ONLINE HİZMET KALİTESİNİ ETKİLEYEN FAKTÖRLER VE ONLİNE HİZMET KALİTESİ ALGISININ PANDEMİ ÖNCESİ VE PANDEMİ SÜRESİNCE KARŞILAŞTIRILMASI: BİR ARAŞTIRMA

İnternetin hızla gelişerek gündelik hayatın önemli bir parçası olması, pazarların giderek daha küresel bir hale gelmesi ve Covid-19 pandemisinin insan hayatını derinden etkileyerek alışveriş alışkanlıklarını değiştirmeye zorlaması, tüketicilerin internet üzerinden alışverişi daha fazla tercih etmelerine neden olmuştur. İşletmelerin de bu yeni teknolojilere uyum sağlayarak internet ortamındaki faaliyetlerini gerek geleneksel satış ve pazarlama aktivitelerini desteklemeleri, gerekse bu yeni fırsatlardan yararlanarak kendilerine rekabetçi avantaj kazandırmak adına daha fazla kullanmalarına yol açmıştır. Bireylerin gün geçtikçe daha bilinçli tüketiciler haline gelmeleri, işletmelerden daha kaliteli ürün ve hizmetler talep etmelerine neden olmaktadır. Covid-19 pandemi sürecinin yaşanmasıyla birlikte daha önce internet üzerinden hizmet vermeyen birçok işletme internet üzerinden satış yapmaya başlamış, halihazırda internet üzerinde faaliyet gösteren işletmeler ise bu alana daha fazla önem vermeye başlamışlardır. Bu çalışmanın amacı, online alışveriş sitelerinde hizmet kalitesini etkileyen faktörlerin online hizmet kalitesi ve müşteri tatmini üzerindeki etkilerini tespit ederek, online alışveriş siteleri tarafından rekabetçi işletme stratejileri geliştirilmesine destek olmaktır. Ayrıca online alışveriş yapan tüketicilerin online hizmet kalitesi algılarının pandemi öncesi ve pandemi süresince farklılık gösterip göstermediğini tespit etmek de araştırmanın bir diğer hedefidir. Bunun için 981 kişiden anket yoluyla toplanan veriler PLS-SEM yapısal eşitlik modelleme tekniği ve bağımlı örneklem t testi ile analiz edilmiştir. Araştırma sonuçlarına göre güvenilirlik, internet sitesi tasarımı ve güvenlik değişkenlerinin online hizmet kalitesi ve müşteri tatminini olumlu yönde etkilediği bulunmuştur. Online alışveriş yapan bireylerin alışveriş yaptıkları internet sitelerinin pandemi öncesi ve pandemi esnasındaki online hizmet kaliteleri karşılaştırıldığında ise istatistiksel olarak anlamlı bir fark olduğu gözlemlenmiştir. Araştırma bulguları doğrultusunda online ortamda faaliyet gösteren işletmelere önerilerde bulunulmuştur.

Anahtar Kelimeler:

Online hizmet kalitesi, Covid-19, PLS-SEM

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