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Tüketici istek ve ihtiyaçlarının gün geçtikçe değişmesi, benzer türde ürün ve hizmet sunan firmaların var olması ve bilgisayar teknolojilerindeki hızlı değişimler ve yenilikler, sektörde faaliyet gösteren firmaların rekabetini daha da çetin hale gelmesine neden olmaktadır. Artık tüketiciler, günlük yaşamlarında neredeyse aradıkları tüm gereksinimleri ilk olarak internetten araştırır hale gelmişlerdir. E-ticaret tüketiciler açısından, zamanı daha efektif kullanmak, kıyaslama yaparak en uygun olan ürünü bulmak veya fiziksel mağazadan tedarik edilemeyecek ürünü dünyanın farklı bir bölgesinde bulup satın almak gibi avantajlar oluşturmaktadır. Bu çalışmanın amacı, ayakkabı sektöründe faaliyet gösteren ve elektronik ticaret gerçekleştiren firmaların, müşterilerine sunduğu kullanıcı deneyiminin, elektronik müşteri memnuniyeti ve elektronik müşteri sadakati üzerindeki etkisini araştırmaktır. Çalışmada elektronik müşteri deneyimi, kullanıcı verimliliği, kullanıcı etkinliği ve kullanıcı kolaylığı boyutlarına ayrılmıştır. Çalışmada kullanıcı verimliliği ile kullanıcı kolaylığı boyutlarının e-memnuniyete etkisi ortaya çıkmıştır. Ayrıca, e-müşteri memnuniyetinin, e-sadakati etkilediği tespit edilmiştir.
The change in customer demands and needs, the existence of companies offering similar types of products and services and the rapid changes and innovations in computer technologies creates a harder competing environment for companies operating in the sector. Consumers are now looking for almost all of their needs in their daily lives through the Internet. For e-commerce consumers, there are advantages such as using time more effectively, finding the most suitable product by benchmarking or finding and purchasing a product from a different region of the world that cannot be supplied by a physical store. The aim of this study is to investigate the effect of user experience on electronic customer satisfaction and electronic customer loyalty by companies operating in the shoe industry and performing electronic commerce. In this study, electronic customer experience is divided into user productivity, user efficiency and user friendliness. The effect of user productivity and user friendliness on e-satisfaction was revealed in the conclusion of this study. Furthermore, e-customer satisfaction has been found to affect e-loyalty.
The change in customer demands and needs, the existence of companies offering similar types of products and services and the rapid changes and innovations in computer technologies creates a harder competing environment for companies operating in the sector. Consumers are now looking for almost all of their needs in their daily lives through the Internet. For e-commerce consumers, there are advantages such as using time more effectively, finding the most suitable product by benchmarking or finding and purchasing a product from a different region of the world that cannot be supplied by a physical store. The aim of this study is to investigate the effect of user experience on electronic customer satisfaction and electronic customer loyalty by companies operating in the shoe industry and performing electronic commerce. In this study, electronic customer experience is divided into user productivity, user efficiency and user friendliness. The effect of user productivity and user friendliness on e-satisfaction was revealed in the conclusion of this study. Furthermore, e-customer satisfaction has been found to affect e-loyalty.
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