The Effect of Online Customer Experience on Online  Customer Loyalty

Gülşah Kalender Yirmibeş; Abdülkadir Öztürk

Makale detayları

The Effect of Online Customer Experience on Online Customer Loyalty

Yazarlar:

Gülşah Kalender Yirmibeş | Abdülkadir Öztürk

Yayıncı:

Ataturk University

Ana Başlıklar:

Ticari Hizmetler (Diğer)

Dergi:

Current Perspectives in Social Sciences Vol.29 Issue 1, pp.120-132

Belge Tipi:

Makale

Yayın Tarihi:

3/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001343586

pISSN:

2822-3160

Anahtar kelimeler:

Özet:

 The internet and online shopping have become essential in modern times. With the increase in online shopping during the pandemic period, the increase in online shopping and experiences of consumers in online environments were the starting point of this study. The aim of this study is to investigate the effect of online shopping experiences of consumers shopping from e-commerce sites on online loyalty. The study was designed according to the descriptive research model. The data were analyzed and interpreted through AMOS 21 program using online survey method. The research model was designed within the framework of online experience, online word of mouth communication, online trust and customer satisfaction variables, which are determined to have an effect on online loyalty according to the literature. According to the results obtained in our study, it has been observed that trust, satisfaction, word of mouth communication that individuals experience as a result of their experiences in the electronic environment where they make purchases are related to their loyalty towards the business.

 The internet and online shopping have become essential in modern times. With the increase in online shopping during the pandemic period, the increase in online shopping and experiences of consumers in online environments were the starting point of this study. The aim of this study is to investigate the effect of online shopping experiences of consumers shopping from e-commerce sites on online loyalty. The study was designed according to the descriptive research model. The data were analyzed and interpreted through AMOS 21 program using online survey method. The research model was designed within the framework of online experience, online word of mouth communication, online trust and customer satisfaction variables, which are determined to have an effect on online loyalty according to the literature. According to the results obtained in our study, it has been observed that trust, satisfaction, word of mouth communication that individuals experience as a result of their experiences in the electronic environment where they make purchases are related to their loyalty towards the business.

 The internet and online shopping have become essential in modern times. With the increase in online shopping during the pandemic period, the increase in online shopping and experiences of consumers in online environments were the starting point of this study. The aim of this study is to investigate the effect of online shopping experiences of consumers shopping from e-commerce sites on online loyalty. The study was designed according to the descriptive research model. The data were analyzed and interpreted through AMOS 21 program using online survey method. The research model was designed within the framework of online experience, online word of mouth communication, online trust and customer satisfaction variables, which are determined to have an effect on online loyalty according to the literature. According to the results obtained in our study, it has been observed that trust, satisfaction, word of mouth communication that individuals experience as a result of their experiences in the electronic environment where they make purchases are related to their loyalty towards the business.

 İnternet ve internetten alışveriş günümüzün vazgeçilmezi haline gelmiştir. Pandemi döneminde çevrimiçi alışverişlerin artmasıyla birlikte tüketicilerin çevrimiçi ortamlarda gerçekleştirdikleri alışverişlerin artışı ve yaşadıkları deneyimler bu çalışmanın çıkış noktası olmuştur. Bu çalışmanın amacı, E-ticaret sitelerinden alışveriş yapan tüketicilerin çevrimiçi alışveriş deneyimlerinin çevrimiçi sadakat üzerine etkisinin araştırılmasıdır. Çalışma tanımlayıcı araştırma modeline göre tasarlanmıştır. Veriler çevrimiçi anket yöntemi kullanılarak AMOS 21 programı aracılığı ile analiz edilip yorumlanmıştır. Literatüre göre çevrimiçi sadakate etkisinin olduğu belirlenen çevrimiçi deneyim, çevrimiçi ağızdan ağıza iletişim, çevrimiçi güven ve müşteri memnuniyeti değişkenleri çerçevesinde araştırma modeli tasarlamıştır. Çalışmamızda elde edilen sonuçlara göre bireylerin satın alma gerçekleştirdikleri elektronik ortamda yaşadıkları deneyimler sonucu yaşadıkları güvenin, memnuniyetin, ağızdan ağıza iletişimlerinin, işletmeye karşı sadakat göstermeleri ile ilişkili olduğu görülmüştür.

Makale detayları

The Effect of Online Customer Experience on Online Customer Loyalty

Yazarlar:

Gülşah Kalender Yirmibeş | Abdülkadir Öztürk

Yayıncı:

Ataturk University

Ana Başlıklar:

Ticari Hizmetler (Diğer)

Dergi:

Current Perspectives in Social Sciences Vol.29 Issue 1, pp.120-132

Belge Tipi:

Makale

Yayın Tarihi:

3/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001343586

pISSN:

2822-3160

Online Customer Experience

Electronic Experience

Online Customer Loyalty

Electronic Trust

Electronic Word of MouthÇevrimiçi Müşteri Deneyimi

Elektronik Deneyim

Çevrimiçi Müşteri Sadakati

Elektronik Güven

Elektronik Ağızdan Ağıza İletişim

Sayı

Makale detayları

Yazarlar: Gülşah Kalender Yirmibeş | Abdülkadir Öztürk

Yayıncı: Ataturk University

Ana Başlıklar: Ticari Hizmetler (Diğer)

Dergi: Current Perspectives in Social Sciences Vol.29 Issue 1, pp.120-132

Belge Tipi: Makale

Yayın Tarihi: 3/2025

Belge Dili: Türkçe

Document ID (Org No.): 2001343586

pISSN: 2822-3160

Sayı

Yazarlar:

Gülşah Kalender Yirmibeş | Abdülkadir Öztürk

Yayıncı:

Ataturk University

Ana Başlıklar:

Ticari Hizmetler (Diğer)

Dergi:

Current Perspectives in Social Sciences Vol.29 Issue 1, pp.120-132

Belge Tipi:

Makale

Yayın Tarihi:

3/2025

Belge Dili:

Türkçe

Document ID (Org No.):

2001343586

pISSN:

2822-3160