Research on service quality and customer loyalty at electronic trade sites and a case study

This research examines the relationship between service quality and customer loyalty at electronic trade sites. It is seen that in traditional service sector (such as tourism, trawel agencies, restaurants etc.), evaluating service quality using servqual method is very common. This research aimed to support providing and developing of service quality focuses on mainly customer and to determine service quality of perceived service quality of customers using electronic trade sites by employing e-SERVQUAL (electronic service quality) measurement. The purpose of the study to compare the factors of quality related to employment of electronic web sites, and evaluating the relationship between customer loyalty and perceived quality factors. It is seen that there are myriad of research and application in Turkey about the relation of service quality and loyalty in traditional trade. The Research on electronic service quailty and e-loyalty are on the initiation stage.For this reason, in the research, in order to determine factors of service quality in determination of customers using electronic trade sites, interviewings are initiated and gathered data was collected with literature knowledge, added to question group of e-SERVQUAL measurement with four dimensions (Efficieny, System Availability, Fulfillment and Privacy) and survey form given at the end of the study is formed. This survey form was applied to electronic trade customers in order to determine the factors affecting on service quality and e-loyalty.The Outcomes of this research will support to make decisions of electronic trade firms (managers and web developers etc.) on perceiving of service quality, customer loyalty and customer satisfaction related marketing processes.As a result of this research, in the frame of customer, expectations at electronic trade services and the most important web quality factors, and strategies may be developed to support these requirements in the perspective of electronic trade firms. Moreover, by apprehending the factors of customer satisfaction, advantages of knowing of them can be used and by supporting important criterias for the customers possible requirements will be defeated.