DİJİTAL PERAKENDECİLİKTE MOBİL DENEYİMİN ÖNEMİ: LC WAIKIKI ÖRNEĞİ TEMELİNDE MÜŞTERİ GERİ BİLDİRİMLERİNİN ÇOK BOYUTLU ANALİZİ

Öz

Bu çalışma, LC Waikiki'nin mobil uygulaması bağlamında mobil deneyimin dijital müşteri memnuniyetini şekillendirmedeki rolünü incelemektedir. Google Play Store’dan elde edilen 35.500’den fazla kullanıcı yorumuna dayanarak yapılan araştırma, üç temel alana odaklanmaktadır: müşteri yolculuğundaki etkili temas noktaları, teknik performansın marka algısı üzerindeki etkisi ve müşteri hizmetleri yanıtlarının etkinliği. Duygu analizi, zamansal eğilim takibi ve özgün bir kuramsal yaklaşım olan Çok Katmanlı Dijital Sürtünme Teorisi (Multi-Layered Digital Friction Theory - MDFT) yoluyla yapılan analizler, ürün kalitesinin olumlu algılandığını ancak uygulama performansı, ödeme süreci ve kullanıcı arayüzü tasarımının memnuniyetsizliğin başlıca kaynakları olduğunu ortaya koymaktadır. Zamansal analizler, kullanıcı memnuniyetinde son dönemde bir düşüş yaşandığını ve bunun kümülatif dijital sürtünmeden kaynaklandığını göstermektedir. Ayrıca, LC Waikiki çoğu yoruma yanıt verse de, yanıtların kişiselleştirilmemiş yapısı memnuniyetin yeniden tesisinde yeterince etkili olamamaktadır. Bu araştırma, mobil perakende deneyimlerini temas noktaları üzerinden analiz etmeye yönelik bir çerçeve sunmakta ve dijital altyapının iyileştirilmesi, arayüz kullanılabilirliğinin artırılması ve hizmetlerin kişiselleştirilmesi konularında pratik stratejiler önermektedir. Bulgular, mobil etkileşimi ve müşteri sadakatini veri temelli içgörülerle geliştirmek isteyen perakende markaları için daha geniş çıkarımlar da sunmaktadır.

Anahtar Kelimeler

• Dijital müşteri deneyimi
• duygu analizi
• mobil ticaret
• müşteri yolculuğu
• temas noktaları
• dijital sürtünme
• müşteri hizmetleri
• kullanıcı arayüzü

THE IMPORTANCE OF MOBILE EXPERIENCE IN DIGITAL RETAILING: A MULTI-DIMENSIONAL ANALYSIS OF CUSTOMER FEEDBACK BASED ON THE LC WAIKIKI CASE

Öz

This study explores the role of mobile experience in shaping digital customer satisfaction within the context of LC Waikiki’s mobile application. Utilizing over 35,500 user reviews from the Google Play Store, the research investigates three core areas: influential touchpoints in the customer journey, the impact of technical performance on brand perception, and the effectiveness of customer service responses. Through sentiment analysis, temporal trend tracking, and a novel Multi-Layered Digital Friction Theory (MDFT), the study reveals that while product quality is positively received, app performance, checkout processes, and UI design are primary sources of dissatisfaction. Temporal analysis highlights a recent decline in user sentiment, pointing to cumulative digital friction as a key driver of dissatisfaction. Additionally, although LC Waikiki responds to a majority of reviews, the impersonal nature of its replies limits their effectiveness in restoring satisfaction. This research contributes a touchpoint-based framework for analyzing mobile retail experiences and offers practical strategies for enhancing digital infrastructure, interface usability, and service personalization. It holds broader implications for retail brands aiming to improve mobile engagement and customer retention through data-driven insights.

Anahtar Kelimeler

• Digital customer experience
• sentiment analysis
• mobile commerce
• customer journey
• touchpoints
• digital friction
• customer service
• user interface

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