Self Servis Teknolojilerindeki Web Sayfası Kalitesinin Tatmin, Bağlılık, Güven ve Yeniden Satın Alma Üzerindeki Etkisinin Araştırılması

Alkan ALKAYA, Fatih ŞAHİN

Özet


Bilgi teknolojilerinin kullanımının artmasının işletme süreçlerini dönüştürdüğü konusu yaygın bir şekilde kabul edilmektedir. Elektronik ticaret, firmalar için geniş bir araç yelpazesine sahip olan giderek popüler bir iş modeli haline gelmiştir. Bu iş modeli özellikle hizmet sektöründe telefon bankacılığı, yatırım faaliyetleri ve çevrimiçi otel rezervasyonu gibi self-servis teknolojileri (SST) kullanımında kendini göstermektedir. Ancak gerek müşteri gerekse işletme kaynaklı pek çok unsur SST’nin etkin kullanımı etkilemektedir. Bununla birlikte Meuter, Ostrom, Roundtree ve Bitner (2000) müşteri tatminini ya da tatminsizliğini etkileyen anahtar faktörün de SST kullanımı olduğunu belirtmektedir. Bu çalışmada çevrimiçi otel rezervasyonu şirketlerinin web sitelerine yönelik algılanan kalitelerinin müşterilerin güven, tatmin, bağlılık ve yeniden satın alma niyeti üzerindeki etkisi ortaya konulacaktır. Bu amaçla oluşturulan modele ait ölçekler özellikle Hsieh, Chiu ve Chiang (2005), Meuter vd. (2000); Shin, Chung, Oh ve Lee (2013) ve Meuter, Bitner, Ostrom ve Brown (2005) yapmış oldukları çalışmalardan uyarlanmıştır. Araştırma internet üzerinden otel rezervasyonu sağlayıcılarını (Tatil Sepeti, Trivago vb. gibi) kullanan müşteriler üzerinde yapılmaktadır. Veriler anket yoluyla elde edilmiş ve SPSS programı üzerinden regresyon analizi yapılmıştır. Araştırma otel rezervasyonu şirketlerinin web sitelerinin algılanan kalite düzeyinin ortaya konması bu sistemi kullanan ya da kullanacak işletmelere fikir verebilmesi açısından önemli görülmektedir.

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