- Ege Akademik Bakış Dergisi
- Volume:10 Issue:1
- E-CUSTOMER SATISFACTION IN THE E-TAILING INDUSTRY: AN EMPIRICAL SURVEY FOR TURKISH E-CUSTOMERS
E-CUSTOMER SATISFACTION IN THE E-TAILING INDUSTRY: AN EMPIRICAL SURVEY FOR TURKISH E-CUSTOMERS
Authors : Süleyman BARUTÇU
Pages : 15-35
View : 80 | Download : 17
Publication Date : 2010-02-01
Article Type : Research Paper
Abstract :The main objective of this study is to provide theoretical and empirical frameworks for determining drivers of e-customer satisfaction from e-tailers and highlight what is needed to increase e-customer satisfaction level in Turkey. First, literature was reviewed about customer satisfaction to verify the drivers of e-customer satisfaction. Second, an empirical study was conducted to determine the drivers of e-customer satisfaction and measure e-customer satisfaction level from e-stores. In conclusion, the empirical survey’s results of 552 respondents show that e-customer satisfaction is positively influenced from e-shopping cost, e-store design quality, e-store service quality, e-store information quality and cargo carriers’ service quality. E-customers are also strongly satisfied with e-shopping cost, e-store design quality, e-store service quality and cargo carriers’ service quality. On the other hand, apart from choosing cargo carriers, e-customer satisfaction is negatively influenced from estore shipping policy, and e-customers are strongly dissatisfied from e-stores’ information quality and shipping policiesKeywords : E customer satisfaction, e tailing industry, e store
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