Gayrimenkul Pazarlaması Kapsamında Dijital Pazaryerlerinin Elektronik Hizmet Kalitesine Yönelik Bir Çalışma

Yıl 2024, Cilt: 6 Sayı: 2, 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

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