Purpose The Internet revolution has radically changed the means of conducting business all over the world in the past few decades. The digital medium enables consumers worldwide to shop online through B2C e-commerce websites in a convenient manner. Online websites compete to provide a compelling and seamless brand experience to retain their customers. In order to achieve this, fostering a state of flow may help the brands increase customer experience, customer satisfaction and loyalty. In this study, the aforementioned phenomenon is tested against Turkish university students. Methodology The study was conducted against 538 valid respondents. The results of the survey were interpreted with the structural equation modeling method. Quantitative data were obtained using a five-point Likert scale. Initially, confirmatory factor analyses and reliability analysis were performed, respectively in order to determine the validity and reliability of the scale. Findings As a result of the analyses, it has been empirically proven that an online flow state, which is a momentary phenomenon, helps online e-commerce websites build customer satisfaction and customer loyalty indirectly through customer experience. These results are partly parallel with those in the extant literature. Originality This study is significant in the literature in that, as opposed to the extant literature, online flow state is found to influence customer satisfaction and customer loyalty rather indirectly via moderating effect of customer experience. Additionally, it is the first to incorporate customer satisfaction along with customer loyalty as a new construct affected by online flow state and customer experience. The results also have important managerial implications.
Küreselleşmenin ekonomik hâkimiyetinde olan günümüzde ticaret lojistikten bağımsız olarak düşünülemez. Hammadde, üretim, tüketim üçgeninin binlerce kilometreyi bulabilen çevresinde dolanarak bu üç faktörün ortak bir noktada buluşturulması ancak ve ancak gelişmiş taşımacılık ağlarıyla mümkündür. Taşımacılığın ana faktörü ve taşımacılık ağlarının temel birleştiricisi ise denizyolu taşımacılığıdır. Bu lojistik faaliyetlerinin başlangıç ve bitiş noktasında limanlar yer almaktadır. Limanların yarattığı bu artı değer günümüz Batı Avrupa nüfusunun dağılımına da karar vermiştir. İç suyolu taşımacılığı daha ekonomik olduğu için tercih edilen Ren Nehri'nde gemilerle taşınan ürünlere ve ticari güce kayıtsız kalamayan halk, son yüz yıllık süreç içerisinde bölgede bulunan nüfusu ve nüfus yoğunluğunu ciddi düzeyde arttırmıştır. Türkiye'nin Tekirdağ ili incelediğinde ülkenin geri kalanına oranla oldukça yüksek bir Bu çalışma "International Congress of the New Approaches and Technologies for Sustainable Development 17" isimli uluslararası konferansta özet olarak sunulmuştur.
Nowadays, in the commercial competition environment brought by globalization, the businesses in almost all sectors have gone through a number of changes and development stages together with the effects of globalization. Businesses operating in different sectors have started to use Strategic Marketing Accounting (SMA), which is occurred as an interaction between the Marketing Information System (MIS) and the Accounting Information System (AIS), as a tool in order to be able to provide customer satisfaction with the globalization process and to maintain sustainability, to make strategic marketing decisions, to achieve strategic marketing goals and to provide sustainable competitive advantage. Strategic Marketing Accountancy (SMA) is an accounting discipline that focuses on the marketing and sales activities of the business and on the indirect analysis of the activities such as supply, production and R&D and that is resultant from the assignments of strategic marketing in the business and that features strategic marketing decisions and strategic information marketing needs. The aim of this study is to address the importance of Strategic Marketing Accounting in providing sustainable competitive superiority of businesses in the globalization process.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.