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E-TİCARETTE MÜŞTERİ MEMNUNİYETİNİN MÜŞTERİ BAĞLILIĞINA ETKİSİNDE LOJİSTİK HİZMET KALİTESİNİN ARACILIK ROLÜ

Yıl 2024, Cilt: 9 Sayı: 1, 17 - 34, 19.04.2024

Güneş Sipahi

Öz

Tüketim alışkanlıklarının değişmesi, teknolojideki yenilikler nedeni ile e-ticaret her geçen gün daha fazla müşteri tarafından tercih edilmektedir. Bu nedenle birçok şirket e-ticaret alanında faaliyet göstermeye başlamış ve bu alandaki rekabet artmıştır. Bu makalenin amacı, müşteri memnuniyeti ile müşteri bağlılığı arasındaki ilişkide lojistik hizmet kalitesinin aracı rolünü incelemektedir. Çalışmada 146 katılımcıdan kolayda örnkeleme yoluyla çevrimiçi anket ile toplanan veriler incelenmiştir. Modelin testi için kısmi en küçük kareler yol analizi (PSL-SEM) kullanılmıştır. Çalışmanın sonuçlarına göre müşteri memnuniyetinin ve lojistik hizmet kalitesinin tüm boyutlarının tutumsal bağlılığı poztif yönde etkilediği, lojistik hizmet kalitesi boyutlarından bilgi kalitesi ve cevap verebilirliğin memnuniyet ve bağlılık arasında kısmi aracılık rolü olduğu görülmüştür

Anahtar Kelimeler

e-ticaret müşteri memnuniyeti müşteri bağlılığı lojistik hizmet kalitesi

Etik Beyan

Aydın Adnan Menderes Üniversitesi Sosyal Bilimler Enstitüsün'den 01.06.2022 yılı ve 9 nolu karar ile etik kurul raporu alınmıştır.

Kaynakça

  • Ahmed, W., Najmi, A., Kusi-Sarpong, S., Khan, S. A., Khushal, A., ve Quartey, J. (2021). A framework for measuring customer loyalty for 3PL industry: A case of evolving market, Benchmarking: An International Journal, 28(6), 2023-2046.
  • Akıskalı, T. (2020). Elektronik hizmet kalitesi algısı: kültürlerarası karşılaştırma: İngiltere ve Türkiye örneği, Yüksek Lisans Tezi, Akdeniz Üniversitesi Sosyal Bilimler Enstitüsü
  • Bakan, I., ve Şekkeli, Z.H. (2018). Lojistik hizmet kalitesinin müşteri sadakati üzerine etkisi: kahramanmaraş ilinde bir alan çalışması, Turan-Sam (Turan Stratejik Araştırmalar Merkezi), 10(40): 123-137.
  • Balabanis, G., Reynolds, N., ve Simintiras, A. (2006). Bases of e-store loyalty: Perceived switching barriers and satisfaction, Journal of Business Research, 59(2), 214-224.
  • Baron, R.M. ve Kenny, D.A. (1986). Moderator mediator variables distinction in social psychological research: Conceptual, strategic, and statistical considerations, Journal of Personality and Social Psychology, 51(6), 1173–82.
  • Berné, C., Múgica, J.M., ve Yague, M.J., (2001). The effect of variety-seeking on customer retention in services, Journal of Retailing and Consumer Services, 8, 335-345.
  • Bodet, G. (2008). Customer satisfaction and loyalty in service: two concepts, four constructs, several relationships, Journal of Retailing and Consumer Services, 15,156-162.
  • Bowen, J., ve Chen, S. (2001). The relationship between customer loyalty and customer satisfaction, International Journal of Contemporary Hospitality Management, 13(5), 213-217.
  • Cahill, D.L., Goldsby, T.J., Michael Knemeyer, A., ve Marcus Wallenburg, C. (2010). Customer loyalty in logistics outsourcing relationships: An examination of the moderating effects of conflict frequency, Journal of Business Logistics, 31(2):253–277.
  • Chang, H.H., Wang, Y.H., ve Yang, W.Y. (2009). The impact of e-service quality, customer satisfaction and loyalty on e-marketing: Moderating effect of perceived value, Total Quality Management, 20(4), 423-443.
  • Davis, E.R. (2006). The role of logistics service quality in creating customer loyalty. (Yayımlanmamış doktora tezi), The University of Tennessee, Knoxville.
  • Dick, A., ve Basu, K., (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22, 99-113.
  • Ergen F.H. (2013). Algılanan lojistik hizmet düzeyi ile marka sadakati arasındaki ilişki: E- ticaret alanında bir araştırma. (Yayımlanmamış yüksek lisans tezi), Yıldız Teknik Üniversitesi Sosyal Bilimler Enstitüsü. İstanbul
  • Fornell, C., ve Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error, Journal of Marketing Research,18(1), 39-50.
  • Gallarza, M.G., Arteaga-Moreno, F., Chiappa, G.D., ve Gil-Saura, I. (2016). Intrinsic value dimensions and the value-satisfaction-loyalty chain: A causal model for services, Journal of Services Marketing, 30(2), 165-185.
  • Hair, J.F., Black. W.C, Babin, B.J., Anderson. R.E., ve Tatham R.L. (2010), Multivariate Data Analysis. (Vol. 7), NJ:Pearson Prentice Hall.
  • Henseler, J., Ringle, C. M., ve Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling, Journal of The Academy of Marketing Science, 43(1), 115-135.
  • Huma, S., Ahmed, W., Ikram, M., ve Khawaja, M.I. (2019). The effect of logistics service quality on customer loyalty: Case of logistics service industry, South Asian Journal of Business Studies, 9(1), 43-61.
  • İlhan, K. (2021). İnternet üzerinden alışverişlerde elektronik hizmet kalitesi ve lojistik hizmet Kalitesinin müşteri memnuniyeti ve sadakatine etkisi, Uluslararası Sosyal Araştırmalar Dergisi, 14 (80), 15-29.
  • Jaafar, H.S., Rafiq, M. (2017). Logistics service quality and commitment in third party logistics, Gading Journal for the Social Sciences, 9 (1):65-79.
  • Jacoby, J., ve Kyner, D.B., (1973). Brand loyalty vs. repeat purchasing behaviour, Journal of Marketing Research, 10, 1-9.
  • Javalgi, R., ve Moberg, C. (1997), Service loyalty: Implications for service providers, The Journal of Services Marketing, 11(3), 165-179.
  • Karadeniz M., ve Işık M. (2014). Lojistik hizmet kalitesi ile müşteri memnuniyeti ilişkisi: E- ticaret üzerine bir araştırma, İstanbul Journal of Social Sciences, 7, 1- 24.
  • Kotler, P. (2000). Marketing Management, New Jersey: Upper Saddle River.
  • Kumar, V., ve Reinartz, W. (2018). Customer Relationship Management: Concept, Strategy, and Tools. Springer
  • Lammik, J., Wetzels, M., ve Koelemeijer, K. (1996), Manufacturer-distributor relationships and channel service quality, The International Journal of Logistics Management, Vol. 7 No. 2, 33-42.
  • Masyhuri, M. (2022). Key Drivers of Customer Satisfaction on the E-Commerce Business, East Asian Journal of Multidisciplinary Research, 1(4), 657-670.
  • Mentzer, J.T., Daniel, J.F., ve Kent, J. L. (1999). Developing a logistics service quality scale, Journal of Business Logistics, 20(1), 9-32.
  • Mentzer, J.T.,Daniel, J. F., ve Hult T.M. (2001). Logistic service quality as a segment-customized process, Journal of Marketing, 64(4), 82-104.
  • Murfield, M., Rutner, R., ve Thomas, R., (2016). Investigating logistics service quality in omni-channel retailing, International Journal of Physical Distribution & Logistics Management, (47 /4), 263-296.
  • Morash, E.A., Droge, C.L.M. ve Vickery S.K. (1996). Strategic logistics capabilities for competitive advantage and firm success, Journal of Business Logistics, 17(l), 1-22.
  • Nguyen, D.H., de Leeuw, S., Dullaert, W., ve Foubert, B.P. (2019). What is the right delivery option for you? Consumer Preferences for Delivery Attributes in Online Retailing. J. Bus. Logist
  • Oliver, R.L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469.
  • Pratminingsih, S.A., Lipuringtyas, C., ve Rimenta, T. (2013). Factors influencing customer loyalty toward online shopping, International Journal of Trade, Economics and Finance, 4(3), 104-110.
  • Reichheld, F. F., ve Sasser, W. E. (1990). Zero Defections: Quality Comes to Services. Harvard Business Review, 68(5), 105-111.
  • Shahin, A., Abandi, A.A., ve Javadi, M.H.M. (2011). Analyzing the relationship between customer satisfaction and loyalty in the software industry - with a case study in Isfahan system group, International Journal of Business and Social Science, 2(23), 129-136.
  • Sharp, B., ve Sharp, A. (1997). Loyalty programs and their impact on repeat-purchase loyalty patterns, International Journal of Research in Marketing, 14(5), 473-486.
  • Srinivasan, S.S., Anderson, R., ve Ponnavolu, K. (2002). Customer loyalty in e-commerce: An exploration of its antecedents and consequences, Journal of Retailing, 78(1): 41- 50.
  • Srivastava, R.K., Shervani, T.A., ve Fahey, L. (1998). Market-based assets and shareholder value: A framework for analysis, Journal of Marketing, 62(1), 2-18.
  • Sutrisno, A., Andajani, E., ve Widjaja, F.N. (2019). The effects of service quality on customer satisfaction and loyalty in a logistics company, KnE Social Sciences, 85-92.
  • Swamidass, P.M. (2000). Seven “rights” of logistics. In: Swamidass P.M. (eds) Encyclopedia of Production and Manufacturing Management. Springer, Boston, MA.
  • Uncles, M., ve Laurent, G. (1997). Loyalty: Editorial. International Journal of Research in Marketing, 14(5), 399-404.
  • Verhoef, P.C., Lemon, K.N., Parasuraman, A., Roggeveen, A., Tsiros, M., ve Schlesinger, L.A. (2009). Customer experience creation: Determinants, dynamics and management strategies, Journal of Retailing, 85(1), 31-41.
  • Waqar, A., ve Nabeel, N. (2021). The impact of social networking on customer loyalty inan emerging e-market context, Virtual Economics, 4(2), 76-87.
  • Yang, Z., Jun, M., ve Peterson, R.T. (2004). Measuring customer perceived online service quality: scale development and managerial implications, International Journal of Operations & Production Management, 24(11), 1149-1174.
  • Yıldız, E. (2021) SmartPSL ile yapısal eşitlik modellemesi reflektif ve formatif yapılar, 2.Baskı, Seçkin Yayınevi, Ankara Yoon, S.H. (2007). Determinants of online service satisfaction and their impacts on behavioral intentions, Journal of Korea Trade, 11(3), 23–52.
  • Zeithaml, V.A., Berry, L.L., ve Parasuraman, A. (1996). The behavioral consequences of service quality, Journal of Marketing, 60(2), 31-46.
  • Zeithaml, V.A. (2000). Service quality, profitability, and the economic worth of customers: what we know and what we need to learn, Journal of the Academy of Marketing Science, 28(1), 67-85.

MEDIATING ROLE OF LOGISTICS SERVICE QUALITY IN THE EFFECT OF CUSTOMER SATISFACTION AND CUSTOMER LOYALTY IN E-COMMERCE

Yıl 2024, Cilt: 9 Sayı: 1, 17 - 34, 19.04.2024

Güneş Sipahi

Öz

Due to the model of consumption development and innovations in technology, e-commerce is preferred by more customers every day. As a result, many businesses have begun to operate in the field of e-commerce, and competition has increased. The goal of this article is to investigate the role of logistics service quality as a moderator in the relationship between customer satisfaction and customer loyalty. The study examined data collected from 146 participants via an online survey via convenience sampling. The research model was analyzed using partial least squares path analysis (PLS-SEM) According to the study's findings, all dimensions of customer satisfaction and logistics service quality positively affect attitudinal commitment, and information quality and responsiveness, which are dimensions of logistics service quality, play a partial mediation role between satisfaction and loyalty

Anahtar Kelimeler

e-trade customer satisfaction customer loyalty logistics service quality

Kaynakça

  • Ahmed, W., Najmi, A., Kusi-Sarpong, S., Khan, S. A., Khushal, A., ve Quartey, J. (2021). A framework for measuring customer loyalty for 3PL industry: A case of evolving market, Benchmarking: An International Journal, 28(6), 2023-2046.
  • Akıskalı, T. (2020). Elektronik hizmet kalitesi algısı: kültürlerarası karşılaştırma: İngiltere ve Türkiye örneği, Yüksek Lisans Tezi, Akdeniz Üniversitesi Sosyal Bilimler Enstitüsü
  • Bakan, I., ve Şekkeli, Z.H. (2018). Lojistik hizmet kalitesinin müşteri sadakati üzerine etkisi: kahramanmaraş ilinde bir alan çalışması, Turan-Sam (Turan Stratejik Araştırmalar Merkezi), 10(40): 123-137.
  • Balabanis, G., Reynolds, N., ve Simintiras, A. (2006). Bases of e-store loyalty: Perceived switching barriers and satisfaction, Journal of Business Research, 59(2), 214-224.
  • Baron, R.M. ve Kenny, D.A. (1986). Moderator mediator variables distinction in social psychological research: Conceptual, strategic, and statistical considerations, Journal of Personality and Social Psychology, 51(6), 1173–82.
  • Berné, C., Múgica, J.M., ve Yague, M.J., (2001). The effect of variety-seeking on customer retention in services, Journal of Retailing and Consumer Services, 8, 335-345.
  • Bodet, G. (2008). Customer satisfaction and loyalty in service: two concepts, four constructs, several relationships, Journal of Retailing and Consumer Services, 15,156-162.
  • Bowen, J., ve Chen, S. (2001). The relationship between customer loyalty and customer satisfaction, International Journal of Contemporary Hospitality Management, 13(5), 213-217.
  • Cahill, D.L., Goldsby, T.J., Michael Knemeyer, A., ve Marcus Wallenburg, C. (2010). Customer loyalty in logistics outsourcing relationships: An examination of the moderating effects of conflict frequency, Journal of Business Logistics, 31(2):253–277.
  • Chang, H.H., Wang, Y.H., ve Yang, W.Y. (2009). The impact of e-service quality, customer satisfaction and loyalty on e-marketing: Moderating effect of perceived value, Total Quality Management, 20(4), 423-443.
  • Davis, E.R. (2006). The role of logistics service quality in creating customer loyalty. (Yayımlanmamış doktora tezi), The University of Tennessee, Knoxville.
  • Dick, A., ve Basu, K., (1994). Customer loyalty: Toward an integrated conceptual framework. Journal of the Academy of Marketing Science, 22, 99-113.
  • Ergen F.H. (2013). Algılanan lojistik hizmet düzeyi ile marka sadakati arasındaki ilişki: E- ticaret alanında bir araştırma. (Yayımlanmamış yüksek lisans tezi), Yıldız Teknik Üniversitesi Sosyal Bilimler Enstitüsü. İstanbul
  • Fornell, C., ve Larcker, D.F. (1981). Evaluating structural equation models with unobservable variables and measurement error, Journal of Marketing Research,18(1), 39-50.
  • Gallarza, M.G., Arteaga-Moreno, F., Chiappa, G.D., ve Gil-Saura, I. (2016). Intrinsic value dimensions and the value-satisfaction-loyalty chain: A causal model for services, Journal of Services Marketing, 30(2), 165-185.
  • Hair, J.F., Black. W.C, Babin, B.J., Anderson. R.E., ve Tatham R.L. (2010), Multivariate Data Analysis. (Vol. 7), NJ:Pearson Prentice Hall.
  • Henseler, J., Ringle, C. M., ve Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling, Journal of The Academy of Marketing Science, 43(1), 115-135.
  • Huma, S., Ahmed, W., Ikram, M., ve Khawaja, M.I. (2019). The effect of logistics service quality on customer loyalty: Case of logistics service industry, South Asian Journal of Business Studies, 9(1), 43-61.
  • İlhan, K. (2021). İnternet üzerinden alışverişlerde elektronik hizmet kalitesi ve lojistik hizmet Kalitesinin müşteri memnuniyeti ve sadakatine etkisi, Uluslararası Sosyal Araştırmalar Dergisi, 14 (80), 15-29.
  • Jaafar, H.S., Rafiq, M. (2017). Logistics service quality and commitment in third party logistics, Gading Journal for the Social Sciences, 9 (1):65-79.
  • Jacoby, J., ve Kyner, D.B., (1973). Brand loyalty vs. repeat purchasing behaviour, Journal of Marketing Research, 10, 1-9.
  • Javalgi, R., ve Moberg, C. (1997), Service loyalty: Implications for service providers, The Journal of Services Marketing, 11(3), 165-179.
  • Karadeniz M., ve Işık M. (2014). Lojistik hizmet kalitesi ile müşteri memnuniyeti ilişkisi: E- ticaret üzerine bir araştırma, İstanbul Journal of Social Sciences, 7, 1- 24.
  • Kotler, P. (2000). Marketing Management, New Jersey: Upper Saddle River.
  • Kumar, V., ve Reinartz, W. (2018). Customer Relationship Management: Concept, Strategy, and Tools. Springer
  • Lammik, J., Wetzels, M., ve Koelemeijer, K. (1996), Manufacturer-distributor relationships and channel service quality, The International Journal of Logistics Management, Vol. 7 No. 2, 33-42.
  • Masyhuri, M. (2022). Key Drivers of Customer Satisfaction on the E-Commerce Business, East Asian Journal of Multidisciplinary Research, 1(4), 657-670.
  • Mentzer, J.T., Daniel, J.F., ve Kent, J. L. (1999). Developing a logistics service quality scale, Journal of Business Logistics, 20(1), 9-32.
  • Mentzer, J.T.,Daniel, J. F., ve Hult T.M. (2001). Logistic service quality as a segment-customized process, Journal of Marketing, 64(4), 82-104.
  • Murfield, M., Rutner, R., ve Thomas, R., (2016). Investigating logistics service quality in omni-channel retailing, International Journal of Physical Distribution & Logistics Management, (47 /4), 263-296.
  • Morash, E.A., Droge, C.L.M. ve Vickery S.K. (1996). Strategic logistics capabilities for competitive advantage and firm success, Journal of Business Logistics, 17(l), 1-22.
  • Nguyen, D.H., de Leeuw, S., Dullaert, W., ve Foubert, B.P. (2019). What is the right delivery option for you? Consumer Preferences for Delivery Attributes in Online Retailing. J. Bus. Logist
  • Oliver, R.L. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 17(4), 460-469.
  • Pratminingsih, S.A., Lipuringtyas, C., ve Rimenta, T. (2013). Factors influencing customer loyalty toward online shopping, International Journal of Trade, Economics and Finance, 4(3), 104-110.
  • Reichheld, F. F., ve Sasser, W. E. (1990). Zero Defections: Quality Comes to Services. Harvard Business Review, 68(5), 105-111.
  • Shahin, A., Abandi, A.A., ve Javadi, M.H.M. (2011). Analyzing the relationship between customer satisfaction and loyalty in the software industry - with a case study in Isfahan system group, International Journal of Business and Social Science, 2(23), 129-136.
  • Sharp, B., ve Sharp, A. (1997). Loyalty programs and their impact on repeat-purchase loyalty patterns, International Journal of Research in Marketing, 14(5), 473-486.
  • Srinivasan, S.S., Anderson, R., ve Ponnavolu, K. (2002). Customer loyalty in e-commerce: An exploration of its antecedents and consequences, Journal of Retailing, 78(1): 41- 50.
  • Srivastava, R.K., Shervani, T.A., ve Fahey, L. (1998). Market-based assets and shareholder value: A framework for analysis, Journal of Marketing, 62(1), 2-18.
  • Sutrisno, A., Andajani, E., ve Widjaja, F.N. (2019). The effects of service quality on customer satisfaction and loyalty in a logistics company, KnE Social Sciences, 85-92.
  • Swamidass, P.M. (2000). Seven “rights” of logistics. In: Swamidass P.M. (eds) Encyclopedia of Production and Manufacturing Management. Springer, Boston, MA.
  • Uncles, M., ve Laurent, G. (1997). Loyalty: Editorial. International Journal of Research in Marketing, 14(5), 399-404.
  • Verhoef, P.C., Lemon, K.N., Parasuraman, A., Roggeveen, A., Tsiros, M., ve Schlesinger, L.A. (2009). Customer experience creation: Determinants, dynamics and management strategies, Journal of Retailing, 85(1), 31-41.
  • Waqar, A., ve Nabeel, N. (2021). The impact of social networking on customer loyalty inan emerging e-market context, Virtual Economics, 4(2), 76-87.
  • Yang, Z., Jun, M., ve Peterson, R.T. (2004). Measuring customer perceived online service quality: scale development and managerial implications, International Journal of Operations & Production Management, 24(11), 1149-1174.
  • Yıldız, E. (2021) SmartPSL ile yapısal eşitlik modellemesi reflektif ve formatif yapılar, 2.Baskı, Seçkin Yayınevi, Ankara Yoon, S.H. (2007). Determinants of online service satisfaction and their impacts on behavioral intentions, Journal of Korea Trade, 11(3), 23–52.
  • Zeithaml, V.A., Berry, L.L., ve Parasuraman, A. (1996). The behavioral consequences of service quality, Journal of Marketing, 60(2), 31-46.
  • Zeithaml, V.A. (2000). Service quality, profitability, and the economic worth of customers: what we know and what we need to learn, Journal of the Academy of Marketing Science, 28(1), 67-85.
Toplam 48 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular Kalite Yönetimi
Bölüm Makaleler
Yazarlar

Güneş Sipahi 0000-0002-6414-5618

Yayımlanma Tarihi 19 Nisan 2024
Gönderilme Tarihi 29 Eylül 2023
Yayımlandığı Sayı Yıl 2024Cilt: 9 Sayı: 1

Kaynak Göster

APA Sipahi, G. (2024). E-TİCARETTE MÜŞTERİ MEMNUNİYETİNİN MÜŞTERİ BAĞLILIĞINA ETKİSİNDE LOJİSTİK HİZMET KALİTESİNİN ARACILIK ROLÜ. Türk Sosyal Bilimler Araştırmaları Dergisi, 9(1), 17-34.