BibTex RIS Kaynak Göster

E retailing: A Preliminary Look At Turkish Customers Expectations And Satisfaction

Yıl 2006, Cilt: 15 Sayı: 1, 283 - 296, 01.03.2006

Vichuda Nui Polatoglu Ayse Hepkul

Öz

Although Turkey has been facing economic crises over the last few years considerable amount of interest and resources has been devoted towards the utilization of the Internet Despite an enthusiastic reception for Internet retailing as a new channel e retailing does not seem to perform as expected This exploratory study examines Turkish customers’ expectations and satisfaction with online purchasing in order to understand online customers better Various recommendations are offered for e retailers who are serving small but demanding customers Keywords: e commerce Internet retailing online customer Turkey ÖZET Geçtiğimiz son bir kaç yılda ekonomik krizlerle karşılaşılmasına rağmen Türkiye’de İnternet kullanımına büyük bir ilgi gösterilmekte ve bu konuya ayrılmış kayda değer miktarda kaynak bulunmaktadır İnternet perakendeciliği yeni bir kanal olarak büyük bir hevesle kabul görmesine karşın e perakendecilik beklendiği oranda performans göstermiyor görünmektedir Bu keşifsel çalışmada online müşterilerin daha iyi anlaşılabilmesi amacıyla Türk müşterilerin bu konudaki beklentileri ve bu tür satınalmalardaki tatminleri incelemektedir Pazardaki sayıları fazla büyük olmayan ancak son derece talepkar olan bir müşteri grubuna hizmet eden e perakendecilere çeşitli önerilerde bulunulmaktadır Anahtar Kelimeler: E Ticaret İnternet Perakendeciliği Online Müşteri Türkiye

Anahtar Kelimeler

-

Kaynakça

  • Anonymous. A perfect market: A survey of e-commerce, The Economist, May 15th , 1-20. Constantinides, E. Strategies for Surviving the Internet Meltdown: The case of two Internet incumbent. Management Decision, 2004, 42(1), 89-107.
  • Cowles, D. L., Kiecker, P., and Little, M.W. Using Key Informant Insights as a Foundation for e-retailing Theory Development. Journal of Business Research, 2002 55, 629-636.
  • Davis, F. D. Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 1989, 13(3), 319-341.
  • De Figueiredo, John M. Finding Sustainable Profitability in Electronic Commerce. Sloan Management Review, summer 2000, 41-52.
  • Giese, J. L. and Cote, J. A. Defining Consumer Satisfaction. Academy of Marketing Science Review Online, 2000, http://www.amsreview.org.
  • Grewal, D., Iyerk G. R., and Levy M. Internet Retailing: Enablers, limiters and market consequences. Journal of business Research, 2004, 57, 703-713.
  • Keeney, R. L. The Value of Internet Commerce to the Customer, Management Science, , 45(4), 533-543. Kiely, T. The Internet: fear and shopping in cyberspace. Harvard Business Review, , 75(4), 13-14. Levary, R. R. and Mathieu R. G. Hybrid Retail: Integrating e-commerce and physical stores. Industrial Management, 2000, Sep/Oct, 6-13.
  • Lightner, N. J., Yenisey, M. M., Ozok, A. A., and Salvendy, G. Shopping Behaviour and Preferences in E-commerce of Turkish and American University Students: Implications from cross-cultural design. Behaviour & Information Technology, , 21(6), 373-385. Lovelock, C. The Dot.com Meltdown: What does it mean for teaching and research in services? Managing Service Quality, 2001, 11(5), 302-307.
  • Oxley, J. E. and Yeung, B. E-commerce Readiness: institutional environment and international competitiveness. Journal of International Business studies, 2001, (4), 705-724.
  • Ozcan, S. Online Alisveris. Information Week, January 2001, 125.
  • Pandya, A. M. and Dholakia, N. B2C Failures: Toward an Innovation Theory Framework. Journal of Electronic Commerce in Organizations, 2005, 3(2), 81.
  • Schwartz, E. I. Webonomics. 1997, Broadway Books, NYC, New York.
  • Sevdik, A. B. and Akman, V. Internet in the Lives of Turkish Women. First Monday, , 7(3), http://www.firstmonday.org. Singh, T., Jayashankar, J. V. and Singh, J. E-commerce in the U.S. and Europe – is Europe ready to compete? Business Horizons, 2001, 44(2), 6-17.
  • Szymanski, D. M. and Hise, R. T. E-Satisfaction: an Initial Examination. Journal of Retailing, 2000, 76(3), 309-322.
  • Thomas, Jerry W. The Dot.com Meltdown. White Papers 2001, Decision Analyst Inc., http://www.decisionanalyst.com>. Accessed on Nov. 18, 2004.
  • Turban, E. and Gehrke, D. Determinants of E-commerce Website. Human Systems Management, 2000, 19(2), 111-121.
  • Van Vliet, J. A. P. and Pota D. Understanding Online Retail: A Classification of Online Retailers,” Journal of Computer Information Systems, 2000/2001, 41(2), 10-16.
  • Vassos, T. Strategic Internet Marketing. Que Corporation, 1996, Indianapolis, Indiana.
  • Vatanasombut, B., Stylianou, A. C., and Igbaria M. How to Retain Online Customers. Communications of the ACM, 2004, 47(6), 65-69.
  • Zhuang, Y. and Lederer A. L. An Instrument for Measuring the Business Benefits of E- Commerce Retailing. International Journal of Electronic Commerce, spring , 7(3), 65-99. Zott, C., Amit R. and Donlevy, J. Strategies for Value Creation in E-commerce: best practice in Europe. European Management Journal, 2000, 18(5), 463-475. Appendix - measures Current information
  • Website looks appealing Website looks innovative Website is simple 939 921 722 Eigen % of variance explained=75.038 Cronbach’s alpha=.8260 Ease of Use Easy to use Ease of navigation Search function 925 Eigen
  • % of variance explained=73.532 Cronbach’s alpha=.8128 Privacy & Security Security .915 Privacy .909 Company information Guarantee statement 865 Eigen
  • % of variance explained=78.882 Cronbach’s alpha=.9085 Brand Brand of product Brand of website 956 956 Eigen
  • % of variance explained=91.395 Cronbach’s alpha=.9054 Information
  • Expert reviews of products Product comparisons Quality information Customer reviews of products Inventory information Site map Price comparisons Current information 801 762 729 692 Eigen % of variance explained=57.623 Cronbach’s alpha=.8925
  • Communication Channels Telephone .915 e-mail .847 Fax .826 Eigen % of variance explained=74.577 Cronbach’s alpha=.8233
  • Customer Support & Options Customer support Complain response Delivery carrier options FAQs .772 Payment options 813 667 Eigen % of variance explained=64.672 Cronbach’s alpha=.8600 Savings Price savings Time savings Time availability Shopping incentives 813 794 705 Eigen
  • % of variance explained=61.554 Cronbach’s alpha=.7793

E retailing: A Preliminary Look At Turkish Customers Expectations And Satisfaction

Yıl 2006, Cilt: 15 Sayı: 1, 283 - 296, 01.03.2006

Vichuda Nui Polatoglu Ayse Hepkul

Öz

Geçtiğimiz son bir kaç yılda ekonomik krizlerle karşılaşılmasına rağmen, Türkiye'de İnternet kullanımına büyük bir ilgi gösterilmekte ve bu konuya ayrılmış kayda değer miktarda kaynak bulunmaktadır. İnternet perakendeciliği, yeni bir kanal olarak büyük bir hevesle kabul görmesine karşın, e-perakendecilik beklendiği oranda performans göstermiyor görünmektedir. Bu keşifsel çalışmada, online müşterilerin daha iyi anlaşılabilmesi amacıyla, Türk müşterilerin bu konudaki beklentileri ve bu tür satınalmalardaki tatminleri incelemektedir. Pazardaki sayıları fazla büyük olmayan, ancak son derece talepkar olan bir müşteri grubuna hizmet eden e-perakendecilere, çeşitli önerilerde bulunulmaktadır

Anahtar Kelimeler

E-Ticaret İnternet Perakendeciliği Online Müşteri Türkiye

Kaynakça

  • Anonymous. A perfect market: A survey of e-commerce, The Economist, May 15th , 1-20. Constantinides, E. Strategies for Surviving the Internet Meltdown: The case of two Internet incumbent. Management Decision, 2004, 42(1), 89-107.
  • Cowles, D. L., Kiecker, P., and Little, M.W. Using Key Informant Insights as a Foundation for e-retailing Theory Development. Journal of Business Research, 2002 55, 629-636.
  • Davis, F. D. Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 1989, 13(3), 319-341.
  • De Figueiredo, John M. Finding Sustainable Profitability in Electronic Commerce. Sloan Management Review, summer 2000, 41-52.
  • Giese, J. L. and Cote, J. A. Defining Consumer Satisfaction. Academy of Marketing Science Review Online, 2000, http://www.amsreview.org.
  • Grewal, D., Iyerk G. R., and Levy M. Internet Retailing: Enablers, limiters and market consequences. Journal of business Research, 2004, 57, 703-713.
  • Keeney, R. L. The Value of Internet Commerce to the Customer, Management Science, , 45(4), 533-543. Kiely, T. The Internet: fear and shopping in cyberspace. Harvard Business Review, , 75(4), 13-14. Levary, R. R. and Mathieu R. G. Hybrid Retail: Integrating e-commerce and physical stores. Industrial Management, 2000, Sep/Oct, 6-13.
  • Lightner, N. J., Yenisey, M. M., Ozok, A. A., and Salvendy, G. Shopping Behaviour and Preferences in E-commerce of Turkish and American University Students: Implications from cross-cultural design. Behaviour & Information Technology, , 21(6), 373-385. Lovelock, C. The Dot.com Meltdown: What does it mean for teaching and research in services? Managing Service Quality, 2001, 11(5), 302-307.
  • Oxley, J. E. and Yeung, B. E-commerce Readiness: institutional environment and international competitiveness. Journal of International Business studies, 2001, (4), 705-724.
  • Ozcan, S. Online Alisveris. Information Week, January 2001, 125.
  • Pandya, A. M. and Dholakia, N. B2C Failures: Toward an Innovation Theory Framework. Journal of Electronic Commerce in Organizations, 2005, 3(2), 81.
  • Schwartz, E. I. Webonomics. 1997, Broadway Books, NYC, New York.
  • Sevdik, A. B. and Akman, V. Internet in the Lives of Turkish Women. First Monday, , 7(3), http://www.firstmonday.org. Singh, T., Jayashankar, J. V. and Singh, J. E-commerce in the U.S. and Europe – is Europe ready to compete? Business Horizons, 2001, 44(2), 6-17.
  • Szymanski, D. M. and Hise, R. T. E-Satisfaction: an Initial Examination. Journal of Retailing, 2000, 76(3), 309-322.
  • Thomas, Jerry W. The Dot.com Meltdown. White Papers 2001, Decision Analyst Inc., http://www.decisionanalyst.com>. Accessed on Nov. 18, 2004.
  • Turban, E. and Gehrke, D. Determinants of E-commerce Website. Human Systems Management, 2000, 19(2), 111-121.
  • Van Vliet, J. A. P. and Pota D. Understanding Online Retail: A Classification of Online Retailers,” Journal of Computer Information Systems, 2000/2001, 41(2), 10-16.
  • Vassos, T. Strategic Internet Marketing. Que Corporation, 1996, Indianapolis, Indiana.
  • Vatanasombut, B., Stylianou, A. C., and Igbaria M. How to Retain Online Customers. Communications of the ACM, 2004, 47(6), 65-69.
  • Zhuang, Y. and Lederer A. L. An Instrument for Measuring the Business Benefits of E- Commerce Retailing. International Journal of Electronic Commerce, spring , 7(3), 65-99. Zott, C., Amit R. and Donlevy, J. Strategies for Value Creation in E-commerce: best practice in Europe. European Management Journal, 2000, 18(5), 463-475. Appendix - measures Current information
  • Website looks appealing Website looks innovative Website is simple 939 921 722 Eigen % of variance explained=75.038 Cronbach’s alpha=.8260 Ease of Use Easy to use Ease of navigation Search function 925 Eigen
  • % of variance explained=73.532 Cronbach’s alpha=.8128 Privacy & Security Security .915 Privacy .909 Company information Guarantee statement 865 Eigen
  • % of variance explained=78.882 Cronbach’s alpha=.9085 Brand Brand of product Brand of website 956 956 Eigen
  • % of variance explained=91.395 Cronbach’s alpha=.9054 Information
  • Expert reviews of products Product comparisons Quality information Customer reviews of products Inventory information Site map Price comparisons Current information 801 762 729 692 Eigen % of variance explained=57.623 Cronbach’s alpha=.8925
  • Communication Channels Telephone .915 e-mail .847 Fax .826 Eigen % of variance explained=74.577 Cronbach’s alpha=.8233
  • Customer Support & Options Customer support Complain response Delivery carrier options FAQs .772 Payment options 813 667 Eigen % of variance explained=64.672 Cronbach’s alpha=.8600 Savings Price savings Time savings Time availability Shopping incentives 813 794 705 Eigen
  • % of variance explained=61.554 Cronbach’s alpha=.7793
Toplam 28 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Vichuda Nui Polatoglu Bu kişi benim

Ayse Hepkul Bu kişi benim

Yayımlanma Tarihi 1 Mart 2006
Gönderilme Tarihi 29 Aralık 2013
Yayımlandığı Sayı Yıl 2006 Cilt: 15 Sayı: 1

Kaynak Göster

APA Polatoglu, V. N., & Hepkul, A. (2006). E retailing: A Preliminary Look At Turkish Customers Expectations And Satisfaction. Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 15(1), 283-296.