Marka Sadakati ve Yeniden Satinalma Niyetinin Web Sayfasi Hizmet Belirleyicileri Kapsaminda Değerlendirilmesi

Öz

Elektronik ticaret (e-ticaret) işletmelerin daha büyük coğrafi pazarlara ulaşmalarının en kolay ve hızlı yollarından biri haline gelmiş, aynı zamanda pazarı çeşitlendirmiş, mal ve hizmetlerin çeşitlenmesi ve artmasıyla tüketicilere de bu mal ve hizmetleri arasında seçim yapabilme fırsatı sunmuştur. İşletmeler bu gelişmelere ayak uydurarak web siteleri ile pazarlama faaliyetlerine güç katmak, marka farkındalığı sağlamak ve tüketici sadakati inşa etmek amaçlarıyla İnternet’in avantajlarını kullanmaya başlamışlardır. Markalar tüketicilerle iletişime geçmek ve bilinirliklerini arttırmak için her mecrada var olma savaşı içindedirler. E- ticaret ortamında işletmelerin tüketicilere ulaşmak için en önemli aracı olan web sitelerinin sahip oldukları hizmet belirleyicilerinin marka sadakati ve yeniden satın alma niyetine etkisini değerlendirmek amaçlanmıştır. Elde edilen verileri değerlendirmek için Çoklu Regresyon ve Basit Regresyon analizleri kullanılmıştır. Analiz sonuçlarına göre web sitesi hizmet belirleyicilerinden güvenlik, teşvik, kişiselleştirme özelliklerinin marka bağlılığına olumlu yönde etkilediği; dizayn, ulaşılabilirlilik ve güvenlik unsurlarının yeniden satin alma niyetini olumlu yönde etkilediği; marka bağlılığının yeniden satin alma niyetine olumlu yönde yordadığı görülmektedir.

Anahtar Kelimeler

• Marka Sadakati
• Yeniden satın alma niyeti
• web sitesi hizmet belirleyicileri

Evaluation of Brand Loyalty and Repurchase Intention in Terms of Website E-Service Quality Determinants

Abstract

Electronic commerce (e-commerce) has become one of the easiest and fastest ways for businesses to reach larger geographical markets, and at the same time, it has diversified the market and, with the diversification and increase in goods and services, it has also offered consumers the opportunity to choose among these goods and services. By keeping up with these developments, businesses have begun to use the advantages of the Internet to strengthen their marketing activities with their websites, to provide brand awareness and to build consumer loyalty. Brands are struggling to exist in every medium to communicate with consumers and increase their awareness. It is aimed to evaluate the impact of service determinants of websites, which are the most important tools of businesses to reach consumers in the e-commerce environment, on brand loyalty and repurchase intention. Multiple Regression and Simple Regression analyses were used to evaluate the obtained data. According to the analysis results, it was found that security, incentive and personalization features of website service determinants positively affect brand loyalty; it is seen that design, accessibility and security elements positively affect repurchase intention; brand loyalty positively predicts repurchase intention.

Keywords

• Brand Loyalty
• Repurchasing Intention
• Website service determinants

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