The Role of Final Delivery in Customer Satisfaction with Online Retail Experience

Year 2024, , 75 - 86, 18.09.2024

Simge Keklikçi , Murat Seyfi

https://doi.org/10.62425/conicom.1535894

Abstract

Online retail has gained an important place in our daily lives. With the increasing number of consumers in the online retail experience, this concept has also be come widespread in the marketing literature. In this study, the concept of online retail experience was investigated and the relationship between the final delivery step and customer satisfaction was revealed. In this context, the role of the last delivery step in the relationship between online retail experience and customer satisfaction was examined in there search conducted on consumers aged 18 and older who have online retail experience. The results of there search revealed that the online retail experience has a significant positive relationship between customer satisfaction and the final delivery step. In addition, the partial intermediary effect of the final delivery step was found between the online retail experience and customer satisfaction.

Keywords

E-retailing, Customer Satisfaction, Online Shopping, Final Delivery

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