SavedAdd your journal

Journals / İşletme Araştırmaları Dergisi / 2017 / Cilt: 9 - Sayı: 3

The Mediating Role of E-Satisfaction on the Relationship Between Customer Interface Quality and E-Loyalty

Müşteri Ara Yüz Özellikleri ile E-Bağlılık Arasındaki İlişkide E- Tatminin Aracılık Etkisi

NACİ BÜYÜKDAĞ
OLGUN KİTAPCI
Ayça KANGAL DEMİR
Pages
326–344
DOI
—
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

As a recommendation, customer interface variables should be considered together when organizing the website, and emphasis should be given to variables that increase the customer's e-satisfaction and e-loyalty

📌 3 Key Takeaways

🎯
Objective & Hypothesis:E-commerce, which offers the opportunity to set up business with low capital, easy access to every region of the world, and to overcome obstacles to sector entry, has a vital importance in today's digital marketing era.
📊
Key Findings & Data:Many companies have embraced the virtual store concept as well as the store concept and have made their organizational structures compatible with e-commerce.
💡
Conclusion & Impact:As a recommendation, customer interface variables should be considered together when organizing the website, and emphasis should be given to variables that increase the customer's e-satisfaction and e-loyalty
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

E-commerce, which offers the opportunity to set up business with low capital, easy access to every region of the world, and to overcome obstacles to sector entry, has a vital importance in today's digital marketing era. Many companies have embraced the virtual store concept as well as the store concept and have made their organizational structures compatible with e-commerce. Thus, a website has been set up by the company to meet the needs and demands of potential customers. However, since many companies have set up a website for virtual merchandising, there are targets for companies to satisfy their customers online and ultimately gain online loyalty in order to be the target customers of potential customers. The main indicator of e-satisfaction and e-loyalty in the online environment is the variables related to the web site that the companies set up. Therefore, an online questionnaire was applied to investigate the effect of customer interface features on e-satisfaction and e-loyalty variables in the study. Convenience sampling procedure has adopted. Factor analysis and regression analysis were performed in the study. As a result, the e-satisfaction variable has had a partial mediating effect between customer interface features (personalization, suitability and character) and e-loyalty. As a recommendation, customer interface variables should be considered together when organizing the website, and emphasis should be given to variables that increase the customer's e-satisfaction and e-loyalty

Özet

Firmalara düşük sermaye ile iş kurma, dünyanın her bölgesine kolayca ulaşma, sektöre giriş engellerini aşma fırsatı sunan e-ticaret, günümüz dijital pazarlama çağında hayati bir öneme sahiptir. Pek çok firma, mağaza konseptinin yanı sıra sanal mağazacılık konseptini de benimsemiş ve organizasyon yapılarını e-ticaretle uyumlu hale getirmiştir. Böylece potansiyel müşterilerin istek ve ihtiyaçlarının karşılaması için firma tarafından web sitesi kurulmuştur. Ancak pek çok firma sanal mağazacılık yapmak için web sitesi kurduğundan dolayı, firmaların potansiyel müşterilerinin hedef müşterisi olması için, firmaların müşterilerini online ortamda tatmin etme ve sonucunda online bağlılık kazandırma hedefleri ortaya çıkmıştır. Online ortamda e-tatmin ve ebağlılık oluşturmanın temel göstergesi ise firmaların kurmuş oldukları web sitesine ilişkin değişkenlerdir. Bundan dolayı, bu çalışmada müşteri ara yüz özelliklerinin etatmin ve e-bağlılık değişkenleri üzerindeki etkisi çevrimiçi anket aracılığıyla araştırılmıştır. Bu ankette kolayda örnekleme yöntemi benimsenmiştir. Çalışmada faktör analizi ve regresyon analizi yapılmıştır. Sonuç olarak e-tatmin değişkeni, müşteri ara yüz özellikleri (kişiselleştirme, uygunluk ve karakter) ile e-bağlılık arasında kısmi aracı değişken etkisi göstermiştir. Öneri olarak, web sitesi düzenlemesi yapılırken müşteri ara yüz değişkenleri birlikte ele alınmalı ve müşterinin e-tatminini ve e-sadakatini artıran değişkenlere ağırlık verilmelidir

🔖

Cite This Article

BÜYÜKDAĞ, N., KİTAPCI, O., DEMİR, A. K. (2017). The Mediating Role of E-Satisfaction on the Relationship Between Customer Interface Quality and E-Loyalty. İşletme Araştırmaları Dergisi, Cilt: 9 - Sayı: 3, 326–344. https://ajindex.com/articles/269379

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (12)

  1. Anderson, R.E., Srinivasan, S.S. (2003). "E-satisfaction and e-loyalty: A contingency framework". Psychology & Marketing, 20(2), 123–128.
  2. Ardahan, F., Mert, M. (2013). "Impacts of outdoor activities, demographic variables and emotional intelligence on life satisfaction: An econometric application of a case in Turkey". Social Indicators Research,113(3), 887-901.
  3. Baron Reuben M., Kenny David A. (1986). "The moderator-mediator variable distinction in social psychological resarch: conceptual, strategic, and statistical considerations", Journal of Personality and Social Psychology, 51(6), 1173-1182
  4. Chang, H.H., Chen, S.W. (2008). "The impact of customer interface quality, satisfaction and switching costs on e-loyalty: Internet experience as a moderator". Computers in Human Behavior,24(6), 2927-2944.
  5. Chou, S., Chen, C. W., Lin, J. Y. (2015). "Female online shoppers: Examining the mediating roles of e-satisfaction and e-trust on e-loyalty development". Internet Research, 25(4), 542-561.
  6. Christodoulides, G., Michaelidou, N. (2010). "Shopping motives as antecedents of esatisfaction and e-loyalty". Journal of Marketing Management,27(1-2), 181-197.
  7. Chuang, C.F., Cheng, C.J. (2010). "A study of ınstitutional repository service quality and users’ loyalty to college libraries in Taiwan: The mediating and moderating effects". Journal of Convergence Information Technology, 5(8), 89-99.
  8. Cyr, D. (2008). "Modeling web site design across cultures: relationships to trust, satisfaction, and e-loyalty". Journal of Management Information Systems, 24(4), 47-72.
  9. Cyr, D., Bonanni, C., Bowes, J., Ilsever, J. (2005). Beyond trust: Web site design preferences across cultures. Journal of Global Information Management, 13(4), 25-54.
  10. Çokluk, Ö., Şekercioğlu G., Büyüköztürk Ş. (2014) Sosyal Bilimler İçin Çok Değişkenli İstatistik SPSS ve LISREL Uygulamaları, Pegem Akademi, 3. Baskı Deutskens, E., De Ruyter, K., Wetzels, M., & Oosterveld, P. (2004). Response rate and response quality of internet-based surveys: An experimental study. Marketing letters, 15(1), 21-36.
  11. Dharmesti, M.D.D., Nugroho, S.S. (2013). "The antecedents of online customer satisfaction and customer loyalty". Journal of Business and Retail Management Research, 7(2). Elkhani, N., Soltani, S., Jamshidi, M.H.M. (2014). "Examining a hybrid model for esatisfaction and e-loyalty to e-ticketing on airline websites". Journal of Air Transport Management,37, 36-44.
  12. Forgas-Coll, S., Palau-Saumell, R., Sánchez-García, J., Fandos-Roig,