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ÜRÜN ÇEŞİTLİLİĞİNİN GÜCÜ: ÇOK FAZLA SEÇENEK MÜŞTERİ DENEYİMİNİ NASIL ETKİLER?

Yıl 2023, , 473 - 496, 20.10.2023
https://doi.org/10.33723/rs.1353337

Öz

Online alışverişin yükselişi, tüketicilerin mal ve hizmet satın alma yöntemlerinde büyük değişimlere yol açmıştır. E-ticaret platformlarının çoğalması ve parmaklarımızın ucunda sürekli genişleyen geniş ürün yelpazesi ile tüketicilere daha önce hiç olmadığı kadar geniş ve çeşitli bir pazar sunulmaktadır. Online olarak sunulan çeşitli ürün kategorileri arasında, hazır giyim pazarı en dinamik ve etkili sektörlerden biri olarak öne çıkmaktadır. Hazır giyim sektörü, geniş stil, beden ve tasarım çeşitliliğiyle online alışverişi tüketiciler için giderek daha cazip hale getirmiştir. Sonuç olarak, çevrimiçi alışveriş platformları, farklı tercihlere sahip daha geniş bir kitleye hitap etmek için ürün tekliflerini genişletmeyi amaçlamaktadır. Bu genişleme önemli bir soruyu gündeme getirmiştir: Online hazır giyim alışverişinde mevcut olan geniş ürün çeşitliliği müşteri memnuniyetini ve sadakat niyetlerini nasıl etkilemektedir? Bu çalışmada, online alışverişte hazır giyim ürünleri için ürün çeşitliliği, müşteri memnuniyeti ve müşterilerin sadakat niyetleri arasındaki ilişkiyi incelemek amaçlanmıştır. Veriler çevrimiçi anket formu aracılığıyla toplanmış ve 471 geçerli anket yanıtı analiz edilmiştir. Veri analizinde kullanılan istatistiksel yöntemler arasında frekans dağılımı, aritmetik ortalama, ölçüm modeli ve yapısal model testi yer almaktadır. Araştırma sonuçları, çevrimiçi hazır giyim alışverişlerinde ürün çeşitliliğinin müşteri memnuniyeti ve sadakat niyeti üzerinde pozitif ve anlamlı bir etki oluşturduğunu göstermektedir. Bu sonuçlara göre, hazır giyim ürünleri için geniş bir yelpaze sunan çevrimiçi alışveriş platformlarının, müşteri memnuniyetini olumlu bir şekilde etkilediği görülmektedir. Araştırmaya katılanlar, bu tür platformların geniş bir ürün yelpazesi sunma imkânı sağladığına inanmaktadır. Bu bulgular, çevrimiçi alışveriş platformlarının ürün çeşitliliğini artırdıklarında müşteri memnuniyetini artırma potansiyeline sahip olduğunu göstermektedir. Bu bağlamda, çevrimiçi alışveriş platformlarının ürün çeşitliliği stratejilerine odaklanmalarının önemi vurgulanmaktadır.

Kaynakça

  • Akram, M.S. (2018). Drivers and Barriers to Online Shopping in a Newly Digitalized Society. TEM Journal, 7(1), 118-127.
  • Alam, S. S., & Yasin, N. M. (2010). An investigation into the antecedents of customer satisfaction of online shopping. Journal of Marketing Development and Competitiveness, 5(1), 71-78.
  • Alanadoly, A., & Salem, S. (2022). Fashion involvement, opinion-seeking and product variety as stimulators for fashion e-commerce: an investigated model based on SOR model. Asia Pacific Journal of Marketing and Logistics, 34(10), 2410-2434.
  • Alharbi, Ali Hawas & Alhider, Ibrahim Hassan (2018). The impact of customer satisfaction and loyalty on e-marketing: moderating effect of perceived value. Journal of Marketing and Consumer Research, 46.
  • Amanah, D., Hurriyati, R., Gaffar, V., Layla, A.A. ve Harahap, D.A. (2018). Effect of Price and Product Completeness to Consumer Purchase Decision at Tokopedia.com. Proceedings of the 2nd Global Conference on Business, Management and Entrepreneurship (GCBME 2017) - Increasing Management Relevance and Competitiveness, 34-37.
  • Berger, J., Draganska, M. ve Simonson, I. (2007). The Influence of Product Variety on Brand Perception and Choice. Marketing Science, 26(4), 460-472.
  • Brynjolfsson, E., Hu, Y., & Smith, M. D. (2010). Research commentary—long tails vs. superstars: The effect of information technology on product variety and sales concentration patterns. Information Systems Research, 21(4), 736-747.
  • Brynjolfsson, E., Hu, Y., ve Smith, M.D. (2003). Consumer Surplus in the Digital Economy: Estimating the Value of Increased Product Variety at Online Booksellers. Management Science, 49(11), 1580-1596.
  • Chang, C. (2011). The Effect of the Number of Product Subcategories on Perceived Variety and Shopping Experience in an Online Store. Journal of Interactive Marketing, 25, 159-168. Chevalier, Stephanie (2022). Leading online sources for product searches worldwide 2022. https://www.statista.com/statistics/1034209/global-product-search-online-sources/
  • Chevalier, Stephanie (2023). Global online retail website visits and orders 2022. https://www.statista.com/statistics/568684/e-commerce-website-visit-and-orders-by-device/
  • Clemes, M.D., Gan, C. ve Zhang, J. (2014). An empirical analysis of online shopping adoption in Beijing, China. Journal of Retailing and Consumer Services, 21, 364-375.
  • Daaboul, J., Da Cunha, C., Bernard, A., & Laroche, F. (2011). Design for mass customization: Product variety vs. process variety. CIRP annals, 60(1), 169-174.
  • De Silva, A., & Herath, H. (2019). Impact of intrinsic factors and subjective norms that influence purchase intention in Sri Lankan online retail apparel industry. Kelaniya Journal of Human Resource Management, 14(2), 56-70.
  • Dick, A.S. ve Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22(2), 99-103.
  • Duarte, P., e Silva, S. C., & Ferreira, M. B. (2018). How convenient is it? Delivering online shopping convenience to enhance customer satisfaction and encourage e-WOM. Journal of Retailing and Consumer Services, 44, 161-169.
  • E-Commerce. (2021). European e-commerce report. https://www.websitebuilderexpert.com/blog/worlds-biggest-online-spenders/
  • Fang, Y., Qureshi, I., Sun, H., McCole, P., Ramsey, E., & Lim, K. H. (2014). Trust, satisfaction, and online repurchase intention. Mis Quarterly, 38(2), 407-A9.
  • Folarin, T. O., & Ogundare, E. A. (2016). Influence of customers’ perceived risk on online shopping intention in Malaysia’s apparel industry. International Journal of Information System and Engineering, 4(2), 69-81.
  • Ganiyu, R.A., Uche, I.I. ve Elizabeth, A.O. (2014). Is Customer Satisfaction an Indicator of Customer Loyalty?. Australian Journal of Business and Management Research, 2(07), 14-20.
  • Grösch, M. (2020). The impact of product variety on customers’ default acceptance and company perception. Experimental studies for the insurance industry. Zeitschrift für die gesamte Versicherungswissenschaft, 109(5), 377-398.
  • Hagiu, A. (2009). Two‐sided platforms: Product variety and pricing structures. Journal of Economics & Management Strategy, 18(4), 1011-1043.
  • Haitao, N. (2022). Analysis of Product Variety and Price on Purchase Decisions. International Journal of Advanced Multidisciplinary, 1(1), 73-82.
  • Heitmann, M., Herrmann, A., & Kaiser, C. (2007). The effect of product variety on purchase probability. Review of Managerial Science, 1, 111-131.
  • Huang, X. Ve Guo, S. (2022). Pricing and Assortment Decision of Competitive Omnichannel Selling Strategy: Considering Online Return Cost. Mathematical Problems in Engineering.
  • Huang, Y., & Bronnenberg, B. J. (2022). Consumer transportation costs and the value of e-commerce: Evidence from the dutch apparel industry. Marketing Science, 42.
  • Jiang, L. A., Yang, Z., & Jun, M. (2013). Measuring consumer perceptions of online shopping convenience. Journal of Service management.
  • Kautish, P. ve Sharma, R. (2019). Managing Online Product Assortment and Order Fulfillment for Superior e-tailing Service Experience: An Empirical Investigation. Asia Pacific Journal of Marketing and Logistics, 31(4), 1161-1192.
  • Khare, A. (2012). Impact of consumer decision-making styles on Indian consumers’ mall shopping behaviour. International Journal of Indian Culture and Business Management, 5(3), 259-279.
  • Kim, K.S., Shin, J.K. ve Koo, D.M. (2008). An Exploratory Study on the Components of Visual Merchandising of Internet Shopping Mall. Journal of Global Academy of Marketing Science, 18(2), 19-25.
  • Kumar, A., & Kashyap, A. K. (2018). Leveraging utilitarian perspective of online shopping to motivate online shoppers. International Journal of Retail & Distribution Management, 46(3), 247-263.
  • MarketingTeam. (2022). E-Commerce: Men spend more than women. https://www.adglow.com/en-us/blog/pt-br/e-commerce-men-spend-more-than-women
  • Mittal, V., & Kamakura, W. A. (2001). Satisfaction, repurchase intent, and repurchase behavior: Investigating the moderating effect of customer characteristics. Journal of marketing research, 38(1), 131-142.
  • Myers, C. A., & Mintu-Wimsatt, A. (2012). Exploring antecedents influencing internet shopping satisfaction: the case of the apparel industry. International Journal of Business and Social Science, 3(8).
  • Odekerken-Schröder, G. ve Wetzels, M. (2003). Trade-offs in Online Purchase Decisions: Two Empirical Studies in Europe. European Management Journal, 21(6), 731-739.
  • Oliver, R.L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4), 460-469.
  • Oliver, R.L. (1999). Whence Consumer Loyalty?. Journal of Marketing, 63, 33-44.
  • Oliver, R.L. (2015). Satisfaction: A Behavioral Perspective on the Consumer. Routledge, London and New York.
  • Olsen, S. O. (2002). Comparative evaluation and the relationship between quality, satisfaction, and repurchase loyalty. Journal of the academy of marketing science, 30(3), 240-249.
  • Park, J., & Lennon, S. J. (2006). Psychological and environmental antecedents of impulse buying tendency in the multichannel shopping context. Journal of consumer Marketing, 23(2), 56-66.
  • Rust, R.T. ve Zahorik, A.J. (1993). Customer Satisfaction, Customer Retention, and Market Share. Journal of Retailing, 69(2), 193-215.
  • Saberi, Z., Saberi, M., Hussain, O. ve Chang, E. (2019). Stackelberg model based game theory approach for assortment and selling price planning for small scale online retailers. Future Generation Computer Systems, 100, 1088-1102.
  • Sahai, P., Sharma, M., & Singh, V. K. (2020). Effect of perceived quality, convenience, and product variety on customer satisfaction in teleshopping. Manag Econ Res J, 6(3).
  • Schaupp L.C. ve Bélanger, F. (2005). A Conjoint Analysis of Online Consumer Satisfaction. Journal of Electronic Commerce Research, 6(2), 95-111.
  • Sharma, M. K., & Aich, M. S. (2012). Consumer shopping decision making styles at Departmental Stores: An exploratory study of gender differences. Indian Journal of Commerce and Management Studies, 3(2), 51-57.
  • Sreeram, A., Kesharwani, A. ve Desai, S. (2017). Factors affecting satisfaction and loyalty in online grocery shopping: an integrated model. Journal of Indian Business Research, 9(2), 107-132.
  • Tata, S.V., Prashar, S. ve Parsad, C. (2021). Examining the influence of satisfaction and regret on online shoppers’ post-purchase behaviour. Benchmarking: An International Journal, 28(6), 1987-2007.
  • Thomas, J.S., Jap, S.D., Dillon, W.R. ve Briesch, R.A. (2021). Investigating the Role of Product Assortment in Technology-Enabled Sales Platforms. Journal of Interactive Marketing, 55, 31-51.
  • Turri, A.M. ve Watson, A. (2022). Product Assortment, Choice Overload, and Filtering Technology across Retail Contexts, The International Review of Retail, Distribution and Consumer Research, DOI: 10.1080/09593969.2022.2056904.
  • Valaei, N., & Nikhashemi, S. (2017). Generation Y consumers’ buying behaviour in fashion apparel industry: a moderation analysis. Journal of Fashion Marketing and Management: An International Journal, 21(4), 523-543.
  • Wiederhold, M., & Martinez, L. F. (2018). Ethical consumer behaviour in Germany: The attitude‐behaviour gap in the green apparel industry. International journal of consumer studies, 42(4), 419-429.
  • Wu, Y., & Chen, H. (2019). The influence of product diversity on consumers’ impulsive purchase in online shopping environment. American Journal of Industrial and Business Management, 9(3), 680-698.
  • Zeithaml, V.A., Berry, L.L. ve Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 31-46.

The Power of Product Variety: How Does Too Much Choice Affect the Customer Experience?

Yıl 2023, , 473 - 496, 20.10.2023
https://doi.org/10.33723/rs.1353337

Öz

The rise of online shopping has led to significant shifts in consumers' methods of purchasing goods and services. The proliferation of e-commerce platforms and the constantly expanding range of products at our fingertips present consumers with a broader and more diverse market than ever before. Among the various product categories offered online, the ready-to-wear clothing market stands out as one of the most dynamic and influential sectors. With its extensive variety in styles, sizes, and designs, the apparel industry has increasingly made online shopping more appealing to consumers. Consequently, online shopping platforms aim to broaden their product offerings to appeal to a broader audience with diverse preferences. This expansion raises a critical question: How does the extensive product variety available in online ready-to-wear clothing shopping affect customer satisfaction and loyalty intentions? This study aims to examine the relationship between product variety for ready-to-wear clothing products in online shopping, customer satisfaction, and customer loyalty intentions. The data were collected through an online survey form, yielding 471 valid responses that were subsequently analyzed. Statistical methods employed for data analysis encompassed frequency distribution, arithmetic mean, measurement model, and structural model testing. The research results demonstrate product variety's positive and significant impact on customer satisfaction and loyalty intentions in online ready-to-wear clothing shopping. Accordingly, online shopping platforms offering a wide range of apparel products positively influence customer satisfaction. Participants in the study believe that such platforms provide the opportunity for an extensive array of products. These findings indicate the potential for online shopping platforms to increase customer satisfaction by enhancing product variety. In this context, the importance of focusing on product variety strategies of online shopping platforms is emphasized.

Kaynakça

  • Akram, M.S. (2018). Drivers and Barriers to Online Shopping in a Newly Digitalized Society. TEM Journal, 7(1), 118-127.
  • Alam, S. S., & Yasin, N. M. (2010). An investigation into the antecedents of customer satisfaction of online shopping. Journal of Marketing Development and Competitiveness, 5(1), 71-78.
  • Alanadoly, A., & Salem, S. (2022). Fashion involvement, opinion-seeking and product variety as stimulators for fashion e-commerce: an investigated model based on SOR model. Asia Pacific Journal of Marketing and Logistics, 34(10), 2410-2434.
  • Alharbi, Ali Hawas & Alhider, Ibrahim Hassan (2018). The impact of customer satisfaction and loyalty on e-marketing: moderating effect of perceived value. Journal of Marketing and Consumer Research, 46.
  • Amanah, D., Hurriyati, R., Gaffar, V., Layla, A.A. ve Harahap, D.A. (2018). Effect of Price and Product Completeness to Consumer Purchase Decision at Tokopedia.com. Proceedings of the 2nd Global Conference on Business, Management and Entrepreneurship (GCBME 2017) - Increasing Management Relevance and Competitiveness, 34-37.
  • Berger, J., Draganska, M. ve Simonson, I. (2007). The Influence of Product Variety on Brand Perception and Choice. Marketing Science, 26(4), 460-472.
  • Brynjolfsson, E., Hu, Y., & Smith, M. D. (2010). Research commentary—long tails vs. superstars: The effect of information technology on product variety and sales concentration patterns. Information Systems Research, 21(4), 736-747.
  • Brynjolfsson, E., Hu, Y., ve Smith, M.D. (2003). Consumer Surplus in the Digital Economy: Estimating the Value of Increased Product Variety at Online Booksellers. Management Science, 49(11), 1580-1596.
  • Chang, C. (2011). The Effect of the Number of Product Subcategories on Perceived Variety and Shopping Experience in an Online Store. Journal of Interactive Marketing, 25, 159-168. Chevalier, Stephanie (2022). Leading online sources for product searches worldwide 2022. https://www.statista.com/statistics/1034209/global-product-search-online-sources/
  • Chevalier, Stephanie (2023). Global online retail website visits and orders 2022. https://www.statista.com/statistics/568684/e-commerce-website-visit-and-orders-by-device/
  • Clemes, M.D., Gan, C. ve Zhang, J. (2014). An empirical analysis of online shopping adoption in Beijing, China. Journal of Retailing and Consumer Services, 21, 364-375.
  • Daaboul, J., Da Cunha, C., Bernard, A., & Laroche, F. (2011). Design for mass customization: Product variety vs. process variety. CIRP annals, 60(1), 169-174.
  • De Silva, A., & Herath, H. (2019). Impact of intrinsic factors and subjective norms that influence purchase intention in Sri Lankan online retail apparel industry. Kelaniya Journal of Human Resource Management, 14(2), 56-70.
  • Dick, A.S. ve Basu, K. (1994). Customer Loyalty: Toward an Integrated Conceptual Framework. Journal of the Academy of Marketing Science, 22(2), 99-103.
  • Duarte, P., e Silva, S. C., & Ferreira, M. B. (2018). How convenient is it? Delivering online shopping convenience to enhance customer satisfaction and encourage e-WOM. Journal of Retailing and Consumer Services, 44, 161-169.
  • E-Commerce. (2021). European e-commerce report. https://www.websitebuilderexpert.com/blog/worlds-biggest-online-spenders/
  • Fang, Y., Qureshi, I., Sun, H., McCole, P., Ramsey, E., & Lim, K. H. (2014). Trust, satisfaction, and online repurchase intention. Mis Quarterly, 38(2), 407-A9.
  • Folarin, T. O., & Ogundare, E. A. (2016). Influence of customers’ perceived risk on online shopping intention in Malaysia’s apparel industry. International Journal of Information System and Engineering, 4(2), 69-81.
  • Ganiyu, R.A., Uche, I.I. ve Elizabeth, A.O. (2014). Is Customer Satisfaction an Indicator of Customer Loyalty?. Australian Journal of Business and Management Research, 2(07), 14-20.
  • Grösch, M. (2020). The impact of product variety on customers’ default acceptance and company perception. Experimental studies for the insurance industry. Zeitschrift für die gesamte Versicherungswissenschaft, 109(5), 377-398.
  • Hagiu, A. (2009). Two‐sided platforms: Product variety and pricing structures. Journal of Economics & Management Strategy, 18(4), 1011-1043.
  • Haitao, N. (2022). Analysis of Product Variety and Price on Purchase Decisions. International Journal of Advanced Multidisciplinary, 1(1), 73-82.
  • Heitmann, M., Herrmann, A., & Kaiser, C. (2007). The effect of product variety on purchase probability. Review of Managerial Science, 1, 111-131.
  • Huang, X. Ve Guo, S. (2022). Pricing and Assortment Decision of Competitive Omnichannel Selling Strategy: Considering Online Return Cost. Mathematical Problems in Engineering.
  • Huang, Y., & Bronnenberg, B. J. (2022). Consumer transportation costs and the value of e-commerce: Evidence from the dutch apparel industry. Marketing Science, 42.
  • Jiang, L. A., Yang, Z., & Jun, M. (2013). Measuring consumer perceptions of online shopping convenience. Journal of Service management.
  • Kautish, P. ve Sharma, R. (2019). Managing Online Product Assortment and Order Fulfillment for Superior e-tailing Service Experience: An Empirical Investigation. Asia Pacific Journal of Marketing and Logistics, 31(4), 1161-1192.
  • Khare, A. (2012). Impact of consumer decision-making styles on Indian consumers’ mall shopping behaviour. International Journal of Indian Culture and Business Management, 5(3), 259-279.
  • Kim, K.S., Shin, J.K. ve Koo, D.M. (2008). An Exploratory Study on the Components of Visual Merchandising of Internet Shopping Mall. Journal of Global Academy of Marketing Science, 18(2), 19-25.
  • Kumar, A., & Kashyap, A. K. (2018). Leveraging utilitarian perspective of online shopping to motivate online shoppers. International Journal of Retail & Distribution Management, 46(3), 247-263.
  • MarketingTeam. (2022). E-Commerce: Men spend more than women. https://www.adglow.com/en-us/blog/pt-br/e-commerce-men-spend-more-than-women
  • Mittal, V., & Kamakura, W. A. (2001). Satisfaction, repurchase intent, and repurchase behavior: Investigating the moderating effect of customer characteristics. Journal of marketing research, 38(1), 131-142.
  • Myers, C. A., & Mintu-Wimsatt, A. (2012). Exploring antecedents influencing internet shopping satisfaction: the case of the apparel industry. International Journal of Business and Social Science, 3(8).
  • Odekerken-Schröder, G. ve Wetzels, M. (2003). Trade-offs in Online Purchase Decisions: Two Empirical Studies in Europe. European Management Journal, 21(6), 731-739.
  • Oliver, R.L. (1980). A Cognitive Model of the Antecedents and Consequences of Satisfaction Decisions. Journal of Marketing Research, 17(4), 460-469.
  • Oliver, R.L. (1999). Whence Consumer Loyalty?. Journal of Marketing, 63, 33-44.
  • Oliver, R.L. (2015). Satisfaction: A Behavioral Perspective on the Consumer. Routledge, London and New York.
  • Olsen, S. O. (2002). Comparative evaluation and the relationship between quality, satisfaction, and repurchase loyalty. Journal of the academy of marketing science, 30(3), 240-249.
  • Park, J., & Lennon, S. J. (2006). Psychological and environmental antecedents of impulse buying tendency in the multichannel shopping context. Journal of consumer Marketing, 23(2), 56-66.
  • Rust, R.T. ve Zahorik, A.J. (1993). Customer Satisfaction, Customer Retention, and Market Share. Journal of Retailing, 69(2), 193-215.
  • Saberi, Z., Saberi, M., Hussain, O. ve Chang, E. (2019). Stackelberg model based game theory approach for assortment and selling price planning for small scale online retailers. Future Generation Computer Systems, 100, 1088-1102.
  • Sahai, P., Sharma, M., & Singh, V. K. (2020). Effect of perceived quality, convenience, and product variety on customer satisfaction in teleshopping. Manag Econ Res J, 6(3).
  • Schaupp L.C. ve Bélanger, F. (2005). A Conjoint Analysis of Online Consumer Satisfaction. Journal of Electronic Commerce Research, 6(2), 95-111.
  • Sharma, M. K., & Aich, M. S. (2012). Consumer shopping decision making styles at Departmental Stores: An exploratory study of gender differences. Indian Journal of Commerce and Management Studies, 3(2), 51-57.
  • Sreeram, A., Kesharwani, A. ve Desai, S. (2017). Factors affecting satisfaction and loyalty in online grocery shopping: an integrated model. Journal of Indian Business Research, 9(2), 107-132.
  • Tata, S.V., Prashar, S. ve Parsad, C. (2021). Examining the influence of satisfaction and regret on online shoppers’ post-purchase behaviour. Benchmarking: An International Journal, 28(6), 1987-2007.
  • Thomas, J.S., Jap, S.D., Dillon, W.R. ve Briesch, R.A. (2021). Investigating the Role of Product Assortment in Technology-Enabled Sales Platforms. Journal of Interactive Marketing, 55, 31-51.
  • Turri, A.M. ve Watson, A. (2022). Product Assortment, Choice Overload, and Filtering Technology across Retail Contexts, The International Review of Retail, Distribution and Consumer Research, DOI: 10.1080/09593969.2022.2056904.
  • Valaei, N., & Nikhashemi, S. (2017). Generation Y consumers’ buying behaviour in fashion apparel industry: a moderation analysis. Journal of Fashion Marketing and Management: An International Journal, 21(4), 523-543.
  • Wiederhold, M., & Martinez, L. F. (2018). Ethical consumer behaviour in Germany: The attitude‐behaviour gap in the green apparel industry. International journal of consumer studies, 42(4), 419-429.
  • Wu, Y., & Chen, H. (2019). The influence of product diversity on consumers’ impulsive purchase in online shopping environment. American Journal of Industrial and Business Management, 9(3), 680-698.
  • Zeithaml, V.A., Berry, L.L. ve Parasuraman, A. (1996). The Behavioral Consequences of Service Quality. Journal of Marketing, 60(2), 31-46.
Toplam 52 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Makaleler
Yazarlar

Selçuk Yasin Yıldız 0000-0002-1594-8799

Erken Görünüm Tarihi 19 Ekim 2023
Yayımlanma Tarihi 20 Ekim 2023
Gönderilme Tarihi 31 Ağustos 2023
Kabul Tarihi 23 Eylül 2023
Yayımlandığı Sayı Yıl 2023

Kaynak Göster

APA Yıldız, S. Y. (2023). ÜRÜN ÇEŞİTLİLİĞİNİN GÜCÜ: ÇOK FAZLA SEÇENEK MÜŞTERİ DENEYİMİNİ NASIL ETKİLER?. R&S - Research Studies Anatolia Journal, 6(4), 473-496. https://doi.org/10.33723/rs.1353337
R&S - Research Studies Anatolia Journal 

https://dergipark.org.tr/rs