E-PERAKENDE SEKTÖRÜNDE SATIŞ SONRASI HİZMETLERİN MÜŞTERİ TATMİNİ VE TEKRAR SATIN ALMA NİYETİNE ETKİSİ
THE EFFECT OF AFTER-SALES SERVICES ON CUSTOMER SATISFACTION AND REPURCHASE INTENTION IN E-RETAIL SECTOR
Author(s): Samet Aydin, Kübra MERMERTAŞSubject(s): Business Economy / Management, Accounting - Business Administration, Marketing / Advertising, ICT Information and Communications Technologies
Published by: Kafkas Üniversitesi Sağlık, Kültür ve Spor Daire Başkanlığı Dijital Baskı Merkezi
Keywords: E-retail; customer satisfaction; after sales services;
Summary/Abstract: With the rapid development of Internet technologies and their widespread use, e-retailing is considered as the new shopping method of the Information Age. E-retailers, who previously created marketing strategies for low cost and low price, have shown a significant development with consumers turning to online shopping by adopting prominent benefits such as widespread variety and fast delivery especially in metropolitan cities. Especially e-retail has become an important alternative to traditional retail by providing healthy and safe shopping opportunities during the COVID-19 pandemic period, causing a transition towards a service-oriented competition, rather than price-oriented. The subject of this research is to determine the effects of after-sales services related to customer relations, delivery, guarantee, information and return processes on customer satisfaction and customers’ repurchase intention. As a result of the study, the data collected from 379 participants through an online survey revealed that after-sales services have a positive and significant effect on customer satisfaction and repurchase intention in e-retailing business.
Journal: Kafkas Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi
- Issue Year: 11/2020
- Issue No: 22
- Page Range: 840-863
- Page Count: 24
- Language: Turkish