The impact of logistics service quality perceptions of e-commerce customers on brand avoidance behavior: The case of İstanbul province

This study aims to reveal whether logistics service quality perceptions of e-commerce users affect brand avoidance behavior. In addition, it is among the objectives of the study to determine whether the perception of logistics service quality and brand avoidance behavior differs according to demographic characteristics. Within the framework of our purpose, we determine the universe of the study as individuals aged 18 and over who lived in Istanbul and shopped from E-commerce sites between May 31, 2023, and June 12, 2023. Since it is difficult and costly to reach the universe, we use the sampling method. In this context, the sampling size is 517 people. Afterward, we analyze the dataset on SPSS 26.0 Package Program. First of all, we start to determine the characteristics of the participants by frequency analysis. Then, we perform Factor Analysis on the Logistics Service Quality and Brand Avoidance scales and the resulting dimensions and name the factor according to the literature. According to the results of the Factor analysis, there are two factors; Logistics Service Quality consists of one dimension, and we named Logistics Service Quality and Brand Avoidance consists of one dimension, and to do so, we named brand avoidance. Subsequently, to find the relationship between Logistics Service Quality on Brand Avoidance in e-commerce, we apply regression analysis. As a result of the analysis, we conclude that the logistics service quality utilized through e-commerce sites affects brand avoidance. Then we apply T and ANOVA tests to test whether logistics service quality and brand avoidance differ according to demographic characteristics. The results show that logistics service quality varies according to the gender but it does not vary according to other demographics. Yet, Brand Avoidance varies according to age but not according to gender, educational status, income level, frequently used e-commerce sites, shopping frequency, and payment method used. Keywords: e-commerce logistics service quality, brand avoidance, brand avoidance, logistics service quality