E-SERVICE QUALITY FACTORS THAT WEB SITES SHOULD HAVE IN CREATING ELECTRONIC CUSTOMER SATISFACTION: A RESEARCH ON ONLINE (CLOTHING) SHOPPING SITES

Abstract

Electronic applications have gained importance in Electronic Customer Relationship Management (CRM) together with integrating information transmission technology with especially marketing function actively and communication’s channelling to electronic atmosphere. Together with CRM, especially analytic CRM concept has become in forefront position, it has become a development towards analysing to information gathered with data searching to communicate with customers and create opportunities to companies in addition to gathering information from the customers in companies’ favour. That electronic atmosphere has become used actively in Customer Relationship Management strategically as planned, has prepared a background for Electronic Customer Relationship Management/E-CRM concept to come out. Nowadays the companies’ being able to succeed in e-shopping applications is closely related to forming customer satisfaction and changing this satisfaction to the constancy. The basis of customer relationship is related to some values that are valid completely in individual relationships. As to those values, they are focused on developing dialogs between the customer and the company and making the customer deserving and important. In this study, the web sites of the internet shopping trademarks as Markafoni, Trendyol, Morhipo, Limango, 1v1y will be examined in the concept of analyse patterns which include the quality factors that web sites should have in the aspect of creating the customer satisfaction in connection with E-CRM.

Keywords

• Electronic Costumer Relationship Management (E-CRM), costumer satisfaction, internet, online shopping web sites

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