INVESTIGATING THE EFFECTS OF USER PERCEPTIONS ON ONLİNE CUSTOMER SATISFACTION AND LOYALTY

Öz

The aim of this study is to determine online customer perceptions affecting the trust and loyalty of online shopping customers in Turkey. By analyzing the literature in a comprehensive way, customer perceptions affecting customer trust and loyalty are determined and a theoretical model is proposed. The study group consists of 553 students attended in a faculty of education of a state university in Ankara during the spring semester of the 2015-2016 academic year. The data were collected by using a scale consisting of 32 items and the suitability of the model was tested using exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) techniques. As a result of the analysis, online shopping self-efficacy and customisation perceptions were found to have no statistically significant effect on customer trust, while control, value, benefit and risk perceptions were found to have statistically significant effects on online customer trust. Online customer trust has a statistically significant positive effect on online customer loyalty and it has been determined that it takes a mediator role between customer perceptions and customer loyalty. Theoretical model findings were compared with relevant literature and suggestions were made to the researchers and online shopping sites.

Anahtar Kelimeler

• Customer Perceptions,Customer Trust,Customer Loyalty,Online Shopping

ONLİNE ALIŞVERİŞ SİTESİ KULLANICI ALGILARININ MÜŞTERİ GÜVEN VE SADAKATİNE ETKİLERİNİN İNCELENMESİ

Öz

Bu çalışmanın amacı, Türkiye’deki online alışveriş sitesi kullanıcı algılarının müşteri güven ve sadakati üzerine etkilerinin belirlenmesidir. Literatür kapsamlı bir şekilde incelenerek müşteri güven ve sadakatini etkileyen müşteri algıları belirlenmiş ve bir kuramsal model önerilmiştir. Çalışma grubu Ankara’daki bir devlet üniversitesinin eğitim fakültesinde 2015-2016 öğretim yılı bahar döneminde öğrenim gören 553 öğrenciden oluşmaktadır. Veriler 32 maddeden oluşan ölçek ile toplanmıştır. Açımlayıcı faktör analizi (AFA) ve doğrulayıcı faktör analizi (DFA) teknikleri kullanılarak modelin uygunluğu test edilmiştir. Analiz sonucunda online müşteri algılarından kontrol, değer, fayda ve risk algılarının online müşteri güveni üzerinde istatistiksel olarak anlamlı etkileri olduğu görülürken online alışveriş öz-yeterlilik ve kişiselleştirme algılarının müşteri güveni üzerinde istatistiksel olarak anlamlı bir etkisinin bulunmadığı görülmüştür. Online müşteri güveni müşteri sadakati üzerinde istatistiksel olarak anlamlı ve pozitif etkiye sahip olup müşteri algıları ile müşteri sadakati arasında aracı bir rol üstlendiği tespit edilmiştir. Kuramsal modelle bulgular ilgili literatür ile karşılaştırılarak araştırmacılar ile online alışveriş sitelerine yönelik öneriler sunulmuştur.

Anahtar Kelimeler

• Online Alışveriş,Müşteri Algıları,Müşteri Güveni,Müşteri Sadakati

Kaynakça

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