The Effect of Website Service Quality on Customer Satisfaction

Abstract

Researchers assume that there is a linear relationship between product attributes’ performance and customer satisfaction. However, recent studies indicated that this relationship could not be linear. In this study, the relationship between website service quality belong to a national airline company and customer satisfaction was investigated by using these two approaches. Based on the exploratory factor analysis, “convenience and response time”, “entertainment”, “trust”, and “special communication” were identified as the dimensions of website service quality. The results of regression analysis revealed that “convenience and response time” was the most important determinant of customer satisfaction. However, four service quality dimensions were identified as the basic factor by penalty-reward contrast analysis. In other words, results revealed that increasing the performance of these attributes only prevent from customer dissatisfaction.

Keywords

• Customer satisfaction,Nonlinear relationship,Website service quality,Penalty-reward contrast analysis.

Web Sitesi Hizmet Kalitesinin Müşteri Memnuniyetine Etkisi

Öz

Araştırmacılar genellikle ürün özelliklerinin performansı ile müşteri memnuniyeti arasında doğrusal bir ilişki bulunduğu varsayımını benimsemektedir. Ancak son yıllarda gerçekleştirilen birçok araştırma, bu ilişkinin doğrusal yönlü olmayabileceğini göstermiştir. Bu çalışmada, ulusal bir havayolu işletmesine ait web sitesinin hizmet kalitesi ile müşteri memnuniyeti arasındaki ilişki, doğrusal ve doğrusal olmayan yaklaşımların karşılaştırılması yoluyla incelenmiştir. Açıklayıcı faktör analizi sonucu “kolaylık ve cevaplandırma süresi”, “eğlence”, “güven” ve “özel iletişim” özellikleri web sitesi hizmet kalitesinin başlıca boyutları olarak tespit edilmiştir. Doğrusal ilişkiyi test eden regresyon analizi sonuçlarına göre “kolaylık ve cevaplandırma süresi” boyutu müşteri memnuniyetinin en önemli belirleyicisi olarak tespit edilmiştir. Ancak doğrusal olmayan ilişkiyi test eden ceza-ödül karşıtlığı analizi sonuçları, dört hizmet kalitesi boyutunun da müşteriler açısından temel faktörler olduğunu göstermiştir. Buna göre, adı geçen özelliklerin performansını arttırmak sadece müşteri memnuniyetsizliğini engellemeye katkı sağlayacak, ancak müşteri memnuniyeti yaratmayacaktır.

Anahtar Kelimeler

• Müşteri memnuniyeti,Doğrusal olmayan ilişki,Web sitesi hizmet kalitesi,Ceza-ödül karşıtlığı analizi

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