Online Müşteri Deneyiminin E-Sadakat Üzerindeki Etkisinde E-Memnuniyetin Aracılık Rolü

Öz

Bu araştırmanın temel amacı, online müşteri deneyiminin e-sadakat üzerindeki etkisinde e-memnuniyetin aracılık rolünü tespit etmektir. Araştırmada, online ortamda kitap satın alan müşterilerin yaşadığı deneyimlerin e-memnuniyet ve e-sadakat geliştirmedeki etkisi incelenmektedir. Çevrimiçi anket tekniğiyle 301 online kitap satın alma deneyimi yaşamış müşteriden elde edilen veriler analize tabi tutulmuştur. Yapılan regresyon analizi sonuçlarına göre, online müşteri deneyimi boyutlarının e-memnuniyet ve e-sadakat üzerindeki pozitif etkisi istatiksel olarak anlamlı bulunmuştur. Aynı zamanda online müşteri deneyiminin e-sadakat üzerindeki etkisinde e-memnuniyetin kısmi aracılık rolü olduğu görülmüştür.

Anahtar Kelimeler

• Online müşteri deneyimi
• E-memnuniyet
• E-sadakat
• Aracı değişken

The Mediating Role Of E-Satisfaction In The Impact Of Online Customer Experience On E-Loyalty

Abstract

The main purpose of this research is, to identify the mediating role of e-satisfaction in the impact of the online customer experience on e-loyalty. In the research, the effects of the experiences of customers who buy books online in e-satisfaction and e-loyalty development were also examined. With the online survey technique, data obtained from the customer who had 301 online book purchasing experience were analyzed. According to the results of the regression analysis, the positive effect of online customer experience dimensions on e-satisfaction and e-loyalty was found statistically significant. At the same time, e-satisfaction has a partial mediating role in the impact of online customer experience on e-loyalty.

Keywords

• E-satisfaction
• Online customer experience
• E-loyalty
• Mediating variable

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