Abstract:

This study examines the effect of service quality on customer satisfaction and customer satisfaction on repurchase intention and recommendation intent in mobile shopping. In this context, between 18.05.2022 and 25.06.2022, data were collected by convenience sampling method from 503 participants aged 18 and over who had done mobile shopping before by distributing links on various social media channels via Google Forms. SPSS and AMOS package programs were used for the analyses made in the research context. According to the research results, the participants do mobile shopping several times a month and mostly use the Trendyol application. As a result of structural equation modeling, it was seen that the dimensions of perceived service quality, perceived ease of use, security, and customer service affected customer satisfaction. In contrast, customer satisfaction affected the intention to recommend and repurchase intent.

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