Articles
MANAGERIAL IMPLICATIONS OF THE RELATIONSHIP BETWEEN CUSTOMER CARE AND PURCHASE INTENTION IN ONLINE SHOPPING
Adnan Veysel ERTEMEL- Mustafa Emre CİVELEK
Published 2019-03-22
Keywords
- Online Shopping,
- Customer Care,
- Perceived Value,
- Brand Loyalty,
- Purchase Intention
- Çevrimiçi Alışveriş,
- Müşteri Hizmetleri,
- Algılanan Değer,
- Marka Bağlılığı,
- Satınalma Niyeti
How to Cite
ERTEMEL, A. V., & CİVELEK, M. E. (2019). MANAGERIAL IMPLICATIONS OF THE RELATIONSHIP BETWEEN CUSTOMER CARE AND PURCHASE INTENTION IN ONLINE SHOPPING. Business & Management Studies: An International Journal, 7(1), 514–526. https://doi.org/10.15295/bmij.v7i1.1086
Abstract
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.
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References
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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.
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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.
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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.