E-HİZMET KALİTESİ, E-MEMNUNİYET, E-YAPIŞKANLIK VE E-SADAKAT DAVRANIŞLARI: E-PERAKENDE ALIŞVERİŞ SİTELERİ ÜZERİNE BİR ÇALIŞMA

Öz

Bu çalışmanın amacı e-hizmet kalitesi, e-memnuniyet, e-yapışkanlık ve de e-sadakat davranışları kapsamında tekrar satın alma niyeti ve pozitif ağızdan ağıza iletişim arasındaki ilişkileri inceleyen bir model önermek ve ampirik olarak test etmektir. Çalışmada çevrimiçi anket tekniği ile 439 kullanılabilir anket elde edilmiş ve veriler yapısal eşitlik modellemesi uygulanarak analiz edilmiştir. Bulgular, e-hizmet kalitesi boyutlarının tümümün e-memnuniyet üzerinde olumlu bir etkisi olduğunu, ancak bu boyutlardan sadece gizliliğin e-yapışkanlık üzerinde olumlu bir etkiye sahip olduğunu göstermiştir. E-memnuniyetin e-yapışkanlık üzerindeki olumlu etkisine ek olarak, e-yapışkanlığın e-sadakat davranışlarına ilişkin gerek tekrar satın alma niyetini gerek ise pozitif ağızdan ağıza iletişimi olumlu yönde etkilediği gözlemlenmiştir. 

Anahtar Kelimeler

• E-Perakendecilik
• E-Sadakat
• E-Yapışkanlık
• E-Memnuniyet
• E-Hizmet Kalitesi

E-SERVICE QUALITY, E-SATISFACTION, E- STICKINESS AND E-LOYALTY BEHAVIOR: A STUDY ON E-RETAIL SHOPPING SITES

Öz

The aim of this study is to propose and empirically test a model that investigates the relationships among e-service quality, e-satisfaction, e-stickiness and e-loyalty behaviors including repurchase intention and positive mouth-to-mouth communication. In the study, 439 useable questionnaires were obtained via online survey technique and the data were analyzed by conducting structural equation modeling. The findings showed that while all the dimensions of e-service quality had a positive effect on e-satisfaction, only privacy had a positive effect on e-stickiness. In addition to the positive effect of e-satisfaction on e-stickiness, it was observed that e-stickiness positively affected e-loyalty behaviors. 

Anahtar Kelimeler

• E-Retailing
• E-Loyalty
• E-Stickiness
• E-Satisfaction
• E-Service Quality

Kaynakça

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