An analysis of e-service quality, e-customer satisfaction and e-customer loyalty relation within the concept of relationship marketing: A case study

The developments in information and communication technologies causing many big changes in marketing, on one side, have provided many opportunities to companies, whereas on the other side increased the competition among those companies. This situation has forced companies to adopt new customer focused management and market strategies leaving behind the classical management concepts and policies. In marketing area, the relationship marketing approach has become more and more important.In recent years, internet which has entered in all areas of our lives has become a vital part of daily shopping as well. However, it has become quite difficult to keep your customers who can reach easily all goods and services they want without any limitation on the Internet. The fact that the customers have many alternative choices and they can change their preferences at almost no cost in case of dissatisfaction has enormously increased competition on online business. This has made ensuring customer satisfaction and loyalty more difficult and more important task.This study aims to find out the effect of customer satisfaction and electronic service quality for ensuring customer satisfaction and loyalty on online environment where competition is very intense. The data collected was analyzed by structural equation modeling and explanatory and predicative factor analysis. As a result, in the model, I have found out that the quality of e-service affects e-customer satisfaction and the perceived value, and accordingly e-customer satisfaction and perceived value affects e-customer loyalty. On the other hand, I have found out that e-service compensation quality does not affect either ecustomer satisfaction or perceived value. Keywords: Relationship Marketing, E-Service Quality, E-Service Compensation Quality, E-Customer Satisfaction, E-Customer Loyalty