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- Title
E-PERAKENDE HİZMET KALİTESİNİN MARKA DEĞERİNE ETKİSİ.
- Authors
ÖZDENER, İbrahim Halil; DUYGUN, Adnan
- Abstract
The main purpose of this study is to determine the effect of e-retail service quality perception on brand equity. Trendyol.com e-retail web site is selected for the study. Data is collected by questionnaire and random sampling method. 322 Trendyol. com customers were reached. Primarily, findings related to the socio-demographic characteristics of the customers were included. Then, it has been examined whether socio-demographic characteristics differed in terms of both e-retail service quality perception and brand equity. Finally, regression analysis has been used to examine the impact of e-retail service quality perception on brand equity. As a result of the research, the service quality of Trendyol.com e-retail web site has an impact on brand equity of Trendyol.com. It has been determined that e-retail service quality perception has a 44.3% change effect on brand equity. In addition, some suggestions were made according to the results of the research.
- Subjects
QUALITY of service; BRAND equity; REGRESSION analysis; WEBSITES; STATISTICAL sampling; BRAND choice
- Publication
Pamukkale University Journal of Social Sciences Institute / Pamukkale Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 2020, Vol 38, p1
- ISSN
1308-2922
- Publication type
Article
- DOI
10.30794/pausbed.560763