Gayrimenkul Pazarlaması Kapsamında Dijital Pazaryerlerinin Elektronik Hizmet Kalitesine Yönelik Bir Çalışma

Yıl 2024, , 110 - 128, 30.06.2024

Aybüke Yalçın , Özlem Çatlı

https://doi.org/10.54821/uiecd.1489012

Öz

Dijitalleşmenin tüm sektörlerde hızla yayılmaya başlamasıyla birlikte herhangi bir istek ve ihtiyacı olan bireyler dijital kanallara başvurma eğilimi içerisindedirler. Tüm sektörlerde olduğu gibi gayrimenkul sektöründe de arayış içerisinde olan bireyler, internet siteleri ve bu sitelerin uygulamalarına başvurmaktadır. Dolayısıyla bu dijital kanalların bireylerin beklentilerini karşılamaları, istek ve ihtiyaçlarına cevap verebilmeleri memnuniyetleri ve kullanım devamlılığı için oldukça önemlidir. Bu çalışmanın amacı gayrimenkul sektörüne yönelik internet sitelerinin e- hizmet kalitesi ve bu sitelere yönelik müşteri memnuniyeti ve müşteri bağlılığının nasıl olduğunun incelenmesidir. Çalışma Ankara’da bulunan bireylerin gayrimenkul sektöründe en çok kullanılan internet sitelerinin e-hizmet kalitesi, müşteri memnuniyeti ve müşteri bağlılığı arasındaki ilişki analiz edilecektir. Çalışmanın verileri nicel veri toplama araçlarından biri olan anket yöntemi aracılığı ile elde edilmiştir. Anket formu oluşturulurken kullanılan ölçekler, e-hizmet kalitesini ölçmek için sıklıkla kullanılan E-SERVQUAL, müşteri memnuniyeti ve müşteri bağlılığı ölçekleridir. Çalışmanın sonuçlarına göre, e-hizmet kalitesinin tüm boyutlarının müşteri memnuniyeti ve bağlılığı üzerine etkili olduğu görülmektedir. Müşteri memnuniyetinin de tüm algılanan hizmet boyutlarına aracılık ettiği ancak bu etkinin çok yüksek olmadığı söylenebileceği gibi e-hizmet kalitesinin müşteri bağlılığından ziyade müşteri memnuniyetini etkilediği ve müşteri memnuniyetinin de müşteri bağlılığını yüksek düzeyde etkilediği sonucuna ulaşıldığı söylenebilir.

Anahtar Kelimeler

Gayrimenkul Pazarlaması, E-Hizmet Kalitesi, Müşteri Memnuniyeti, Müşteri Bağlılığı, Yapısal Eşitlik Modeli

A Study on the Electronic Service Quality of Digital Marketplaces in Real Estate Marketing

Öz

With the rapid spread of digitalization across all sectors, individuals with any desire or need are inclined to turn to digital channels. Individuals in search within the real estate sector, like in all industries, resort to websites and their applications. Therefore, the ability of these digital channels to meet individuals' expectations, and respond to their desires and needs, is crucial for satisfaction and user retention. This study aimed to examine the e-service quality of internet sites for the real estate sector and customer satisfaction and loyalty towards these sites. The analysis focused on the relationship between e-service quality, customer satisfaction, and customer loyalty among individuals in Ankara using the most widely used real estate websites. The data for the study were collected through survey method, a common quantitative data collection instrument. The scales used in constructing the survey were E-SERVQUAL for measuring e-service quality, and customer satisfaction and loyalty scales. Based on the findings, it was observed that all dimensions of e-service quality significantly impacted customer satisfaction and loyalty. In our analysis, it was concluded that customer satisfaction moderately mediated all perceived service dimensions, albeit with a limited magnitude of impact. While e-service quality impacted customer satisfaction more than customer loyalty, it was observed that customer satisfaction exerted a statistically significant and robust effect on customer loyalty at a high level.

Anahtar Kelimeler

Real Estate Marketing, E-Service Quality, Customer Satisfaction, Customer Loyalty, Structural Equation Model

Kaynakça

• Aba, A. (2022). Tekelleşen emlak satış/kiralama piyasası: Sahibinden.com davası. https://www.newslabturkey.org/2022/07/05/tekellesen-emlak-satis-kiralama-piyasasi-sahibinden-com-davasi/ Accessed: 07.02.2023.
• Ali, Z. S., & Song, J. (2022). Digital platforms and real estate industry during COVID-19. International Real Estate Review, 25(4), 499-523.
• Baber, H. (2018). Service quality perception of customers–a study of Toyota motors in India. Organizations and Markets in Emerging Economies, 9(18), 311-323.
• Basmacı, U., & Çengel, Ö. (2018). Gayrimenkul sektöründe dijital pazarlamada arama motorları reklamları. İstanbul Ticaret Üniversitesi Teknoloji ve Uygulamalı Bilimler Dergisi, 1(1), 29-36.
• Barnes, S., & Vidgen, R. (2000). WebQual: An exploration of website quality. ECIS 2000 proceedings, 74.
• Bauer, H.H., Falk, T., & Hammerschmidt, M. (2006). eTransQual: A transaction process-based approach for capturing service quality in online shopping. Journal of Business Research, 59(7), 866-875.
• Belova (2023). Digital transformation in real estate: Key trends and use cases to follow in 2023 and beyond. https://pixelplex.io/blog/digital-transformation-in-real-estate/ Accessed: 08.03.2023.
• Bitner, M. J. (1990). Evaluating service encounters: The effects of physical sur-roundings and employee responses. Journal of Marketing, 54, 69-82.
• Blut, M. (2016). E-service quality: Development of a hierarchical model. Journal of Retailing, 92(4), 500-517. Blut, M., Chowdhry, N., Mittal, V., & Brock, C. (2015). E-service quality: A meta-analytic review. Journal of Retailing, 91(4), 679-700.
• Boz, Y. (2021). Sosyal medyanın gayrimenkul pazarlamasına etkisi. Luna Yayınları, Ankara.
• Cai, S., & Jun, M. (2003). Internet users’ perceptions of online service quality: A comparison of online buyers and information searchers. Managing Service Quality, 13(6), 504–519.
• Chaffey, D., & Ellis Chadwick, F. (2016). Dijital pazarlama strateji, yürütme ve uygulama. Fahri Apaydın & Aytürk Aksakal. 6. Baskı. Gazi Kitabevi, Ankara.
• Chang, H. H., & Chen, S. W. (2008). The impact of customer interface quality, satisfaction and switching costs on e-loyalty: Internet experience as a moderator. Computers in Human Behavior, 24(6), 2927-2944.
• Cinel, M. O., Karademir, D., & Kandemir, H. (2021). Örgüt kültüründe iş güvenliğinin çalışanların motivasyonu üzerine etkisi mobilya işletmeleri üzerine bir araştırma. Eurasian Journal of Forest Science, 9(1), 1-19.
• Collier, J., & Bienstock, C. (2006). Measuring service quality in e-retailing. Journal of Service Research, 8(3), 260-275.
• Cristobal, E., Flavian, C., & Guinaliu, M. (2007). Perceived e-service quality (PeSQ): Measurement validation and effects on consumer satisfaction and web site loyalty. Managing Service Quality, 17(3), 317-340.
• Dahiyat, S. E., Akroush, M. N., & Abu-Lail, B. N. (2011). An integrated model of perceived service quality and customer loyalty: An empirical examination of the mediation effects of customer satisfaction and customer trust. International Journal Services and Operations Management, 9(4), 453-490.
• Dai, H., Haried, P., & Salam, A.F. (2011). Antecedents of online service quality, commitment and loyalty. The Journal of Computer Information Systems, 52(2), 1-11.
• Dai, W. and Lee, J. H. (2018). Effects of website characteristics and delivery service quality on repurchase intention. The International Journal of Industrial Distribution & Business, 9(5), 17-24.
• Deming, W. E. (1986). Out of the crisis. Cambridge, MA: Massachusetts Institute of Technology Center for Advanced Engineering Study.
• Doğan, C. D., & Uluman, M. (2016). İstatistiksel veri analizinde R yazılımı ve kullanımı. İlköğretim Online, 15(2). Erkan, B., & Yurdakul, D. (2019). Gayrimenkul pazarlamasında web sitesi hizmet kalitesi unsurlarının tüketici memnuniyetine etkisi. İşletme Araştırmaları Dergisi, 11(3), 1757-1768.
• Etlioğlu, M. (2017). Elektronik pazaryerlerinde hizmet kalitesi; emlak pazarlaması üzerine bir çalışma. Yükseklisans tezi, KTO Karatay Üniversitesi Sosyal Bilimler Enstitüsü İşletme Ana Bilim Dalı.
• Flavian, C., Guinaliu, M., & Gurrea, R. (2006). The role played by perceived usability, satisfaction and consumer trust on website loyalty. Information Management, 43(1), 1-14.
• Genesove, D., & Han, L. (2012). Search and matching in the housing market. Journal of Urban Economics, 72(1), 31-45.
• Goutam, D., & Gopalakrishna, B.V. (2018). Customer loyalty development in online shopping: An integration of e-service quality model and commitment-trust theory. Management Science Letters, 8, 1149-1158.
• Gök, A. C., & Perçin, S. (2016). Elektronik alışveriş (e-alışveriş) sitelerinin e-hizmet kalitesi açısından değerlendirilmesinde DEMATEL-AAS-VIKOR yaklaşımı. Anadolu Üniversitesi Sosyal Bilimler Dergisi, 16(2), 131-144.
• Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., Ray, S., ..., & Ray, S. (2021). Evaluation of reflective measurement models. Partial Least Squares Structural Equation Modeling (PLS-SEM) Using R: A Workbook, 75-90.
• Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook (p. 197). Springer Nature.
• Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A prime on partial least squares structural equation modeling (PLS-SEM). Sage publications.
• Hallowell, R. (1996). The relationships of customer satisfaction, customer loyalty, and profitability: An empirical study. International Journal of Service Industry Management, 7, 27-42.
• Herington, C., & Weaven, S. (2009). E‐retailing by banks: E‐service quality and its importance to customer satisfaction. European Journal of Marketing, 43(9/10), 1220-1231.
• Homburg, C., & Giering, A. (2001). Personal characteristics as moderators of the relationship between customer satisfaction and loyalty-an empirical analysis. Psychology & Marketing, 18(1), 43-66.
• Ilias, S., & Panagiotis, T. (2010). Investigating the impact of service quality and customer satisfaction on customer loyalty in mobile telephony in Greece. The TQM Journal, 22(3), 330-343.
• Iwaarden, J., Wiele, T., Ball, L., & Millen, R. (2003). Applying SERVQUAL to web sites: An exploratory study. International Journal of Quality & Reliability Management, 20, 919–935.
• Jones, T. O., & Sasser, W. E. (1995). Why satisfied customers defect. Harvard Business Review, 73(6), 88.
• Jun, M., Yang, Z., & Kim, D. (2004). Customers’ perceptions of online retailing service quality and their satisfaction. International Journal of Quality & Reliability Management, 21(8), 817-840.
• Kadıoğlu, H. (2021). Evren ve örneklem. Accessed: http://sbf. marmara. edu. tr/dosya/sbf/ders% 20notlar% C4% B1/evren% 20ve, 20, C3, 17.02.2023.
• Kandemir, H., & Özdaşlı, K. (2019). Olumlu informel iletişimin personel güçlendirme aracılığı ile iş yeri mutluluğuna etkisi: Araştırma görevlileri üzerine bir araştırma. Avrasya Uluslararası Araştırmalar Dergisi, 7(18), 242-258.
• Kanji, G. K. (2002). Routledge advances in management and business studies. Measuring Business Excellence Routledge, London.
• Kao, T. W. (Daniel), & Lin, W. (2016). The relationship between perceived e-service quality and brand equity: A simultaneous equations system approach. Computers in Human Behavior, 57, 208-218.
• Karatepe, O. M. (2011). Service quality, customer satisfaction and loyalty: the moderating role of gender. Journal of Business Economics and Management, 12(2), 278-300.
• Kasanoff, B. (2014). Are Real Estate Brokers Obsolete?. https://www.forbes.com/sites/brucekasanoff/2014/04/04/real-estate-brokers-obsolete/#226154a27953 Accessed: 09.12.2022
• Kaur, H. (2019). Digital marketing and its impulsiveness in real estate. International Journal of Management, IT and Engineering, 7(12), 147-153.
• Kim, J.-H., & Kim, M. (2020). Conceptualization and assessment of e-service quality for luxury brands. The Service Industries Journal, 40(5/6), 436-470.
• Kinaş, Y. (2021). Kısmi en küçük kareler yapısal eşitlik modellemesiyle aracılık ve düzenleyicilik etkilerinin araştırılması ve bir uygulama. Doktora Tezi, Eskişehir Osmangazi Üniversitesi Fen Bilimleri Enstitüsü İstatistik Anabilim Dalı.
• Koç, E. (2021). Hizmet pazarlaması ve yönetimi: Global ve yerel yaklaşım. 4. Baskı. Seçkin Yayıncılık.
• Kotler, P. (1994). Marketing management: Analysis, planning, implementation and control. 8. Baskı, New Jersey: Prenctice-Hall.
• Kotler, P., & Keller, K. L. (2006). Defining marketing for the 21st century. Kotler, Philip & Kevin Lane. Marketing Managemen. 12. Baskı. New Jersey: Prentice Hall, 3-31.
• Ladhari, R. (2009). Service quality, emotional satisfaction, and behavioural intentions: A study in the hotel industry. Managing Service Quality, 19(3), 308-331.
• Lai, A. W., and Lai, W. M. (2013). Users’ satisfaction survey on building maintenance in public housing. Engineering. Construction and Architectural Management, 20(4), 420-440.
• Lee, G. G., & Lin, H. F. (2005). Customer perceptions of e‐service quality in online shopping. International Journal of Retail & Distribution Management, 33(2), 161-176.
• Legate, A. E., Hair Jr, J. F., Chretien, J. L., & Risher, J. J. (2023). PLS‐SEM: prediction‐oriented solutions for HRD researchers. Human Resource Development Quarterly, 34(1), 91-109.
• Likos, M., Nakip, M., & Gökmen, A. (2019). Real estate marketing and factors impacting real estate purchasing: An application on Turkey. International Journal of Applied Management Sciences and Engineering, 6(2), 15-35.
• Liu, C., & Arnett, K. P. (2000). Exploring the factors associated with web site success in the context of electronic commerce. Information Management, 38(1), 23-33.
• Loiacono, E. T., Watson, R. T., & Goodhue, D. L. (2002). WebQual: A measure of website quality. Marketing theory and applications, 13(3), 432-438.
• Lovelock, C., & Wirtz, J. (2011). Services marketing: People, technology, strategy, 7th edition. Pearson Prentice Hall: New Jersey. Lupo, T., & Buscarino, E. (2021). A methodological approach for developing and validating a parsimonious and robust measurement tool: The academic e-service quality (ACEQUAL) model. Education Sciences, 11(10), 613. Magno, F., Cassia, F., & Ringle, C.M. (2022). A brief review of partial least squares structural equation modeling (PLS-SEM) use in quality management studies. The TQM Journal. https://doi.org/10.1108/TQM-06-2022-0197
• Matook, S., & Vessey, I. (2008). Types of business-to-business e-marketplaces: The role of a theory-based, domain-specific model. Journal of Electronic Commerce Research, 9(4), 260-279.
• Nasongkhla, J., & Shieh, C. J. (2023). Using technology acceptance model to discuss factors in university employees’ behavior intention to apply social media. Online Journal of Communication and Media Technologies, 13(2), e202317.
• Niles, N. J. (2008). A new definition of a business model. Journal of Business & Economics Research, 6(12), 69-78.
• Oliver, R. L. (1997). Satisfaction: A behavioral perspective on the consumer. New York, NY: McGraw-Hill.
• Oliver, R. L. (1999). Whence consumer loyalty?. Journal of Marketing, 63(4_suppl1), 33-44.
• Osman, R. W., Cole, S. T., & Vessell, C. R. (2006). Examining the role of perceived service quality in predicting user satisfaction and behavioral intentions in a campus recreation setting. Recreational Sports Journal, 30(1), 20-29.
• Özmen, Ş. (2012). Ağ ekonomisinde yeni ticaret yolu E-ticaret. İstanbul Bilgi Üniversitesi Yayınları. 4.Baskı.
• Parasuraman, A., Zeithaml, V. A., & Berry, L. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
• Parasuraman, A., Zeithaml, V. A., & Berry, L. L. (1985). A conceptual model of service quality and its implications for future research. Journal of Marketing, 49(4), 41-50.
• Parasuraman, A., L.L. Berry, & V.A. Zeithaml. 1991. Perceived service quality as a customer-based performance measure: An empirical examination of organizational barriers using an extended service quality model. Human Resource Management, 30(3), 335–364.
• Parasuraman, A., Zeithaml, V.A., & Malhotra, A. (2005). E-S-QUAL: A multiple-item scale for assessing electronic service quality. Journal of Service Research 7(3), 213-233.
• Parıltı, N., & Erdoğan, G. (2017). Elektronik hizmet kalitesinin elektronik ağızdan ağza iletişim türleri üzerindeki etkisi. Bartın Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 8(15), 43-64.
• Pereira, H. G., de Fátima Salgueiro, M., & Rita, P. (2016). Online purchase determinants of loyalty: The mediating effect of satisfaction in tourism. Journal of Retailing and Consumer Services, 30, 279-291.
• Petrick, J. F. (2004). First timers’ and repeaters’ perceived value. Journal of Travel Research, 43(1), 29-38.
• Pham, T. S. H., & Ahammad, M. F. (2017). Antecedents and consequences of online customer satisfaction: A holistic process perspective. Technological Forecasting and Social Change, 124, 332-342.
• Piercy, N. (2014). Online service quality: Content and process of analysis. Journal of Marketing Management, 30(7/8), 747-785.
• Rajaobelina, L., Brun, I., Kilani, N., & Ricard, L. (2022). Examining emotions linked to live chat services: the role of e-service quality and impact on word of mouth. Journal of Financial Services Marketing, 27, 232–249.
• Rasoolimanesh, S. M. (2022). Discriminant validity assessment in PLS-SEM: A comprehensive composite-based approach. Data Analysis Perspectives Journal, 3(2), 1-8.
• Raza, S.A., Umer, A., Qureshi, M.A., & Dahri, A.S. (2020). Internet banking service quality, e-customer satisfaction and loyalty: The modified e-servqual model. TQM Journal, 32(6), 1443-1466.
• Reichheld, F. F., & Schefter, P. (2000). E-loyalty: your secret weapon on the web. Harvard Business Review, 78(4), 105-113.
• Rust, R.T., & Oliver, R.L. (Eds.) (1993). Service Quality: New Directions in Theory and Practice. Sage Publications: Thousand Oaks, CA, USA.
• Samen, A.A.A.-E., Akroush, M.N., & Abu-Lail, B.N. (2013). Mobile SERVQUAL: a comparative analysis of customers’ and managers’ perceptions. International Journal of Quality and Reliability Management, 30(4), 403-425.
• Santos, J. (2003). E-service quality: A model of virtual service quality dimensions. Managing Service Quality: An International Journal, 13(3), 233-246.
• Sarstedt, M., Radomir, L., Moisescu, O. I., & Ringle, C. M. (2022). Latent class analysis in pls-sem: A review and recommendations for future applications. Journal of Business Research, 138, 398-407.
• Schaupp, L., & Belanger F. (2005). A conjoint analysis of online consumer satisfaction. Journal of Electronic Commerce Research, 6(2), 95-111.
• Shafiee, M.M., & Bazargan, N.A. (2018). Behavioral customer loyalty in online shopping: The role of e-service quality and e-recovery. Journal of Theoretical and Applied Electronic Commerce Research, 13(1), 26-38.
• Shankar, A., & Jebarajakirthy, C. (2019). The influence of e-banking service quality on customer loyalty: A moderated mediation approach. International Journal of Bank Marketing, 37(5), 1119-1142.
• Stamenkov, G., & Dika, Z. (2016). Bank employees’ internal and external perspectives on e-service quality, satisfaction and loyalty. Electronic Markets, 26, 291-309.
• Stefko, R., Džuka, J., & Lačný, M. (2022). Psychological factors of tourist expenditure: neglected or negligible?. Frontiers in psychology, 13, 942252.
• Stewart, T. A. (1997). A satisfied customer isn't enough. Fortune, 136(July 21), 112-13.
• Sun, Q., Wang, C., & Cao, H. (2009). Applying E-S-QUAL scale to analysis the factors affecting consumers to use internet banking services. IITA International Conference on Services Science, Management and Engineering, 242-245.
• Sureshchandar, G.S., Rajendran, C., & Anantharaman, R.N. (2002). Determinants of customerperceived service quality: A confirmatory factor analysis approach. Journal of Services Marketing, 16(1), 9-34.
• Şimşek, Ö. F. (2020). Yapısal eşitlik modellemesine giriş: Temel ilkeler ve lisrel uygulamaları. Ekinoks Yayınevi, Ankara.
• Taylor, S. A., & Baker, T. L. (1994). An assessment of the relationship betweenservice quality and customer satisfaction in the formation of consumers’ purchase intentions. Journal of Retailing, 70(2), 163-178.
• Trocchia, P., & S. Janda. (2003). How do consumers evaluate internet retail service quality?. Journal of Services Marketing, 17(3), 243–253.
• Udo, G. J., Bagchi, K. K., & Kirs, P. J. (2010). An assessment of customers’ e-service quality perception, satisfaction and intention. International Journal of Information Management, 30, 481–492.
• Webb, H.W., & Webb, L.A. (2004). SiteQual: An integrated measure of web site quality. Journal of Enterprise Information Management, 17(6), 430-440.
• Wolfinbarger, M., & Gilly, M. C. (2003). eTailQ: Dimensionalizing, measuring and predicting etail quality. Journal of Retailing, 79(3), 183-198.
• Yang, H. E., Wu, C. C., & Wang, K. C. (2009). An empirical analysis of online game service satisfaction and loyalty. Expert Systems with Applications, 36(2), 1816-1825.
• Yapp, E., Tanakinjal, G.H., & Sondoh, S.L. (2014). The key dimensions of online service quality: A study of consumer perceptions. The IUP Journal of Marketing Management, 13(2), 7-18.
• Yoo, B., & Donthu, N. (2001). Developing a scale to measure the perceived quality of Internet shopping sites (SITEQUAL). Quarterly Journal of Electronic Commerce, 2(1), 31-47.
• Zahay, D. (2015). Digital marketing management: A Handbook for the current (or Future) CEO. Business Expert Press. New York.
• Zeithaml, V. A. (2002). Service excellence in electronic channels. Managing Service Quality: An International Journal, 12(3), 135-139.
• Zemblyte, J. (2015). The instrument for evaluating e-service quality. Procedia - Social and Behavioral Sciences, 213, 801-806.
• Zeng, N., Liu, Y., Gong, P., Hertogh, M., & König, M. (2021). Do right pls and do pls right: A critical review of the application of pls-sem in construction management research. Frontiers of Engineering Management, 8, 356-369.
• Zhang, X., & Prybutok, V. R. (2005). A consumer perspective of e-service quality. IEEE transactions on Engineering Management, 52(4), 461-477.