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

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

Ege Academic Review, 2010, vol. 10, issue 1, 15-35

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.

JEL-codes: M31 (search for similar items in EconPapers)
Date: 2010
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