Elektronik Ticarette Müşteri İlişkileri Yönetim Performansının Müşteri Memnuniyetine ve Tekrar Satın Alma Niyetine Etkisinde Elektronik Ağızdan Ağıza Pazarlamanın Aracılık Rolü: Trendyol Örneği

Yıl 2025, Cilt: 17 Sayı: 32, 518 - 545, 24.06.2025

Nilgün Tuzcu

https://doi.org/10.38155/ksbd.1670213

Öz

E-ticaret siteleri, dijital alışveriş platformları günümüz tüketicileri ve işletmeleri için günden güne önemi artan bir mecra haline gelmiştir. Giderek gelişme gösteren e-ticaret işletmelerinde tüketici şikayetlerinin önlenebilmesi, müşteri kaybı yaşanmaması, yeni müşteriler kazanılabilmesi ve tekrar ziyaret etme niyetinin artırılabilmesi adına müşteri ilişkileri yönetim performansının maksimum düzeye çıkarılması gerekmektedir. Özellikle bu anlamda, sosyal ağlar ve çevrimiçi topluluklarda yapılan yorum ve deneyim paylaşımını ifade eden, tüketici kararlarında giderek etkin hale gelen e-ağızdan ağıza pazarlamanın dolaylı etkisi de kaçınılmaz görünmektedir. Buradan hareketle araştırmada, Trendyol sitesi müşteri ilişkileri yönetim performansının müşteri memnuniyetine ve tekrar satın alma niyetine etkisinde elektronik ağızdan ağıza pazarlamanın aracılık rolünün incelenmesi amaçlanmaktadır. Bahsi geçen amaç doğrultusunda, Antalya ilinde Trendyol sitesini kullanan gönüllü yaklaşık 561 kişi ile yüz yüze anket çalışması yapılmıştır. Araştırmada önerilen aracılık modeli testi SPSS yazılımı ve PROCESS makro programı kullanılarak gerçekleştirilmiştir. Araştırma sonucunda, Trendyol’un elektronik ticarette müşteri ilişkileri yönetim performansının müşteri memnuniyetine ve tekrar satın alma niyetine etkisinde elektronik ağızdan ağıza pazarlamanın aracılık rolünü test eden model doğrulanmıştır. Bununla birlikte elektronik ticarette müşteri ilişkileri yönetim performansının müşteri memnuniyetine ve tekrar satın alma niyetine, müşteri memnuniyetinin de tekrar satın alma niyetine etkisinin olduğu sonucuna ulaşılmıştır.

Anahtar Kelimeler

Müşteri İlişkileri Yönetim Performansı , Müşteri Memnuniyeti , Tekrar Satın Alma Niyeti , Elektronik Ağızdan Ağıza Pazarlama

The Mediating Role of Electronic Word-of-Mouth Marketing in the Effect of Customer Relationship Management Performance on Customer Satisfaction and Repurchase Intention in Electronic Commerce: The Case of Trendyol

Öz

E-commerce sites and digital shopping platforms have become increasingly important platforms for today's consumers and businesses. In order to prevent consumer complaints, prevent customer loss, gain new customers and increase revisit intention in e-commerce businesses that are developing rapidly, customer relationship management performance needs to be maximized. In this sense, the indirect effect of e-word of mouth marketing, which refers to the sharing of comments and experiences in social networks and online communities and is increasingly effective in consumer decisions, seems inevitable. Based on this, the aim of the research is to examine the mediating role of electronic word of mouth marketing in the effect of Trendyol site customer relationship management performance on customer satisfaction and repurchase intention. In line with the aforementioned purpose, a face-to-face survey was conducted with approximately 561 volunteers who use the Trendyol site in Antalya. The mediation model test proposed in the research was carried out using SPSS software and PROCESS macro program. As a result of the research, the model testing the mediating role of electronic word of mouth marketing in the effect of Trendyol's customer relationship management performance in e-commerce on customer satisfaction and repurchase intention was verified. In addition, it has been concluded that customer relationship management performance in e-commerce has an effect on customer satisfaction and repurchase intention, and customer satisfaction has an effect on repurchase intention.

Anahtar Kelimeler

Customer Relationship Management Performance , Customer Satisfaction , Repeat Purchase Intention , Electronic Word of Mouth Marketing

Kaynakça

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