Ahmet DURMAZ, Mehmet YÜKSEL, Güzide Öncü PEKTAŞ EROĞLU

E- PAZARLAMA KARMASI UNSURLARININ MÜŞTERİ MEMNUNİYETİNE ETKİSİ: E-TİCARET SİTELERİ ÜZERİNE BİR ARAŞTIRMA

Bu çalışmanın temel amacı e-pazarlama karmasıüzerine bir literatür bilgisi sunmak ve e-pazarlama karması bileşenlerinin online alışverişte müşteri memnuniyetini ne ölçüde etkilediğini tespit etmektir. Bu kapsamda İstanbul’da ikamet eden ve e-perakendeciliğin önde gelen İnternet sitelerinden sıklıkla alışveriş yapan müşterilere kolayda örnekleme yöntemi kullanılarak İnternet üzerinden anket uygulanmış, geçerli bulunun 275 adet anket değerlendirmeye alınmış ve sonuçlar LISREL istatistik programı ile analiz edilmiştir. Literatürde genel kabul gören E-pazarlama karması bileşenleri olan etkinlik, işlem gerçekleştirme, gizlilik, site tasarımı ve müşteri hizmetleri değişkenlerinin müşteri memnuniyetini olumlu yönde etkilediği sonucuna ulaşılmıştır. Bununla birlikte müşteri hizmetleri değişkeninin diğer değişkenlere oranla müşteri memnuniyetini baskın bir şekilde etkilediği belirlenmiştir. Bu sonuçların akademik ve yönetimsel süreçlere olumlu katkı sağlaması beklenmektedir.

Anahtar Kelimeler:

E-pazarlama, E-Pazarlama Karması, Müşteri Memnuniyeti, E-Ticaret, E-Perakendecilik

E-MARKETING MIX CONCEPT IN E-RETAILING AND EFFECTS ON CUSTOMER SATISFACTION: RESEARCH ON E-COMMERCE SITES

The main purpose of this study is to present detailed literature knowledge about e-marketing mix and to determine the effects of antecedents of e-marketing mix on customer satisfaction. In this context, frequent customers of leading e-retailing sites were subjected to online survey via convenience sampling method, 275 valid questionnaires were evaluated and the results were analyzed with LISREL statistical program. Several factors of e-marketing mix as frequently proposed in the literature (Efficiency, Order Fulfilment, Privacy, Site Design and Customer Service) have found to be positively related to customer satisfaction. However, one of the important results of this study is that customer service has a dominant effect on customer satisfaction compared to other independant variables. Results of this study are expected to contribute to academic and administrative processes.

Keywords:

E-Marketing Mix, Customer Satisfaction, E-Commerce, E-Retailing, E-Marketing,

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