Abstract:

With the development of the concept of trade and the internet in the world, it has become inevitable to fulfill many services offered in daily life in virtual environments. One of these is online shopping, where many consumers buy products and services remotely, and sellers leave only a concrete store and become a place where everyone can see wherever they want. In this process, the relationship of trust and loyalty between the customer and the seller is important. From this point of view, this research was conducted to examine the loyalty and trust relationship between the consumer and the seller in the online shopping process and to determine the effect of customer loyalty on customer trust. In the study, in which a quantitative research technique was adopted, the opinions of consumers living in Kırşehir province regarding Trendyol online shopping store and their trust and loyalty status were examined. In the study where the convenience sampling method was used, data were collected online from 418 participants. The analysis of the collected data was analyzed through SPSS and AMOS programs. According to the findings of the study, it was concluded that customer loyalty has a positive and significant (β=0.39; p<0.001) effect on customer trust. In the research where difference analyses with socio-demographic variables were also applied, it was observed that there was not much differentiation.

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