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E-HİZMET KALİTESİNE GÖRE SANAL ALIŞVERİŞSİTELERİNİN DEĞERLENDİRİLMESİ

Journal Name:

  • Dumlupınar Üniversitesi Sosyal Bilimler Dergisi

Publication Year:

  • 2012

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
In this study, E-Service Quality Scale, developed by Parasuraman (2004), has been given to evaluated by 415 clients who made shopping from company selling electronic device operates in five big cities of Turkey (İstanbul, Ankara, İzmir, Antalya, Eskişehir) and from virtual organizations at least three times. Obtained data has been defuzzyfied by fuzzy logic and has been emerging.After the data obtained was defuzzyfied by fuzzy logic theory, the defuzzyfied data has been applied to reliability and factor analysis. Then, comparisons has been performed among E-Service Quality of gittigidiyor.com E-Bay.com and hepsiburada.com settled the most commonly used as a shopping sites by measurement method based on space. The comparisons have been showed that ranking according to E-Service Quality and the mostcommonly used sites has been found same. In addition, the study,has been investigated which effective dimensions of E-Service Quality belonging to the most preferred three-sites and Privacy dimension has been determined to be veryimportant. Being reliableof company operates on web base and believing of customers knowledge protected by company have been determined to increase use of sites.
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Abstract (Original Language): 
Bu çalışmada, Türkiye’deki beşbüyük ilde (İstanbul, Ankara, İzmir, Antalya, Eskişehir) faaliyet gösteren elektronik eşya satan mağazalardan alışverişyapan ve en az üç kez sanal alışverişsitelerinden alışverişyapmış olan 415 adet müşteriye Parasuraman’ın (2004) geliştirmişolduğu E-Hizmet kalitesi ölçeği verilerek en çok kullandıklarısiteleri değerlendirmeleri istenmiştir. Elde edilen veriler, bulanık mantık teoremi ile durulaştırıldıve güvenirlik Analizine ve faktör analizine tabi tutuldu. Daha sonra, boşluk temeline dayalıölçüm yöntemi ile en çok kullanıldığıtespit edilen gittigidiyor.com, E-Bay.com ve hepsiburada.com alışverişsitelerinin E-Hizmet kaliteleri arasında karşılaştırmalar yapıldı. Karşılaştırmalar E-Hizmet Kalitesine göre yapılan sıralamanın en çok tercih edilen site sıralamasıyla aynıolduğunu gösterdi. Ek olarak çalışmada, en çok tercih edilen üç sitenin E-Hizmet Kalitesinin hangi boyutlarındaki farklılığın en çok tercih edilen site olmasında etkili olduğu araştırıldıve Gizlilik boyutunun çok önemli olduğu belirlendi. Müşteriler web tabanında işlem gören firmaların güvenilir olmasıve kendi bilgilerinin korunacağına inanmalarının sitelerin kullanımınıarttıracağıbu çalışma ile ortaya konulmuştur.
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  • 33
85-100
  • Turkish

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