Cilt 11 Sayı 3 (2023): Business & Management Studies: An International Journal
Makaleler

Çok kanallı gıda marketlerinde müşteri memnuniyetinin çevrimiçi deneyim ve sadakat ilişkisindeki aracılık rolünün incelenmesi

Ulduz Azad
Doktora Öğr., Yıldız Teknik Üniversitesi, İstanbul, Türkiye
İbrahim Kırcova
Prof. Dr., Yıldız Teknik Üniversitesi, İstanbul, Türkiye

Yayınlanmış 24.09.2023

Anahtar Kelimeler

  • Çok Kanallı Gıda Marketleri, Hizmet Operasyonları, Müşteri Deneyimi, Sadakat
  • Multi-Channel Grocery Shopping, Service Operations, Customer Experience, Loyalty

Nasıl Atıf Yapılır

Çok kanallı gıda marketlerinde müşteri memnuniyetinin çevrimiçi deneyim ve sadakat ilişkisindeki aracılık rolünün incelenmesi. (2023). Business & Management Studies: An International Journal, 11(3), 945-965. https://doi.org/10.15295/bmij.v11i3.2272

Nasıl Atıf Yapılır

Çok kanallı gıda marketlerinde müşteri memnuniyetinin çevrimiçi deneyim ve sadakat ilişkisindeki aracılık rolünün incelenmesi. (2023). Business & Management Studies: An International Journal, 11(3), 945-965. https://doi.org/10.15295/bmij.v11i3.2272

Öz

Perakendeciler daimî olarak tüketicilere sundukları değeri arttırmak için çaba içindedirler. Özellikle çok kanallı market perakendecileri, geleceğin perakende sektöründe kendilerini rakiplerinden farklı kılmak için müşteri odaklı bir çevrimiçi deneyim tasarlamak ve çevrimiçi hizmet esnasındaki sınırlı temas süresi içinde müşterilere olumlu bir deneyim sağlamayı hedeflemektedirler. Bu çalışma, çevrimiçi kanallarda büyümekte olan gıda perakendeciliğinde faaliyet gösteren çok kanallı perakendecilerdeki müşteri memnuniyetinin, müşteri deneyimi ile müşteri sadakati arasındaki aracılık ilişkisini araştırarak, dijitalleşme ile birlikte değişmekte olan müşteri beklentileri ve hızlı tüketim alanındaki perakende dinamikleri literatüründeki boşluğu doldurmayı ve pratik öneriler sunmayı hedeflemektedir. Araştırmada çevrimiçi gıda perakendecilerinden alışverişi yapan 219 katılımcıdan toplanan anket cevapları SPSS for Windows 22.00 ve AMOS 24.0 programı kullanılarak analiz edilmiş, müşteri deneyimi ile müşteri sadakati arasında müşteri memnuniyeti ve müşteri hizmet deneyimi bilincinin aracılık rolü yapısal eşitlik modellemesi ile test edilmiştir. Aracılık hipotezlerinin test edilmesi için bootstrap (n=2000) yöntemi kullanılmış ve araştırma sonucunda müşteri hizmet deneyimi bilincinin aracılık rolü üstlendiği, memnuniyet değişkeninin aracılık etmediği bulunmuştur.

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