NACİ BÜYÜKDAĞ, OLGUN KİTAPCI, Ayça KANGAL DEMİR

Müşteri Ara Yüz Özellikleri ile E-Bağlılık Arasındaki İlişkide E- Tatminin Aracılık Etkisi

Firmalara düşük sermaye ile iş kurma, dünyanın her bölgesine kolayca ulaşma, sektöre giriş engellerini aşma fırsatı sunan e-ticaret, günümüz dijital pazarlama çağında hayati bir öneme sahiptir. Pek çok firma, mağaza konseptinin yanı sıra sanal mağazacılık konseptini de benimsemiş ve organizasyon yapılarını e-ticaretle uyumlu hale getirmiştir. Böylece potansiyel müşterilerin istek ve ihtiyaçlarının karşılaması için firma tarafından web sitesi kurulmuştur. Ancak pek çok firma sanal mağazacılık yapmak için web sitesi kurduğundan dolayı, firmaların potansiyel müşterilerinin hedef müşterisi olması için, firmaların müşterilerini online ortamda tatmin etme ve sonucunda online bağlılık kazandırma hedefleri ortaya çıkmıştır. Online ortamda e-tatmin ve ebağlılık oluşturmanın temel göstergesi ise firmaların kurmuş oldukları web sitesine ilişkin değişkenlerdir. Bundan dolayı, bu çalışmada müşteri ara yüz özelliklerinin etatmin ve e-bağlılık değişkenleri üzerindeki etkisi çevrimiçi anket aracılığıyla araştırılmıştır. Bu ankette kolayda örnekleme yöntemi benimsenmiştir. Çalışmada faktör analizi ve regresyon analizi yapılmıştır. Sonuç olarak e-tatmin değişkeni, müşteri ara yüz özellikleri (kişiselleştirme, uygunluk ve karakter) ile e-bağlılık arasında kısmi aracı değişken etkisi göstermiştir. Öneri olarak, web sitesi düzenlemesi yapılırken müşteri ara yüz değişkenleri birlikte ele alınmalı ve müşterinin e-tatminini ve e-sadakatini artıran değişkenlere ağırlık verilmelidir

The Mediating Role of E-Satisfaction on the Relationship Between Customer Interface Quality and E-Loyalty

E-commerce, which offers the opportunity to set up business with low capital, easy access to every region of the world, and to overcome obstacles to sector entry, has a vital importance in today's digital marketing era. Many companies have embraced the virtual store concept as well as the store concept and have made their organizational structures compatible with e-commerce. Thus, a website has been set up by the company to meet the needs and demands of potential customers. However, since many companies have set up a website for virtual merchandising, there are targets for companies to satisfy their customers online and ultimately gain online loyalty in order to be the target customers of potential customers. The main indicator of e-satisfaction and e-loyalty in the online environment is the variables related to the web site that the companies set up. Therefore, an online questionnaire was applied to investigate the effect of customer interface features on e-satisfaction and e-loyalty variables in the study. Convenience sampling procedure has adopted. Factor analysis and regression analysis were performed in the study. As a result, the e-satisfaction variable has had a partial mediating effect between customer interface features (personalization, suitability and character) and e-loyalty. As a recommendation, customer interface variables should be considered together when organizing the website, and emphasis should be given to variables that increase the customer's e-satisfaction and e-loyalty

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