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Online alışveriş sektörü üzerinde yapılan bu araştırmada lojistik hizmet kalitesi, müşteri güveni, müşteri memnuniyeti ve müşteri vatandaşlık davranışı arasındaki ilişkiler ele alınmıştır. Araştırmada lojistik hizmet kalitesinin müşteri güveni aracılığıyla müşteri memnuniyeti üzerindeki etkisine bakılmıştır. Çalışmada ayrıca müşteri memnuniyeti aracılığıyla lojistik hizmet kalitesinin müşteri vatandaşlık davranışı üzerindeki etkisi incelenmiştir. Literatürde değişkenler arasındaki ilişkileri ele alan araştırmalar incelenerek araştırma modeli ve hipotezler oluşturulmuştur. Araştırma verilerinin elde edilmesinde anket tekniğinden yararlanılmıştır. Online anket formu ile elde edilen 575 tüketici anketi analize tabi tutulmuştur. Araştırma verilerinin analizinde SPSS ve AMOS paket programları kullanılmıştır. Yapılan analizler sonucunda elde edilen bulgular ise şu şekildedir: Online alışverişlerde lojistik hizmet kalitesinin artmasıyla müşteri güveninin ve memnuniyetinin arttığı tespit edilmiştir. Müşteri güveninin müşteri memnuniyeti üzerindeki etkisinin ise olumlu yönde ve anlamlı düzeyde olduğu görülmüştür. Müşteri memnuniyetinin de müşteri vatandaşlık davranışını olumlu yönde ve anlamlı düzeyde etkilediği sonucuna ulaşılmıştır. Ayrıca lojistik hizmet kalitesinin müşteri memnuniyeti üzerindeki etkisinde müşteri güveninin kısmi aracı rol üstlendiği bulgusu elde edilmiştir. Araştırmanın bir diğer bulgusu ise lojistik hizmet kalitesinin müşteri vatandaşlık davranışı üzerindeki etkisinde müşteri memnuniyetinin tam aracı rol üstlenmiş olmasıdır.
This research on the online shopping sector has addressed the relationships between the quality of logistics service, customer confidence, customer satisfaction and customer citizenship behavior. The study looked at the impact of the quality of the logistics service on customer satisfaction through customer confidence. The study also studied the impact of the quality of logistics service on customer citizenship behavior through customer satisfaction. Research on the relationships between variables in literature has created research models and hypotheses by studying. The research technique was used to obtain research data. 575 consumer surveys obtained by the online survey form were submitted to analysis. In the analysis of the research data, SPSS and AMOS package programs were used. The results of the analysis are as follows: The quality of the logistics service in online shopping has increased the customer confidence and satisfaction. The impact of customer confidence on customer satisfaction has been shown to be in a positive direction and meaningful level. The conclusion is that customer satisfaction also affects customer citizenship behavior in a positive direction and a meaningful level. In addition, it has been found that the quality of the logistics service has an influence on customer satisfaction as a partial tool for customer confidence. Another conclusion of the study is that the quality of the logistics service has played a full role in the impact on customer citizenship behavior.
In this research, the relationsships between logistics service quality, customer trust, customer satisfaction and customer citizenship behavior in the online shopping sector were examined. In the research, the effect of logistics service quality on customer satisfaction through the mediating role of customer trust was examined. In addition, the effect of logistics service quality on customer citizenship behavior through the mediating role of customer satisfaction was investigated. In the literature, studies that deal with the relationships between this variables were examined and then research model and hypotheses were created. Research data was obtained through online questionnaire. 575 consumer surveys were analyzed. The findings obtained as a result of the analyzes are as follows: It was determined that the logistics service quality increases customer turst and satisfaction in online shopping. The effect of customer trust on customer satisfaction was found to be positive and significant. It was concluded that customer satisfaction positively affects customer citizenship behavior. Also, it was found that the effect of logistics service quality on customer satisfaction is partially mediated by customer trust. On the other hand, it was determined that customer satisfaction plays a fully mediating role in the impact of logistics service quality on customer citizenship behavior.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Uluslararası
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