Özet:

The aim of this study was to identify the factors which affect the e-loyalty of online customers to the websites they shop from.  In this context, the e-service quality that customers perceive from the website, the level of e-satisfaction associated with the website, and the e-trust were defined as the variables that determine the e-loyalty. A model was proposed based on these variables. Using the E-S-Qual scale, the execution and e-quality of the services provided by the website were measured based on the dimensions of security, efficiency system availability, and fulfillment and the effect of e-service quality on both the e-satisfaction and e-trust were demonstrated. The impact of e-trust and e-satisfaction on e-loyalty was also investigated.   A total of 594 people living in the city of Eskişehir, Turkey, who shopped from the hepsiburada.com internet store, participated in the study. The study results indicate that the customers’ perception of website’s e-quality is an important determinant in creating e-trust and e-satisfaction in the website’s services, and that the resulting perception of e-trust and e-satisfaction in turn determines e-customer loyalty.

Anahtar Kelimeler: