THE IMPACT OF E-RETAILERS' ETHICS ON CUSTOMER LOYALTY: PERCEIVED TRUST AND PERCEIVED SATISFACTION AS MEDIATORS
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Date
2013
Authors
Gizem KURT
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Open Access Color
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Abstract
Tüketiciler, gizlilik ve güvenlik gibi çevrimiçi alışveriş faaliyetlerinin toplumsal eleştirisini artıran bir dizi etik sorunla karşılaşmaktadır. Etik olmayan kurumlar müşterilerini hızlı bir biçimde kaybetme tehlikesi ile karşı karşıya olduğundan firmalar pazarlama kararlarında etik unsurları göz önünde bulundurmalıdır. Yazında geleneksel perakendeciler ve etik ile ilgili yapılmış birçok araştırma bulunmasına rağmen internet perakendecileri ve etik ile ilgili yapılmış olan araştırma sayısı oldukça azdır. Bu çalışmanın amacı müşterilerin internet perakendecilerine yönelik etik algıları ile müşteri memnuniyeti güveni ve sadakati arasındaki ilişkilerin belirlenmesidir. Araştırma verileri yazındaki çalışmalardan derlenerek oluşturulmuş olan anket formu aracılığı ile internet üzerinden alışveriş yapan tüketicilerin görüşleri alınarak toplanmıştır. Sonuçlar, müşterilerin etik algıları memnuniyet güven ve sadakat arasında anlamlı ilişkiler bulunduğunu göstermektedir. Çalışmanın sonunda pazarlama yöneticileri ve gelecek araştırmalar için öneriler sunulmaktadır
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Keywords
İletişim-Etik-İşletme, İşletme, İletişim, Etik
Fields of Science
Citation
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Source
İnternet Uygulamaları ve Yönetimi
Volume
4
Issue
2
Start Page
49
End Page
68
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