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E-ticaret siteleri üzerinden gerçekleştirilen çevrimiçi alışverişlerde tüketiciler, satış sonrası hizmetler noktasında yüksek beklentilere sahip olabilmektedirler. Memnuniyet ve sadakat yaratmak isteyen online alışveriş siteleri, müşteri beklentileri karşılayarak, işletme ile müşterileri arasında bir değer zinciri yaratmaya çabalamaktadırlar. Bu araştırma ile genel anlamda, tüketicilerin sıklıkla ziyaret ettiği online alışveriş sitelerinin, satış sonrası hizmet koşulları incelenmiştir. Bu doğrultuda, müşteri hizmetleri, kargo/takip ve iade/iptal koşullarının, e-memnuniyet ve e-sadakat düzeylerine etkisi tespit edilmiştir. Araştırmanın örneklem kitlesini, Y kuşağı olarak nitelendirilen, 418 online alışveriş tüketicisi oluşturmaktadır. Araştırma verileri öncelikle, tanımlayıcı ve betimleyici istatistiklere tabii tutulmuştur. Ardından, güvenilirlik ve geçerlilik analizleri gerçekleştirilmiştir. Daha sonra ise, doğrulayıcı faktör analizi (DFA) ve Yol (PATH) analizi uygulanmıştır. Araştırma bulgularına göre, müşteri hizmetleri, kargo/takip, iade/iptal gibi satış sonrası hizmet koşullarının, e-memnuniyetin aracılık rolü ile e-sadakati etkilediği tespit edilmiştir.
in online purchases performed via ecommerce sites, consumers may have high expectations at the after-sales services point of sale online shopping sites that want to create satisfaction and loyalty to meet customer expectations and strive to create a value chain among businesses and customers with this research has been reviewed after-sales service conditions of online shopping sites that consumers often visited, in this regard, customer service services have been detected by the impemity and esadakat levels of vacancy and refund047iptal conditions and 418 online shopping consumer research data, which is characterized as a bird of the sample group of research, and the analysis of the real estate analysis of the customer service and the implementation of the auditory analysis of the implementation of the data, followed by the implementation of the implementation of the implementation of the implementation of the implementation of the implementation of the implementation of the implementation of the implementation of the implementation of the implementation of the implementation of the implementation of the implementation of the auditory analysis of the implementation of the data, as well as well as well as a result of the auditory analysis of the auditory analysis of the implementation of the implementation of the data, and the data, and the implementation of the customer support of the implementation of the implementation of the implementation of the implementation of
Consumers may have high expectations in terms of after-sales services in online shopping carried out through e-commerce sites. Online shopping sites desiring to create satisfaction and loyalty, try to create a value chain between the business and its customers by meeting customer expectations. The after-sales service conditions of the online shopping sites that consumers frequently visit were examined with this research. Accordingly, the effects of customer service, shipping/tracking and return/cancellation conditions on e-satisfaction and e-loyalty levels were determined. The sample of the study consists of 418 online shopping consumers, who are referred to as generation Y. Firstly, research data were subjected to descriptive statistics. Then, reliability and validity analyzes were performed. Finally, confirmatory factor analysis (CFA) and PATH analysis were applied. According to the research findings, it has been determined that after-sales service conditions such as customer service, shipping/tracking, return/cancellation has an effect on e-loyalty with the mediating role of e-satisfaction.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Uluslararası
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