The commitment-trust relationship between customer and retailer in online shopping

In Turkey, the concept of commerce and the Internet is rapidly progressing in parallel with the world. Towards the middle of the 1990s, many magazines and newspapers in Turkey started to publish on the internet. In the same direction, most of the banks in Turkey have gradually moved many of their services to the virtual environment. It can be stated that the Internet has become the keystone of daily life in Turkey, similar to what is happening around the world, from shopping without information, distance education to accessing services offered by government agencies, from booking tickets for transport to chatting, from virtual theatre environments to corporate communication. The customer is considered as a real individual who can actually purchase marketing items of organisations within the framework of their individual demands, desires and requirements and who has the appropriate capacity for this. The aim of this research is to determine the effect of customer loyalty on customer trust. Based on this, quantitative research is adopted and the sample consists of consumers living in Kırşehir, shopping from a retailer's internet sales site and accepting to participate in this research. 418 consumers participated in the study and the data obtained from the research were analysed through SPSS and AMOS programmes. According to the findings obtained from the research, it was concluded that customer loyalty has a positive and significant (β=0.39; p<0.001) effect on customer trust. In the research where difference analyses with socio-demographic variables were also applied, it was observed that there was not much differentiation. While it is seen that these results are in line with the literature, it is suggested that shopping sites should have more useful interfaces and that it would be correct to carry out campaign studies.