Investigation of e-retail quality perception and e-trust level effect on e-satisfaction by gender difference

Today, with the change of consumers' lifestyles and becoming more conscious consumers, the marketing approach in retailing has also gained a different meaning. With the rapid development of the Internet, e-commerce has been also added to this classic marketing approach and it has even become an indispensable part of our lives. The retail sector has started to operate more actively in the online World by keeping up with this trend, and has gone beyod the online trade and has given importance to customer satisfaction and online service quality. In order to measure the consumers' attitudes and examine their behaviors in the online world, a variety of studies and researches are carried out both commercially and academically. Customers have become more conscious day by day, and demanded more service quality and being satisfaction. As a result, companies have given more importance to these fields. Traditional sellers aren't only converting their sales to online sales, they are developing new strategies that will incease customers' satisfaction and gain the trust of them and evolving into a structure that will improve their service and product quality in order to be one step ahead of their competitors. Because, now the aim of the companies is to ensure the continuity of the same customers rather than more customers and try to spreas their credibility by old customers' talks about the company to their environment. For this reason, it became necessary to provide best quality to online customers like as provide to offline customers in traditional commerce, in addition to sales, customer satisfaction has become an indispensable element for online shopping. This study addresses online service quality, online trust and online satisfaction factors of the website that using by users for online shopping. The main subject of the research is to show how factors that determine online satisfaction will be affected by online retail quality perception and online trust levels according to gender differences. With the research that done through online survey, users who had experience for online shopping were reached. Within the framework of the experience of the users, questions that about their satisfaction, trust to website, satisfaction and shopping habbits were asked. With this survey, It has been tried to measure whether the trust in the website and the quality of service has an effect on consumers' satisfaction. This study is expected to benefit to online retail websites and their managers, and researchers who wish to work on this subject by the way of factors affecting website satisfaction in terms of e-retail quality perception, e-trust levels and gender differences.