The effect of value and service perceptions on customer loyalty for electronic trade websites; mediator role of satisfaction and trust

With the effect of globalization and digitalization, trade dynamics have been undergoing radical changes throughout the 20th century. Increase in global trade after the world wars developed international trade and the concept of electronic commerce emerged with the increase of electronic inventions towards the end of the 20th century. As the rate of integration of households to digitalization and the usage rate of technological devices increases, the number of consumers who prefer electronic commerce has started to increase exponentially with each passing yea, thus the number of businesses operating in this market also increased, and in this competitive environment, meeting consumer expectations has become more important. After reviewing the marketing literature for the model regarding to meet consumer expectations for electronic commerce companies; service quality and value perception have been determined as factors affecting electronic loyalty through electronic satisfaction and electronic trust. Structural equation analysis method has been applied by using Smart PLS and SPSS programmes for the study. According to the results; value perception has a significant effect on e-satisfaction and e-loyalty through e-satisfaction; service quality has a significat effect on both e-satisfaction and e-trust and e-loyalty with mediations of e-satisfaction and e-trust. E-satisfaction and e-trust also has a significant effect on e-loyalty.