Yildiz, Salih; Kurtuldu, Hüseyin Sabri

The purpose of this study is to determine the factors affecting electronic service brand equity and to investigate consumers' perceptions of the electronic service brands they prefer. Additionally, the study, based on the Rios and Riquelme's electronic brand equity model, determines whether demographic characteristics of consumers cause significant differences regarding perceptions of electronic service brand equity. Within the context of this study, an electronic service site in the book/magazine sector was employed. The survey sample size was 675 as a result of an electronic survey administered on selected Websites. The reliability of the scales used in the survey was tested via Cronbach's Alfa Method and the validity of the scales were tested via Factor Analysis. Hypotheses of the survey were tested using difference methods (e.g., ANOVA, multiple regression analysis, T-test). It was determined that e-image, e-quality, e-loyalty, e-trust, e-awareness, and e-value factors are effective for developing electronic service brand equity. Furthermore, it can be claimed that age, income, and education cause significant differences regarding perceptions of electronic service brand equity, while gender, occupation, and marital status do not cause significant differences of perceptions regarding the same.

Kurtuldu, Hüseyin Sabri; Uk, Zuhal Cilingir; Yildiz, Salih

Because of the fact that customer satisfaction is an important element on the process of purchasing decision, customer satisfaction is necessary for providing continuance of business. It is known that customers are not only satisfied with functional factors of products/services; aesthetic factors of products/services are also effective on the customer satisfaction. Accordingly, the aim of this paper is to show the effect of aesthetic factors of online marketing on the customer satisfaction. It is analyzed that the influence of aesthetic factors of newswires on customer satisfaction, besides it is also examined that whether the consumption demographics of newswires make difference on customer satisfaction level. The data is acquired by the way of conducting survey to customers of face to face. The data analyzed shows that attractiveness, uniqueness, design, style and mystery which are some of the aesthetic factors are effective on the customer satisfaction and that consumption demographics also create significant difference on customer satisfaction level.

Kurtuldu, Hüseyin Sabri; Uk, Zuhal Cilingir; Yildiz, Salih

Çalışmanın amacı “alışveriş atmosferinde algılanan olumlu ve olumsuz etkiler” ve “hizmet kalitesi” değişkenlerinin, “hizmetten sağlanan faydasal ve hedonik değer” ve “müşteri memnuniyeti” üzerindeki; değer ve memnuniyet değişkenlerinin ise “kulaktan kulağa iletişim” üzerindeki etkileri araştırmaktır. Araştırmanın örneklemi İstanbul ilinin her iki yakasında bulunun 400 alışveriş merkezi müşterilerinden oluşmaktadır. Araştırmada yer alan ölçeklerin güvenilirlikleri Cronbach Alfa yöntemiyle test edilmiştir. Sonrasında, Çoklu Regresyon analizinden yararlanılarak araştırma hipotezleri test edilmiştir. Sonuçlar, faydasal ve hedonik değer ile hizmet kalitesinin müşteri memnuniyeti üzerinde; faydasal ve hedonik değer ile müşteri memnuniyetinin de kulaktan kulağa iletişim üzerinde olumlu yönde etki yarattığını göstermiştir.