Online gayrimenkul satışında müşteri deneyimi: Pazaryeri incelemesi
Küçük Resim Yok
Tarih
2023
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Ticaret Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Küresel rekabetin günümüzde giderek artan bir hale dönü?mesi sadece üretim i?letmelerini değil hizmet i?letmelerini de etkilemektedir. Hizmet sektörü içerisinde yer alan ve son zamanlarda önemli geli?meler gösteren örneklerinden birisi olan gayrimenkul pazarlaması bilhassa internetin i?letmecilik faaliyetleri arasında kendisine daha fazla yer bulmaya ba?lamasının ardından önemli bir deği?im göstermeye ba?lamı?tır. Bu çalı?mada online gayrimenkul satı?ında mü?teri deneyimi, pazaryeri incelemesi konusu ele alınmı?tır. Ara?tırma nicel ara?tırma yöntemlerinden tarama modelinde olu?turulmu?tur. Ara?tırmanın evrenini ?stanbul ilinde ya?ayan ve gayrimenkul pazaryerlerini kullanmı? 18 ya? üstü bireyler, örneklemiyse evrende yer alan ve ara?tırmaya katılmaya gönüllü bireyler olu?turmu?tur. Örneklem yöntemi olarak basit tesadüfi örnekleme metodu kullanılmı?tır. Ara?tırmaya toplam 411 ki?i katılmı?, verilerin analizi SPSS 29 ve AMOS 29 programı aracılığıyla yapılmı?tır. Ara?tırma sonucunda gayrimenkul pazaryerlerini kullanmı? mü?teri deneyimlerinin cinsiyete göre sitenin kullanım kolaylığı, gizlilik ve güvenilirlik alt boyutlarında anlamlı farklılık tespit edilmediği görülmü?tür. Ya?a göre ise gizlilik alt boyunda 18-25 ya? grubundakilerin gizlilik konusunda daha yüksek ortalamaya sahip oldukları bulunmu?tur. Mesleğe göre ise güvenilirlik alt boyutunda kamu kurum çalı?anı ile serbest meslek arasında serbest meslek lehine anlamlı farklılık olduğu tespit edilmi?tir. Eğitim duruma göre ise üniversite mezunlarının sitenin kullanım kolaylığı ile ilgili ortalamalarının yüksek olduğu görülmü?tür.
The fact that the global competition has become increasingly increasingly affects not only production enterprises but also service enterprises. Real estate marketing, which is one of the examples in the service sector and which has shown significant developments recently, has started to show a significant change, especially after the internet started to find more place among business activities. In this study, customer experience and marketplace review in online real estate sales are discussed. The research was created in the screening model, which is one of the quantitative research methods. The population of the research consisted of individuals over the age of 18 who lived in Istanbul and used real estate marketplaces, and the sample consisted of individuals who were in the universe and volunteered to participate in the research. Simple random sampling method was used as the sampling method. A total of 411 people participated in the research, and the data were analyzed using SPSS 29 and AMOS 29 programs. As a result of the research, it was seen that there was no significant difference in the sub-dimensions of ease of use, privacy and reliability of the site, according to gender, of customer experiences who used real estate marketplaces. According to age, it was found that those in the 18-25 age group have a higher average in privacy in the lower height of privacy. According to the profession, it has been determined that there is a significant difference in favor of self-employment between public institution employees and self-employed in the reliability sub-dimension. According to the education level, it was seen that the average of the university graduates regarding the ease of use of the site was high.
The fact that the global competition has become increasingly increasingly affects not only production enterprises but also service enterprises. Real estate marketing, which is one of the examples in the service sector and which has shown significant developments recently, has started to show a significant change, especially after the internet started to find more place among business activities. In this study, customer experience and marketplace review in online real estate sales are discussed. The research was created in the screening model, which is one of the quantitative research methods. The population of the research consisted of individuals over the age of 18 who lived in Istanbul and used real estate marketplaces, and the sample consisted of individuals who were in the universe and volunteered to participate in the research. Simple random sampling method was used as the sampling method. A total of 411 people participated in the research, and the data were analyzed using SPSS 29 and AMOS 29 programs. As a result of the research, it was seen that there was no significant difference in the sub-dimensions of ease of use, privacy and reliability of the site, according to gender, of customer experiences who used real estate marketplaces. According to age, it was found that those in the 18-25 age group have a higher average in privacy in the lower height of privacy. According to the profession, it has been determined that there is a significant difference in favor of self-employment between public institution employees and self-employed in the reliability sub-dimension. According to the education level, it was seen that the average of the university graduates regarding the ease of use of the site was high.
Açıklama
Sosyal Bilimler Enstitüsü, İşletme Ana Bilim Dalı, İşletme Bilim Dalı
Anahtar Kelimeler
İşletme, Business Administration
