Factors That Impact the Logistics Service Performance in Online Marketplaces

Yıl 2019, Cilt: 14 Sayı: 54, 152 - 167, 30.04.2019

Metehan Feridun Sorkun

https://doi.org/10.19168/jyasar.492426

Öz

This study aims to reveal factors that impact the logistics service performance of sellers in online marketplaces. The convenience of online shopping is changing the shopping habits and steering consumers towards online channels. This situation compels retailing firms to be visible online. However, unlike big retailing firms, smaller firms (especially SMEs) find it very difficult to sell their products on their proprietary websites due to high marketing, technical, and marketing costs. For this reason, many of them choose to sell their products in online marketplaces, but price-based competition among sellers in these marketplaces increases the importance of logistics service performance for competitiveness. Therefore, there is a need to reveal factors that impact the sellers’ logistics service performance in online marketplaces. To this end, this study examines the sellers on a Turkish online shopping site GittiGidiyor, using a multi-group structural equational modelling. As a result of this examination, the factors found to affect logistics service performance are as follows: i) the number of different product categories offered by sellers, ii) selling items within particular product categories,  iii) the 3PL company choice, iv) free shipping policy, v) the city from which products are shipped. These findings provide both theoretical and managerial insights. They not only enhance the understanding on the determinants of logistics service quality in an online marketplace context, but also provide guidance to e-tailers in elevating their logistics service performance in online marketplaces.

Anahtar Kelimeler

Logistics Service Quality, E-Fulfilment, Online Marketplaces, E-tailing, Group Code Analysis, Structural Equational Modelling

Online Pazaryerlerinde Lojistik Hizmet Performansını Etkileyen Faktörler

Öz

Bu çalışma, online
pazaryeri satıcılarının lojistik hizmet performanslarını etkileyen faktörleri
ortaya koymayı amaçlamaktadır. Online alışverişin getirdiği kolaylıklar alışveriş
alışkanlıklarını değiştirerek tüketicileri online kanallara yöneltmiştir. Bu
durum perakende firmalarının online ortamda da görünür olmalarını zorunlu
kılmaktadır. Fakat büyük perakende firmaları haricindeki firmaların (özellikle orta
ve küçük boyutlu firmaların) ürünlerini kendi web sitelerinde satabilmeleri yüksek
pazarlama, teknik ve finans maliyetlerinden ötürü oldukça zordur. Bu sebeple,
birçok firma ürünlerini online pazaryeri platformlarında satmayı tercih
etmektedir fakat bu platformlarda yaşanan fiyat rekabeti lojistik hizmet
kalitesinin rekabetçilik açısından önemini arttırmaktadır. Bu yüzden, online
pazaryeri satıcılarının lojistik hizmet performansını etkileyen faktörlerin
ortaya konması önem arz etmektedir. Bu faktörlerin ortaya çıkarılması için bu
çalışma, Türkiye’nin online alışveriş platformu GittiGidiyor’da ürünlerini
satan satıcıları çok gruplu yapısal eşitlik modellemesi yöntemini kullanarak
incelemiştir. Bu incelemenin sonucunda, online pazaryerlerinde lojistik hizmet
kalitesini etkileyen faktörler şu şekilde tespit edilmiştir: i) satılan
ürünlerin ilişkili olduğu ürün kategorisi sayısı, ii) belirli ürün
kategorilerinde satış yapılması, iii) kargo firması seçimi, iv) ücretsiz kargo
gönderim politikası ve v) ürünlerin gönderildiği şehir. Elde edilen bu bulgular
hem teorik hem de yönetimsel birçok çıkarım yapmaya imkân vermektedir. Bu
çalışma teorik olarak lojistik hizmet kalitesinin online pazaryeri bağlamında
belirleyicilerini ortaya koyarken, online pazaryerlerinde faaliyet gösteren
internet perakendecilerine de lojistik hizmet kalitelerini nasıl
arttırabilecekleri konusunda yol göstermektedir.

Anahtar Kelimeler

Lojistik Hizmet Kalitesi, E-Siparişlerin Karşılanması, Online Pazaryerleri, İnternet Perakendeciliği, Grup Kodu Analizi, Yapısal Eşitlik Modellemesi

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