Online Alışveriş Sitesi Kaynaklı Müşteri Algılarının Müşteri Memnuniyetine Etkilerinin İncelenmesi

Müşteri memnuniyeti, online alışveriş sitelerinde sürekliliği, karlılığı ve müşteri bağlılığının oluşturulmasında önemli bir yere sahiptir. Bu çalışmada online alışveriş sitelerinden alışveriş yapan müşterilerin memnuniyetini etkileyen online alışveriş sitesi kaynaklı müşteri algılarını belirlemek, bu algılar arasındaki örüntüyü incelemek ve bu kapsamda bir müşteri memnuniyet modeli önermek amaçlanmıştır. İlk olarak alanyazından faydalanılarak müşteri memnuniyetine etki edeceği düşünülen müşteri algıları belirlenmiş ve bir kuramsal model oluşturulmuştur. Daha sonra bu model Gazi Üniversitesi Gazi Eğitim Fakültesi İlköğretim ile Bilgisayar ve Öğretim Teknolojileri Eğitimi (BÖTE) Bölümlerinde okuyan 553 lisans öğrencisinin oluşturduğu çalışma grubundan toplanan verilerle test edilmiştir. Çalışmanın verileri 21 maddeden oluşan Online Alışveriş Müşteri Algıları ve Müşteri Memnuniyeti Ölçeği (OAMA-MMÖ) ile toplanmış ve açımlayıcı faktör analizi (AFA) ve doğrulayıcı faktör analizi (DFA) teknikleri kullanılarak modelin uygunluğu test edilmiştir. Analizler sonucunda müşteri memnuniyetini güvenlik ve müşteri ilişkileri algılarının etkilediği tespit edilmiştir. Müşteri ilişkileri algısının müşteri memnuniyetini en fazla etkileyen faktör olduğu görülmüştür. Sonuç olarak model doğrulanmış ve bulgular ilgili alanyazın ile karşılaştırılarak araştırmacılar ile yöneticilere öneriler sunulmuştur.

Anahtar Kelimeler:

Online Alışveriş Siteleri, Müşteri Algıları, Müşteri Hizmetleri, Müşteri Memnuniyeti

Investigating The Effects Of Customer Perceptions Resulted From Online Shopping Sites On Customer Satisfaction

Customer satisfaction has an important role providing continuity, profitability of online shopping sites and in the development of customer loyalty. The aim of this study is to determine the effects of customer perceptions arising from online shopping sites’ on customers’ satisfaction and to reveal a customer satisfaction model related to customer perceptions. Firstly, the indicators of customer satisfaction about online shopping sites and the customer perceptions thought to influence the customer satisfaction were determined. A theoretical model has been developed to explain the relationship between the online shopping sites based costumer perceptions and customer satisfaction. Working group of the study consists of 553 students from the departments of primary education and computer and instructional technology in Gazi Faculty of Education at the Gazi University. A scale named Online Shopping Customer Perceptions and Satisfaction Scale (OSCPSS)) was developed and used for data collection. The analysis of the data obtained in this study was done by using SPSS and LISREL programs. The theoretical model was tested by using the Explanatory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) techniques. The results of the analyses have been showed that customers perceptions about security and customer relations effect customer satisfaction. Customer relationships perception was found to be the most influencing perception of customer satisfaction. Results were compared with literature results and recommendations were presented to researchers and practitioners.

Keywords:

Online Shopping Sites, Customer Perceptions, Customer Services, Customer Satisfaction,

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