THE EFFECT OF ELECTRONIC SERVICE QUALITY AND LOGISTICS SERVICE QUALITY ON CUSTOMER SATISFACTION AND LOYALITY IN ONLINE SHOPPING

Abstract

Author(s): Kaan Ilhan

With the developments in digital technologies in recent years, electronic service quality and logistics service quality have become one of the important issues in online shopping. This research was carried out to investigate the effect of electronic service quality and logistics service quality of online shoppers on customer satisfaction and loyalty. The data were collected by the online survey method with the participation of 560 people residing in the province of Ankara. All data of the research were analyzed in SPSS 23.0 package program. Explanatory factor analysis was performed to find the factors of the scales used, and regression analysis was performed to test the hypotheses. According to the analysis results; In general, it has been concluded that features such as efficiency, fulfillment of promises, confidentiality, quality of the order increase customer satisfaction and loyalty in a positive way. At the same time, it has been determined that the loyalty of the customers who are satisfied with the product they bought has increased. 

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