Araştırma Makalesi
BibTex RIS Kaynak Göster

Çevrimiçi ortamda tüketici sadakati

Yıl 2020, Cilt: 11 Sayı: 1, 23 - 34, 01.06.2020
https://doi.org/10.34231/iuyd.691374

Öz

İnternet sitelerine müşteri sadakatinin önemi uzun süreden beri bilinen bir konudur. Araştırmacılar, e-sadakatin önşartlarıyla ilgili bazı modeller geliştirmişlerdir. Bu çalışmada, adı geçen modellerden Srinivasan, Anderson, Ponnavolu’nun 8C modeli (2002) seçilmiş ve uyarlamalar yapılmıştır. Ayrıca modele yeni bir değişken (Masraf Azaltması) eklenerek 9C Modeli oluşturulmuştur. Bunun yapılmasındaki amaç, e-sadakat ve ön şartları arasındaki ilişkiyi gözlemlemektir.
Bu amaç için 328 kişinin katılımıyla gerçekleştirilen anket çalışmasından derlenen veriler, tanımlayıcı, güvenilirlik, kümeleme analizleri ve ANOVA analizleri kullanılarak test edilmiş ve sonuçlara ulaşılmıştır.
Genel olarak tüketicilerin çevrimiçi sadakat eğilimleri düşük bulunmuştur, aynı zamanda tüketiciler 3 ayrı grupta toparlanabilecek sadakat eğilimleri göstermişler, bunlar “Sadık Dostlar”, “Rasyonel Savunucular” ve “Bağımsız Yer Değiştiriciler” olarak belirlenmiştir. 8C modelinden işleme dışında, tüm faktörlerin sadakat üzerinde etkili olduğu bulunmuştur. Modele yeni eklenen masraf boyutunun, alışveriş sitesine müşteri sadakakatinin başlamasında önemli bir yere sahip olduğu görülmüştür.

Kaynakça

  • Al-dweeri, R. M., Moreno, A. R., Montes, F. J. L., Obeidat, Z. M., & Al-dwairi, K. M. (2019). The effect of e-service quality on Jordanian student’s e-loyalty: an empirical study in online retailing. Industrial Management & Data Systems.
  • Anderson, R. E., & Srinivasan, S. S. (2003). E-satisfaction and e-loyalty: A contingency framework. Psychology & Marketing, 20, 123–138.
  • Banasiewicz, A. (2005). Loyalty program planning and analytics. Journal of Consumer Marketing.
  • Davies, G., & Chun, R. (2003). The use of metaphor in the exploration of the brand concept. Journal of Marketing Management, 19(1-2), 45-71.
  • Day, George S. (1969). A two-dimensional concept of brand loyalty, Journal of Marketing Research, 9 (September), 29–36.
  • Engel, J. F., Kollat, D., & Blackwell, R. D. (1982), Consumer behavior. New York: Dryden Press
  • Faraoni, M., Rialti, R., Zollo, L., & Pellicelli, A. C. (2019). Exploring e-Loyalty Antecedents in B2C e-Commerce. British Food Journal.
  • Gallo, A. (2014). The value of keeping the right customers. Harvard business review, 29.
  • Gracia, D. B., Ariño, L. V. C., & Blasco, M. G. (2015). The effect of culture in forming e-loyalty intentions: A cross-cultural analysis between Argentina and Spain. BRQ Business Research Quarterly, 18(4), 275-292.
  • Health, R. P. (1997) Loyalty for sale: Everybody’s doing frequency marketing — But only a few companies are doing it well. Marketing Tools. Cowles Business Media Inc., 4, 6, 40.
  • Herrick, J. A. (2017). The history and theory of rhetoric: An introduction. Routledge.
  • Jacoby, Jacob and Robert W. Chestnut (1978), Brand loyalty: measurement and management. New York: John Wiley and Sons, Inc.
  • Keller, Kevin Lane (1993). Conceptualizing, measuring & managing customer-based brand equity, Journal of Marketing, 57 (January), 1–22
  • Kuttner, Robert (1998). The net: a market too perfect for profits, BusinessWeek, 3577 (May 11), 20.
  • Lam, S. Y., Shankar, V., Erramilli, M. K., & Murthy, B. (2004). Customer value, satisfaction, loyalty, and switching costs: An illustration from a business-to-business service context. Journal of the Academy of Marketing Science, 32, 293–311.
  • Manaf, P. A., Rachmawati, I., Witanto, M., & Nugroho, A. (2018). E-Satisfaction as A Reflection of E-Marketing and E-Sequal in Influencing E-Loyalty on E-Commerce. International Journal of Engineering & Technology, 7(4.44), 94-98.
  • Marketplace Plus, U.S. E-Commerce Sales, 2020/02/04, https://www.marketplacepulse.com/stats/us-ecommerce/us-e-commerce-sales-22
  • Newell, F. (1997). The new rules of marketing: How to use one-to-one relationship marketing to be the leader in your industry (10–32). New York: McGraw-Hill.
  • Reichheld, F. F. (1996). Learning from customer defections. Harvard Business Review, 74, 56–68.
  • Reichheld, F.F. & Sasser, W.E.J. (1990), Zero Defections: Quality Comes to Services, Harvard Business Review, 68(5), 2-9.
  • Rouibah, K., Lowry, P. B., & Hwang, Y. (2016). The effects of perceived enjoyment and perceived risks on trust formation and intentions to use online payment systems: New perspectives from an Arab country. Electronic Commerce Research and Applications, 19, 33-43.
  • Srinivasan, S. S., R. Anderson, and K. Ponnavolu (2002). "Customer Loyalty in E-Commerce: An Exploration of Its Antecedents and Consequences." Journal of Retailing, 78: 41–50.
  • Toufaily, E., Ricard, L., & Perrien, J. (2013). Customer loyalty to a commercial website: Descriptive meta-analysis of the empirical literature and proposal of an integrative model. Journal of Business Research, 66(9), 1436-1447.
  • Valvi, A. C., & West, D. C. (2013). E-loyalty is not all about trust, price also matters: extending expectation-confirmation theory in bookselling websites. Journal of Electronic Commerce Research, 14(1), 99.
  • Wahab, N. A., Hassan, L. F. A., Shahid, S. A. M., & Maon, S. N. (2016). The relationship between marketing mix and customer loyalty in hijab industry: the mediating effect of customer satisfaction. Procedia Economics and Finance, 37, 366-371. doi:10.1016/S2212-5671(16)30138-1
  • Wong, W. P. M., Tan, K. L., & Lim, B. C. Y. (2019). The Effect of Technology Trust on Customer E-Loyalty in Online Shopping and The Mediating Effect of Trustworthiness. Wong, WPM, Tan, KL, Ida, AK, & Lim, BCY (2019). The Effect of Technology Trust on Customer E-Loyalty in Online Shopping and The Mediating Effect of Trustworthiness. Journal of Marketing Advances and Practices, 1(2), 38-51.
  • Yoo, C. W., Sanders, G. L., & Moon, J. (2013). Exploring the effect of e-WOM participation on e-Loyalty in e-commerce. Decision Support Systems, 55(3), 669-678.

Consumer loyalty in online environment

Yıl 2020, Cilt: 11 Sayı: 1, 23 - 34, 01.06.2020
https://doi.org/10.34231/iuyd.691374

Öz

The importance of customer loyalty to websites has been known for a long time. Researchers have developed some models of antecedents for e-loyalty. Within the scope of this study, the research of Srinivasan, Anderson, and Ponnavolu’s 8C's Model (2002) is chosen and modified by adding a new C (Cost Reduction) as a variable. So we came up to 9C's Model. The aim of this article was to examine the relation between e-loyalty and its antecedents.
For this purpose, the data has been collected via an online survey from 328 participants, and has been tested through descriptive, reliability, cluster analyses, and ANOVA analyses aiming to reach findings.
Generally, overall online loyalty tendency of the people has been found to be low, at the same time consumers show different loyalty tendencies which can be summarized in three groups, "Loyal Friends", "Rational Advocates", "Independent Switchers". Except cultivation from the 8C's model, all antecedents were found effective on loyalty. It was observed that the newly introduced cost had an important place in the initiation of customer loyalty to the shopping site.

Kaynakça

  • Al-dweeri, R. M., Moreno, A. R., Montes, F. J. L., Obeidat, Z. M., & Al-dwairi, K. M. (2019). The effect of e-service quality on Jordanian student’s e-loyalty: an empirical study in online retailing. Industrial Management & Data Systems.
  • Anderson, R. E., & Srinivasan, S. S. (2003). E-satisfaction and e-loyalty: A contingency framework. Psychology & Marketing, 20, 123–138.
  • Banasiewicz, A. (2005). Loyalty program planning and analytics. Journal of Consumer Marketing.
  • Davies, G., & Chun, R. (2003). The use of metaphor in the exploration of the brand concept. Journal of Marketing Management, 19(1-2), 45-71.
  • Day, George S. (1969). A two-dimensional concept of brand loyalty, Journal of Marketing Research, 9 (September), 29–36.
  • Engel, J. F., Kollat, D., & Blackwell, R. D. (1982), Consumer behavior. New York: Dryden Press
  • Faraoni, M., Rialti, R., Zollo, L., & Pellicelli, A. C. (2019). Exploring e-Loyalty Antecedents in B2C e-Commerce. British Food Journal.
  • Gallo, A. (2014). The value of keeping the right customers. Harvard business review, 29.
  • Gracia, D. B., Ariño, L. V. C., & Blasco, M. G. (2015). The effect of culture in forming e-loyalty intentions: A cross-cultural analysis between Argentina and Spain. BRQ Business Research Quarterly, 18(4), 275-292.
  • Health, R. P. (1997) Loyalty for sale: Everybody’s doing frequency marketing — But only a few companies are doing it well. Marketing Tools. Cowles Business Media Inc., 4, 6, 40.
  • Herrick, J. A. (2017). The history and theory of rhetoric: An introduction. Routledge.
  • Jacoby, Jacob and Robert W. Chestnut (1978), Brand loyalty: measurement and management. New York: John Wiley and Sons, Inc.
  • Keller, Kevin Lane (1993). Conceptualizing, measuring & managing customer-based brand equity, Journal of Marketing, 57 (January), 1–22
  • Kuttner, Robert (1998). The net: a market too perfect for profits, BusinessWeek, 3577 (May 11), 20.
  • Lam, S. Y., Shankar, V., Erramilli, M. K., & Murthy, B. (2004). Customer value, satisfaction, loyalty, and switching costs: An illustration from a business-to-business service context. Journal of the Academy of Marketing Science, 32, 293–311.
  • Manaf, P. A., Rachmawati, I., Witanto, M., & Nugroho, A. (2018). E-Satisfaction as A Reflection of E-Marketing and E-Sequal in Influencing E-Loyalty on E-Commerce. International Journal of Engineering & Technology, 7(4.44), 94-98.
  • Marketplace Plus, U.S. E-Commerce Sales, 2020/02/04, https://www.marketplacepulse.com/stats/us-ecommerce/us-e-commerce-sales-22
  • Newell, F. (1997). The new rules of marketing: How to use one-to-one relationship marketing to be the leader in your industry (10–32). New York: McGraw-Hill.
  • Reichheld, F. F. (1996). Learning from customer defections. Harvard Business Review, 74, 56–68.
  • Reichheld, F.F. & Sasser, W.E.J. (1990), Zero Defections: Quality Comes to Services, Harvard Business Review, 68(5), 2-9.
  • Rouibah, K., Lowry, P. B., & Hwang, Y. (2016). The effects of perceived enjoyment and perceived risks on trust formation and intentions to use online payment systems: New perspectives from an Arab country. Electronic Commerce Research and Applications, 19, 33-43.
  • Srinivasan, S. S., R. Anderson, and K. Ponnavolu (2002). "Customer Loyalty in E-Commerce: An Exploration of Its Antecedents and Consequences." Journal of Retailing, 78: 41–50.
  • Toufaily, E., Ricard, L., & Perrien, J. (2013). Customer loyalty to a commercial website: Descriptive meta-analysis of the empirical literature and proposal of an integrative model. Journal of Business Research, 66(9), 1436-1447.
  • Valvi, A. C., & West, D. C. (2013). E-loyalty is not all about trust, price also matters: extending expectation-confirmation theory in bookselling websites. Journal of Electronic Commerce Research, 14(1), 99.
  • Wahab, N. A., Hassan, L. F. A., Shahid, S. A. M., & Maon, S. N. (2016). The relationship between marketing mix and customer loyalty in hijab industry: the mediating effect of customer satisfaction. Procedia Economics and Finance, 37, 366-371. doi:10.1016/S2212-5671(16)30138-1
  • Wong, W. P. M., Tan, K. L., & Lim, B. C. Y. (2019). The Effect of Technology Trust on Customer E-Loyalty in Online Shopping and The Mediating Effect of Trustworthiness. Wong, WPM, Tan, KL, Ida, AK, & Lim, BCY (2019). The Effect of Technology Trust on Customer E-Loyalty in Online Shopping and The Mediating Effect of Trustworthiness. Journal of Marketing Advances and Practices, 1(2), 38-51.
  • Yoo, C. W., Sanders, G. L., & Moon, J. (2013). Exploring the effect of e-WOM participation on e-Loyalty in e-commerce. Decision Support Systems, 55(3), 669-678.
Toplam 27 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Konular Bilgisayar Yazılımı
Bölüm Araştırma Makalesi
Yazarlar

Selçuk Kıran 0000-0001-6088-2701

Yayımlanma Tarihi 1 Haziran 2020
Yayımlandığı Sayı Yıl 2020 Cilt: 11 Sayı: 1

Kaynak Göster

APA Kıran, S. (2020). Consumer loyalty in online environment. İnternet Uygulamaları Ve Yönetimi Dergisi, 11(1), 23-34. https://doi.org/10.34231/iuyd.691374