E-MARKETING MIX CONCEPT IN E-RETAILING AND EFFECTS ON CUSTOMER SATISFACTION: RESEARCH ON E-COMMERCE SITES

Yıl 2017, Pazarlama Kongresi Özel Sayısı, 105 - 118, 14.06.2017

Güzide Öncü Eroğlu Pektaş Ahmet Durmaz Mehmet Yüksel

Öz

The main purpose of this
study is to present detailed literature knowledge about e-marketing mix and to
determine the effects of antecedents of e-marketing mix on customer
satisfaction. In this context, frequent customers of leading e-retailing sites
were subjected to online survey via convenience sampling method, 275 valid
questionnaires were evaluated and the results were analyzed with LISREL
statistical program. Several factors of e-marketing mix as frequently proposed
in the literature (Efficiency, Order Fulfilment, Privacy, Site Design and
Customer Service) have found to be positively related to customer satisfaction.
However, one of the important results of this study is that customer service
has a dominant effect on customer satisfaction compared to other independant
variables. Results of this study are expected to contribute to academic and
administrative processes.

Anahtar Kelimeler

E-Marketing Mix, Customer Satisfaction, E-Commerce, E-Retailing, E-Marketing

E- PAZARLAMA KARMASI UNSURLARININ MÜŞTERİ MEMNUNİYETİNE ETKİSİ: E-TİCARET SİTELERİ ÜZERİNE BİR ARAŞTIRMA

Öz

Bu çalışmanın temel amacı e-pazarlama karmasıüzerine bir literatür bilgisi sunmak ve
e-pazarlama karması bileşenlerinin online alışverişte müşteri memnuniyetini ne ölçüde etkilediğini tespit etmektir. Bu
kapsamda İstanbul’da ikamet eden ve
e-perakendeciliğin önde gelen İnternet sitelerinden sıklıkla alışveriş yapan müşterilere kolayda örnekleme yöntemi kullanılarak İnternet üzerinden anket uygulanmış, geçerli bulunun 275 adet anket
değerlendirmeye alınmış ve sonuçlar LISREL istatistik programı ile analiz edilmiştir. Literatürde genel kabul gören E-pazarlama karması bileşenleri olan etkinlik, işlem gerçekleştirme, gizlilik, site tasarımı ve müşteri hizmetleri değişkenlerinin müşteri memnuniyetini olumlu yönde etkilediği sonucuna ulaşılmıştır. Bununla birlikte müşteri hizmetleri değişkeninin diğer değişkenlere oranla müşteri memnuniyetini baskın bir şekilde etkilediği belirlenmiştir. Bu sonuçların akademik ve yönetimsel süreçlere olumlu katkı sağlaması beklenmektedir. 

Anahtar Kelimeler

E-pazarlama, E-Pazarlama Karması, Müşteri Memnuniyeti, E-Ticaret, E-Perakendecilik

Kaynakça

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