Investigation of The Effect of Perceived Service Quality in Mobile Shopping on Customer Satisfaction, Repurchase Intention and Recommendation Intent

Buket Bora Semiz

Makale detayları

Investigation of The Effect of Perceived Service Quality in Mobile Shopping on Customer Satisfaction, Repurchase Intention and Recommendation Intent

Yazarlar:

Buket Bora Semiz

Yayıncı:

Bolu Abant Izzet Baysal University

Dergi:

Abant Sosyal Bilimler Dergisi Vol.23 Issue 1, pp.161-177

Belge Tipi:

Makale

Yayın Tarihi:

3/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001286769

pISSN:

2757-9425

Anahtar kelimeler:

Özet:

 This study examines the effect of service quality on customer satisfaction and customer satisfaction on repurchase intention and recommendation intent in mobile shopping. In this context, between 18.05.2022 and 25.06.2022, data were collected by convenience sampling method from 503 participants aged 18 and over who had done mobile shopping before by distributing links on various social media channels via Google Forms. SPSS and AMOS package programs were used for the analyses made in the research context. According to the research results, the participants do mobile shopping several times a month and mostly use the Trendyol application. As a result of structural equation modeling, it was seen that the dimensions of perceived service quality, perceived ease of use, security, and customer service affected customer satisfaction. In contrast, customer satisfaction affected the intention to recommend and repurchase intent.

 This study examines the effect of service quality on customer satisfaction and customer satisfaction on repurchase intention and recommendation intent in mobile shopping. In this context, between 18.05.2022 and 25.06.2022, data were collected by convenience sampling method from 503 participants aged 18 and over who had done mobile shopping before by distributing links on various social media channels via Google Forms. SPSS and AMOS package programs were used for the analyses made in the research context. According to the research results, the participants do mobile shopping several times a month and mostly use the Trendyol application. As a result of structural equation modeling, it was seen that the dimensions of perceived service quality, perceived ease of use, security, and customer service affected customer satisfaction. In contrast, customer satisfaction affected the intention to recommend and repurchase intent.

 This study examines the effect of service quality on customer satisfaction and customer satisfaction on repurchase intention and recommendation intent in mobile shopping. In this context, between 18.05.2022 and 25.06.2022, data were collected by convenience sampling method from 503 participants aged 18 and over who had done mobile shopping before by distributing links on various social media channels via Google Forms. SPSS and AMOS package programs were used for the analyses made in the research context. According to the research results, the participants do mobile shopping several times a month and mostly use the Trendyol application. As a result of structural equation modeling, it was seen that the dimensions of perceived service quality, perceived ease of use, security, and customer service affected customer satisfaction. In contrast, customer satisfaction affected the intention to recommend and repurchase intent.

 Bu çalışmanın amacı, mobil alışverişlerde hizmet kalitesinin müşteri memnuniyeti, müşteri memnuniyetinin de tekrar satın alma niyeti ve tavsiye etme niyeti üzerindeki etkisinin incelenmesidir. Bu bağlamda 18.05.2022- 25.06.2022 tarihleri arasında Google Formlar aracılığıyla çeşitli sosyal medya kanallarında linkler dağıtılarak daha önce mobil alışveriş yapmış 18 yaş ve üzeri 503 katılımcıdan kolayda örnekleme yöntemiyle veri toplanmıştır. SPSS ve AMOS paket programları aracılığıyla analizler gerçekleştirilmiştir. Araştırma sonucuna göre, katılımcılar ayda birkaç kez mobil alışveriş yapmakta ve en çok Trendyol uygulamasını kullanmaktadır. Yapısal eşitlik modellemesi sonucunda da algılanan hizmet kalitesinin algılanan kullanım kolaylığı, güven ve müşteri hizmetleri boyutlarının müşteri memnuniyeti üzerinde etkisinin olduğu, müşteri memnuniyetinin ise tavsiye etme niyeti ve tekrar satın alma niyeti üzerinde etkisi olduğu görülmüştür.

Makale detayları

Investigation of The Effect of Perceived Service Quality in Mobile Shopping on Customer Satisfaction, Repurchase Intention and Recommendation Intent

Yazarlar:

Buket Bora Semiz

Yayıncı:

Bolu Abant Izzet Baysal University

Dergi:

Abant Sosyal Bilimler Dergisi Vol.23 Issue 1, pp.161-177

Belge Tipi:

Makale

Yayın Tarihi:

3/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001286769

pISSN:

2757-9425

Mobile shopping

perceived service quality

customer satisfaction

repurchase intention

recommendation intent.

Mobile shopping, perceived service quality, customer satisfaction, repurchase intention, recommendation intent.

Mobil alışveriş

algılanan hizmet kalitesi

müşteri memnuniyeti

tekrar satın alma niyeti

tavsiye etme niyeti.

Mobile shopping

perceived service quality

customer satisfaction

repurchase intention

recommendation intent.

Sayı

Makale detayları

Yazarlar: Buket Bora Semiz

Yayıncı: Bolu Abant Izzet Baysal University

Dergi: Abant Sosyal Bilimler Dergisi Vol.23 Issue 1, pp.161-177

Belge Tipi: Makale

Yayın Tarihi: 3/2023

Belge Dili: Türkçe

Document ID (Org No.): 2001286769

pISSN: 2757-9425

Sayı

Yazarlar:

Buket Bora Semiz

Yayıncı:

Bolu Abant Izzet Baysal University

Dergi:

Abant Sosyal Bilimler Dergisi Vol.23 Issue 1, pp.161-177

Belge Tipi:

Makale

Yayın Tarihi:

3/2023

Belge Dili:

Türkçe

Document ID (Org No.):

2001286769

pISSN:

2757-9425