Öz
Today, the importance of online shopping is gradually increasing, while the shopping habits of consumers are changing, a significant increase is observed in the number of people who shop online. In parallel, the number of companies that open online stores is increasing, and the services offered by companies are diversified. In this context, the courier services offered have also become important for consumers and have become an important factor in the purchase decision. Issues such as the variety of courier services offered in online shopping, the possibility of choosing the courier company to which the order will be sent, and the speed of cargo reaching to the consumer are among the primary factors that consumers pay attention to when choosing the online stores where they shop. In this study, using the scenario-based experiment method, the time of collecting the shipping fee, the shipping time of the parcel and the choice of the shipping company were manipulated and the effects on the intention of online shopping, online consumer satisfaction and perceived service quality were examined. The results show that the payment of the parcel at the time of purchase, the delivery of the product within three working days and the possibility of choosing the shipping company increases the online shopping intention, online consumer satisfaction and perceived service quality.
Anahtar Kelimeler
Courier Services Online Shopping Consumer Satisfaction Shopping Intention Perceived Service Quality
Kaynakça
- Abramovic, G. (2019). 15 Mind-blowing stats about online shopping in 2019. 15 Kasım 2019 tarihinde https://cmo.adobe.com/articles/2014/5/Mind_Blowing_Stats_Online_Shopping.html adresinden erişildi.
- Ahn, T., Ryu, S., ve Han, I. (2007). The impact of Web quality and playfulness on user acceptance of online retailing. Information & Management, 44(3), 263-275.
- Alreck, P. L., DiBartolo, G. R., Diriker, M., Dover, H. F., Passyn, K. A., ve Settle, R. B. (2009). Time pressure, time saving and online shopping: exploring a contradiction. Journal of Applied Business Research (JABR), 25(5), 85-92.
- Bhattacherjee, A. (2001). An empirical analysis of the antecedents of electronic commerce service continuance. Decision Support Systems, 32(2), 201-214.
- Bitner, M. J. (1990). Evaluating service encounters: the effects of physical surroundings and employee responses. Journal of Marketing, 54(2), 69-82.
- Bolton, R. N., & Drew, J. H. (1991). A longitudinal analysis of the impact of service changes on customer attitudes. Journal of Marketing, 55(1), 1-9.
- Boulding, W., Kalra, A., Staelin, R., ve Zeithaml, V. A. (1993). A dynamic process model of service quality: from expectations to behavioral intentions. Journal of Marketing Research, 30(1), 7-27.
- Cao, Y., Ajjan, H., ve Hong, P. (2018). Post-purchase shipping and customer service experiences in online shopping and their impact on customer satisfaction. Asia Pacific Journal of Marketing and Logistics, 30(2), 400-416.
- Chen, C. F., White, C., ve Hsieh, Y. E. (2020). The role of consumer participation readiness in automated parcel station usage intentions. Journal of Retailing and Consumer Services, 54, 1-6.
- Churchill, G.A. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16(1), 64-73.
- Cronin Jr, J. J., ve Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. Journal of Marketing, 56(3), 55-68.
- Dabholkar, P.A. (1994). Incorporating choice into an attitudinal framework: Analyzing models of mental comparison processes. Journal of Consumer Research, 21(1), 100-118.
- Forbes (2019). Amazon to beat consensus estimates for FY 2019? 1 Kasım 2019 tarihinde https://www.forbes.com/sites/greatspeculations/2020/01/28/amazon-to-beat-consensus-estimates-for-fy-2019/ adresinden erişildi.
- Hair, J. F., Black, W. C., ve Babin, B. J. (2010). Multivariate data analysis: A global perspective. New Jersey, Pearson Prentice Hall
- Ho, C. F., ve Wu, W. H. (1999). Antecedents of customer satisfaction on the Internet: an empirical study of online shopping. In Proceedings of the 32nd Annual Hawaii International Conference on Systems Sciences. 1999. HICSS-32. Abstracts and CD-ROM of Full Papers (p. 9). IEEE.
- Hu, L.T. ve Bentler, P.M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6(1), 1–55
- Jahng, J., Jain, H., ve Ramamurthy, K. (2001). The impact of electronic commerce environment on user behavior: The case of a complex product. E-Service, 1(1), 41-53.
- Jarvenpaa, S. L., Tractinsky, N., ve Vitale, M. (2000). Consumer trust in an Internet store. Information Technology and Management, 1(1-2), 45-71.
- Jones, C., ve Kim, S. (2010). Influences of retail brand trust, off‐line patronage, clothing involvement and website quality on online apparel shopping intention. International Journal of Consumer Studies, 34(6), 627-637.
- Khalifa, M., ve Liu, V. (2007). Online consumer retention: contingent effects of online shopping habit and online shopping experience. European Journal of Information Systems, 16(6), 780-792.
- Kim, E., Eom, S., ve Uoo, S. (2001). Effective user interface design for online stores in the Asia Pacific region: A survey study. AMCIS 2001 Proceedings, 168.
- Li, N., ve Zhang, P. (2002). Consumer online shopping attitudes and behavior: An assessment of research. AMCIS 2002 Proceedings, 74.
- Nanji, A. (2013). Online shopping trends 2013: Most popular categories, top purchase drivers. 27 Ekim 2019 tarihinde http://www.marketingprofs.com/charts/2013/12195/online-shopping-trends-most-popular-categories-top-purchase-drivers/ adresinden erişildi.
- Nepomuceno, M. V., Laroche, M., ve Richard, M. O. (2014). How to reduce perceived risk when buying online: The interactions between intangibility, product knowledge, brand familiarity, privacy and security concerns. Journal of Retailing and Consumer Services, 21(4), 619-629.
- Oliver, R. L., ve DeSarbo, W. S. (1989). Processing of the satisfaction response in consumption: a suggested framework and research propositions. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 2(1), 1-16.
- Oliver, R. L. (1993). A conceptual model of service quality and service satisfaction: Comparative goals, different concepts. Advances in Service Marketing and Management, 2, 65-85.
- Parasuraman, A., Zeithaml, V. A., ve Berry, L. L. (1994). Alternative scales for measuring service quality: a comparative assessment based on psychometric and diagnostic criteria. Journal of Retailing, 70(3), 201-230.
- Santouridis, I., Trivellas, P., ve Reklitis, P. (2009). Internet service quality and customer satisfaction: examining internet banking in Greece. Total Quality Management, 20(2), 223-239.
- Spreng, R. A., ve Mackoy, R. D. (1996). An empirical examination of a model of perceived service quality and satisfaction. Journal of Retailing, 72(2), 201-214.
- Wang, Y. J., Hernandez, M. D., ve Minor, M. S. (2010). Web aesthetics effects on perceived online service quality and satisfaction in an e-tail environment: The moderating role of purchase task. Journal of Business Research, 63(9-10), 935-942.
- Verhagen, T., Vonkeman, C., Feldberg, F., ve Verhagen, P. (2014). Present it like it is here: Creating local presence to improve online product experiences. Computers in human behavior, 39, 270-280.
- Zeithaml, V. A., Parasuraman, A., ve Malhotra, A. (2002). Service quality delivery through web sites: a critical review of extant knowledge. Journal of the Academy of Marketing Science, 30(4), 362-375.
- Zeithaml, V. A., Berry, L. L., ve Parasuraman, A. (1993). The nature and determinants of customer expectations of service. Journal of the Academy of Marketing Science, 21(1), 1-12.
Öz
Günümüzde online alışverişlerin önemi giderek artmakta, tüketicilerin alışveriş alışkanlıkları değişirken alışverişlerini online mağazalardan yapanların sayısında da önemli bir artış gözlenmektedir. Bununla parallel olarak online mağaza açan şirketlerin sayısı da giderek çoğalmakta ve şirketlerin sundukları hizmetler de çeşitlenmektedir. Bu bağlamda sunulan kargo hizmetleri de tüketiciler için önemli hale gelmiş, satın alma kararında önemli bir etken haline gelmiştir. Özellikle online alışverişlerde sunulan kargo hizmetlerinin çeşitliliği, siparişin gönderileceği kargo şirketini seçebilme imkanı, kargonun tüketiciye ulaşma hızı gibi konular tüketicilerin alışveriş yaptıkları online mağazaları seçerken dikkat ettikleri unsurların başında gelmektedir. Bu çalışmada senaryo bazlı deney yöntemi kullanılarak kargo ücretinin tahsil zamanı, kargonun ulaşma süresi ve kargo şirketini seçme imkanı manipüle edilerek online alışveriş niyeti, online tüketici tatmini ve algılanan hizmet kalitesi üzerindeki etkileri incelenmiştir. Sonuçlar kargo ücretinin satın alma sırasında ödenmesinin, ürün tesliminin üç iş günü içinde yapılmasının ve kargo şirketini seçebilme imkanı olmasının online alışveriş niyetini, online tüketici tatminini ve algılanan hizmet kalitesini artırdığını göstermektedir.
Anahtar Kelimeler
Kargo Hizmetleri Online Alışveriş Tüketici Tatmini Alışveriş Niyeti Algılanan Hizmet Kalitesi
Kaynakça
- Abramovic, G. (2019). 15 Mind-blowing stats about online shopping in 2019. 15 Kasım 2019 tarihinde https://cmo.adobe.com/articles/2014/5/Mind_Blowing_Stats_Online_Shopping.html adresinden erişildi.
- Ahn, T., Ryu, S., ve Han, I. (2007). The impact of Web quality and playfulness on user acceptance of online retailing. Information & Management, 44(3), 263-275.
- Alreck, P. L., DiBartolo, G. R., Diriker, M., Dover, H. F., Passyn, K. A., ve Settle, R. B. (2009). Time pressure, time saving and online shopping: exploring a contradiction. Journal of Applied Business Research (JABR), 25(5), 85-92.
- Bhattacherjee, A. (2001). An empirical analysis of the antecedents of electronic commerce service continuance. Decision Support Systems, 32(2), 201-214.
- Bitner, M. J. (1990). Evaluating service encounters: the effects of physical surroundings and employee responses. Journal of Marketing, 54(2), 69-82.
- Bolton, R. N., & Drew, J. H. (1991). A longitudinal analysis of the impact of service changes on customer attitudes. Journal of Marketing, 55(1), 1-9.
- Boulding, W., Kalra, A., Staelin, R., ve Zeithaml, V. A. (1993). A dynamic process model of service quality: from expectations to behavioral intentions. Journal of Marketing Research, 30(1), 7-27.
- Cao, Y., Ajjan, H., ve Hong, P. (2018). Post-purchase shipping and customer service experiences in online shopping and their impact on customer satisfaction. Asia Pacific Journal of Marketing and Logistics, 30(2), 400-416.
- Chen, C. F., White, C., ve Hsieh, Y. E. (2020). The role of consumer participation readiness in automated parcel station usage intentions. Journal of Retailing and Consumer Services, 54, 1-6.
- Churchill, G.A. (1979). A paradigm for developing better measures of marketing constructs. Journal of Marketing Research, 16(1), 64-73.
- Cronin Jr, J. J., ve Taylor, S. A. (1992). Measuring service quality: a reexamination and extension. Journal of Marketing, 56(3), 55-68.
- Dabholkar, P.A. (1994). Incorporating choice into an attitudinal framework: Analyzing models of mental comparison processes. Journal of Consumer Research, 21(1), 100-118.
- Forbes (2019). Amazon to beat consensus estimates for FY 2019? 1 Kasım 2019 tarihinde https://www.forbes.com/sites/greatspeculations/2020/01/28/amazon-to-beat-consensus-estimates-for-fy-2019/ adresinden erişildi.
- Hair, J. F., Black, W. C., ve Babin, B. J. (2010). Multivariate data analysis: A global perspective. New Jersey, Pearson Prentice Hall
- Ho, C. F., ve Wu, W. H. (1999). Antecedents of customer satisfaction on the Internet: an empirical study of online shopping. In Proceedings of the 32nd Annual Hawaii International Conference on Systems Sciences. 1999. HICSS-32. Abstracts and CD-ROM of Full Papers (p. 9). IEEE.
- Hu, L.T. ve Bentler, P.M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus new alternatives. Structural Equation Modeling, 6(1), 1–55
- Jahng, J., Jain, H., ve Ramamurthy, K. (2001). The impact of electronic commerce environment on user behavior: The case of a complex product. E-Service, 1(1), 41-53.
- Jarvenpaa, S. L., Tractinsky, N., ve Vitale, M. (2000). Consumer trust in an Internet store. Information Technology and Management, 1(1-2), 45-71.
- Jones, C., ve Kim, S. (2010). Influences of retail brand trust, off‐line patronage, clothing involvement and website quality on online apparel shopping intention. International Journal of Consumer Studies, 34(6), 627-637.
- Khalifa, M., ve Liu, V. (2007). Online consumer retention: contingent effects of online shopping habit and online shopping experience. European Journal of Information Systems, 16(6), 780-792.
- Kim, E., Eom, S., ve Uoo, S. (2001). Effective user interface design for online stores in the Asia Pacific region: A survey study. AMCIS 2001 Proceedings, 168.
- Li, N., ve Zhang, P. (2002). Consumer online shopping attitudes and behavior: An assessment of research. AMCIS 2002 Proceedings, 74.
- Nanji, A. (2013). Online shopping trends 2013: Most popular categories, top purchase drivers. 27 Ekim 2019 tarihinde http://www.marketingprofs.com/charts/2013/12195/online-shopping-trends-most-popular-categories-top-purchase-drivers/ adresinden erişildi.
- Nepomuceno, M. V., Laroche, M., ve Richard, M. O. (2014). How to reduce perceived risk when buying online: The interactions between intangibility, product knowledge, brand familiarity, privacy and security concerns. Journal of Retailing and Consumer Services, 21(4), 619-629.
- Oliver, R. L., ve DeSarbo, W. S. (1989). Processing of the satisfaction response in consumption: a suggested framework and research propositions. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, 2(1), 1-16.
- Oliver, R. L. (1993). A conceptual model of service quality and service satisfaction: Comparative goals, different concepts. Advances in Service Marketing and Management, 2, 65-85.
- Parasuraman, A., Zeithaml, V. A., ve Berry, L. L. (1994). Alternative scales for measuring service quality: a comparative assessment based on psychometric and diagnostic criteria. Journal of Retailing, 70(3), 201-230.
- Santouridis, I., Trivellas, P., ve Reklitis, P. (2009). Internet service quality and customer satisfaction: examining internet banking in Greece. Total Quality Management, 20(2), 223-239.
- Spreng, R. A., ve Mackoy, R. D. (1996). An empirical examination of a model of perceived service quality and satisfaction. Journal of Retailing, 72(2), 201-214.
- Wang, Y. J., Hernandez, M. D., ve Minor, M. S. (2010). Web aesthetics effects on perceived online service quality and satisfaction in an e-tail environment: The moderating role of purchase task. Journal of Business Research, 63(9-10), 935-942.
- Verhagen, T., Vonkeman, C., Feldberg, F., ve Verhagen, P. (2014). Present it like it is here: Creating local presence to improve online product experiences. Computers in human behavior, 39, 270-280.
- Zeithaml, V. A., Parasuraman, A., ve Malhotra, A. (2002). Service quality delivery through web sites: a critical review of extant knowledge. Journal of the Academy of Marketing Science, 30(4), 362-375.
- Zeithaml, V. A., Berry, L. L., ve Parasuraman, A. (1993). The nature and determinants of customer expectations of service. Journal of the Academy of Marketing Science, 21(1), 1-12.
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Konular | Yöneylem |
| Bölüm | Makaleler |
| Yazarlar | |
| Yayımlanma Tarihi | 31 Mart 2020 |
| Kabul Tarihi | 9 Mart 2020 |
| Yayımlandığı Sayı | Yıl 2020 Cilt: 15 Sayı: 23 |
