ÇEVRİMİÇİ E-MÜŞTERİ SADAKATİNİN OLUŞUMUNDA E-HİZMET KALİTESİ, E-GÜVEN VE E-TATMİNİN ETKİSİ

Çalışmanın amacı, çevrimiçi alışveriş yapan müşterilerin alışveriş yaptıkları web sitelerine karşı duydukları e-sadakati etkileyen faktörlerin belirlenmesidir. Bu amaçla, e-sadakatin belirleyicileri olarak müşterilerin web sitesinden algıladığı e-hizmet kalitesi, web sitesinden algılanan e-tatmin ve e-güven değişkenler olarak belirlenmiştir. Bu değişkenlerle bir model önerisi yapılmıştır. Çalışmada, öncelikle E-S-Qual ölçeğiyle, web sitesinde verilen e-hizmetin kalitesini yerine getirme, etkililik, güvenlik ve sistem uygunluğu yapılarıyla ölçülmüş, e-hizmet kalitesinin algılanan e-tatmin ve e-güven üzerindeki etkisi ortaya konmuştur. Algılanan e-güven ve e-tatminin e-sadakat üzerindeki etkisi araştırılmıştır. Araştırmaya Eskişehir’de yaşayan hepsiburada.com internet mağazasından alışveriş yapan 594 kişi katılmıştır. Çalışmadan elde edilen sonuçlara göre, müşterilerin web sitesinin hizmetinden algıladıkları e-güven ve e-tatminin oluşumunda siteden algıladıkları e-kalitenin önemli bir belirleyici olduğu ve siteye karşı algıladıkları e-güven ve e-tatminin e-sadakati etkilediği tespit edilmiştir.

THE EFFECT of E-SERVICE QUALITY, E-TRUST and E-SATISFACTION on FORMATION ONLINE CUSTOMER LOYALTY

The aim of this study was to identify the factors which affect the e-loyalty of online customers to the websites they shop from. In this context, the e-service quality that customers perceive from the website, the level of e-satisfaction associated with the website, and the e-trust were defined as the variables that determine the e-loyalty. A model was proposed based on these variables. Using the E-S-Qual scale, the execution and e-quality of the services provided by the website were measured based on the dimensions of security, efficiency system availability, and fulfillment and the effect of e-service quality on both the e-satisfaction and e-trust were demonstrated. The impact of e-trust and e-satisfaction on e-loyalty was also investigated. A total of 594 people living in the city of Eskişehir, Turkey, who shopped from the hepsiburada.com internet store, participated in the study. The study results indicate that the customers’ perception of website’s e-quality is an important determinant in creating e-trust and e-satisfaction in the website’s services, and that the resulting perception of e-trust and e-satisfaction in turn determines e-customer loyalty.

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