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© Business & Management Studies: An International Journal, 2019
Adnan Veysel ERTEMEL
Assist. Prof. Dr., İstanbul Ticaret University
Mustafa Emre CİVELEK
Assist. Prof. Dr., İstanbul Ticaret University
How to Cite
MANAGERIAL IMPLICATIONS OF THE RELATIONSHIP BETWEEN CUSTOMER CARE AND PURCHASE INTENTION IN ONLINE SHOPPING
Vol 7 No 1 (2019): BUSINESS & MANAGEMENT STUDIES: AN INTERNATIONAL JOURNAL
Submitted: Mar 22, 2019
Published: Mar 22, 2019
This paper studies customer care as an important factor that affects the performance of B2C e-commerce websites. A survey was conducted to 464 Turkish B2C website customers. Analysis method of this study is partial least square structural equation modeling (PLS-SEM). Specifically, customer care in B2C e-commerce web sites is found to have direct effect on perceived value and indirect effect on purchase intention via perceived value and brand loyalty. Besides relationship between customer care and purchase intention was found as insignificant. The most important contribution of this research is the unveiling of the indirect relationship between customer care and purchase intention. This study also offers some important manageral suggestions for B2C web sites.