The impact of price offering, e-service quality, and customer service on customer retention in the Turkish B2C e-commerce industry

E-commerce has become a global phenomenon as technology has transformed our world. Internet usage for buying and selling has recently been common, as it enables people to obtain whatever they need without going to a physical store. In Turkey, the e-commerce sector has progressed drastically, leading to numerous development in the nation, especially in the population of educated youth. This current study investigated the impact of price offering, e-service quality and customer service on customer retention in the Turkish B2C e-commerce industry. This study adopted a quantitative approach involved in the post-positivism research philosophy. The variables were measured using numbered instruments to analyse the study results in a statistical sequence. The sample size was determined by adopting Yamane's formula, where 250 Turkish online shoppers were selected with a non-probability convenience sampling technique. The questionnaire was structured into two sections; section one entails the demographic variables of the respondents and the second section includes the information on the study variables. The data collected was analyzed on the SPSS package using regression. The results from all the hypotheses tested were supported. It indicated that all the independent variables were positively correlated with the dependent variable, customer retention. The study gave appropriate recommendations based on the analysis result, and suggestions were made for further research on the study variables. Key Words: Price offering, E-service Quality, Customer Service, Customer Retention, E-commerce, B2C, Turkish Industry