Business Management Dynamics

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ISSN: 2047-7031

bmd Business and Management Dynamics bmd
ISSN: 2047-7031  
Volume  10   Issue 05  2020  
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Article Abstract
The Effect of Value and Service Perceptions on Customer Loyalty for Electronic Commerce Sites; Mediator Role of Satisfaction and Trust
Keywords:  globalization, digitalization, e-satisfaction, e-loyalty, e-trust
Baris Batuhan GECIT & Erdogan TASKIN
Trade patterns have been experiencing dramatic shifts throughout the 20th century with the influence of globalization and digitalization. Increased global penetration formed a basis for international trade after the world wars. With the emergence of electronic technologies at the end of the 20th century, electronic commerce arose. As the pace of household penetration into digitalization and the pace of usage of technical technologies grows with each passing year, the number of customers who choose electronic commerce has continued to grow exponentially, thereby raising the number of companies competing in this market and satisfying customer demands has become more important in this competitive setting. Reviewing the marketing literature, service quality, value perception, e-satisfaction and e-trust have been determined as the factors potentially affect e-loyalty for the competitive e-commerce market. Using Smart PLS and SPSS programs for the research, the structural equation analysis approach was applied. According to the results, value perception has a significant effect on e-satisfaction and e-loyalty through e-satisfaction; service quality has a significant effect on both e-satisfaction and e-trust and e-loyalty with mediations of e-satisfaction and e-trust. E-satisfaction and e-trust also have a significant effect on e-loyalty.
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