How to Manage the Online Experience Concerning Transactional and Experimental Customers: Case of E-Fashion Sector

Abstract

The online fashion and textile sector is growing in recent years, becoming one of the online sectors with the highest volume of business. However, the bibliography on e-service quality and its consequences in this sector has been underdeveloped in the last years. This paper presents a model that incorporates the direct and indirect effects of e-service quality (utilitarian and hedonic experience) on satisfaction and loyalty of two segments of customers: transactional and online experimental customers. This research focuses on six online sale platforms, and it has been tested with data on 405 regular customers. The study also develops a model that incorporates the direct and indirect effect of e-service experiences on satisfaction, positive WOM, repurchase intention and price tolerance. The findings indicate that direct and indirect effects of e-service quality on satisfaction and loyalty are different for each segment of customers. While utilitarian quality is more relevant for those customers that only search for information, hedonic quality is especially significant for experiential customers.

Targeting Smart Shoppers: A Cross-Country Model

“…Second, our scale suggests that the smart shopper is a consumer who exhibits buying patterns characterized by searching for and organizing commercial information, acquiring products that fit their needs, searching for offers and deals, waiting for sales and obtaining discounts. Consistent with preceding research that proposes that consumers' purchase decisions are oriented by the emotional aspects of shopping as much as their utilitarian considerations (Castro-López et al, 2019;Alba & Williams, 2013), our scale suggests that a smart buy that shoppers can attribute to their shopping capability rewards their ego End of Table 9 through feelings of self-esteem, pride and joy. While it is beyond the scope of this article to develop specific hypotheses, value assessed by our scale is quite likely to influence evaluations of brands considered while shopping (Garretson et al, 2002;Manzur et al, 2011;Authors, 2019).…”

E-Service Quality, E-Satisfaction, E- Stickiness and E-Loyalty Behavior: A Study on E-Retail Shopping Sites

“…Bu önemden yola çıkarak, özellikle son dönemde e-perakendecilik alanında müşteri sadakatini etkileyen faktörleri inceleyen akademik çalışmaların sayısında bir artış gözlemlenmektedir (Bi, 2019;Forgas-Coll, Palau-Saumell, Sanchez-Garcia ve Fandos-Roig, 2013;Heinrichs, Al-Aali, Lim ve Lim, 2016;Kim ve Lennon, 2012;Pee, Jiang ve Klein, 2018;Yaşin, Özkan ve Baloğlu, 2017;Yeon, Park ve Lee, 2019). Bu çalışmalarda e-sadakat kavramı daha çok tekrar satın alma niyeti üzerinden incelense de bazı çalışmalarda pozitif ağızdan ağıza iletişimin ve daha fazla ödeme istekliliğinin de esadakat ile ilintili olarak e-perakendeciliğin başarısında belirleyici rol oynayabileceği ve bu yüzden de ayrı birer değişken olarak ele alınmasının gerekliliği vurgulanmaktadır (Castro-Lopez,Vazquez-Casielles ve Puente, 2019;Fang, Shao ve Wen, 2016;Pham ve Ahammad, 2017). Bulgular ağızdan ağıza iletişimin müşterilerin alım kararlarını önemli ölçüde etkilediğini ve özellikle pozitif ağızdan ağıza iletişim ile şirketlerin satış büyüme oranları arasında olumlu bir ilişki olduğunu desteklerken (Rosario, Sotgiu, De Valck ve Bijmolt, 2016;Roy, Lassar ve Butaney, 2014); daha fazla ödeme istekliliğinin de bir markanın gücüne işaret ettiğini ve şirket karlılığına önemli bir katkısı olduğunu ortaya koymaktadır (Augusto ve Torres, 2018;Casidy ve Wymer, 2016;Dwivedi, Nayeem ve Murshed, 2018).…”