Hızlı Servis Gıda Perakendeciliğinde Müşteri Memnuniyeti ve Hizmet Deneyimi Bilincinin Çevrimiçi Deneyim ve Sadakat İlişkisindeki Aracılık Rollerinin İncelenmesi

Öz

Müşteri memnuniyeti ve sadakati arasındaki ilişkinin önemi birçok akademik araştırmada vurgulanmakta ve şirketler müşteri sadakati ile doğrusal bir ilişkisi olduğunu varsayarak memnuniyete yüksek öncelik vermektedirler. Bununla birlikte, son araştırmalar bu ilişkilerde potansiyel aracılık rollerini incelemektedir. Hizmete dayalı sektörler yüksek müşteri sadakatini hedeflediğinden, sipariş durumu, teslimat ve telafi gibi tedarik zinciri performans gereklilikleri, çevrimdışı alışverişin aksine çevrimiçi alışverişte öncelik haline gelmiştir. Bu çalışmanın amacı, hızla büyümekte olan hızlı market ticaretinde müşteri beklentileri konusundaki bilgi eksikliğini araştırmaktır. Bulgular, sadakat ve memnuniyet arasındaki ilişkinin istikrarsız olabileceğini göstermektedir. Karşılanmayan talep ve beklentilere karşı çok hassas olan müşteriler online kanallar aracılığıyla hızlı etkileşim imkanına sahip olmaktadır ve memnuniyetsizlik seviyelerinin azaltılması büyük önem taşımaktadır. Çalışmada, müşteri memnuniyeti ve hizmet deneyimi bilincinin, deneyim ve sadakat ilişkisindeki aracılık rolleri incelemiştir. Hizmet deneyimi bilinci daha yüksek olan tüketicilerin hizmet deneyimi ile devam etme niyeti ve e-WOM davranışları arasında daha güçlü ilişki olduğu görülmüştür.

Anahtar Kelimeler

• çevrimiçi müşteri deneyimi
• sadakat
• hızlı gıda perakendeciliği

Destekleyen Kurum

YOK

Proje Numarası

YOK

Teşekkür

Yıldız Teknik Üniversitesi öğretim kadrosu

Experience and Loyalty Relationship in Online Quick Grocery Shopping by the Mediating Role of Customer Satisfaction and Service Experience Consciousness

Öz

The significance of customer satisfaction in predicting loyalty has been emphasized in a lot of academic researches, and also companies place a high priority on satisfaction by presuming that it has a direct relationship with customer loyalty. However, recent researches have been looking at potential mediators in these relationships. Since service-based sectors target high customer loyalty, supply chain performance requirements, such as order condition, delivery, and recovery become priorities in online shopping, in contrast to offline shopping. The purpose of this study is to close the knowledge gap on evolving customer expectations in the fast expanding quick grocery commerce. Our results show that the relationship between loyalty and satisfaction may be precarious. It is crucial to reduce the dissatisfaction of customers who are very sensitive to unfulfilled demands and expectations due to the quick engagement opportunities via online channels. The study examined the mediating roles of customer satisfaction and service experience consciousness on the relation between experience and loyalty. This study find that among consumers with greater levels of service experience consciousness, the impact of service experience on continuance intentions and eWOM is stronger.

Anahtar Kelimeler

• online customer experience
• customer loyalty
• Q-commerce.

Proje Numarası

YOK

Kaynakça

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