A Research on Determining Customer Satisfaction and Behavioral Outcomes in Virtual Market Shopping Experience

Yıl 2021, Sayı: 12, 237 - 270, 29.06.2021

Berrin Arzu Eren

Öz

Customer experience forms the basis for customers to develop positive attitudes and behaviours towards the business. Virtual market shopping experience is also an important part of online customer experience today. Customer experience continues to be an important factor in determining both consumer behaviour and spending habits, along with the changing needs and expectations of consumers during the pandemic process. At this point, the aim of the study is to reveal the virtual market shopping experience of consumers within the scope of the factors that affect this experience and to determine the effect of the virtual market shopping experience on customer satisfaction. In addition, within the scope of the study, it is aimed to reveal the effect of customer satisfaction on repetitive purchasing and word-of-mouth communication behaviours for online market shopping. For these purposes, the data collected from 417 participants using the on-line questionnaire with convenience sampling method. Structural Equation Modelling was applied the data. While the findings of the study reveal the effect of the brand experience dimension of the virtual grocery shopping experience on the total shopping experience, they also point to the positive effect of the total shopping experience on customer satisfaction. In addition, the study findings show that customer satisfaction regarding virtual market shopping has a positive effect on customers' repetitive purchasing intention and word-of-mouth behavior.

Anahtar Kelimeler

Virtual Grocery Shopping Experience, Customer Satisfaction, Repurchase Intentions, Word of Mouth

Sanal Market Alışveriş Deneyiminde Müşteri Tatmini ve Davranışsal Sonuçların Belirlenmesi Üzerine

Öz

Müşteri deneyimi müşterilerin işletmeye yönelik olumlu tutum ve davranışlar geliştirmesinin temelini oluşturmaktadır. Sanal market alışveriş deneyimi de günümüzde on-line müşteri deneyiminin önemli bir boyutunu oluşturmaktadır. Müşteri deneyimi pandemi sürecinde tüketicilerin değişen ihtiyaç ve beklentileri ile birlikte gerek tüketici davranışlarını, gerekse harcama alışkanlıklarını belirlemede önemli bir unsur olmaya devam etmektedir. Bu noktada çalışmanın amacı tüketicilerin sanal market alışveriş deneyimini bu deneyimi etkileyen unsurlar kapsamında ortaya koymak ve sanal market alışveriş deneyiminin müşteri tatminine etkisini belirlemektir. Ayrıca çalışma kapsamında müşteri tatminin sanal market alışverişine yönelik tekrarlayan satın alma niyeti ve ağızdan ağıza iletişim davranışına etkisinin de ortaya konması amaçlanmaktadır. Bu amaçlar doğrultusunda kolayda örnekleme yöntemi ile on-line anket kullanılarak 378 katılımcıdan toplanan veriye Yapısal Eşitlik Modellemesi uygulanmıştır. Çalışma bulguları sanal market alışveriş deneyiminin marka deneyimi boyutunun toplam alışveriş deneyimi üzerindeki etkisini ortaya koyarken, toplam alışveriş deneyiminin de müşteri tatmini üzerindeki olumlu etkisine işaret etmektedir. Ayrıca çalışma bulguları sanal market alışverişine yönelik müşteri tatminin müşterilerin tekrarlayan satın alma niyeti ve ağızdan ağıza iletişim davranışı üzerinde de olumlu etkisi olduğunu göstermektedir.

Anahtar Kelimeler

Sanal Market Alışveriş Deneyimi, Müşteri Tatmini, Tekrarlayan Satın Alma Niyeti, Ağızdan Ağıza İletişim

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