THE EFFECT OF SERVICE QUALITY AND PERCEIVED VALUE ON CUSTOMER SATISFACTION AND POST-PURCHASE INTENTION IN ONLINE SHOPPING

Abstract

Author(s): Yavuz Selim DUGER, Hamit KAHRAMAN

In this study, it was aimed to investigate of the relationship among the service quality, customer perceived value, customer satisfaction and to post-purchase intention which provided by online shopping sites in Turkey. In this direction, using the E-S-QUAL scale which developed by Parasuraman et al. (2005), data were collected by face to face interviews from customers who live in Kütahya and had service experience in Turkey's biggest online shopping sites. 1.966 available survey data were analyzed using SPSS 18 and AMOS 16 programs. According to the analysis results; e-service quality has a positive effect on e-perceived value, e-customer satisfaction and to post-purchase intention; e-perceived value has a positive effect on e-customer satisfaction and post-purchase intention; e-customer satisfaction has also a positive effect on the post-purchase intention.

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