Aysel ERCİS, Tugba YİLDİZ, Fatma Gorgun DEVECİ

THE EFFECT OF INERTIA AND SATISFACTION ON CONSUMER LOYALTY IN ONLINE SHOPPING SITES

Purpose- This study deals with the effect of the required qualifications of an online shopping sites on consumer inertia and customer satisfaction and loyalty. Methodology- As a method of research, the convenience sampling method was preferred and face-to-face questionnaires were applied. Upon elimination of incomplete and incorrect questionnaires, 317 questionnaires were included in the evaluation.Findings- According to the results of the study, the adaptation, transaction ease and engagement which are dimensions of a website's required qualifications are effective on consumer inertia. On another note, adaptation, interaction, commitment, transaction ease and engagement are dimension which have an impact on customer satisfaction. While alternative attraction has a moderator role in the relationship between consumer inertia and loyalty, positive word-of-mouth has not been proven to have a moderating effect in the relationship between customer satisfaction and loyalty. Conclusion- This study reveals the factors affecting inertia and satisfaction in consumers and the moderator effects in making loyalty.

Keywords:

Consumer inertia, alternative attraction customer satisfaction, positive word-of-mouth, loyalty,

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