The Mediation Role of Customer Satisfaction in the Effect of Retail Channel Integration on Repurchase Intention

Öz

Retail channel integration is one of the prominent issues in the context of multi-channel marketing practices in recent years. The emergence of individuality during the pandemic has accelerated the introduction of digitalization into our lives earlier than expected. This increase has made the rapid use of online and offline channels in the retail sector, as in every sector, inevitable. This situation has revealed the importance of retail channel integration. The purpose of this research is to examine the effect of retail channel integration on repurchase intention and whether customer satisfaction has a mediating role in this interaction. In the context of the research, people who shopped from both physical and online stores constitute the universe of the research. Within the scope of the research, the data were collected through a questionnaire on the participants who were determined by convenience sampling method and analyzed by SPSS and AMOS programs. The findings reveal that retail channel integration includes a four-dimensional structure and the relative effects of these dimensions on repurchase intentions are different. It has been revealed that some dimensions have a direct effect on repeat purchase behavior while other dimensions have an indirect effect on repeat purchase behavior through customer satisfaction. One of the dimensions of retail channel integration, flexibility in shopping has both direct and indirect effects on repurchase intention. On the other hand, it is observed that digital support and personalized offer dimensions do not have any direct or indirect effect on repurchase intention.

Anahtar Kelimeler

• Retail channel integration
• customer satisfaction
• repurchase intention
• multi-channel
• omni channel

Perakende Kanal Entegrasyonun Tekrar Satın Alma Niyetine Etkisinde Müşteri Memnuniyetinin Aracı Rolü

Öz

Perakende kanal entegrasyonu çok kanallı pazarlama uygulamaları bağlamında son yıllarda öne çıkan konuların başında gelmektedir. Pandemiyle birlikte bireyselliğin ön plana çıkması, beklenenden daha erken bir zaman diliminde dijitalleşmenin yaşamımıza girmesini hızlandırmıştır. Bu artış her sektörde olduğu gibi perakende sektöründe de çevrimiçi ve çevrim dışı kanalların hızlı bir şekilde birlikte kullanımını kaçınılmaz bir hale sokmuştur. Bu durum perakende kanal entegrasyonun önemini ortaya çıkarmıştır. Bu araştırmanın amacı perakende kanal entegrasyonun tekrar satın alma niyetine etkisi ile bu etkileşimde müşteri tatmininin aracılık rolünün olup olmadığının incelenmesidir. Araştırma bağlamında hem fiziki hem de çevrimiçi mağazalardan alışveriş yapmış kişiler araştırmanın evrenini oluşturmaktadır. Araştırma kapsamında veriler kolayda örnekleme yöntemiyle belirlenmiş olan katılımcılardan anket yoluyla toplanmış olup, SPSS ve AMOS programları yardımıyla analiz edilmiştir. Bulgular perakende kanal entegrasyonunun dört boyutlu bir yapıyı içermekte olduğunu ve bu boyutların tekrar satın alma niyeti üzerindeki görece etkilerinin farklı olduğunu ortaya koymaktadır. Alışverişte esneklik boyutunun tekrar satın alma davranışı üzerinde doğrudan, bilgiye erişim kolaylığı ve alışverişte esneklik boyutlarının müşteri tatmini üzerinden dolaylı olarak tekrar satın alma davranışı üzerinde etkili olduğu ortaya konmaktadır. Perakende kanal entegrasyonu boyutlarından alışverişte esnekliğin tekrar satın alma niyetine hem doğrudan hem de dolaylı etkisi olduğu; öte yandan dijital destek ve kişiselleştirilmiş teklif boyutlarının ne tekrar satın alma niyetine ne doğrudan ne de dolaylı olarak bir etkilerinin olmadığı gözlenmektedir.

Anahtar Kelimeler

• Perakende kanal entegrasyonu
• müşteri memnuniyeti
• tekrar satın alma niyeti
• çok kanal
• bütüncül kanal

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