A pilot study on the relationship between consumers perceptions of the after-sales service with electronic word of mouth behavior and re-purchase intention in electronic retailing

The aim of this study is to investigate the relationship between the dimensions of the consumers' perceptions of after-sales service with electronic word of mouth behavior and re-purchase intention in electronic retailing. In addition, another aim of the study is to determine whether after-sales service perceptions, electronic word of mouth behaviors and re-purchase intentions differ according to consumer problems. As a result of the literature review, apparel electronic retailers were included in the study and a questionnaire form was created to investigate the relationships between the variables determined within the scope of the research objectives. The survey was conducted with the online survey collection method and the sample size was obtained with the data collected from 432 respondents. Pearson Correlation and T-Test were used to test the research hypotheses. As a result of the research, it was determined that there was a positive relationship between all dimensions of the after-sales service perceptions with electronic word of mouth behavior and re-purchase intention. In addition, it was found that there was a positive relationship between electronic word of mouth behavior and re-purchase intention. According to the consumer problems, it is seen that there is a difference in all dimensions except the accuracy of the order which constitutes the perceptions of after-sales service of the consumers. Electronic word of mouth behavior and re-purchase intention were also differentiated according to the consumer problem. Keywords: Electronic retailing, after-sales service, electronic word of mouth behavior, re-purchase intention.