E-Ticaret Lojistiğinin Müşteri Memnuniyeti ve Yeniden Satın Alma Niyeti Üzerindeki Etkileri: Covid-19 Küresel Salgın Dönemi

Öz

E-Ticaret siteleri artık günlük hayatın önemli bir bölümünde yer almaktadır. İşletmeler de her geçen gün verdikleri hizmetlere yeni boyutlar kazandırarak yeniden ziyaret edilmek, alışveriş yapılırken ilk tercih konumunda olmak arzusundadırlar. Bunun en önemli yolu da müşterileri memnun etmek ve bağlılıklarını artırmaktan geçmektedir. Bu çalışmanın amacı; e-ticaret sitelerinin vermiş oldukları lojistik hizmetlerin müşteri memnuniyeti ve yeniden satın alma niyetleri üzerinde herhangi bir etkisinin olup olmadığını ortaya çıkarmaktır. Bu kapsamda Türkiye’de ikamet etmekte olan 337 e-ticaret kullanıcısından anket yoluyla veriler toplanmıştır. Elde edilen verilere keşfedici faktör analizi, korelasyon ve regresyon analizleri uygulanmıştır. Araştırma neticesinde sipariş kalitesi, bilgi kalitesi, iade ve müşteri hizmetlerinin müşteri memnuniyeti üzerinde anlamlı bir etkiye sahip olduğu ortaya çıkmıştır. Zamanındalık ve kargo hizmetlerinin ise müşteri memnuniyeti üzerinde anlamlı bir etkiye sahip olmadığı belirlenmiştir. Ayrıca sipariş kalitesi, zamanındalık, iade ve müşteri hizmetlerinin yeniden satın alma niyeti üzerinde anlamlı bir etkisi varken bilgi kalitesi ve kargo hizmetlerinin anlamlı bir etkiye sahip olmadığı sonucuna varılmıştır.

Anahtar Kelimeler

• E-Ticaret
• Lojistik
• E-Ticaret Lojistiği
• Müşteri Memnuniyeti
• Yeniden Satın Alma Niyeti

The Effects of E-Commerce Logistics on Customer Satisfaction and Repurchase Intention: Covid-19 Global Epidemic Period

Öz

E-Commerce sites are now an important part of our lives. Companies also want to add new dimensions to the services they provide every day and to be visited again. They want to be in the position of first choice when shopping again. The aim of this study is to reveal whether the logistics services provided by e-commerce sites have any effect on customer satisfaction and repurchase intentions. In this context, data were collected from 337 e-commerce users residing in Turkey through questionnaires. Exploratory factor analysis, correlation and regression analysis were applied to the data. As a result of the study, it has been revealed that order quality, information quality, returns and customer services have a significant effect on customer satisfaction. On the other hand, it was determined that timeliness and cargo services did not have a significant effects on customer satisfaction. In addition, it was concluded that order quality, timeliness, return and customer services had a significant effect on repurchase intention, while information quality and cargo services did not have a significant effect.

Anahtar Kelimeler

• E-Commerce
• Logistics
• E-Commerce Logistics
• Customer Satisfaction
• Repurchase Intention

Kaynakça

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