Abstract:

In today's world, electronic marketing activities have an important place among all marketing activities for businesses. Electronic marketing activities, which are accepted as a part of the new economy approach, are becoming an important marketing channel for businesses. Electronic marketing, in many ways, create various advantages for both businesses and consumers. Electronic marketing provides an innovative field of activity as it develops new ways of interacting with customers. Besides these, consumer trust can be understood as positive expectations that the business can meet the needs of individuals, as well as the belief that the needs of one party will be met by the actions of the other party in the future. Trust influences consumers' perceptions, attitudes and behaviors towards retailers; because trust can lead to positive consumer outcomes. On the other hand, customer satisfaction gives rise to various advantages such as increasing customer demand, reducing price sensitivity and reducing fixed costs. Brand loyalty, on the other hand, can be expressed as a kind of reflection of brand value and its possible impact on consumers. In the light of this information, in this study, the effects of electronic marketing activities of service companies on consumer trust, consumer satisfaction and brand loyalty are investigated. The findings of the study show that there are significant and same direction relationships between consumer perception of transportation sector service businesses' electronic marketing activities and consumer trust, consumer satisfaction and brand loyalty. In addition, there are findings that the consumer perception of the electronic marketing activities of the service enterprises operating in the transportation sector affect the consumer trust, consumer satisfaction and brand loyalty in a meaningful and positive way.

Keywords: