E-mağazalardan alış-verişlerde e-müşteri tutumları ve e-müşteri memnuniyetini etkileyen etkileyen faktörler

Müşteri memnuniyeti, işletmelerin karlılığı, sürekliliği ve müşteri bağlılığı oluşturulmasında önemli olmasından dolayı tüm sektörlerde olduğu gibi e-mağazalar (elektronik veya sanal mağazalar) için de önemlidir. Türkiye'de müşteri memnuniyeti ile ilgili farklı sektörlerde çok sayıda araştırma yapılmasına rağmen, e-mağazalardaki e-müşteri memnuniyeti ile ilgili yeterli uygulamalı araştırmalara rastlanmamıştır. Bu çalışmada, öncelikle müşteri memnuniyeti ve e-mağazaların rekabet gücü içinde e-müşteri memnuniyetinin önemi açıklanmıştır. E-mağazalardan alış-veriş yapılmasına yönelik e-müşteri tutumları ve e-müşteri memnuniyetini etkileyen değişkenler internet ortamında yapılan bir araştırma ile analiz edilmiştir. Yapılan araştırma sonuçlarına göre e-mağaza yöneticilerine önerilerde bulunulmuştur.

In the highly competitive business environment, companies need to remain competitive. One way of remaining competitive is to increase customer satisfaction. Customer satisfaction is especially important to sustain companies' activities and develop customer loyalty for e-stores (electronic or virtual stores) as important in many industries. Although there are many researches for customer satisfaction in different industries, not many empirical researches has been conducted on e-customer satisfaction within an e-store context in Turkey. In this study, customer satisfaction and the importance of e-customer satisfaction for e-stores' competitiveness are explained from the theoretical perspective and e-customers' attitudes towards shopping from e-stores and drivers of e-customer satisfactions are analyzed from an empirical online survey. In respect of survey results, some recommendations are made for managers of e-stores.

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