E-Ticaret Pazaryerlerine Yönelik Müşteri E-Sadakati: E-Güven ve E-Memnuniyetin Rolü

Öz

İşletmeden tüketiciye e-ticaret, tüketicilerin internet vasıtasıyla işletmelerden doğrudan mal ve hizmet satın alabilmeleri anlamına gelmektedir. Tüketiciler çevrimiçi ortamda çok sayıda alternatife kısa bir sürede ulaşabilmektedirler. Alternatiflerin fazlalılığı e-ticaret işletmelerinin sadakatli müşterilere ulaşmalarını zorlaştırmaktadır. Potansiyel müşterilerin farklı bir e-ticaret web sitesine yönelmeden, ihtiyaç duydukları ürün ve hizmetleri her zaman tercih ettikleri belirli bir e-ticaret web sitesinden alma eğilimlerine müşteri e-sadakati denilmektedir. E-sadakati sağlamış olan işlemelerde aynı müşterilerin devamlı ve yüksek miktardaki harcamaları işletme maliyetlerinin karşılanmasını kolaylaştırmaktadır. Bu çalışmada müşterilerin e-ticaret pazaryerlerine (trendyol, hepsiburada, n11, gittigidiyor, amazon, akakçe vb.) yönelik sadakatine etki eden faktörlerin araştırılması amaçlanmıştır. Çalışmada veri toplama aracı olarak anket yöntemi kullanılmıştır. 400 kişi ile gerçekleştirilen bu araştırmada e-güven ve e-memnuniyetin e-sadakat üzerinde anlamlı ve pozitif etkilerinin olduğu bulunmuştur. Ayrıca e-güvene, e-memnuniyete ve dolaylı olarak e-sadakate etki eden diğer faktörler ortaya konulmuştur. Elde edilen bulgular neticesinde e-ticaret pazaryerlerinin müşteri e-sadakati oluşturabilmek için söz konusu faktörleri dikkate alarak yeni stratejiler yaratmaları beklenmektedir.

Anahtar Kelimeler

• e-ticaret
• e-ticaret pazaryeri
• e-güven
• e-memnuniyet
• e-sadakat

Customer E-Loyalty for E-Commerce Marketplaces: The Role of E-Trust and E-Satisfaction

Öz

Business-to-consumer e-commerce means that consumers can directly purchase goods and services from businesses via the internet. Consumers can find many alternatives online in a short time. The abundance of alternatives makes it difficult for e-commerce businesses to reach loyal customers. The tendency of potential customers to get the products and services they need from a specific e-commerce website they always prefer without turning to a different e-commerce website is called customer e-loyalty. Continuous and high amounts of expenses of the same customers in processes that have provided e-loyalty facilitate meeting operating costs. In this study, it was aimed to investigate the factors affecting the loyalty of customers towards e-commerce marketplaces (trendyol, Hepsiburada, n11, gittigidiyor, amazon, akakçe, etc.). Questionnaire method was used as a data collection tool in the study. In this study conducted with 400 people, it was found that e-trust and e-satisfaction have significant and positive effects on e-loyalty. In addition, other factors affecting e-trust, e-satisfaction and indirectly e-loyalty have been revealed. As a result of the findings, e-commerce marketplaces are expected to create new strategies by taking these factors into account in order to create customer e-loyalty.

Anahtar Kelimeler

• e-commerce
• e-commerce marketplace
• e-trust
• e-satisfaction
• e-loyalty

Kaynakça

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