Makaleler
ÇEVRİMİÇİ ALIŞVERİŞTE MÜŞTERİ HİZMETLERİNİN SATINALMA NİYETİ ÜZERİNDEKİ ETKİSİNİN YÖNETİMSEL ÇIKARIMLARI
Adnan Veysel ERTEMEL- Mustafa Emre CİVELEK
Yayınlanmış 2019-03-22
Anahtar Kelimeler
- Online Shopping,
- Customer Care,
- Perceived Value,
- Brand Loyalty,
- Purchase Intention
- Çevrimiçi Alışveriş,
- Müşteri Hizmetleri,
- Algılanan Değer,
- Marka Bağlılığı,
- Satınalma Niyeti
Nasıl Atıf Yapılır
ERTEMEL, A. V., & CİVELEK, M. E. (2019). ÇEVRİMİÇİ ALIŞVERİŞTE MÜŞTERİ HİZMETLERİNİN SATINALMA NİYETİ ÜZERİNDEKİ ETKİSİNİN YÖNETİMSEL ÇIKARIMLARI. Business & Management Studies: An International Journal, 7(1), 514–526. https://doi.org/10.15295/bmij.v7i1.1086
Özet
Bu makale, müşteri hizmetlerini B2C e-ticaret web sitelerinde performansını etkileyen önemli bir etken olarak incelemektedir. Çalışmada 464 Türk B2C web sitesi müşterisine anket yapılmıştır. Bu çalışmada kısmi en küçük kareler yapısal eşitlik modellemesi (PLS-SEM) yöntemi kullanılmıştır. Özellikle, B2C e-ticaret web sitelerinde müşteri hizmetlerinin algılanan değeri doğrudan etkilediği ve algılanan değer ve marka sadakati üzerinden satın alma niyetini dolaylı olarak etkilediği bulunmuştur. Ancak, müşteri hizmetleri ile satın alma niyeti arasında anlamlı bir ilişki bulunmamıştır. Bu araştırmanın en önemli katkısı, müşteri hizmetleri ile satın alma niyeti arasındaki dolaylı ilişkiyi ortaya koymasıdır. Bu çalışma aynı zamanda B2C web siteleri için yönetimsel bazı önemli öneriler getirmektedir.
İndirmeler
İndirme verileri henüz mevcut değil.
Referanslar
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Byrne, B. M. (2010). Structural Equation Modeling with AMOS. New York: Routledge Taylor & Francis Group.
Chen, M. Y., & Teng, C. I. (2013). A comprehensive model of the effects of online store image on purchase intention in an e-commerce environment. Electronic Commerce Research, 13(1), 1-23.
Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences. Mahwah: Lawrence Erlbaum.
Civelek, M. (2018). Comparison of Covariance-Based and Partial Least Square Structural Equation Modeling Methods under Non-Normal Distribution and Small Sample Size Limitations. Eurasian Econometrics, Statistics & Empirical Economics Journal, 10, 39-50.
Civelek, M. (2018). e-Ticaret Web Sitelerinde Müşteri Memnuniyeti. İstanbul: Beta.
Civelek, M. (2018). Essentials of Structural Equation Modeling. Lincoln: University of Nebraska Lincoln-Zea Books.
Civelek, M. E., & Ertemel, A. V. (2018). The effect of product portfolio on purchase intention in e-commerce web sites.
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Gommans, M., Krishnan, K., & Scheffold, K. (2001). From brand loyalty to e-loyalty: a conceptual framework. Journal of Economic and Social Research, 3(1), 43-58.
Hair, J., Hult, G., Ringle, C., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling PLS-SEM. Los Angeles: SAGE.
Jiang, L., Jun, M., & Yang, Z. (2016). Customer-perceived value and loyalty: how do key service quality dimensions matter in the context of B2C e-commerce?. Service Business, 10(2), 301-317.
Joseph, P. (2015). E-Commerce. Mumbai: Prentice Hall India Pvt., Limited.
Kamariah, N.., & Salwani, S. (2005). Determinants of online shopping intention, 167-172
Kelley, Scott W., Douglas K. Hoffman, and Mark A. Davis (1993). A typology of retail failures and recoveries, Journal of Retailing, 69 (winter), 429–452
Lin, L. Y., & Chen, C. S. (2006). The influence of the country-of-origin image, product knowledge and product involvement on consumer purchase decisions: an empirical study of insurance and catering services in Taiwan. Journal of consumer Marketing, 23(5), 248-265.
Oliver, R. L., & DeSarbo, W. S. (1988). Response determinants in satisfaction judgments. Journal of consumer research, 14(4), 495-507.
Qin, Z. (Ed.). (2010). Introduction to E-commerce. Springer science & business media.
Schultz, D. (2000) “Customer/Brand Loyalty in an Interactive Marketplace,” Journal of Advertising Research, 40 (3): 41-53.
Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002). Customer loyalty in e-commerce: an exploration of its antecedents and consequences. Journal of retailing, 78(1), 41-50.
Statista. (2019). Statista. Accessed: https://www.statista.com/statistics/272391/us-retail-e-commerce-sales-forecast/
Turban, E., Outland, J., King, D., Lee, J. K., Liang, T. P., & Turban, D. C. (2017). Electronic commerce 2018: a managerial and social networks perspective. Springer.
Wang, H. C., Pallister, J. G., & Foxall, G. R. (2006). Innovativeness and involvement as determinants of website loyalty: II. Determinants of consumer loyalty in B2C e-commerce. Technovation, 26(12), 1366-1373.
Woodside, A., Megehee , C., & Ogle , A. (2009). Perspectives on Cross-Cultural, Ethnographic, Brand Image Storrytelling, Unconscious Needs, and Hospitality Guest Research. Bingley: Emerald Group Publishing Limited.
Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & Marketing, 21(10), 799-822.
Zeng, F., Hu, Z., Chen, R., & Yang, Z. (2009). Determinants of online service satisfaction and their impacts on behavioural intentions. Total Quality Management, 20(9), 953-969.
Anderson, J. & Gerbing, D. (1988). Structural Equation Modelling in Practice: A Review and Recommended Two-Step Approach. Psychological Bulletin.
Bitner, Mary Jo, Bernard H. Booms, and Mary S. Tetreault (1990). The service encounter: diagnosing favorable and unfavorable incidents, Journal of Marketing, 54 (January), 71–84
Bolton, Ruth N. and James H. Drew (1992). Mitigating the effect of service encounters, Marketing Letters, 3 (January), 57–70
Boulding, W., Kalra, A., Staelin, R., & Zeithaml, V. A. (1993). A dynamic process model of service quality: from expectations to behavioral intentions. Journal of marketing research, 30(1), 7.
Byrne, B. M. (2010). Structural Equation Modeling with AMOS. New York: Routledge Taylor & Francis Group.
Chen, M. Y., & Teng, C. I. (2013). A comprehensive model of the effects of online store image on purchase intention in an e-commerce environment. Electronic Commerce Research, 13(1), 1-23.
Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences. Mahwah: Lawrence Erlbaum.
Civelek, M. (2018). Comparison of Covariance-Based and Partial Least Square Structural Equation Modeling Methods under Non-Normal Distribution and Small Sample Size Limitations. Eurasian Econometrics, Statistics & Empirical Economics Journal, 10, 39-50.
Civelek, M. (2018). e-Ticaret Web Sitelerinde Müşteri Memnuniyeti. İstanbul: Beta.
Civelek, M. (2018). Essentials of Structural Equation Modeling. Lincoln: University of Nebraska Lincoln-Zea Books.
Civelek, M. E., & Ertemel, A. V. (2018). The effect of product portfolio on purchase intention in e-commerce web sites.
Çemberci, M., Sudak, M., Aşçı, S., Öz, S., & Civelek, M. (2014). Y Neslinin Örgüt Ortamındaki Davranış Farklılıklarının Analizi. Online Academic Journal of Information Technology, 5(15), 57-74.
Diacon, P. E., & Donici, A. N. (2011). E-commerce across European Union. CES Working Papers, 3(3), 390-397.
EMarketer (2016), Retail E-commerce Worldwide 2016-2021. https://www.emarketer.com/Chart/Retail-Ecommerce-Sales-Worldwide-2016-2021-trillions-change-of-total-retail-sales/215138, Access date, 26.01.2019
Fornell, C. & Larcker, D. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39-50.
Geisser, S. (1974). A predictive approach to the random effects model. Biometrika, 61, 101-107.
Gommans, M., Krishnan, K., & Scheffold, K. (2001). From brand loyalty to e-loyalty: a conceptual framework. Journal of Economic and Social Research, 3(1), 43-58.
Hair, J., Hult, G., Ringle, C., & Sarstedt, M. (2017). A primer on partial least squares structural equation modeling PLS-SEM. Los Angeles: SAGE.
Jiang, L., Jun, M., & Yang, Z. (2016). Customer-perceived value and loyalty: how do key service quality dimensions matter in the context of B2C e-commerce?. Service Business, 10(2), 301-317.
Joseph, P. (2015). E-Commerce. Mumbai: Prentice Hall India Pvt., Limited.
Kamariah, N.., & Salwani, S. (2005). Determinants of online shopping intention, 167-172
Kelley, Scott W., Douglas K. Hoffman, and Mark A. Davis (1993). A typology of retail failures and recoveries, Journal of Retailing, 69 (winter), 429–452
Lin, L. Y., & Chen, C. S. (2006). The influence of the country-of-origin image, product knowledge and product involvement on consumer purchase decisions: an empirical study of insurance and catering services in Taiwan. Journal of consumer Marketing, 23(5), 248-265.
Oliver, R. L., & DeSarbo, W. S. (1988). Response determinants in satisfaction judgments. Journal of consumer research, 14(4), 495-507.
Qin, Z. (Ed.). (2010). Introduction to E-commerce. Springer science & business media.
Schultz, D. (2000) “Customer/Brand Loyalty in an Interactive Marketplace,” Journal of Advertising Research, 40 (3): 41-53.
Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002). Customer loyalty in e-commerce: an exploration of its antecedents and consequences. Journal of retailing, 78(1), 41-50.
Statista. (2019). Statista. Accessed: https://www.statista.com/statistics/272391/us-retail-e-commerce-sales-forecast/
Turban, E., Outland, J., King, D., Lee, J. K., Liang, T. P., & Turban, D. C. (2017). Electronic commerce 2018: a managerial and social networks perspective. Springer.
Wang, H. C., Pallister, J. G., & Foxall, G. R. (2006). Innovativeness and involvement as determinants of website loyalty: II. Determinants of consumer loyalty in B2C e-commerce. Technovation, 26(12), 1366-1373.
Woodside, A., Megehee , C., & Ogle , A. (2009). Perspectives on Cross-Cultural, Ethnographic, Brand Image Storrytelling, Unconscious Needs, and Hospitality Guest Research. Bingley: Emerald Group Publishing Limited.
Yang, Z., & Peterson, R. T. (2004). Customer perceived value, satisfaction, and loyalty: The role of switching costs. Psychology & Marketing, 21(10), 799-822.
Zeng, F., Hu, Z., Chen, R., & Yang, Z. (2009). Determinants of online service satisfaction and their impacts on behavioural intentions. Total Quality Management, 20(9), 953-969.