The effect of electronic retailing dimensions on electronic satisfaction and electronic loyalty: Trendyol example

The electronic retail sector offers consumers access to products from anywhere they want, eliminating time and space limitations, and is constantly growing. For companies operating in this dynamic and competitive market, satisfying their customers and maintaining their loyalty is of strategic importance. The aim of this research is to investigate the impact of e-retailing dimensions on consumers' e-satisfaction and e-loyalty levels and the mediating effect of e-satisfaction on the impact of e-retailing dimensions on e-loyalty. The research sample consists of customers over the age of 18 living in Turkey and actively using Trendyol. Since it is not possible to reach all of these users, an online survey was conducted between April 25 and May 15, 2024, using the non-random sampling method, convenience sampling. In line with the data obtained with 513 valid surveys, explanatory factor analysis and Cronbach's Alpha reliability, T test, Anova tests, and Hayes Macro Process were used for hypothesis tests in difference analyses via IBM SPSS 22.0 program. The research findings show that technical, hedonic, experiential and security dimensions of consumers' e-retailing applications increase e-satisfaction and e-loyalty levels, and e-satisfaction has a mediating role in the relationship between these dimensions and e-loyalty.