Managerial Implications Of The Relationship Between Customer Care And Purchase Intention In Online Shopping
Yükleniyor...
Tarih
2019
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Bursa Teknik Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
This paper studies customer care as an important factor that affects the performance of B2C e-commerce websites. A survey was conducted to 464 Turkish B2C website customers. Analysis method of this study is partial least square structural equation modeling (PLS-SEM). Specifically, customer care in B2C e-commerce web sites is found to have direct effect on perceived value and indirect effect on purchase intention via perceived value and brand loyalty. Besides relationship between customer care and purchase intention was found as insignificant. The most important contribution of this research is the unveiling of the indirect relationship between customer care and purchase intention. This study also offers some important manageral suggestions for B2C web sites.
Açıklama
Anahtar Kelimeler
Online Shopping, Online Shopping, Customer Care, Customer Care, Perceived Value, Perceived Value, Brand Loyalty, Brand Loyalty, Purchase Intention, Purchase Intention
Kaynak
Business & Management Studies: An International Journal
WoS Q Değeri
Scopus Q Değeri
Cilt
7
Sayı
1
Künye
Ertemel, A. V., Civelek, M. E. (2019), Managerial Implications Of The Relationship Between Customer Care And Purchase Intention In Online Shopping, BMIJ, (2019), 7(1): 514-526
