ADNAN VEYSEL ERTEMEL, MUSTAFA EMRE CİVELEK

MANAGERIAL IMPLICATIONS OF THE RELATIONSHIP BETWEEN CUSTOMER CARE AND PURCHASE INTENTION IN ONLINE SHOPPING

This paper studies customer care as an important factor that affects the performance of B2C e-commerce websites. A survey was conducted to 464 Turkish B2C website customers. Analysis method of this study is partial least square structural equation modeling (PLS-SEM). Specifically, customer care in B2C e-commerce web sites is found to have direct effect on perceived value and indirect effect on purchase intention via perceived value and brand loyalty. Besides relationship between customer care and purchase intention was found as insignificant. The most important contribution of this research is the unveiling of the indirect relationship between customer care and purchase intention. This study also offers some important manageral suggestions for B2C web sites.

ÇEVRİMİÇİ ALIŞVERİŞTE MÜŞTERİ HİZMETLERİNİN SATINALMA NİYETİ ÜZERİNDEKİ ETKİSİNİN YÖNETİMSEL ÇIKARIMLARI

Bu makale, müşteri hizmetlerini B2C e-ticaret web sitelerinde performansını etkileyen önemli bir etken olarak incelemektedir. Çalışmada 464 Türk B2C web sitesi müşterisine anket yapılmıştır. Bu çalışmada kısmi en küçük kareler yapısal eşitlik modellemesi (PLS-SEM) yöntemi kullanılmıştır. Özellikle, B2C e-ticaret web sitelerinde müşteri hizmetlerinin algılanan değeri doğrudan etkilediği ve algılanan değer ve marka sadakati üzerinden satın alma niyetini dolaylı olarak etkilediği bulunmuştur. Ancak, müşteri hizmetleri ile satın alma niyeti arasında anlamlı bir ilişki bulunmamıştır. Bu araştırmanın en önemli katkısı, müşteri hizmetleri ile satın alma niyeti arasındaki dolaylı ilişkiyi ortaya koymasıdır. Bu çalışma aynı zamanda B2C web siteleri için yönetimsel bazı önemli öneriler getirmektedir.

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