Service quality in electronic commerce: A field study for electronic trading companies in Turkey

With the introduction of the Internet into our lives, a change has occurred in our entire life. One of the most important of these changes is electronic commerce. Thanks to electronic commerce, people can reach their wishes and needs from anywhere at any time without the concept of time and space. However, businesses can also appeal to their customers without a specific concept of a place. With the acquisition of an important place in electronic commerce over time, the quality of service has also become important. Consumers want to have maximum service quality from the products and services they receive for a certain price they pay. The aim of the study is to examine the differences in consumer perception level regarding the service quality performances of electronic commerce companies in our country. The Servqual scale consisting of 5 dimensions with 24 questions was used in the study. The study data were obtained by face-to-face survey technique and the data were analyzed by SPSS 25.0 package program. The questionnaire was applied to 480 users aged 18 and over. In order to determine the differences in the perception level of consumers, the t-test and one-way anova test were used. As a result of the analyzes, significant differences were found in reliability, assurance/competence, physical assets and empathy dimensions according to demographic characteristics, shopping frequency and websites used. At the same time, it has been determined that Trendyol is the most preferred shopping platforms in electronic commerce and Instagram is the least preferred. In accordance with the findings obtained, H2, H4, H6-H6.4-H6.5, H7, H8, H22, H23, H24, H26 hypotheses were accepted out of 31 hypotheses developed in accordance with the purpose of the study.