WEBSİTELERİN PERFORMANSLARINDAN MÜŞTERİ BEKLENTİSİ VE ELEKTRONİK AĞIZDAN AĞIZA İLETİŞİM İLİŞKİSİ: SPOR AYAKKABI MARKALARI ÜZERİNE BİR ARAŞTIRMA


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Uzunkaya T.

Research Journal of Business and Management, cilt.7, ss.80-94, 2020 (Diğer Kurumların Hakemli Dergileri)

  • Cilt numarası: 7 Konu: 2
  • Basım Tarihi: 2020
  • Doi Numarası: 10.17261/pressacademia.2020.1201
  • Dergi Adı: Research Journal of Business and Management
  • Sayfa Sayıları: ss.80-94

Özet


Investigating the relationships among perceived website quality, sources of credibility, experience, social impact, and recommendation affect performance expectations, customer satisfaction, trust and WOM. The data were gathered by personal interview and Structural Equation Modeling was used to test the relationships.The quality of the website content and the technological quality of the website have a positive impact on performance expectancy, while the website information quality has a negative impact on performance expectancy. The impact of adopting social impact and recommendations, the internet and past experience, sources of credibility on performance expectations were found insignificant. The impact of performance expectations on customer satisfaction and trust was found significant. The impact of performance expectancy on WOM was found insignificant. The direct impact of customer satisfaction on WOM was found significant. Technology or technological innovations that benefit customers or help their goals affect customer performance expectations. In the market conditions where the competition is rapidly increasing, it is an important element in terms of competition that the brands increase the performance expectations of consumers by attaching importance to the content quality and technical quality of the website. Increased performance expectation positively affects increased customer satisfaction and confidence in the website. In addition, customer satisfaction has a positive impact on word-of-mouth communication by enabling customers to have positive feelings and thoughts about the brand.