Electronic service quality and electronic service recovery quality effect on consumer satisfaction

The aim of this study is to investigate the effects of perceived e-service quality and e-service recovery quality dimensions on e-satisfaction by using the information obtained from the individuals who shop online, and to determine which dimensions are more important for consumers in e-satisfaction formation. This study also aims is to make suggestions to the existing and new online shopping sites in accordance with the findings. For this purpose, a survey was conducted with the participation of 390 undergraduate and graduate students studying at Giresun University between 01.05.2018 and 31.05.2018. The obtained data were analyzed with SPSS 23.0 statistics program. First, exploratory factor analysis was conducted. Afterwards, t-test and ANOVA test were carried out to observe the differences between students according to their demographic characteristics regarding e-service quality, e-service recovery quality and e-satisfaction. The results showed that some of the variables had meaningful differences according to demographic characteristics. Finally, regression analysis was conducted to investigate the effect of e-service quality and e-service recovery quality on e-satisfaction. As a result of regression analysis, it was determined that both e-service quality and e-service recovery quality had a positive effect on e-satisfaction. It was also determined that the most effective dimensions were efficiency, fulfillment and return operations. Moreover, the effect of e-service recovery quality on e-service quality has been examined and the results showed that the most effective dimension on e-service quality is the return operations.