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

Yıl 2023, Cilt: 23 Sayı: 1, 161 - 177, 30.03.2023
https://doi.org/10.11616/asbi.1205669

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.

Kaynakça

  • Agrebi, S. ve Jallais, J. (2015), Explain The İntention to Use Smartphones For Mobile Shopping. Journal of Retailing and Consumer Services, 22, s. 16-23.
  • Amin, M., Rezaei, S., ve Abolghasemi, M. (2014), User Satisfaction with Mobile Websites: The Impact of Perceived Usefulness (PU), Perceived Ease Of Use (PEOU) and Trust. Nankai Business Review International, 5(3), s. 258-274.
  • Amoako, G. K. (2022), Customer satisfaction: Role of Customer Service, Innovation, and Price in the Laundry Industry in Ghana. Journal of African Business, 23(1), s. 146-164.
  • Anderson, R.E., ve Srinivasan, S.S. (2003), E-Satisfaction and E-Loyalty: A Contingency Framework. Psychology & Marketing, 20, s. 123–138.
  • Arlı, E. (2013). Marina İşletmeciliğinde İlişkisel Pazarlama Uygulamalarının Tekrar Satın Alma Niyeti, Tavsiye Etme Niyeti ve Memnuniyet Üzerindeki Etkisi. Anatolia: Turizm Araştırmaları Dergisi, 23 (1), s. 19- 32.
  • Ashley, C., ve Leonard, H. A. (2009), Betrayed by The Buzz? Covert Content and Consumer-Brand Relationship. Journal of Public Policy & Marketing, 28(2), s. 212–220.
  • Barnes, S. J., ve Vidgen, R. T. (2002), An Integrative Approach to The Assessment of e-Commerce Quality. Journal of Electronic Commerce Research, 3(3), s. 114-127.
  • Başkol, M. (2016), E-Perakende Hizmet Kalitesinin Tekrar Satın Alma Üzerindeki Etkileri. Business and Economics Research Journal, 7(4), s. 107-121.
  • Bauer, H. H., Falk, T., ve Hammerschmidt, M. (2006), eTransQual: A Transaction Process-Based Approach for Capturing Service Quality in Online Shopping. Journal of Business Research, 59(7), s. 866-875.
  • Bayram, N. (2010). Yapısal Eşitlik Modellemesine Giriş AMOS Uygulamaları. İstanbul: Ezgi Kitabevi.
  • Boz, H. (2022). Sosyal Bilimlerde Bilimsel Araştırma Süreci. Sosyal Bilimlerde Araştırma Yöntemleri: Yeni Perspektifler, Ankara: Seçkin Yayıncılık.
  • Burton C. ve Scott C. (2003), Challenges for the 21st Century. International Journal of Arts Management, 5(2), s. 56-68.
  • Calif. D. H. S. (1987), Waste Audit Study: Automotive Repairs. Prepared by Wesley M. Toy, P.E. Saratoga, Calif., for the California Department of Health Services, Toxic Substances Control Division, Alternative Technology Section,s. 131-142.
  • Chong, A. Y. L., Chan, F. T. ve Ooi, K. B. (2012), Predicting Consumer Decisions to Adopt Mobile Commerce: Cross Country Empirical Examination Between China And Malaysia. Decision Support Systems, 53(1), s. 34-43.
  • Collier, J. E., ve Bienstock, C. C. (2006), Measuring Service Quality in e-Retailing. Journal of Service Research, 8(3), s. 260– 275.
  • Compeau, D. R. ve Higgins, C. A. (1995), Computer Self-Efficacy: Development of a Measure Initial Test. MIS Quarterly, 19(2), s. 189-211.
  • Cristobal, E., Flavian, C. ve Guinaliu, M. (2007), Perceived e‐Service Quality (Pesq): Measurement Validation snd Effects on Consumer Satisfaction snd Web Site Loyalty. Managing Service Quality: An International Journal, 17(3), s. 317-340.
  • Davis, F.D. (1989), Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology, MIS Quarterly, 13 (3), s. 319-340.
  • Della Prisanti, M. (2017), Pengaruh E-Service Quality Dan E-Trus Terhadap E-Customer Satisfaction Serta Implikasinya Terhadap Ecustomer Loyalty, Journal of Business Studies, 2(1), s. 19-38.
  • DeLone, W. H. ve McLean, E. R. (2003), The DeLone and McLean Model of Information Systems Success: A Ten-Year Update, Journal of Management Information Systems, 19(4), s.9-30.
  • Deng, Z., Lu, Y., Wei, K.K. ve Zhang, J. (2010), Understanding Customer Satisfaction and Loyalty: An Empirical Study of Mobile Instant Messages in China. International Journal of Information Management, 30 (4), s. 289-300.
  • Ding, D. X., Hu, P. J. H. ve Sheng, O. R. L. (2011), e-SELFQUAL: A Scale for Measuring Online Self-Service Quality. Journal of Business Research, 64(5), s. 508-515.
  • Doğan, H., ve Burucuoğlu, M. (2018). Tüketicilerin mobil bankacılık hizmet kalitesi algıları ve tekrar kullanma niyetleri: Ampirik bir araştırma. Uluslararası Yönetim İktisat ve İşletme Dergisi, 14(4), 1183-1198.
  • Düger, Y. S. ve Kahraman, H. (2017), Online Alışverişte Hizmet Kalitesinin Ve Algılanan Değerin Müşteri Memnuniyeti İle Tekrar Satın Alma Niyeti Üzerindeki Etkisi. Journal of International Social Research, 10(54), s. 819-826.
  • Fang, J., George, B., Shao, Y., ve Wen, C. (2016), Affective and Cognitive Factors Influencing Repeat Buying in e-Commerce. Electronic Commerce Research and Applications, s. 19, 44-55.
  • Fornell, C. & Larcker, D.F. (1981), Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), s. 39–50.
  • Gökalp, F. (2014), Lojistik Hizmeti Sağlayan İşletmelerde Mali Performansı Etkileyen Performans Ölçütlerinin Belirlenmesi: Bir Uygulama. Girişimcilik ve Kalkınma Dergisi, 9(1), s. 211-231.
  • Göktaş, L. S. ve Ülkü, A. (2021), Müzedeki Hizmet Kalitesi Algısının Tekrar Ziyaret Etme Ve Tavsiye Etme Niyeti Üzerindeki Etkisi. Avrasya Turizm Araştırmaları Dergisi, 2(2), s. 42-53.
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  • Harrison P. ve Shaw R. (2004), Consumer Satisfaction and Post-purchase Intentions: An Exploratory Study of Museum Visitors, International Journal of Arts Management, 6(2), s. 23-32.
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Investigation of The Effect of Perceived Service Quality in Mobile Shopping on Customer Satisfaction, Repurchase Intention and Recommendation Intent

Yıl 2023, Cilt: 23 Sayı: 1, 161 - 177, 30.03.2023
https://doi.org/10.11616/asbi.1205669

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.

Kaynakça

  • Agrebi, S. ve Jallais, J. (2015), Explain The İntention to Use Smartphones For Mobile Shopping. Journal of Retailing and Consumer Services, 22, s. 16-23.
  • Amin, M., Rezaei, S., ve Abolghasemi, M. (2014), User Satisfaction with Mobile Websites: The Impact of Perceived Usefulness (PU), Perceived Ease Of Use (PEOU) and Trust. Nankai Business Review International, 5(3), s. 258-274.
  • Amoako, G. K. (2022), Customer satisfaction: Role of Customer Service, Innovation, and Price in the Laundry Industry in Ghana. Journal of African Business, 23(1), s. 146-164.
  • Anderson, R.E., ve Srinivasan, S.S. (2003), E-Satisfaction and E-Loyalty: A Contingency Framework. Psychology & Marketing, 20, s. 123–138.
  • Arlı, E. (2013). Marina İşletmeciliğinde İlişkisel Pazarlama Uygulamalarının Tekrar Satın Alma Niyeti, Tavsiye Etme Niyeti ve Memnuniyet Üzerindeki Etkisi. Anatolia: Turizm Araştırmaları Dergisi, 23 (1), s. 19- 32.
  • Ashley, C., ve Leonard, H. A. (2009), Betrayed by The Buzz? Covert Content and Consumer-Brand Relationship. Journal of Public Policy & Marketing, 28(2), s. 212–220.
  • Barnes, S. J., ve Vidgen, R. T. (2002), An Integrative Approach to The Assessment of e-Commerce Quality. Journal of Electronic Commerce Research, 3(3), s. 114-127.
  • Başkol, M. (2016), E-Perakende Hizmet Kalitesinin Tekrar Satın Alma Üzerindeki Etkileri. Business and Economics Research Journal, 7(4), s. 107-121.
  • Bauer, H. H., Falk, T., ve Hammerschmidt, M. (2006), eTransQual: A Transaction Process-Based Approach for Capturing Service Quality in Online Shopping. Journal of Business Research, 59(7), s. 866-875.
  • Bayram, N. (2010). Yapısal Eşitlik Modellemesine Giriş AMOS Uygulamaları. İstanbul: Ezgi Kitabevi.
  • Boz, H. (2022). Sosyal Bilimlerde Bilimsel Araştırma Süreci. Sosyal Bilimlerde Araştırma Yöntemleri: Yeni Perspektifler, Ankara: Seçkin Yayıncılık.
  • Burton C. ve Scott C. (2003), Challenges for the 21st Century. International Journal of Arts Management, 5(2), s. 56-68.
  • Calif. D. H. S. (1987), Waste Audit Study: Automotive Repairs. Prepared by Wesley M. Toy, P.E. Saratoga, Calif., for the California Department of Health Services, Toxic Substances Control Division, Alternative Technology Section,s. 131-142.
  • Chong, A. Y. L., Chan, F. T. ve Ooi, K. B. (2012), Predicting Consumer Decisions to Adopt Mobile Commerce: Cross Country Empirical Examination Between China And Malaysia. Decision Support Systems, 53(1), s. 34-43.
  • Collier, J. E., ve Bienstock, C. C. (2006), Measuring Service Quality in e-Retailing. Journal of Service Research, 8(3), s. 260– 275.
  • Compeau, D. R. ve Higgins, C. A. (1995), Computer Self-Efficacy: Development of a Measure Initial Test. MIS Quarterly, 19(2), s. 189-211.
  • Cristobal, E., Flavian, C. ve Guinaliu, M. (2007), Perceived e‐Service Quality (Pesq): Measurement Validation snd Effects on Consumer Satisfaction snd Web Site Loyalty. Managing Service Quality: An International Journal, 17(3), s. 317-340.
  • Davis, F.D. (1989), Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology, MIS Quarterly, 13 (3), s. 319-340.
  • Della Prisanti, M. (2017), Pengaruh E-Service Quality Dan E-Trus Terhadap E-Customer Satisfaction Serta Implikasinya Terhadap Ecustomer Loyalty, Journal of Business Studies, 2(1), s. 19-38.
  • DeLone, W. H. ve McLean, E. R. (2003), The DeLone and McLean Model of Information Systems Success: A Ten-Year Update, Journal of Management Information Systems, 19(4), s.9-30.
  • Deng, Z., Lu, Y., Wei, K.K. ve Zhang, J. (2010), Understanding Customer Satisfaction and Loyalty: An Empirical Study of Mobile Instant Messages in China. International Journal of Information Management, 30 (4), s. 289-300.
  • Ding, D. X., Hu, P. J. H. ve Sheng, O. R. L. (2011), e-SELFQUAL: A Scale for Measuring Online Self-Service Quality. Journal of Business Research, 64(5), s. 508-515.
  • Doğan, H., ve Burucuoğlu, M. (2018). Tüketicilerin mobil bankacılık hizmet kalitesi algıları ve tekrar kullanma niyetleri: Ampirik bir araştırma. Uluslararası Yönetim İktisat ve İşletme Dergisi, 14(4), 1183-1198.
  • Düger, Y. S. ve Kahraman, H. (2017), Online Alışverişte Hizmet Kalitesinin Ve Algılanan Değerin Müşteri Memnuniyeti İle Tekrar Satın Alma Niyeti Üzerindeki Etkisi. Journal of International Social Research, 10(54), s. 819-826.
  • Fang, J., George, B., Shao, Y., ve Wen, C. (2016), Affective and Cognitive Factors Influencing Repeat Buying in e-Commerce. Electronic Commerce Research and Applications, s. 19, 44-55.
  • Fornell, C. & Larcker, D.F. (1981), Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), s. 39–50.
  • Gökalp, F. (2014), Lojistik Hizmeti Sağlayan İşletmelerde Mali Performansı Etkileyen Performans Ölçütlerinin Belirlenmesi: Bir Uygulama. Girişimcilik ve Kalkınma Dergisi, 9(1), s. 211-231.
  • Göktaş, L. S. ve Ülkü, A. (2021), Müzedeki Hizmet Kalitesi Algısının Tekrar Ziyaret Etme Ve Tavsiye Etme Niyeti Üzerindeki Etkisi. Avrasya Turizm Araştırmaları Dergisi, 2(2), s. 42-53.
  • Groß, M. (2016), Impediments to Mobile Shopping Continued Usage Intention: A Trust-Risk-Relationship. Journal of Retailing and Consumer Services, 33, s. 109-119.
  • Harrison P. ve Shaw R. (2004), Consumer Satisfaction and Post-purchase Intentions: An Exploratory Study of Museum Visitors, International Journal of Arts Management, 6(2), s. 23-32.
  • Hsieh, C. M. (2010), Roles of Motivations, Past Experience, Perceptions of Service Quality, Value and Satisfaction in Museum Visitors’ Loyalty. Dissertation, Michigan State University, Michigan, ABD.
  • Huo Y. ve Miller D. (2007), Satisfaction Measurement of Small Tourism Sector (Museum): Samoa. Asia Pacific Journal of Tourism Research, 12(2), s. 103-117.
  • https://www.eticaret.gov.tr/dnnqthgzvawtdxraybsaacxtymawm/content/FileManager/Dosyalar/2021%20Y%C4%B1l%C4%B1%20E-Ticaret%20B%C3%BClteni.pdf, (Erişim Tarihi, 30.12.2022).
  • https://fintechtime.com/tr/2021/12/mobil-e-ticarette-lider-konuma-geldi/, (Erişim Tarihi: 01.08.2022).
  • https://www.ideasoft.com.tr/haberler/2018-kobi-e-ticaret-raporuna-gore-4-milyonun-uzerinde-siparis-verildi/, (Erişim Tarihi: 07.08.2022).
  • https://www.iyzico.com/blog/iyzico-2020-online-alisveris-raporu/, (Erişim Tarihi: 08.01.2021).
  • https://oplog.com.tr/2019-e-ticaret-istatistikleri/, (Erişim Tarihi: 12.12.2020).
  • Jahanshahi, A. A., Gashti, M. A. H., Mirdamadi, S. A., Nawaser, K. ve Khaksar, S. M. S. (2011), Study The Effects of Customer Service and Product Quality on Customer Satisfaction and Loyalty. International Journal of Humanities and Social Science, 1(7), s. 253-260.
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  • Özgül, E., Börühan, G. ve Tek, Ö. B. (2017), Özel Alışveriş Sitelerinde Siparişlerin Yerine Getirilmesinde Lojistik Hizmet Kalitesinin Müşteri Memnuniyetine Etkisi. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 19(4), s. 629-664.
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  • Widiaputri, Y. S., Suharyono, S. ve Bafadhal, A. S. (2018), Pengaruh E-Service Quality Terhadap Perceived Value Dan ECustomer Satisfaction (Survei Pada Pelanggan Go-Ride Yang Menggunakan Mobile Application Go-Jek Di Kota Malang). Jurnal Administrasi Bisnis, 61(1), s. 1-10.
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  • Yapraklı, T. S., Kacer, Z. ve Ünalan, M. (2018). Mobil Alışveriş Uygulamalarının Kullanımını Etkileyen Faktörler ve Bu Faktörlerin Memnuniyet Ve Kullanma Niyeti Üzerindeki Etkisi. Pressacademia Procedia, 7(1), 306-310.
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  • Zhu, Q., Yin, H., Liu, J. & Lai, K. H. (2014). How is employee perception of organizational efforts in corporate social responsibility related to their satisfaction and loyalty towards developing harmonious society in Chinese enterprises?. Corporate Social Responsibility and Environmental Management, 21(1), 28-40.
Toplam 76 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Araştırma Makaleleri
Yazarlar

Buket Bora Semiz 0000-0002-5440-8496

Erken Görünüm Tarihi 30 Mart 2023
Yayımlanma Tarihi 30 Mart 2023
Gönderilme Tarihi 16 Kasım 2022
Yayımlandığı Sayı Yıl 2023 Cilt: 23 Sayı: 1

Kaynak Göster

APA Bora Semiz, B. (2023). Mobil Alışverişlerde Algılanan Hizmet Kalitesinin Müşteri Memnuniyeti, Tekrar Satın Alma Niyeti ve Tavsiye Etme Niyeti Üzerindeki Etkisinin İncelenmesi. Abant Sosyal Bilimler Dergisi, 23(1), 161-177. https://doi.org/10.11616/asbi.1205669
AMA Bora Semiz B. Mobil Alışverişlerde Algılanan Hizmet Kalitesinin Müşteri Memnuniyeti, Tekrar Satın Alma Niyeti ve Tavsiye Etme Niyeti Üzerindeki Etkisinin İncelenmesi. ASBİ. Mart 2023;23(1):161-177. doi:10.11616/asbi.1205669
Chicago Bora Semiz, Buket. “Mobil Alışverişlerde Algılanan Hizmet Kalitesinin Müşteri Memnuniyeti, Tekrar Satın Alma Niyeti Ve Tavsiye Etme Niyeti Üzerindeki Etkisinin İncelenmesi”. Abant Sosyal Bilimler Dergisi 23, sy. 1 (Mart 2023): 161-77. https://doi.org/10.11616/asbi.1205669.
EndNote Bora Semiz B (01 Mart 2023) Mobil Alışverişlerde Algılanan Hizmet Kalitesinin Müşteri Memnuniyeti, Tekrar Satın Alma Niyeti ve Tavsiye Etme Niyeti Üzerindeki Etkisinin İncelenmesi. Abant Sosyal Bilimler Dergisi 23 1 161–177.
IEEE B. Bora Semiz, “Mobil Alışverişlerde Algılanan Hizmet Kalitesinin Müşteri Memnuniyeti, Tekrar Satın Alma Niyeti ve Tavsiye Etme Niyeti Üzerindeki Etkisinin İncelenmesi”, ASBİ, c. 23, sy. 1, ss. 161–177, 2023, doi: 10.11616/asbi.1205669.
ISNAD Bora Semiz, Buket. “Mobil Alışverişlerde Algılanan Hizmet Kalitesinin Müşteri Memnuniyeti, Tekrar Satın Alma Niyeti Ve Tavsiye Etme Niyeti Üzerindeki Etkisinin İncelenmesi”. Abant Sosyal Bilimler Dergisi 23/1 (Mart 2023), 161-177. https://doi.org/10.11616/asbi.1205669.
JAMA Bora Semiz B. Mobil Alışverişlerde Algılanan Hizmet Kalitesinin Müşteri Memnuniyeti, Tekrar Satın Alma Niyeti ve Tavsiye Etme Niyeti Üzerindeki Etkisinin İncelenmesi. ASBİ. 2023;23:161–177.
MLA Bora Semiz, Buket. “Mobil Alışverişlerde Algılanan Hizmet Kalitesinin Müşteri Memnuniyeti, Tekrar Satın Alma Niyeti Ve Tavsiye Etme Niyeti Üzerindeki Etkisinin İncelenmesi”. Abant Sosyal Bilimler Dergisi, c. 23, sy. 1, 2023, ss. 161-77, doi:10.11616/asbi.1205669.
Vancouver Bora Semiz B. Mobil Alışverişlerde Algılanan Hizmet Kalitesinin Müşteri Memnuniyeti, Tekrar Satın Alma Niyeti ve Tavsiye Etme Niyeti Üzerindeki Etkisinin İncelenmesi. ASBİ. 2023;23(1):161-77.