Özet:

The advances in information and communication technology, which are gaining momentum every day, have made the Internet an indispensable part of our daily life. The Internet, which is initially used as a communication tool, has begun to take place in every area of life. This has led to the transition of competition among the sectors into an electronic environment. Service quality is one of the most important factors that bring out firms in serving their customers via the web environment to stand one step ahead of their competitors. The widespread use of electronic commerce has emphasized the importance of electronic service quality as well as traditional service quality. In this study, the applicability of the e-service quality scale (ESQUAL) developed by Parasuraman et al. (2005) is tested in Turkey. It is conducted with 425 consumers who reside in Niğde and have shopped at least once over the Internet within the last twelve months. The conformity values of the proposed model as a result of the study are determined as RMSEA: .067, SRMR: .05, CFI: .957 and TLI: .946, x2 / sd = 2.780. The analysis reveals that efficiency and privacy/security have the highest standardized values. When the values for the whole model analysis are considered, all hypotheses are accepted. Based on the findings obtained as a result of the analyses made, the model measuring the service quality consists of four dimensions and the relations among these dimensions are found. The performed study is expected to contribute to the literature on the subject by detecting applicability of the e-service quality scale (ESQUAL) in Turkey which is developed to measure the service quality in different countries. Key Words: E- Service Quality, E-Retailing, ESQUAL.

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