Engin ÖZGÜL, Gülmüş BÖRÜHAN, Ömer Baybars TEK

ÖZEL ALIŞVERİŞ SİTELERİNDE SİPARİŞLERİN YERİNE GETİRİLMESİNDE LOJİSTİK HİZMET KALİTESİNİN MÜŞTERİ MEMNUNİYETİNE ETKİSİ

Türkiye’de 2008 yılında yeni bir e-iş modeli olarak ortaya çıkan Özel Alışveriş Siteleri, e-perakendeciliği ve e-pazarlama’yı önemli derecede canlandırarak yerli ve yabancı yatırımcıların ilgisini çekmiştir. Özel Alışveriş Siteleri’nin sayısı kısa sürede artmasına rağmen, son zamanlarda lojistik faaliyetlerinde yaşadıkları aksaklıklar nedeniyle bazılarının faaliyetlerine son verdikleri görülmektedir. Bu nedenle, Siparişlerin Yerine Getirilmesi süreci boyunca müşterilerin karşı karşıya kaldıkları Lojistik Hizmet Kalitesi’nin müşteri memnuniyetini sağlayan önemli bir faktör olduğu söylenebilir. Bu çalışmada, Yapısal Eşitlik Modeli kullanılarak, Satın Alma Öncesi, Satın Alma Anı (Teslim) ve Satın Alma Sonrası’nı (Teslim Sonrası) kapsayan Siparişlerin Yerine Getirilmesi sürecini oluşturan boyutların birbirleri ile olan ilişkileri incelenmiştir. Özel Alışveriş Siteleri’nde İade Yaşayan ve İade Yaşamayan müşterilere ait iki model geliştirilerek, ayrı ayrı analiz edilip yorumlanmıştır. Buna göre, her iki modelde de Siparişlerin Yerine Getirilmesinde her bir süreçte gelişen algılar bir sonraki sürecin algısını ve sonunda da müşteri memnuniyetini oluşturmaktadır. Müşterilerin Değer Algısı’nı etkileyen en önemli faktör Ürün Bilgisidir. İade yaşayan müşterilerde ise memnuniyet Çıktı Kalitesi’nin (Hizmet Sonucunun Kalitesi) arttırılması ve İade ve Şikâyetlerin azaltılması sonucu oluşmaktadır. Bu çalışmanın amacı, Özel Alışveriş Siteleri’nde Siparişlerin Yerine Getirilmesi Sürecinde Lojistik Hizmet Kalitesi’nin müşteri memnuniyetine olan etkisini ortaya koymaktır. Çalışmadan elde edilen sonuçların, hem Özel Alışveriş Siteleri’nin etkili ve verimli yönetimi için hem de bu alandaki gelecek çalışmalar için yol gösterici olabileceği düşünülmektedir.

Anahtar Kelimeler:

Lojistik Hizmet Kalitesi, Özel Alışveriş Siteleri, Siparişlerin Yerine Getirilmesi, E-Ticaret, Yapısal Eşitlik Modeli

THE IMPACT OF LOGISTICS SERVICE QUALITY ON CUSTOMER SATISFACTION DURING THE PROCESS OF ORDER FULFILLMENT IN PRIVATE SHOPPING SITES

Private Shopping Sites, which emerged as a new e-business model in Turkey in 2008, have significantly revitalised the e-retailing and e-marketing sector, by attracting domestic and foreign investment. Although the number of Private Shopping Sites has increased in a short period, it has been observed recently that some of the sites have failed due to problems encountered in their logistics operations. Therefore, Logistics Service Quality provided during the process of order fulfillment is considered to be an important factor in providing customer satisfaction. In the study, Structural Equation Modeling was used to examine interaction between the dimensions, which were composed of the Order Fulfillment Process covering the Pre-Purchase, during the Purchase (Delivery) and Post-Purchase (Post Delivery) stages. Two models, for customers who had a return experience, and those who did not, respectively, were developed, analysed and interpreted seperately. Accordingly, in both models, during the process of order fulfillment, perceptions that are developed in each stage of the process contribute to the perception formed in the next stage, and eventually resulting in an overall level of customer satisfaction. The most important factor that affects customer perceived value was found to be Product Information. Customer satisfaction is created by increasing outcome quality (quality of service result), and by reducing the frequency of returns and complaints for the customers who had a return experience. The aim of this study is to determine the effect of Logistics Service Quality on the customer satisfaction during the process of fulfillment of orders in Private Shopping Sites. It is thought that the results obtained from this study have the potential to guide both the effective and efficient management of Private Shopping Sites, and also future research in the area.

Keywords:

E-Commerce, Logistics Service Quality, Private Shopping Sites, Order Fulfillment, Structural Equation Model,

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