Online Alışveriş Sitesi Kaynaklı Müşteri Algılarının Müşteri Memnuniyetine Etkilerinin İncelenmesi

Abstract

Customer satisfaction has an important role providing continuity, profitability of online shopping sites and in the development of customer loyalty. The aim of this study is to determine the effects of customer perceptions arising from online shopping sites’ on customers’ satisfaction and to reveal a customer satisfaction model related to customer perceptions. Firstly, the indicators of customer satisfaction about online shopping sites and the customer perceptions thought to influence the customer satisfaction were determined. A theoretical model has been developed to explain the relationship between the online shopping sites based costumer perceptions and customer satisfaction. Working group of the study consists of 553 students from the departments of primary education and computer and instructional technology in Gazi Faculty of Education at the Gazi University. A scale named Online Shopping Customer Perceptions and Satisfaction Scale (OSCPSS) ) was developed and used for data collection. The analysis of the data obtained in this study was done by using SPSS and LISREL programs. The theoretical model was tested by using the Explanatory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) techniques. The results of the analyses have been showed that customers perceptions about security and customer relations effect customer satisfaction. Customer relationships perception was found to be the most influencing perception of customer satisfaction. Results were compared with literature results and recommendations were presented to researchers and practitioners .