and university choice of e-customers create differences in customerperceptions (security and customer relations) and satisfaction towards onlineshopping, and how security and customer perceptions predict e-customersatisfaction. The study was carried out with undergraduate students studying atboth state and private universities, and it was claimed that the effect ofdemographic characteristics (gender, age, and school choice) of e-customers areimportant and have a difference in security, customer relations andsatisfaction.The researchquestions of this study are as follows:• Doesthe gender and age group make a difference in customer perceptions (securityand customer relations) and customer satisfaction with online shopping? • Doesthe university choice have an impact on security, customer relationsperceptions and satisfaction with online shopping?• Howmuch do e-customer perceptions (security and customer relationships) predicte-customer satisfaction? What are the explanatory power and the order of importanceof each perception dimension in predicting e-customer satisfaction?The sampleconsisted of 560 students studying at three universities in Gaziantep in the2016-2017 academic year. The survey data were collected using “Online ShoppingCustomer Perceptions and Customer Satisfaction” scale (OSCP-CSS) developed by Ates(2017). One and two-way MANOVA and stepwise regression analyses were conductedusing the SPSS 22.0 package program.Theeffect of e-customers' gender and university choice on security perception didnot have a statistically significant effect on customer relationship perceptionand customer satisfaction scores. However, according to age groups, the safetyperception of the 15-20 group was significantly lower than the 21-26 group.Also, in the group of 15-20 and 21-25, the perception of security for femalecustomers was higher than that of male ones, while the perception of securityand customer satisfaction of females aged 25 years and older are lower thanmales in this group. As a result of the stepwise regression analysis, it wasseen that around 39% of the total variance in e-customer satisfaction wasexplained by the security perception and customer relations (R = 0.622, R2 = 0.386, p <.001). In the first step of the stepwise regressionanalysis, the variable of the regression coefficient (Beta) is 0.595 for therelationship between the perception of the customer relationship and customersatisfaction. It was seen that the perception of the customer relationshipexplains 35% of e-customer satisfaction (R2 = 0.354). In the secondstep of the stepwise regression analysis, security perception was added to the model.As a result, it was found that 39% of the total variance in e-customersatisfaction was related to the perception of security and customer relations(R = 0.622, R2 = 0.386). When the other variables remained constant,the Beta coefficients of the perceptions of customer relationship and security werefound 0.252 and 0.113, respectively. The t values for both Beta coefficients are10,322 and 5,540, respectively (p <.001). When the regression coefficients,R2 and t values of the customer relations and security perceptionvariables were examined, it was seen that e-customer satisfaction wassignificantly predicted firstly by customer relations and secondly by securityperception.15-20 age group customers had significantly lowersafety perceptions than the 21-26 age group. A possible explanation for thismay be the fact that e-customers who have more internet experience have bettercontrol of technology and find online shopping safer. Another reason could bethat as experience with the Internet increases, users become better atpreventing problems. In turn, this may lead to an increase in trust (Santanaand Loureiro, 2010; Ozhan and Altug, 2015).Also, in the 15-20 and 21-25 age groups, while femalecustomer satisfaction was higher than male customers, the perception ofsecurity and customer satisfaction of females aged 25 and over were lower thanmales. This can be attributed to the low level of customer satisfaction in theprevious studies (Kim et al., 2008; Chiu et al., 2009; Godwin et al., 2010;Chen, 2012). Female customers in this age group can be considered to have moreonline shopping experience and negative security experiences than other groups.Customers start shopping online with high-security perception, but as a resultof negative experiences, security perceptions decrease. Online shopping sitesshould also be careful about this and take the necessary precautions in a waythat does not reduce the security perception.According to the findings of the study, theperceptions of security and customer relations were found to be the significantpredictors of e-customer satisfaction. These two variables together predicted39% of e-customer satisfaction. It was observed that the perception of customerrelationship increased e-customer satisfaction more than security perception. Itwas seen that customer relation is a determining factor in customersatisfaction (Ates, 2017). On the other hand, the perception of security issecond to the perception of customer relations and this is one of theremarkable findings of the study. In today's online shopping sites, security isnot only considered as strategic feature, but it is a fundamental requirementfor customers, and this notion supports our finding (Godwin et al., 2010). It hasalso been emphasized that security perception plays a decisive role in customersatisfaction, the main reason why many potential customers do not shop fromonline shopping sites is the lack of security perception (Kim et al., 2008;Chiu et al., 2009; Eid, 2011; Chen, 2012). Security is an important issue thatshould be considered and taken care of for customers of online shopping sites,and the necessary security requirements (authentication, integrity, secureencryption method, payment security) should be provided by online shoppingsites.This study offers some suggestions for online shoppingsites. Online shopping sites are very important for customer satisfactionstudies. These enterprises should give importance to customer relations andsecurity perceptions and work towards increasing these two perceptions toincrease their customers’ satisfaction. Satisfied customers, in turn, can alsoincrease their income. In the future, detailed studies can confirm ourfinding that women aged 25 and over have more online shopping experience andnegative security experiences than other groups. Also, future studies mayinclude undergraduate and graduate students or university staff from otheruniversities operating Turkey in their sample.
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UR  - https://doi.org/10.22139/jobs.432645
L1  - https://dergipark.org.tr/tr/download/article-file/607674
ER  -