E-hizmet kalitesi, müşteri memnuniyeti ve sadakati arasındaki ilişki: Duhok ili üzerine bir vaka çalışması

This study investigates the impact of e-service quality on customer satisfaction and loyalty, focusing on residents of Duhok Province in Northern Iraq. Employing a quantitative research methodology, data was collected from a sample of 300 individuals actively utilizing online market platforms. Convenience sampling was utilized to ensure equal representation. Of the sample, 172 participants identified as male, and 128 as female. The study utilized scales developed by Farisa (2018) to assess e-service quality, customer satisfaction, and loyalty. Findings reveal a strong positive correlation between e-service quality and customer satisfaction and loyalty, indicating that improvements in e-service quality lead to enhanced satisfaction and loyalty among customers. Gender differences were explored, with results indicating no significant influence on perceptions of e-service quality and customer satisfaction and loyalty. This underscores the consistency in opinions across genders in shaping perceptions of electronic service quality. The study sheds light on the critical role of quality service delivery in fostering customer loyalty and satisfaction in the digital realm. These insights are valuable for businesses and policymakers aiming to enhance e-service offerings and tailor experiences to meet customer expectations effectively. Overall, the study contributes to a nuanced understanding of factors influencing customer perceptions in the context of e-service quality and highlights the uniformity of opinions across genders in shaping customer experiences.