E-S-QUAL KULLANARAK, KİTAP SATIŞI YAPAN WEB-SİTELERİN HİZMET KALİTESİNİN ÖLÇÜLMESİ VE BU HİZMET KALİTESİNİN ALGILANAN DEĞER VE SADAKAT NİYETİ ÜZERİNE ETKİSİ: ERZİNCAN ÜNİVERSİTESİ AKADEMİSYENLERİ ÜZERİNE BİR ARAŞTIRMA

Öz İnternetin son yıllarda artan kullanımıyla, e-ticaret web sitelerinin hizmet kalitelerinin de ölçülmesinin gerekliliği ortaya çıkmıştır. Bu anlamda yapılan birçok çalışma, internet sitelerinin hizmet kaliteleriyle gerçek satın alma davranışı arasındaki ilişkiyi araştırmaktadır. Çalışmamız da, internet üzerinden kitap satışı yapan web sitelerin hizmet kalitesinin, tüketicilerin algılanan değer ve sadakat niyetine etkisini görmek amacıyla yapılmıştır. Araştırmanın örneklemini, Erzincan ilinde akademik kitap satışı yapan mağazaların azlığı nedeniyle, çoğunlukla internetten kitap satın alan Erzincan Üniversitesi akademisyenleri oluşturmaktadır. Çalışmamızın bulgularına göre, internet hizmet kalitesi boyutlarından ‘’yerine getirme’’ algılanan değer üzerinde en çok etkiye sahiptir. Tüketicilerin sadakat niyeti ve ortalama kalite üzerindeki en etkin ESQUAL boyutu ise ‘’gizlilik/güvenliktir.’’Anahtar Kelimeler: ESQUAL, İnternet hizmet kalitesi, Algılanan değer, Sadakat niyeti

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