Publication: Mobil uygulamalarla araç kiralama yapan tüketicilerin online müşteri deneyimi ve tekrar satın alma niyeti ile ilişkisi üzerine bir araştırma
Abstract
Paylaşım ekonomisi son 10 yılda büyük bir ivme kazanmış ve hem tüketicilerin hem firmaların odağında olmuştur. Sürdürülebilirliğe katkısı, çevreye duyarlı, karbon emisyonunu ve maliyetleri azaltan ve sahiplik yerine paylaşıma dayalı iş modellerini içeren paylaşım ekonomisinin en çok tercih edilen türlerinden olan araç paylaşımı ile tüketicilerin değişen davranışları da merak konusu olmuştur. Müşteri deneyimi kavramı geçmişten günümüze birçok farklı şekilde tanımlanmıştır. Kimi yazarlar, mal ve hizmet edinme süreçlerine odaklanırken, bazı yazarlar da insanın bilişsel ve duygusal süreçlerine odaklanmıştır. Araştırmada çevrimiçi müşteri deneyiminin, müşteri memnuniyeti ve tekrar satın alma niyetine olan etkisine odaklanılmıştır. Araştırma mobil uygulamalar ile araç kiralaması yapan 416 katılımcı ile yapılmıştır. Veriler çevrimiçi anket yöntemi ile toplanmıştır. Araştırmanın sonucunda, online müşteri deneyimi boyutlarından kullanım kolaylığı, gizlilik, müşteri hizmetleri ve güvenilirliğin tekrar satın alma niyetine etkisi olduğu sonucuna varılmıştır. Araştırmanın bir diğer hipotezinde, online müşteri deneyimi boyutlarından kullanım kolaylığı, gizlilik, müşteri hizmetleri ve güvenilirliğin müşteri tatminine anlamlı etkisi olduğu sonucuna varılmıştır. Müşteri deneyiminin alt unsuru olan mağaza teklifleri boyutunun müşteri tatmini ve tekrar satın alma niyetine etkisinin olmadığı tespit edilmiştir. Son olarak müşteri tatmininin tekrar satın alma niyetine etkisinin olduğu sonucuna ulaşılmıştır.
The sharing economy has gained momentum in the last 10 years and has become the focus of both consumers and companies. Car sharing, which is one of the most preferred types of sharing economy that contributes to sustainability, which reduces carbon absorption and costs and includes business models based on sharing instead of ownership, together with the changing behavior of consumers has also been a matter of interest. The concept of customer experience has been defined in many different ways from past to present. While some authors focused on the processes of acquiring goods and services, some authors focused on cognitive and emotional processes of humans. This study also focused on the effect between the 5 sub-dimensions of online customer experience, customer satisfaction and repurchase intention. The research was conducted with 416 participants who rented a car via mobile applications. Data were collected by online survey method. As a result of the research, it was concluded that the online customer experience dimensions such as ease of use, privacy, customer service and reliability are associated with repurchase intention. In another hypothesis of the research, it was concluded that the online customer experience dimensions such as ease of use, privacy, customer service and reliability have a positive effect on customer satisfaction. It has been determined that the store suggestions dimension, which is a sub-dimension of customer experience, has no effect on customer satisfaction and repurchase intention. Finally, it was concluded that there is a relationship between customer satisfaction and repurchase intention.
The sharing economy has gained momentum in the last 10 years and has become the focus of both consumers and companies. Car sharing, which is one of the most preferred types of sharing economy that contributes to sustainability, which reduces carbon absorption and costs and includes business models based on sharing instead of ownership, together with the changing behavior of consumers has also been a matter of interest. The concept of customer experience has been defined in many different ways from past to present. While some authors focused on the processes of acquiring goods and services, some authors focused on cognitive and emotional processes of humans. This study also focused on the effect between the 5 sub-dimensions of online customer experience, customer satisfaction and repurchase intention. The research was conducted with 416 participants who rented a car via mobile applications. Data were collected by online survey method. As a result of the research, it was concluded that the online customer experience dimensions such as ease of use, privacy, customer service and reliability are associated with repurchase intention. In another hypothesis of the research, it was concluded that the online customer experience dimensions such as ease of use, privacy, customer service and reliability have a positive effect on customer satisfaction. It has been determined that the store suggestions dimension, which is a sub-dimension of customer experience, has no effect on customer satisfaction and repurchase intention. Finally, it was concluded that there is a relationship between customer satisfaction and repurchase intention.