Öğr. Gör. Salih YILDIZ, Arş. Gör. Zuhal ÇİLİNGİR

Elektronik Pazarlamada Müşteri Sadakatinin Geliştirilmesi: Karadeniz Teknik Üniversitesi Öğrencileri Üzerine Bir Araştırma

E sadakatin geliştirilmesinde kalite ve güven en önemli unsurlardır Bu çalışmanın amacı e hizmet pazarlamasında kalite unsurlarını belirleyerek e hizmet kalitesinin e tatmin ve e güven aracı etkisiyle e sadakat üzerindeki etkisinin araştırılmasıdır Araştırma verileri bir elektronik hizmet sitesinin müşterileri üzerinde yüz yüze anket yöntemiyle elde edilmiştir Y jenerasyonu internet kullanımına daha çabuk adapte olduğundan araştırmanın örneklemi 400 üniversite öğrencisi olarak belirlenmiştir Araştırmada kullanılan ölçeklerin güvenirlilikleri Cronbach Alfa Katsayısı yöntemi geçerlilikleri ise Faktör Analizi yöntemi kullanılarak test edilmiştir Ölçeklerin güvenirlilik ve geçerlilikleri belirlendikten sonra araştırma hipotezlerinin test edilmesi için Çoklu Regresyon Analizi kullanılmış olup; söz konusu değişkenlerin sadakat üzerinde etkili oldukları sonucuna varılmıştır Anahtar Kelimeler: Hizmet Pazarlaması Elektronik Pazarlama Güven Tatmin Müşteri Sadakati THE DEVELOPMENT OF CUSTOMER LOYALTY ON ELECTRONIC MARKETING: AN APLICATION ON KARADENIZ TECNICAL UNIVERSITY’s STUDENTS

Anahtar Kelimeler:

Hizmet Pazarlaması, Elektronik Pazarlama, Güven, Tatmin

Elektronik Pazarlamada Müşteri Sadakatinin Geliştirilmesi: Karadeniz Teknik Üniversitesi Öğrencileri Üzerine Bir Araştırma

Quality and trust are the most important elements for improving the e loyalty The aim of study is to indicate e services quality elements in e service marketing and to research the effect of e service quality on loyalty via e trust and e satisfaction Research data is acquired by the way of conducting survey to customers of an electronic website face to face Because of the increasingly adaptation of the Y generation to the internet sample of research is determined as 400 undergraduates While the reliability of research scale is tested by approach of Cronbach Alpha Coefficient its validity is tested by method of Factor Analysis After defined of the reliability and validity of scale Multiple Regression Analysis is used to test research hypothesis and it is concluded that the above mentioned variables are effective on loyalty Keywords: Service Marketing Electronic Marketing Trust Satisfaction Customer Loyalty

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