Examining the relationship of e-service quality, customer satisfaction and customer loyalty perceived in internet shopping: An application on Adıyaman University students

Developments in technology, the fact that information is spreading very quickly, and the increasing concentration of competition has increased dramatically in internet use. The increase in internet use has also made some changes in consumer buying habits. Online shopping and electronic commerce (e-commerce) has become very important to both businesses and consumers. In particular, consumers' awareness, desire and needs have changed, and with consumers taking less time tos hop online, instead of travelling around long stores and shopping, they have forced businesses tı change their marketing approach and switch to virtual makets. This change has resulted in a sense of online shopping and electronic commerce. With this work, online purchases have been identified by the quality of –service customers perceive as a result of their experiences with goods and services, identifying customer satisfaction and customer loyalty levels and resulting in results that could be useful to businesses. This study is intended to examine the relationship between the quality of e-service, customer satisfaction and customer loyalty detected on internet purchases based on Adıyaman University students. The online survey method was used as a data collection technique. 453 surveys have been obtained for research. 55 valid surveys have been subtracted because 398 people have not been online shopping. According to the findings obtained from the research, the quality of e-service detected in internet purchases has been concluded to be a positive and meaningful relationship between customer satisfaction and customer loyalty.