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E-Ticaret Pazaryerlerine Yönelik Müşteri E-Sadakati: E-Güven ve E-Memnuniyetin Rolü

Yıl 2021, Cilt: 23 Sayı: 3, 967 - 1000, 31.12.2021
https://doi.org/10.26745/ahbvuibfd.902482

Öz

İşletmeden tüketiciye e-ticaret, tüketicilerin internet vasıtasıyla işletmelerden doğrudan mal ve hizmet satın alabilmeleri anlamına gelmektedir. Tüketiciler çevrimiçi ortamda çok sayıda alternatife kısa bir sürede ulaşabilmektedirler. Alternatiflerin fazlalılığı e-ticaret işletmelerinin sadakatli müşterilere ulaşmalarını zorlaştırmaktadır. Potansiyel müşterilerin farklı bir e-ticaret web sitesine yönelmeden, ihtiyaç duydukları ürün ve hizmetleri her zaman tercih ettikleri belirli bir e-ticaret web sitesinden alma eğilimlerine müşteri e-sadakati denilmektedir. E-sadakati sağlamış olan işlemelerde aynı müşterilerin devamlı ve yüksek miktardaki harcamaları işletme maliyetlerinin karşılanmasını kolaylaştırmaktadır. Bu çalışmada müşterilerin e-ticaret pazaryerlerine (trendyol, hepsiburada, n11, gittigidiyor, amazon, akakçe vb.) yönelik sadakatine etki eden faktörlerin araştırılması amaçlanmıştır. Çalışmada veri toplama aracı olarak anket yöntemi kullanılmıştır. 400 kişi ile gerçekleştirilen bu araştırmada e-güven ve e-memnuniyetin e-sadakat üzerinde anlamlı ve pozitif etkilerinin olduğu bulunmuştur. Ayrıca e-güvene, e-memnuniyete ve dolaylı olarak e-sadakate etki eden diğer faktörler ortaya konulmuştur. Elde edilen bulgular neticesinde e-ticaret pazaryerlerinin müşteri e-sadakati oluşturabilmek için söz konusu faktörleri dikkate alarak yeni stratejiler yaratmaları beklenmektedir.

Kaynakça

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  • Alam, S. S., & Yasin, N. M. (2010). An investigation into the antecedents of customer satisfaction of online shopping. Journal of Marketing Development and Competitiveness, 5(1), 71–78.
  • Anderson, R. E., & Srinivasan, S. S. (2003). E-satisfaction and e-loyalty: a contingency framework. Psychology and Marketing, 20(2), 123–138.
  • Awad, N. F., & Ragowsky, A. (2008). Establishing trust in electronic commerce through online word of mouth: An examination across genders. Journal of Management Information Systems, 24(4), 101–121.
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  • Butt, M. M., Yingchen, Y., Mohd-Any, A. A., Mutum, D. S., Ting, H., & Wei, K. K. (2018). Antecedents of consumer-based electronic retail brand equity: An integrated model. Asian Academy of Management Journal, 23(2), 69–99.
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  • Chek, Y. L., & Ho, J. S. Y. (2016). Consumer electronics e-retailing: Why the alliance of vendors’ e-service quality, trust and trustworthiness matters. In Procedia - Social and Behavioral Sciences, 219, 804–811.
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  • Devaraj, S., Fan, M., & Kohli, R. (2002). Antecedents of B2C channel satisfaction and preference: Validating e-commerce metrics. Information Systems Research, 13(3), 316–333.
  • Eastlick, M. A., Lotz, S. L., & Warrington, P. (2006). Understanding online B-to-C relationships: An integrated model of privacy concerns, trust, and commitment. Journal of Business Research, 59(8), 877–886.
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  • Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(2), 70–87.
  • Giovanis, A. N. Athanasopoulou, P. (2014). Gaining customer loyalty in the e-tailing marketplace: the role of e-service quality, e-satisfaction and e-trust. International Journal of Technology Marketing 6, 9(3), 288–304.
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Customer E-Loyalty for E-Commerce Marketplaces: The Role of E-Trust and E-Satisfaction

Yıl 2021, Cilt: 23 Sayı: 3, 967 - 1000, 31.12.2021
https://doi.org/10.26745/ahbvuibfd.902482

Öz

Business-to-consumer e-commerce means that consumers can directly purchase goods and services from businesses via the internet. Consumers can find many alternatives online in a short time. The abundance of alternatives makes it difficult for e-commerce businesses to reach loyal customers. The tendency of potential customers to get the products and services they need from a specific e-commerce website they always prefer without turning to a different e-commerce website is called customer e-loyalty. Continuous and high amounts of expenses of the same customers in processes that have provided e-loyalty facilitate meeting operating costs. In this study, it was aimed to investigate the factors affecting the loyalty of customers towards e-commerce marketplaces (trendyol, Hepsiburada, n11, gittigidiyor, amazon, akakçe, etc.). Questionnaire method was used as a data collection tool in the study. In this study conducted with 400 people, it was found that e-trust and e-satisfaction have significant and positive effects on e-loyalty. In addition, other factors affecting e-trust, e-satisfaction and indirectly e-loyalty have been revealed. As a result of the findings, e-commerce marketplaces are expected to create new strategies by taking these factors into account in order to create customer e-loyalty.

Kaynakça

  • Al-Adwan, A. S., & Al-Horani, M. A. (2019). Boosting customer e-loyalty: An extended scale of online service quality. Information (Switzerland), 10(12), 1–27.
  • Al-Dweeri, R. M., Moreno, A. R., Montes, F. J. L., Obeidat, Z. M., & Al-Dwairi, K. M. (2018). The effect of e-service quality on Jordanian student’s e-loyalty: an empirical study in online retailing. Industrial Management & Data Systems, 119(4), 902–923.
  • Alam, S. S., & Yasin, N. M. (2010). An investigation into the antecedents of customer satisfaction of online shopping. Journal of Marketing Development and Competitiveness, 5(1), 71–78.
  • Anderson, R. E., & Srinivasan, S. S. (2003). E-satisfaction and e-loyalty: a contingency framework. Psychology and Marketing, 20(2), 123–138.
  • Awad, N. F., & Ragowsky, A. (2008). Establishing trust in electronic commerce through online word of mouth: An examination across genders. Journal of Management Information Systems, 24(4), 101–121.
  • Brislin, R. W., Lonner, W. J., & Thorndike, R. M. (1973). Cross-cultural research methods (Vol. 11). New York: J. Wiley.
  • Bulut, Z. A., & Karabulut, A. N. (2018). Examining the role of two aspects of eWOM in online repurchase intention: An integrated trust–loyalty perspective. Journal of Consumer Behaviour, 17(4), 407–417.
  • Butt, M. M., Yingchen, Y., Mohd-Any, A. A., Mutum, D. S., Ting, H., & Wei, K. K. (2018). Antecedents of consumer-based electronic retail brand equity: An integrated model. Asian Academy of Management Journal, 23(2), 69–99.
  • Cai, S., & Xu, Y. (2006). Effects of outcome, process and shopping enjoyment on online consumer behaviour. Electronic Commerce Research and Applications, 5(4), 272–281.
  • Çetin, F., & Basım, H. N. (2012). Örgütsel psikolojik sermaye: bir ölçek uyarlama çalışması. Amme İdaresi Dergisi, 45(1), 121–137.
  • Chan, Y. Y. Y., & Ngai, E. W. T. (2011). Conceptualising electronic word of mouth activity: An input-process-output perspective. Marketing Intelligence and Planning, 29(5), 488–516.
  • Chek, Y. L., & Ho, J. S. Y. (2016). Consumer electronics e-retailing: Why the alliance of vendors’ e-service quality, trust and trustworthiness matters. In Procedia - Social and Behavioral Sciences, 219, 804–811.
  • Collier, J. E., & Bienstock, C. C. (2006). Measuring service quality in e-retailing. Journal of Service Research, 8(3), 260–275.
  • Cristobal, E., Flavián, C., & Guinalíu, M. (2007). Perceived e-service quality (PeSQ): Measurement validation and effects on consumer satisfaction and web site loyalty. Managing Service Quality, 17(3), 317–340.
  • Cyr, D. (2008). Modeling web site design across cultures: Relationships to trust, satisfaction, and E-Loyalty. Journal of Management Information Systems, 24(4), 47–72.
  • Cyr, D., Head, M., & Larios, H. (2010). Colour appeal in website design within and across cultures: A multi-method evaluation. International Journal of Human Computer Studies, 68(1–2), 1–21.
  • Devaraj, S., Fan, M., & Kohli, R. (2002). Antecedents of B2C channel satisfaction and preference: Validating e-commerce metrics. Information Systems Research, 13(3), 316–333.
  • Eastlick, M. A., Lotz, S. L., & Warrington, P. (2006). Understanding online B-to-C relationships: An integrated model of privacy concerns, trust, and commitment. Journal of Business Research, 59(8), 877–886.
  • Fang, J., Shao, Y., & Wen, C. (2016). Transactional quality, relational quality, and consumer e-loyalty: Evidence from SEM and fsQCA. International Journal of Information Management, 36(6), 1205–1217.
  • Fu, X., Zhang, B., Xie, Q., Xiao, L., & Che, Y. (2011). Impact of quantity and timeliness of ewom information on consumer’s online purchase intention under C2C environment. Asian Journal of Business Research, 1(2), 37–52.
  • Garbarino, E., & Johnson, M. S. (1999). The different roles of satisfaction, trust, and commitment in customer relationships. Journal of Marketing, 63(2), 70–87.
  • Giovanis, A. N. Athanasopoulou, P. (2014). Gaining customer loyalty in the e-tailing marketplace: the role of e-service quality, e-satisfaction and e-trust. International Journal of Technology Marketing 6, 9(3), 288–304.
  • Gong-min, Z. (2010). Research on customer loyalty of B2C e-commerce. In China-USA Business Review, 9, 1–61.
  • Gounaris, S., Dimitriadis, S., & Stathakopoulos, V. (2010). An examination of the effects of service quality and satisfaction on customers’ behavioral intentions in e-shopping. Journal of Services Marketing, 24(2), 142–156.
  • Gummerus, J., Liljander, V., Pura, M., & Van Riel, A. (2004). Customer loyalty to content-based Web sites: The case of an online health-care service. Journal of Services Marketing, 18(3), 175–186.
  • Gürbüz, S. (2019). AMOS ile yapısal eşitlik modellemesi. Ankara: Seçkin Yayıncılık.
  • Harris, L. C., & Goode, M. M. H. (2004). The four levels of loyalty and the pivotal role of trust: a study of online service dynamics. Journal of Retailing, 80(2), 139–158.
  • Hennig-Thurau, T., & Walsh, G. (2003). Electronic word-of-mouth: Motives for and consequences of reading customer articulations on the internet. International Journal of Electronic Commerce, 8(2), 51–74.
  • Husain, S. (2017). The determinants of loyalty in online commerce-an exploratory study in India. Electronic Journal of Information Systems in Developing Countries, 81(7), 1–17.
  • Jin, B., & Park, J. Y. (2006). The moderating effect of online purchase experience on the evaluation of online store attributes and the subsequent impact on market response outcomes. Advances in Consumer Research, 33, 203–211.
  • Kassim, N., & Abdullah, N. A. (2010). The effect of perceived service quality dimensions on customer satisfaction, trust, and loyalty in e-commerce settings A cross cultural analysis. Asia Pacific Journal of Marketing and Logistics, 22(3), 351–371.
  • Kim, J. H., & Kim, C. (2010). E-service quality perceptions: A cross-cultural comparison of american and Korean consumers. Journal of Research in Interactive Marketing, 4(3), 257–275.
  • Kim, Jinwoo, & Lee, J. (2002). Critical design factors for successful e-commerce systems. Behaviour & Information Technology, 21(3), 185–199.
  • Kim, Jiyoung, Jin, B., & Swinney, J. L. (2009). The role of etail quality, e-satisfaction and e-trust in online loyalty development process. Journal of Retailing and Consumer Services, 16(4), 239–247.
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  • Kline, R. B. (2016). Principle and practice of structural equation modelling (4th Press). New York, NY: The Guilford Press.
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  • Lee, G. G., & Lin, H. F. (2005). Customer perceptions of e-service quality in online shopping. International Journal of Retail and Distribution Management, 33(2), 161–176.
  • Leonnard. (2019). Exploring the relationship among e-service quality, loyalty at higher education institutions. Journal on Efficiency and Responsibility in Education and Science, 12(4), 103–110.
  • Li, H., Tevrizci, C., & Aham-Anyanwu, N. (2014). An empirical study of e-loyalty development process from the e-service quality experience: Testing the etailq scale. In Proceedings - Pacific Asia Conference on Information Systems, PACIS 2014.
  • Liu, D., & Guo, X. (2017). Can trust and social benefit really help? Empirical examination of purchase intentions for wearable devices. Information Development, 33(1), 43–56.
  • López-Miguens, M. J., & Vázquez, E. G. (2017). An integral model of e-loyalty from the consumer’s perspective. Computers in Human Behavior, 72, 397–411.
  • Malakmadze, K., Ünver, S., & Arıkan, E. (2017). Çevrimiçi gizlilik ve e-sadakat eğilimi ilişkisi üzerine ülkeler arası bir inceleme: Türkiye ve Rusya arasında bir karşılaştırma. Journal of Business Research - Turk, 9(1), 439–463.
  • McCole, P. (2002). The role of trust for electronic commerce in services. International Journal of Contemporary Hospitality Management, 14(2), 81–87.
  • Mcknight, H. D., Kacmar, C. J., & Choudhury, V. (2004). Shifting factors and the ineffectiveness of third party assurance seals: a two-stage model of initial trust in a web busines. Electronic Markets, 14(3), 1–15.
  • Miyazaki, A. D., & Fernandez, A. (2001). Consumer perceptions of privacy and security risks for online shopping. Journal of Consumer Affairs, 35(1), 27–44.
  • Omar, M. W. (2009). The mediating effect of cognitive and emotional satisfaction on customer loyalty. International Journal of Management Innovation Systems, 1(2), 1–13.
  • Parasuraman, A., Zeithaml, V. A., & Malhotra, A. (2005). E-S-QUAL a multiple-item scale for assessing electronic service quality. Journal of Service Research, 7(3), 213–233.
  • Pavlou, P. A., Liang, H., & Xue, Y. (2007). Understanding and mitigating uncertainty in online environments: a principal-agent perspective. MIS Quarterly, 31(1), 105–136.
  • Pitta, D., Franzak, F., & Fowler, D. (2006). A strategic approach to building online customer loyalty: Integrating customer profitability tiers. Journal of Consumer Marketing, 23(7), 421–429.
  • Porter, M. E. (2001). Strategy and the Internet. Harvard Business Review, 20, 62–78.
  • Quan, S. (2010). Assessing the effects of e-service quality and esatisfaction on internet banking loyalty in China. In Proceedings of the International Conference on E-Business and E-Government, ICEE 2010 (pp. 93–96). IEEE.
  • Reichheld, F. F., & Reprint, P. S. (2000). E-loyalty: your secret weapon on the web. Harvard Business Review, 78(4), 105–113.
  • Ribbink, D., Van Riel, A. C. R., Liljander, V., & Streukens, S. (2004). Comfort your online customer: Quality, trust and loyalty on the internet. Managing Service Quality: An International Journal, 14(6), 446–456.
  • Rodríguez, P. G., Villarreal, R., Valiño, P. C., & Blozis, S. (2020). A PLS-SEM approach to understanding E-SQ, E-Satisfaction and E-Loyalty for fashion E-Retailers in Spain. Journal of Retailing and Consumer Services, 57, 102201.
  • Safa, N. S., & Ismail, M. A. (2013). A customer loyalty formation model in electronic commerce. Economic Modelling, 35, 559–564.
  • Sai Vijay, T., Prashar, S., & Sahay, V. (2019). The influence of online shopping values and web atmospheric cues on e-loyalty: Mediating role of e-satisfaction. Journal of Theoretical and Applied Electronic Commerce Research, 14(1), 1–15.
  • Santos, J. (2003). E-service quality: A model of virtual service quality dimensions. Managing Service Quality: An International Journal, 13(3), 233–246.
  • See-to, E. W. K., & Ho, K. K. W. (2014). Value co-creation and purchase intention in social network sites: The role of electronic Word-of-Mouth and trust – A theoretical analysis. Computers in Human Behavior, 31, 182–189.
  • Semeijn, J., van Riel, A. C. R., van Birgelen, M. J. H., & Streukens, S. (2005). E-services and offline fulfilment: How e-loyalty is created. Managing Service Quality, 15(2), 182–194.
  • Sevim, N. (2018). Çevrimiçi e-müşteri sadakatinin oluşumunda e-hizmet kalitesi, e-güven ve e-tatminin etkisi. Business & Management Studies: An International Journal, 6(1), 107–127.
  • Shankar, V., Smith, A. K., & Rangaswamy, A. (2003). Customer satisfaction and loyalty in online and offline environments. International Journal of Research in Marketing, 20(2), 153–175.
  • Şimşek, Ö. F. (2007). Yapısal Eşitlik Modellemesine Giriş: Temel İlkeler ve LISREL Uygulamaları. Ankara: Ekinoks Yayınları.
  • Singh, J., & Sirdeshmukh, D. (2000). Agency and trust mechanisms in consumer satisfaction and loyalty judgments. Journal of the Academy of Marketing Science, 28(1), 150–167.
  • Sirdeshmukh, D., Singh, J., & Sabol, B. (2002). Consumer trust, value, and loyalty in relational exchanges. Journal of Marketing, 66(1), 15–37.
  • Sivakumaran, B., Auburn, L. C. S., & Maheswarappa, S. S. (2014). Trust-commitment in e-commerce: A cross-cultural exploration. Great Lakes Herald, 8(2), 65–93.
  • Social We Are (2020). Digital in 2020. Erişim adresi: https://wearesocial.com/digital-2020
  • Szymanski, D. M., & Hise, R. T. (2000). E-satisfaction: An initial examination. Journal of Retailing, 76(3), 309–322.
  • Teo, T. S. H., & Liu, J. (2007). Consumer trust in e-commerce in the United States, Singapore and China. Omega, 35(1), 22–38.
  • T.C. Ticaret Bakanlığı (2020a). İstatistikler. Erişim adresi: https://www.eticaret.gov.tr/istatistikler
  • T.C. Ticaret Bakanlığı (2020b). E-ticaret akademisi: pazaryeri açma. Erişim adresi: https://www.eticaret.gov.tr/cevrimiciegitim/pazaryeri-magaza-acma-68
  • Torres-Moraga, E., Vásquez-Parraga, A. Z., & Barra, C. (2010). Antecedents of donor trust in an emerging charity sector: The role of reputation, familiarity, opportunism and communication. Transylvanian Review of Administrative Sciences, 6(29), 159–177.
  • Toufaily, E., Ricard, L., & Perrien, J. (2013). Customer loyalty to a commercial website: Descriptive meta-analysis of the empirical literature and proposal of an integrative model. Journal of Business Research, 66(9), 1436–1447.
  • Tran, L. T. T., Pham, L. M. T., & Le, L. T. (2019). E-satisfaction and continuance intention: The moderator role of online ratings. International Journal of Hospitality Management, 77, 311–322.
  • Urban, G. L., Sultan, F., & Qualls, W. J. (2000). Placing trust at the center of your internet strategy. MIT Sloan Management Review, 42(1), 39–48.
  • Verhoef, P. C., Franses, P. H., & Hoekstra, J. C. (2002). The Effect of relational constructs on customer referrals and number of services purchased from a multiservice provider: Does age of relationship matter? Journal of the Academy of Marketing Science, 30(3), 202–216.
  • Vos, A., Marinagi, C., Trivellas, P., Eberhagen, N., Skourlas, C., & Giannakopoulos, G. (2014). Risk reduction strategies in online shopping: E-trust perspective. Procedia - Social and Behavioral Sciences, 147, 418–423.
  • Wallace, D. W., Giese, J. L., & Johnson, J. L. (2004). Customer retailer loyalty in the context of multiple channel strategies. Journal of Retailing, 80(4), 249–263.
  • Wang, R., Wang, S., Wu, T., & Zhang, X. (2012). Customers E-trust for online retailers: A case in China. In 2012 Eighth International Conference on Computational Intelligence and Security Customers (pp. 573–577). IEEE.
  • Wolfinbarger, M., & Gilly, M. C. (2003). eTailQ: dimensionalizing, measuring and predicting etail quality. Journal of Retailing, 79, 183–198.
  • Yaşin, B., Özkan, E., & Baloğlu, S. (2017). Tüketicilerin çevrimiçi perakende alışveriş sitelerine yönelik sadakatleri üzerinde memnuniyet, güven ve kalite algılarının rolü. İstanbul Üniversitesi İşletme Fakültesi İşletme İktisadı Enstitüsü Yönetim Dergisi, 28(83), 24–47.
  • Yazıcıoğlu, Y., & Erdoğan, S. (2004). SPSS uygulamalı bilimsel araştırma yöntemleri. (D. Yayıncılık, Ed.). Ankara.
  • Yıldız, S., & Karadirek, G. (2014). Elektronik hizmet kalitesi algılamaları: bireysel internet bankacılığı kullanıcıları üzerine bir uygulama. Gümüşhane Üniversitesi Sosyal Bilimler Elektronik Dergisi, 10, 304–329.
  • Yoo, C. W., Sanders, G. L., & Moon, J. (2013). Exploring the effect of e-WOM participation on e-Loyalty in e-commerce. Decision Support Systems, 55(3), 669–678.
  • Zheng, X., Lee, M., & Cheung, C. M. K. (2017). Examining e-loyalty towards online shopping platforms: The role of coupon proneness and value consciousness. Internet Research, 27(3), 709–726.
Toplam 86 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Ana Bölüm
Yazarlar

Busra Kutlu Karabıyık 0000-0002-6691-2921

Yayımlanma Tarihi 31 Aralık 2021
Yayımlandığı Sayı Yıl 2021 Cilt: 23 Sayı: 3

Kaynak Göster

APA Kutlu Karabıyık, B. (2021). E-Ticaret Pazaryerlerine Yönelik Müşteri E-Sadakati: E-Güven ve E-Memnuniyetin Rolü. Ankara Hacı Bayram Veli Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi, 23(3), 967-1000. https://doi.org/10.26745/ahbvuibfd.902482