A Literature Evaluation on E-Service Quality and Variables Affecting E-Service Quality of Websites: Tourism Sector

Yıl 2024, Cilt: 7 Sayı: 1, 50 - 57, 30.04.2024

Mesut Ülen

https://doi.org/10.38057/bifd.1434082

Öz

The latest point that direct marketing has reached today is the marketing made in the electronic environment where all the possibilities of communication are used. It is necessary for businesses to constantly measure their website service quality from the perspective of their customers and to determine which website feature has effect on customer satisfaction. In the tourism sector, which is a work-intensive sector, the most important factors are human and technology. It is seen that intentions of the firms and customers are positively rising in the online market in tourism around the world. With the development of online tourism service, tourists have benefit from accessing the travel and hotel reservation service at their computer without having to go to the agencies. In this study, a literature review was carried out to find out the quality of e-services and related variables or dimensions that are effects e-services quality. It is aimed to study the development of service quality research in tourism, to identify research gaps and guide for future research. Studies in the literature have shown that e-service quality mainly affects customer satisfaction and it has been shown that it affects purchase intention, usage intention and revisit intention. It is thought that the variables affecting e-service quality mentioned in this study would create significant advantages in terms of providing e-satisfaction and e-loyalty by improving e-service quality in the field of tourism.

Anahtar Kelimeler

E-Commerce, E-Service Quality, E-Tourism, Web Site Quality, Tourism Marketing

E-Hizmet Kalitesi ve Web Sitelerine Ait E-Hizmet Kalitesini Etkileyen Boyutlara İlişkin Bir Literatür Değerlendirmesi: Turizm Sektörü

Öz

Doğrudan pazarlamanın günümüzde ulaştığı en son nokta iletişimin bütün imkanlarından yararlanılan elektronik ortamda yapılan pazarlamadır. İşletmelerin web sitelerinin kalitesini sürekli olarak müşteri bakış açısıyla incelemesi ve hangi özelliklerinin müşteri memnuniyetine etki ettiğini tespit etmeleri gerekmektedir. Emek yoğun bir sektör olan turizm sektöründe de sürekli önemi artan unsur, insan ve teknoloji olmaktadır. Dünya genelinde ve her sektörde olduğu gibi turizmde de yükselen online pazarda, işletmelerin ve müşterilerin yaklaşımının olumlu yönde geliştiği görülmektedir. Online turizm hizmetinin yaygınlaşmasıyla birlikte, turistler acentelere gitmelerine gerek kalmadan bilgisayarlarının başında seyahat ve otel rezervasyonu hizmetine erişebildikleri için yüksek fayda sağlamaktadır. Bu çalışmada, e-hizmet kalitesinin değerlendirilmesi ve e-hizmet kalitesinin belirlediği değişkenler veya boyutların ortaya konulması maksadıyla literatür taraması gerçekleştirilmiştir. Bunun yanında, turizmde hizmet kalitesi araştırmalarının gelişimini incelemek, araştırma boşluklarını belirlemek ve gelecekteki araştırmalara yön vermek amaçlanmıştır. Literatürde yapılan çalışmalar, E-hizmet kalitesinin yoğunlukla müşterinin memnuniyetini olmak üzere satın alma niyetini, kullanım niyetini tekrar ziyaret niyetini etkilediğini göstermiştir. Bu çalışmada belirtilen e-hizmet kalitesine etki eden boyutlar, turizm alanında da e-hizmet kalitesinin geliştirilerek, e-memnuniyet ve e-sadakat sağlamasına yönelik önemli avantajlar yaratması düşünülmektedir.

Anahtar Kelimeler

E-Ticaret, E-Hizmet Kalitesi, E-Turizm, Web Site Kalitesi, Turizm Pazarlaması

Kaynakça

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