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E-Ticaret Pazaryerlerine Yönelik Müşteri E-Sadakati: E-Güven ve E-Memnuniyetin Rolü

Year 2021, Volume: 23 Issue: 3, 967 - 1000, 31.12.2021

Busra Kutlu Karabıyık

https://doi.org/10.26745/ahbvuibfd.902482

Abstract

İşletmeden tüketiciye e-ticaret, tüketicilerin internet vasıtasıyla işletmelerden doğrudan mal ve hizmet satın alabilmeleri anlamına gelmektedir. Tüketiciler çevrimiçi ortamda çok sayıda alternatife kısa bir sürede ulaşabilmektedirler. Alternatiflerin fazlalılığı e-ticaret işletmelerinin sadakatli müşterilere ulaşmalarını zorlaştırmaktadır. Potansiyel müşterilerin farklı bir e-ticaret web sitesine yönelmeden, ihtiyaç duydukları ürün ve hizmetleri her zaman tercih ettikleri belirli bir e-ticaret web sitesinden alma eğilimlerine müşteri e-sadakati denilmektedir. E-sadakati sağlamış olan işlemelerde aynı müşterilerin devamlı ve yüksek miktardaki harcamaları işletme maliyetlerinin karşılanmasını kolaylaştırmaktadır. Bu çalışmada müşterilerin e-ticaret pazaryerlerine (trendyol, hepsiburada, n11, gittigidiyor, amazon, akakçe vb.) yönelik sadakatine etki eden faktörlerin araştırılması amaçlanmıştır. Çalışmada veri toplama aracı olarak anket yöntemi kullanılmıştır. 400 kişi ile gerçekleştirilen bu araştırmada e-güven ve e-memnuniyetin e-sadakat üzerinde anlamlı ve pozitif etkilerinin olduğu bulunmuştur. Ayrıca e-güvene, e-memnuniyete ve dolaylı olarak e-sadakate etki eden diğer faktörler ortaya konulmuştur. Elde edilen bulgular neticesinde e-ticaret pazaryerlerinin müşteri e-sadakati oluşturabilmek için söz konusu faktörleri dikkate alarak yeni stratejiler yaratmaları beklenmektedir.

Keywords

e-ticaret e-ticaret pazaryeri e-güven e-memnuniyet e-sadakat

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Customer E-Loyalty for E-Commerce Marketplaces: The Role of E-Trust and E-Satisfaction

Year 2021, Volume: 23 Issue: 3, 967 - 1000, 31.12.2021

Busra Kutlu Karabıyık

https://doi.org/10.26745/ahbvuibfd.902482

Abstract

Business-to-consumer e-commerce means that consumers can directly purchase goods and services from businesses via the internet. Consumers can find many alternatives online in a short time. The abundance of alternatives makes it difficult for e-commerce businesses to reach loyal customers. The tendency of potential customers to get the products and services they need from a specific e-commerce website they always prefer without turning to a different e-commerce website is called customer e-loyalty. Continuous and high amounts of expenses of the same customers in processes that have provided e-loyalty facilitate meeting operating costs. In this study, it was aimed to investigate the factors affecting the loyalty of customers towards e-commerce marketplaces (trendyol, Hepsiburada, n11, gittigidiyor, amazon, akakçe, etc.). Questionnaire method was used as a data collection tool in the study. In this study conducted with 400 people, it was found that e-trust and e-satisfaction have significant and positive effects on e-loyalty. In addition, other factors affecting e-trust, e-satisfaction and indirectly e-loyalty have been revealed. As a result of the findings, e-commerce marketplaces are expected to create new strategies by taking these factors into account in order to create customer e-loyalty.

Keywords

e-commerce e-commerce marketplace e-trust e-satisfaction e-loyalty

References

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  • Anderson, R. E., & Srinivasan, S. S. (2003). E-satisfaction and e-loyalty: a contingency framework. Psychology and Marketing, 20(2), 123–138.
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  • Bulut, Z. A., & Karabulut, A. N. (2018). Examining the role of two aspects of eWOM in online repurchase intention: An integrated trust–loyalty perspective. Journal of Consumer Behaviour, 17(4), 407–417.
  • Butt, M. M., Yingchen, Y., Mohd-Any, A. A., Mutum, D. S., Ting, H., & Wei, K. K. (2018). Antecedents of consumer-based electronic retail brand equity: An integrated model. Asian Academy of Management Journal, 23(2), 69–99.
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  • Çetin, F., & Basım, H. N. (2012). Örgütsel psikolojik sermaye: bir ölçek uyarlama çalışması. Amme İdaresi Dergisi, 45(1), 121–137.
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  • Cristobal, E., Flavián, C., & Guinalíu, 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.
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  • Cyr, D., Head, M., & Larios, H. (2010). Colour appeal in website design within and across cultures: A multi-method evaluation. International Journal of Human Computer Studies, 68(1–2), 1–21.
  • Devaraj, S., Fan, M., & Kohli, R. (2002). Antecedents of B2C channel satisfaction and preference: Validating e-commerce metrics. Information Systems Research, 13(3), 316–333.
  • Eastlick, M. A., Lotz, S. L., & Warrington, P. (2006). Understanding online B-to-C relationships: An integrated model of privacy concerns, trust, and commitment. Journal of Business Research, 59(8), 877–886.
  • Fang, J., Shao, Y., & Wen, C. (2016). Transactional quality, relational quality, and consumer e-loyalty: Evidence from SEM and fsQCA. International Journal of Information Management, 36(6), 1205–1217.
  • Fu, X., Zhang, B., Xie, Q., Xiao, L., & Che, Y. (2011). Impact of quantity and timeliness of ewom information on consumer’s online purchase intention under C2C environment. Asian Journal of Business Research, 1(2), 37–52.
  • Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(2), 70–87.
  • Giovanis, A. N. Athanasopoulou, P. (2014). Gaining customer loyalty in the e-tailing marketplace: the role of e-service quality, e-satisfaction and e-trust. International Journal of Technology Marketing 6, 9(3), 288–304.
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  • Gounaris, S., Dimitriadis, S., & Stathakopoulos, V. (2010). An examination of the effects of service quality and satisfaction on customers’ behavioral intentions in e-shopping. Journal of Services Marketing, 24(2), 142–156.
  • Gummerus, J., Liljander, V., Pura, M., & Van Riel, A. (2004). Customer loyalty to content-based Web sites: The case of an online health-care service. Journal of Services Marketing, 18(3), 175–186.
  • Gürbüz, S. (2019). AMOS ile yapısal eşitlik modellemesi. Ankara: Seçkin Yayıncılık.
  • Harris, L. C., & Goode, M. M. H. (2004). The four levels of loyalty and the pivotal role of trust: a study of online service dynamics. Journal of Retailing, 80(2), 139–158.
  • Hennig-Thurau, T., & Walsh, G. (2003). Electronic word-of-mouth: Motives for and consequences of reading customer articulations on the internet. International Journal of Electronic Commerce, 8(2), 51–74.
  • Husain, S. (2017). The determinants of loyalty in online commerce-an exploratory study in India. Electronic Journal of Information Systems in Developing Countries, 81(7), 1–17.
  • Jin, B., & Park, J. Y. (2006). The moderating effect of online purchase experience on the evaluation of online store attributes and the subsequent impact on market response outcomes. Advances in Consumer Research, 33, 203–211.
  • Kassim, N., & Abdullah, N. A. (2010). The effect of perceived service quality dimensions on customer satisfaction, trust, and loyalty in e-commerce settings A cross cultural analysis. Asia Pacific Journal of Marketing and Logistics, 22(3), 351–371.
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Details

Primary Language Turkish
Journal Section Main Section
Authors

Busra Kutlu Karabıyık 0000-0002-6691-2921

Publication Date December 31, 2021
Published in Issue Year 2021 Volume: 23 Issue: 3

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APA Kutlu Karabıyık, B. (2021). E-Ticaret Pazaryerlerine Yönelik Müşteri E-Sadakati: E-Güven ve E-Memnuniyetin Rolü. Ankara Hacı Bayram Veli Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 23(3), 967-1000. https://doi.org/10.26745/ahbvuibfd.902482
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