E-PERAKENDESEKTÖRÜNDE SATIŞ SONRASI HİZMETLERİN MÜŞTERİ TATMİNİ VE TEKRAR SATIN ALMA NİYETİNE ETKİSİ

İnternet teknolojilerinin hızlı bir şekilde gelişmesi ve yaygın kitlelerce kullanılmaya başlaması ile e-perakendecilik Bilgi Çağı’nın yeni alışveriş yöntemi olarak değerlendirilmektedir. Öncelerde düşük maliyet ve düşük fiyat yönünde pazarlama stratejilerini oluşturan e-perakendeciler, sonrasında tüketicilerin yaygın çeşit ve özellikle büyükşehirlerde hızlı teslimat gibi öne çıkan faydaları benimseyerek çevrimiçi alışverişe yönelmesi ile birlikte önemli bir gelişim göstermiştir. Özellikle, COVID-19 pandemisi döneminde öne çıkan sağlıklı ve güvenli alışveriş imkânıyla birlikte geleneksel perakendeciliğe karşı önemli bir alternatif halini alan e-perakende sektöründe fiyat odaklı değil hizmet odaklı bir rekabet anlayışına doğru geçiş yaşanmaktadır. Bu araştırmanın konusu e-perakende sektöründe satış sonrasında müşterilere sunulan müşteri ilişkileri, teslimat, garanti, bilgilendirme ve iade süreçlerine dair hizmetlerin müşteri tatmini ve müşterilerin tekrar satın alma niyeti üzerindeki etkilerini belirlemektir. 379 katılımcıdan çevrimiçi anket yöntemiyle toplanan verilerin analiz edilmesi sonucunda satış sonrası hizmetlerin e-perakendeci sektöründe müşteri tatmini ve müşterilerin tekrar satın alma niyeti üzerinde olumlu ve anlamlı etkiye sahip olduğu tespit edilmiştir.

THE EFFECT OF AFTER-SALES SERVICES ON CUSTOMER SATISFACTION AND RE-PURCHASE INTENTION IN E-RETAIL SECTOR

With the rapid development of Internet technologies and their widespread use, e-retailing is considered as the new shopping method of the Information Age. E-retailers, who previously created marketingstrategies for low cost and low price, have showna significant development with consumersturning to online shopping by adoptingprominent benefits such as widespread varietyand fast delivery especially in metropolitancities. Especially e-retail has become animportant alternative to traditional retail byproviding healthy and safe shoppingopportunities during the COVID-19 pandemicperiod, causing a transition towards a service-oriented competition, rather than price-oriented.The subject of this research is to determine theeffects of after-sales services related to customerrelations, delivery, guarantee, information andreturn processes on customer satisfaction andcustomers’ repurchase intention. As a result ofthe study, the data collected from 379participants through an online survey revealedthat after-sales services have a positive andsignificant effect on customer satisfaction andrepurchase intention in e-retailing business.

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