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E-Customer Satisfaction in the E-Tailing Industry: An Empirical Survey for Turkish E-Customers

Author

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  • Suleyman Barutcu

    (Pamukkale University, Faculty of Economics and Administrative Sciences, Departments of Business Administration)

Abstract

The main objective of this study is to provide theoretical and empirical frameworks for determining drivers of e-customer satisfaction from e-tailers and highlight what is needed to increase e-customer satisfaction level in Turkey. First, literature was reviewed about customer satisfaction to verify the drivers of e-customer satisfaction. Second, an empirical study was conducted to determine the drivers of e-customer satisfaction and measure e-customer satisfaction level from e-stores. In conclusion, the empirical survey’s results of 552 respondents show that e-customer satisfaction is positively influenced from e-shopping cost, e-store design quality, e-store service quality, e-store information quality and cargo carriers’ service quality. E-customers are also strongly satisfied with e-shopping cost, e-store design quality, e-store service quality and cargo carriers’ service quality. On the other hand, apart from choosing cargo carriers, e-customer satisfaction is negatively influenced from e-store shipping policy, and e-customers are strongly dissatisfied from e-stores’ information quality and shipping policies.

Suggested Citation

  • Suleyman Barutcu, 2010. "E-Customer Satisfaction in the E-Tailing Industry: An Empirical Survey for Turkish E-Customers," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 10(1), pages 15-35.
    • Handle: RePEc:ege:journl:v:10:y:2010:i:1:p:15-35
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    More about this item

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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