Mobil Alışverişlerde Algılanan Hizmet Kalitesinin Müşteri Memnuniyeti, Tekrar Satın Alma Niyeti ve Tavsiye Etme Niyeti Üzerindeki Etkisinin İncelenmesi

Öz

Bu çalışmanın amacı, mobil alışverişlerde hizmet kalitesinin müşteri memnuniyeti, müşteri memnuniyetinin de tekrar satın alma niyeti ve tavsiye etme niyeti üzerindeki etkisinin incelenmesidir. Bu bağlamda 18.05.2022- 25.06.2022 tarihleri arasında Google Formlar aracılığıyla çeşitli sosyal medya kanallarında linkler dağıtılarak daha önce mobil alışveriş yapmış 18 yaş ve üzeri 503 katılımcıdan kolayda örnekleme yöntemiyle veri toplanmıştır. SPSS ve AMOS paket programları aracılığıyla analizler gerçekleştirilmiştir. Araştırma sonucuna göre, katılımcılar ayda birkaç kez mobil alışveriş yapmakta ve en çok Trendyol uygulamasını kullanmaktadır. Yapısal eşitlik modellemesi sonucunda da algılanan hizmet kalitesinin algılanan kullanım kolaylığı, güven ve müşteri hizmetleri boyutlarının müşteri memnuniyeti üzerinde etkisinin olduğu, müşteri memnuniyetinin ise tavsiye etme niyeti ve tekrar satın alma niyeti üzerinde etkisi olduğu görülmüştür.

Anahtar Kelimeler

• Mobil alışveriş
• algılanan hizmet kalitesi
• müşteri memnuniyeti
• tekrar satın alma niyeti
• tavsiye etme niyeti.
• Mobile shopping
• perceived service quality
• customer satisfaction
• repurchase intention
• recommendation intent.

Investigation of The Effect of Perceived Service Quality in Mobile Shopping on Customer Satisfaction, Repurchase Intention and Recommendation Intent

Öz

This study examines the effect of service quality on customer satisfaction and customer satisfaction on repurchase intention and recommendation intent in mobile shopping. In this context, between 18.05.2022 and 25.06.2022, data were collected by convenience sampling method from 503 participants aged 18 and over who had done mobile shopping before by distributing links on various social media channels via Google Forms. SPSS and AMOS package programs were used for the analyses made in the research context. According to the research results, the participants do mobile shopping several times a month and mostly use the Trendyol application. As a result of structural equation modeling, it was seen that the dimensions of perceived service quality, perceived ease of use, security, and customer service affected customer satisfaction. In contrast, customer satisfaction affected the intention to recommend and repurchase intent.

Anahtar Kelimeler

• Mobile shopping
• perceived service quality
• customer satisfaction
• repurchase intention
• recommendation intent.
• Mobile shopping, perceived service quality, customer satisfaction, repurchase intention, recommendation intent.

Kaynakça

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