Cilt 7 Sayı 5 (2019): Business & Management Studies: An International Journal
Makaleler

ÇEVRİMİÇİ ALIŞVERİŞ VE MÜŞTERİ MEMNUNİYETİNİN ARAŞTIRILMASI: WEB TASARIMININ ROLÜ

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  • Arzu TUYGUN TOKLU
Arzu TUYGUN TOKLU
Dr. Öğr. Üyesi, Recep Tayyip Erdoğan Üniversitesi

Yayınlanmış 25.12.2019

Anahtar Kelimeler

  • Online shopping, Customer satisfaction, Repurchase intention
  • Çevrimiçi alışveriş, Müşteri memnuniyeti, Tekrar satın alma

Nasıl Atıf Yapılır

ÇEVRİMİÇİ ALIŞVERİŞ VE MÜŞTERİ MEMNUNİYETİNİN ARAŞTIRILMASI: WEB TASARIMININ ROLÜ. (2019). Business & Management Studies: An International Journal, 7(5), 2408-2426. https://doi.org/10.15295/bmij.v7i5.1270

Nasıl Atıf Yapılır

ÇEVRİMİÇİ ALIŞVERİŞ VE MÜŞTERİ MEMNUNİYETİNİN ARAŞTIRILMASI: WEB TASARIMININ ROLÜ. (2019). Business & Management Studies: An International Journal, 7(5), 2408-2426. https://doi.org/10.15295/bmij.v7i5.1270

Öz

Teknolojinin son on yıllardaki hızlı gelişimi, tedarik zincirinin her halkasında önemli değişimleri beraberinde getirerek etkinlik ve verimliliği arttırmıştır. İş süreçlerinin yeniden tanımlanmasını da beraberinde getiren bu gelişim işletmeleri yeni oluşan bu rekabet alanlarında farklılaşmaya yöneltmektedir. Bu değişimle birlikte Türkiye’deki çevrimiçi pazar da son yıllarda büyüme performansını arttırmaktadır. Bilişim teknolojilerinin gelişmesi ile alt yapının sürekli güncellenmesi ve kapsamlı pazarlama iletişimi faaliyetleriyle sağlanan bu hızlı büyümenin uzun vadede devam ettirilmesinin gereği ortadadır. Bunun için tüketici tarafında da yapılacak çalışmalarla çevrimiçi satın alma deneyimini gerçekleştiren tüketicilerin davranışını etkileyen belirleyicilerin incelenmesi esastır. Bu araştırmanın temel amacı, tüketicilerin çevrimiçi satın alma davranışlarını etkileyen web sayfasında sunulan bilgi kalitesi, web sitesi estetiği, web sitesi kolaylığı ve fiyat tekliflerinin toplam müşteri memnuniyetine etkisini incelemektir. İlave olarak, bu toplam müşteri memnuniyetinin e-güvene ve tekrar satın alma niyetine etkisi araştırılmaktadır. Bunun için kolayda örnekleme yöntemi ile seçilen tüketicilerle yapılan anket çalışması ile araştırmanın verileri toplanmıştır. Veriler SPSS v23 ve SmartPLS Yapısal Eşitlik Modellemesi ile analiz edilmiştir. Elde edilen sonuçlara göre web sitesi kolaylığı ve fiyat teklifleri toplam müşteri memnuniyetini etkilemektedir. Benzer şekilde toplam müşteri memnuniyeti e-güven ve tekrar satın alma niyetini etkilemektedir. E-güven aynı zamanda tekrar satın alma niyetini etkilerken, web sitesinde sunulan bilgi kalitesi ile web sitesi estetiğinin müşteri memnuniyetinde etkili olmadığı bulunmuştur. Çalışma çevrimiçi alışverişte değere yol açan koşulların ve tekrar satın alma davranışının daha iyi anlaşılmasına yardımcı olmaktadır.

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