The Effect Of Online Shopping Services On Customer Satisfaction: The Mediation Role Of Return Management

Yıl 2020, Sayı: 19, 539 - 548, 31.08.2020

Resul Öztürk Abdullah Oktay Dündar

https://doi.org/10.31590/ejosat.737749

Cited By: 1

Öz

The main strategy of today's businesses is to be customer focused due to the increase in technological developments and the welfare level of the societies. Businesses that want to maintain their existence for a long time develop business policies that will satisfy their customers and establish long-term profitable relationships. It is possible for the customers to shop more comfortably and securely, especially in online shopping, when such policies, confidentiality of parties’ responsibilities and customer information are clearly stated by the business. Complaints arise in cases where the product consumers want to buy does not fit the product on the internet, or the product information is inaccurate, and this causes customer dissatisfaction. Customers whose expectations are not met want to return the products they have purchased in such cases. For this reason, although the importance of distribution and logistics activities increases, it is desired to increase customer satisfaction with return management. Due to such issues, the purpose of this study is to determine the mediation role of return management on the effect of online shopping services of businesses on customer satisfaction. An online survey was conducted to 436 consumers in Konya, who performed retail shopping on electronic commerce sites, through simple random sampling, and the data obtained were analyzed through SPSS 23.0 and SPSS AMOS 22.0 package programs. In the study, a positive and statistically significant relationship was determined between online shopping services of businesses and customer satisfaction, online shopping services of businesses and return management, return management and customer satisfaction through correlation analysis. In addition, in order to determine the mediation role of return management in the relationship between the customer satisfaction and the online shopping services of the businesses, a confirmatory factor analysis was performed using a structural equation modeling, and the partial mediation role was identified.  

Anahtar Kelimeler

Online Shopping Service, E-Commerce, Retailing, Return Management, Reverse Logistics, Customer Satisfaction

Online Alışveriş Hizmetlerinin Müşteri Memnuniyeti Üzerindeki Etkisi: İade Yönetiminin Aracılık Rolü

Öz

Teknolojik gelişmelerin ve toplumların refah seviyesinin artması sebebiyle günümüz işletmelerinin temel stratejisi müşteri odaklı olmaktır. Varlığını uzun süre devam ettirmek isteyen işletmeler müşterilerini memnun ederek uzun süreli karlı ilişkiler kurulmasını sağlayacak işletme politikaları geliştirmektedir. Müşterilerin özellikle online alışverişlerde daha rahat ve güvenli bir şekilde alışveriş yapması, bu politikaların, alışverişlerde tarafların sorumluluklarının ve müşteri bilgilerinin gizliliği gibi hususların işletme tarafından açık bir şekilde beyan edilmesi ile mümkün olmaktadır. Tüketicilerin almak istediği ürünün internette yer alan ürüne uymaması, ürün bilgilerinin yanlışlığı gibi nedenlerden dolayı şikayetler ortaya çıkmakta ve bu durum da müşteri memnuniyetsizliğine sebep olmaktadır. Beklentileri karşılanmayan müşteriler bu gibi durumlarda satın almış olduğu ürünleri iade etmek istemektedirler. Bu nedenle dağıtım ve lojistik faaliyetlerinin önemi artmakla birlikte iade yönetimi ile müşteri memnuniyeti arttırılmak istenmektedir. Söz konusu hususlar nedeniyle bu çalışmanın amacı işletmelerin online alışveriş hizmetlerinin müşteri memnuniyeti üzerine etkisinde iade yönetiminin aracılık etkisini tespit etmektir. Elektronik ticaret sitelerinde perakende alışveriş işlemi gerçekleştiren Konya ilindeki 436 tüketiciye basit tesadüfi örnekleme yoluyla online ortamda anket uygulaması yapılmış ve elde edilen veriler SPSS 23.0 ve SPSS AMOS 22.0 paket programları aracılığıyla analiz edilmiştir. Araştırmada korelasyon analizi ile işletmelerin online alışveriş hizmetlerinin müşteri memnuniyeti, işletmelerin online alışveriş hizmetlerinin iade yönetimi, iade yönetiminin müşteri memnuniyeti ile aralarında pozitif yönlü ve istatistiksel bakımdan anlamlı bir ilişki tespit edilmiştir. Ayrıca çalışmada işletmelerin online alışveriş hizmetlerinin müşteri memnuniyeti arasındaki ilişkide iade yönetiminin aracılık etkisini tespit etmek amacıyla doğrulayıcı faktör analizi ile yapısal eşitlik modeli kullanılmış ve kısmi aracılık etkisi tespit edilmiştir.

Anahtar Kelimeler

Online Alışveriş Hizmeti, Elektronik Ticaret, Perakendecilik, İade Yönetimi, Tersine Lojistik, Müşteri Memnuniyeti

Kaynakça

• Alam, S. S., & Yasin, N. M. (2010). An investigation into the antecedents of customer satisfaction of online shopping. Journal of Marketing Development and Competitiveness, 5(1), 71-78.
• Anderson, E. W., & Sullivan, M. W. (1993). The antecedents and consequences of customer satisfaction for firms. Marketing Science, 12(2), 125-143.
• Aslan, Ş., Sezgin, M. & Haşıloğlu, S.B. (2008). Özel sağlık kuruluşlarında müşteri memnuniyeti ve memnuniyeti oluşturan unsurların araştırılması. Muğla Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, (20), 23-40.
• Baki, R. (2019). Bilgi teknolojileri ve üst yönetim desteğinin tedarik zinciri performansına etkisi: Türkiye için ampirik bir yaklaşım. Avrupa Bilim ve Teknoloji Dergisi, (17), 916-926.
• Banomyong, R., Veerakachen, V., & Supatn, N. (2008). Implementing leagility in reverse logistics channels. International Journal of Logistics: Research and Applications, 11(1), 31-47.
• Baron, R. M., & Kenny, D. A. (1986). The moderator–mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182.
• Bloemhof-Ruwaard, J. M., Fleischmann, M., & Van Nunen, J. A. (1999). Reviewing distribution issues in reverse logistics. In New Trends in Distribution Logistics (pp. 23-44). Springer, Berlin, Heidelberg.
• Boruhan, G., Ersoy, P., & Yumurtaci, I. (2015). What is wrong with private shopping sites?–evidence from turkey. Journal of Business Economics and Finance, 401-421.
• Bozbay, Z., Yaman, Y., & Özkan, E. (2016). İnternet perakendeciliğinde hizmet kalitesinin müşteri memnuniyeti üzerindeki rolü: Hazır giyim ve kitap sektörü üzerine karşılaştırmalı bir araştırma. Journal of Transportation and Logistics, 1(1), 19-38.
• Bulut, F. (2019). Bankacılık sektöründe yeni özniteliklerle ve makine öğrenmesi yöntemleriyle müşteri ilişkileri yönetiminin zenginleştirilmesi. Avrupa Bilim ve Teknoloji Dergisi, (16), 382-394.
• Cao, Y., Ajjan, H., & Hong, P. (2018). Post-purchase shipping and customer service experiences in online shopping and their impact on customer satisfaction. Asia Pacific Journal of Marketing and Logistics.
• Chang, H. H., Wang, Y. H., & Yang, W. Y. (2009). The impact of e-service quality, customer satisfaction and loyalty on e-marketing: Moderating effect of perceived value. Total Quality Management, 20(4), 423-443.
• Chang, H. H., & Wang, H. W. (2011). The moderating effect of customer perceived value on online shopping behaviour. Online Information Review.
• Collier, J. E., & Bienstock, C. C. (2006). Measuring service quality in e-retailing. Journal of Service Research, 8(3), 260-275.
• De la Fuente, M. V., Ros, L., & Cardos, M. (2008). Integrating forward and reverse supply chains: application to a metal-mechanic company. International Journal of Production Economics, 111(2), 782-792.
• Eid, M. I. (2011). Determinants of e-commerce customer satisfaction, trust, and loyalty in Saudi Arabia. Journal of Electronic Commerce Research, 12(1), 78.
• Ergan, S., & Akyol, A. (2018). Reverse Logistics in E-Retaling. In Handbook of Research on Supply Chain Management for Sustainable Development (pp. 305-330). IGI Global.
• Hallowell, R. (1996). The relationships of customer satisfaction, customer loyalty, and profitability: an empirical study. International Journal of Service Industry Management, 7(4), 27-42.
• He, Y., & Liu, Z. (2006, December). Process Computing of Complaint Service Management in Reverse Logistics. In 2006 IEEE Asia-Pacific Conference on Services Computing (APSCC'06) (pp. 315-322). IEEE.
• Ho, C. F., & Wu, W. H. (1999, January). Antecedents of customer satisfaction on the Internet: an empirical study of online shopping. In Proceedings of the 32nd Annual Hawaii International Conference on Systems Sciences. 1999. HICSS-32. Abstracts and CD-ROM of Full Papers (pp. 9-pp). IEEE.
• Hsu, M. H., Chang, C. M., & Chuang, L. W. (2015). Understanding the determinants of online repeat purchase intention and moderating role of habit: The case of online group-buying in Taiwan. International Journal of Information Management, 35(1), 45-56.
• Huang, Y., & Yin, K. (2015). Evaluation Indexes of the Third-Party Logistics Providers’ Logistics Capability in B2C E-commerce Mode. In LISS 2013 (pp. 181-189). Springer, Berlin, Heidelberg.
• Jalil, E. E. (2018). The Importance of Logistical Factors in Online Shopping Behaviour. Knowledge Management International Conference (KMICe) 2018, 25 –27 July 2018, Miri Sarawak, Malaysia.
• Ji, G. J. (2008). Reverse Logistics Operation Management Based on Virtual Enterprises and Complaint Service Manage-ment. Journal of Service Science and Management, 1(01), 51.
• Karagöz, Y. (2016). SPSS ve amos 23 uygulamalı istatistiksel analizler. Ankara: Nobel Akademik Yayıncılık.
• Kayabaşı, A. (2010). Elektronik (online) Alışverişte Lojistik Faaliyetlere Yönelik Müşteri Şikayetlerinin Analizi ve Bir Alan Araştırması. İşletme Araştırmaları Dergisi, (2), 21-42.
• Kim, C., Kim, S., Im, S. and Shin, C. (2003), "The effect of attitude and perception on consumer complaint intentions", Journal of Consumer Marketing, Vol. 20 No. 4, pp. 352-371.
• Kim, M. J., Chung, N., & Lee, C. K. (2011). The effect of perceived trust on electronic commerce: Shopping online for tourism products and services in South Korea. Tourism Management, 32(2), 256-265.
• Koçarslan, H. & Kılınç, H. (2019). Dijital pazarlamada tüketici algısı, internette alışveriş üzerine bir araştırma. Avrupa Bilim ve Teknoloji Dergisi, (17), 1263-1273.
• Lee, J., Lee, J., & Feick, L. (2001). The impact of switching costs on the customer satisfaction‐loyalty link: Mobile phone service in France. Journal of Services Marketing, 15(1), 35-48.
• Lee, G. G., & Lin, H. F. (2005). Customer perceptions of e‐service quality in online shopping. International Journal of Retail & Distribution Management.
• Li, Y., & Lu, L. (2019, February). Research on B2C Reverse Logistics Service Quality Evaluation System. In Proceedings of the 2019 5th International Conference on E-Business and Applications (pp. 10-15).
• Lin, D., & Zhang, R. (2015, August). Research on the Impact Mechanism between Logistics Service Innovation and Online Customer Repurchase Intention. In 2015 International Conference on Management Science and Management Innovation (MSMI 2015). Atlantis Press.
• Lin, H. F. (2007). Predicting consumer intentions to shop online: An empirical test of competing theories. Electronic Commerce Research and Applications, 6(4), 433-442.
• Lin, G. T., & Sun, C. C. (2009). Factors influencing satisfaction and loyalty in online shopping: an integrated model. Online Information Review.
• Liu, X., He, M., Gao, F., & Xie, P. (2008). An empirical study of online shopping customer satisfaction in China: a holistic perspective. International Journal of Retail & Distribution Management.
• Lysenko-Ryba, K. (2017). The Impact of Reverse Logistics on Customers Satisfaction. Przedsiębiorczość i Zarządzanie, 18(8.2), 137-146.
• McKinney, V., Yoon, K., & Zahedi, F. M. (2002). The measurement of web-customer satisfaction: An expectation and disconfirmation approach. Information Systems Research, 13(3), 296-315.
• Mentzer, J. T., Flint, D. J., & Hult, G. T. M. (2001). Logistics service quality as a segment-customized process. Journal of Marketing, 65(4), 82-104.
• Mollenkopf, D. A., Rabinovich, E., Laseter, T. M., & Boyer, K. K. (2007). Managing internet product returns: a focus on effective service operations. Decision Sciences, 38(2), 215-250.
• Nisar, T. M., & Prabhakar, G. (2017). What factors determine e-satisfaction and consumer spending in e-commerce retailing?. Journal of Retailing and Consumer Services, 39, 135-144.
• Ozturk, R., & Coban, S. (2019). Political Marketing, Word of Mouth Communication and Voter Behaviours Interaction. Business and Economics Research Journal, 10(1), 245-258.
• Özgül, E., Börühan, G., & Tek, Ö. B. (2017). Özel alışveriş sitelerinde siparişlerin yerine getirilmesinde lojistik hizmet kalitesinin müşteri memnuniyetine etkisi. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 19(4), 629-664.
• Pappas, I. O., Pateli, A. G., Giannakos, M. N., & Chrissikopoulos, V. (2014). Moderating effects of online shopping experience on customer satisfaction and repurchase intentions. International Journal of Retail & Distribution Management.
• Park, C. H., & Kim, Y. G. (2003). Identifying key factors affecting consumer purchase behavior in an online shopping context. International Journal of Retail & Distribution Management, 31(1), 16-29.
• Parthasarathy, M., & Bhattacherjee, A. (1998). Understanding post-adoption behavior in the context of online services. Information Systems Research, 9(4), 362-379.
• Patil, H., & Divekar, B. R. (2014). Inventory management challenges for B2C e-commerce retailers. Procedia Economics and Finance, 11, 561-571.
• Rajendran, S. D., Wahab, S. N., Ling, Y. W., & Yun, L. S. (2018). The Impact of Logistics Services On the E-Shoppers’ Satisfaction. International Journal of Supply Chain Management, 7(5), 461-469.
• Ranganathan, C., & Ganapathy, S. (2002). Key dimensions of business-to-consumer web sites. Information & Management, 39(6), 457-465.
• Sekaran, U. (2003). Research methods for business: A skill building approach. New Jersey, NJ: John Wiley & Sons Inc.
• Sheikh, Z., & Rana, S. (2011). Role of third party logistics providers with advanced IT to increase customer satisfaction in supply chain integration. In Society of Interdisciplinary Business Research (SIBR) 2011 Conference on Interdisciplinary Business Research.
• Subramanian, N., Gunasekaran, A., Yu, J., Cheng, J., & Ning, K. (2014). Customer satisfaction and competitiveness in the Chinese E-retailing: Structural equation modeling (SEM) approach to identify the role of quality factors. Expert Systems with Applications, 41(1), 69-80.
• Tontini, G., Söilen, K.S. and Zanchett, R. (2017), "Nonlinear antecedents of customer satisfaction and loyalty in third-party logistics services (3PL)", Asia Pacific Journal of Marketing and Logistics, Vol. 29 No. 5, pp. 1116-1135.
• Tüketicinin Korunması Hakkında Kanun (2013, 28 Kasım). Resmi Gazete (Sayı:28835).
• Vegiayan, K., Ming, C., & Harun, M. L. (2013). Online shopping and customer satisfaction in Malaysia. International Journal of Marketing Practices, 1(1), 43-51.
• Wu, L. (2013). The antecedents of customer satisfaction and its link to complaint intentions in online shopping: An integration of justice, technology, and trust. International Journal of Information Management, 33(1), 166-176.
• Yang, Z., Peterson, R. T., & Cai, S. (2003). Services quality dimensions of Internet retailing: an exploratory analysis. Journal of Services Marketing.
• Zhang, J., Li, H., Yan, R., & Johnston, C. (2017). Examining the signaling effect of e-tailers’ return policies. Journal of Computer Information Systems, 57(3), 191-200.