The Effect of the Electronic Marketing Activities on Consumer Trust, Consumer Satisfaction and Brand Loyalty in the Service Enterprises

Yıl 2022, Cilt: 9 Sayı: 27, 248 - 265, 27.09.2022

Ümit Yaşlı Nurettin Parıltı

Öz

In today's world, electronic marketing activities have an important place among all marketing activities for businesses. Electronic marketing activities, which are accepted as a part of the new economy approach, are becoming an important marketing channel for businesses. Electronic marketing, in many ways, create various advantages for both businesses and consumers. Electronic marketing provides an innovative field
of activity as it develops new ways of interacting with customers. Besides these, consumer trust can be understood as positive expectations that the business can meet the needs of individuals, as well as the belief that the needs of one party will be met by the actions of the other party in the future. Trust influences consumers' perceptions, attitudes and behaviors towards retailers; because trust can lead to positive consumer outcomes. On the other hand, customer satisfaction gives rise to various advantages such as increasing customer demand, reducing price sensitivity and reducing fixed costs. Brand loyalty, on the other hand, can be expressed as a kind of reflection of brand value and its possible impact on consumers. In the light of this information, in this study, the effects of electronic marketing activities of service companies on consumer trust, consumer satisfaction and brand loyalty are investigated. The findings of the study show that there are significant and same direction relationships between consumer perception of transportation sector service businesses' electronic marketing activities and consumer trust, consumer
satisfaction and brand loyalty. In addition, there are findings that the consumer perception of the electronic marketing activities of the service enterprises operating in the transportation sector affect the consumer trust, consumer satisfaction and brand loyalty in a meaningful and positive way.

Anahtar Kelimeler

Electronic Marketing, Consumer Trust, Customer Satisfaction, Brand Loyalty

HİZMET İŞLETMELERİNDE ELEKTRONİK PAZARLAMA FAALİYETLERİNİN TÜKETİCİ GÜVENİ, MÜŞTERİ MEMNUNİYETİ VE MARKA SADAKATİNE ETKİSİ

Öz

Günümüz dünyasında işletmeler açısından elektronik pazarlama faaliyetleri, tüm pazarlama faaliyetleri arasında önemli bir yer tutmaktadır. Yeni ekonomi yaklaşımının bir parçası olarak kabul gören elektronik pazarlama faaliyetleri işletmelerin önemli bir pazarlama kanalı haline gelmektedir. Elektronik pazarlama, pek çok açıdan, hem işletmeler için, hem de tüketiciler için çeşitli avantajlar oluşturmaktadır. Elektronik pazarlama, müşterilerle etkileşim kurmanın yeni yollarını geliştirdiği için yenilikçi bir faaliyet alanı sağlamaktadır. Bunların yanında, tüketici güveni, işletmenin bireylerin ihtiyaçlarını karşılayabileceğine dair olumlu beklentilerin yanı sıra gelecekte bir tarafın ihtiyaçlarının diğer tarafın eylemleriyle karşılanacağı inancı olarak da anlaşılabilir. Güven, tüketicilerin perakendecilere yönelik algılarını, tutumlarını ve davranışlarını etkilemektedir; çünkü güven, olumlu tüketici sonuçlarına yol açabilir. Öte yandan müşteri memnuniyeti, müşteri talebini artırmak, fiyat duyarlılığını azaltmak ve sabit maliyetleri azaltmak gibi çeşitli avantajlara sebebiyet vermektedir. Marka sadakati ise, marka değerinin bir tür yansıması ve tüketiciler üzerindeki olası etkisi biçiminde ifade edilebilir. Bu bilgiler ışığında bu çalışmada, hizmet işletmelerinin elektronik pazarlama faaliyetlerinin tüketici güveni, tüketici memnuniyeti ve marka sadakatine olan etkileri araştırılmaktadır. Çalışma bulguları, ulaştırma sektöründe faaliyet gösteren hizmet işletmelerinin elektronik pazarlama faaliyetlerine yönelik tüketici algısının tüketici güveni, tüketici memnuniyeti ve marka sadakati ile anlamlı ve aynı yönde ilişkilerin varlığını göstermektedir. Ayrıca ulaştırma sektöründe faaliyet gösteren hizmet işletmelerinin elektronik pazarlama faaliyetlerine yönelik tüketici algısının tüketici güveni, tüketici memnuniyeti ve marka sadakatini anlamlı bir şekilde ve olumlu yönde etkilediğine dair bulgulara ulaşılmaktadır.

Anahtar Kelimeler

Elektronik Pazarlama, Tüketici Güveni, Müşteri Memnuniyeti, Marka Sadakati

Kaynakça

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