Çevrimiçi alışverişte hizmet kalitesinin müşteri sadakati ve elektronik ağızdan ağıza iletişime etkisinde marka imajının rolü
Küçük Resim Yok
Tarih
2024
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İnönü Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Araştırmanın temel amacı; çevrimiçi alışverişte hizmet kalitesinin müşteri sadakati ve elektronik ağızdan ağıza iletişime (EAAİ) etkisinde marka imajının aracılık etkisini incelemek ve işletmelere bu doğrultuda öneriler sunmaktır. Bu kapsamda çalışmanın alt amaçları ise e-hizmet kalitesinin müşteri sadakatine etkisi, e-hizmet kalitesinin EAAİ'ye etkisi, e-hizmet kalitesinin marka imajına etkisi, marka imajının müşteri sadakati ve EAAİ'ye etkisinin belirlenmesidir. Araştırmanın evrenini Türkiye genelinde çevrimiçi alışveriş yapan on sekiz yaş üstü kişiler oluşturmaktadır. Araştırma verileri online anket tekniğinden faydalanılarak toplanmıştır. Veriler Türkiye geneli 2002 kişiden elde edilmiştir. Toplanan veriler SPSS 26 ve PROCESS v4.2 eklentisinden faydalanılarak analiz edilmiştir. Analizde modern aracılık yaklaşımı benimsenmiştir. Araştırmada öncelikle katılımcılara yönelik demografik bilgilerin dağılımını görmek için frekans analizi yapılmıştır. Daha sonra e-hizmet kalitesi, müşteri sadakati, EAAİ ve marka imajı ölçeklerinin faktör analizi yapılmıştır. Yapılan faktör analizi neticesinde e-hizmet kalitesi, kullanım kolaylığı, güvenlik, yanıt verme, yerine getirme ve fiyat teklifleri olmak üzere beş boyut; EAAİ, olumlu EAAİ ve olumsuz EAAİ olmak üzere iki boyut; müşteri sadakati ve marka imajı ise tek boyut olarak belirlenmiştir. Model 4 kullanılarak yapılan aracılık analizi sonucunda marka imajının, çevrimiçi alışverişte hizmet kalitesinin kullanım kolaylığı, güvenlik, yanıt verme, yerine getirme ve fiyat teklifleri olarak tüm boyutlarının müşteri sadakati ve EAAİ etkisine aracılık ettiği sonucuna varılmıştır. Aracılık analizi ile birlikte değişkenlerin arasındaki etkiye bakıldığında e-hizmet kalitesinin müşteri sadakati, EAAİ ve marka imajını etkilediği, marka imajının da müşteri sadakati ve EAAİ etkilediği sonucuna varılarak araştırma kapsamında öne sürülen bütün hipotezler kabul edilmiştir. Anahtar kelimeler: Çevrimiçi Alışveriş, E-Hizmet Kalitesi, Müşteri Sadakati, Elektronik Ağızdan Ağıza İletişim, Marka İmajı, Aracılık Analizi, Model 4.
The main purpose of the research is to examine the mediating effect of brand image on the effect of service quality on customer loyalty and electronic word of mouth communication (E-WOM) in online shopping and to offer suggestions to businesses in this direction. In this context, the sub-goals of the study are to determine the effect of e-service quality on customer loyalty, the effect of e-service quality on EWOM, the effect of e-service quality on brand image, the effect of brand image on customer loyalty and EWOM. The population of the research consists of people over the age of eighteen who shop online throughout Turkey. Research data was collected using the survey technique. Data were obtained from 2002 people across Türkiye. The collected data was analyzed using SPSS 26 and PROCESS v4.2 plug-in. A modern mediation approach was adopted in the analysis. In the research, frequency analysis was first conducted to see the distribution of demographic information about the participants. Then, factor analysis of e-service quality, customer loyalty, E-WOM and brand image scales were conducted. Asa result of the factor analysis, five dimensions of e-service quality were found: ease of use, security, responsiveness, fulfillment and price offers; E-WOM has two dimensions: positive E-WOM and negative E-WOM; Customer loyalty and brand image were determined as a single dimension. As a result of the mediation analysis conducted using Model 4, it was concluded that brand image mediates the effect of customer loyalty and E-WOM in all dimensions of service quality in online shopping, such as ease of use,security, responsiveness, fulfillment and price offers. Considering the relationship between the variables together with the mediation analysis, it was concluded that e-service quality affects customer loyalty, E-WOM and brand image, and brand image affects customer loyalty and E-WOM, and all hypotheses were supported. Key Words: Online Shopping, E-Service Quality, Customer Loyalty, Electronic Word of Mouth, Brand Image, Mediation Analysis, Model 4.
The main purpose of the research is to examine the mediating effect of brand image on the effect of service quality on customer loyalty and electronic word of mouth communication (E-WOM) in online shopping and to offer suggestions to businesses in this direction. In this context, the sub-goals of the study are to determine the effect of e-service quality on customer loyalty, the effect of e-service quality on EWOM, the effect of e-service quality on brand image, the effect of brand image on customer loyalty and EWOM. The population of the research consists of people over the age of eighteen who shop online throughout Turkey. Research data was collected using the survey technique. Data were obtained from 2002 people across Türkiye. The collected data was analyzed using SPSS 26 and PROCESS v4.2 plug-in. A modern mediation approach was adopted in the analysis. In the research, frequency analysis was first conducted to see the distribution of demographic information about the participants. Then, factor analysis of e-service quality, customer loyalty, E-WOM and brand image scales were conducted. Asa result of the factor analysis, five dimensions of e-service quality were found: ease of use, security, responsiveness, fulfillment and price offers; E-WOM has two dimensions: positive E-WOM and negative E-WOM; Customer loyalty and brand image were determined as a single dimension. As a result of the mediation analysis conducted using Model 4, it was concluded that brand image mediates the effect of customer loyalty and E-WOM in all dimensions of service quality in online shopping, such as ease of use,security, responsiveness, fulfillment and price offers. Considering the relationship between the variables together with the mediation analysis, it was concluded that e-service quality affects customer loyalty, E-WOM and brand image, and brand image affects customer loyalty and E-WOM, and all hypotheses were supported. Key Words: Online Shopping, E-Service Quality, Customer Loyalty, Electronic Word of Mouth, Brand Image, Mediation Analysis, Model 4.
Açıklama
Anahtar Kelimeler
İşletme, Business Administration
