Özet:

Today when brand battles are happening, business are begining to use internet marketing as an effective tool to reach consumers quickly. Creating loyalty consumers which is the main aim of marketing has made virtual retailing important. The purpose of this study was to determine the level of service quality in virtual retailing. Towards this end, the quality of service, perceived service quality design quality perceived by consumers in the e-service website and the dimensions of quality of service were determined. The sample of the research is composed of the students who have studied at Ömer Halisdemir University and who have experienced at least one of the internet shopping sites most though to be known in our country. Literatury was investigated through exploratory factor analysis for e-service quality and e -loyalty scale and regression analysis was used to measure the effect of consumer attitudes toward perceived quality of service, using internet shopping sites to participate in the study. As result of the analyzies made, it has been determined that the relationship between loyalty and privacy dimension is weak. The dimensions of the E-S-QUAL scale were determined as transaction performance, system suitability, efficiency, privacy and electronic loyalty.

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