THE EFFECT OF INERTIA AND SATISFACTION ON CONSUMER LOYALTY IN ONLINE SHOPPING SITES

Yıl 2018, Cilt: 5 Sayı: 3, 214 - 225, 30.09.2018

Aysel Ercis , Tugba Yildiz Fatma Gorgun Deveci

Öz

Purpose- This
study deals with the effect of the required qualifications of an online
shopping sites on consumer inertia and customer satisfaction and loyalty.

Methodology-
As a method of research, the convenience sampling method was preferred
and face-to-face questionnaires were applied. Upon elimination of incomplete and
incorrect questionnaires, 317 questionnaires were included in the evaluation.

Findings- According to the results of the study,
the adaptation, transaction ease and engagement which are dimensions of a
website's required qualifications are effective on consumer inertia. On another
note, adaptation, interaction, commitment, transaction ease and engagement are
dimension which have an impact on customer satisfaction. While alternative
attraction has a moderator role in the relationship between consumer inertia
and loyalty, positive word-of-mouth has not been proven to have a moderating
effect in the relationship between customer satisfaction and loyalty.

Conclusion- This study reveals the factors
affecting inertia and satisfaction in consumers and the moderator effects in
making loyalty.

Anahtar Kelimeler

Consumer inertia, alternative attraction, customer satisfaction, positive word-of-mouth, loyalty

Kaynakça

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