E-PERAKENDECİLİKDE E-HİZMET KALİTESİ, MÜŞTERİ MEMNUNİYETİ VE MÜŞTERİ SADAKATİ İLİŞKİSİ: İŞLETME FAKÜLTESİ ÖĞRENCİLERİ ÜZERİNE BİR ARAŞTIRMA

Yıl 2009, Cilt: 10 Sayı: 1, 97 - 117, 01.12.2009

Burcu İlter

Öz

Bu çalışmada, elektronik perakendecilikte algılanan hizmet kalitesinin boyutları, Keating, Rugimbana ve Quazi’nin (2003) geliştirdiği ölçek kullanılarak belirlenmeye çalışılmış ve bu boyutların müşteri memnuniyeti ve sadakati ile ilişkisi araştırılmıştır. Araştırma sonuçlarında elektronik perakendecilikte hizmet kalitesini belirleyen üç faktör bulunmuş, bu üç faktörden hizmet kalitesini en fazla açıklayanın “politika” faktörü olduğu belirlenmiştir. Belirlenen üç faktörden ikisinin müşteri memnuniyeti ve sadakatini pozitif yönde etkilediği görülmüş, araştırma sonuçları doğrultusunda elektronik perakendecilere önerilerde bulunulmuştur

Anahtar Kelimeler

Elektronik Perakendecilik, Elektronik Hizmet Kalitesi, Müşteri Memnuniyeti, Müşteri Sadakati

THE RELATIONSHIP BETWEEN E-SERVICE QUALITY, CUSTOMER SATISFACTION AND CUSTOMER LOYALTY IN E-RETAILING: A STUDY ON STUDENTS OF FACULTY OF BUSINESS

Öz

In this study, a scale developed by Keating, Rugimbana and Quazi (2003) was used to identify the dimensions of service quality in electronic retailing, and the relationship of those dimensions to customer satisfaction and customer loyalty were investigated. Findings of the study reveal three factors that explain service quality in electronic retailing, of which “policy” factor was found to be the one that mostly explained eretail service quality. Of the three factors just two of them have been found to influence customer satisfaction and loyalty positively. At the end of the study recommendations have been given to electronic retailers

Anahtar Kelimeler

Electronic Retailing, Electronic Service Quality, Customer Satisfaction, Customer Loyalty

Kaynakça

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