The role of perceived quality, customer satisfaction and brand similarity in developing brand loyalty in international e-commerce sites

With the developing technology, trade has also changed dimensions. Therefore, people's shopping habits have also changed. The fact that the requirements can be met from e-commerce sites regardless of time and place has increased the demand for e-commerce, and this has been effective in the spread and development of e-commerce sites. While consumers' alternatives are increasing, businesses are entering into a tough competition. Businesses that want to survive or stand out in the competitive environment are looking for ways to increase their quality, awareness and customer satisfaction, to gain new customers and to protect their existing customers, as well as to further develop brand loyalty. In this context, in this study, the role of perceived quality, customer satisfaction and brand similarity in developing brand loyalty in international e-commerce sites was examined. The fact that no other study examining these factors together in developing brand loyalty has been found in the literature and this reveals the originality of the study. Within the scope of the study, 405 people who shopped at Amazon, Global JD (JoyBuy) and Aliexpress sites operating in the international arena were reached through an online survey. SPSS 25 program was used for validity, reliability and frequency analyzes in the research, and AMOS 21 program was used to test the structural validity of the scales and to perform confirmatory factor analysis. In the findings, it was seen that customer satisfaction and brand parity positively affect brand loyalty. In addition, it has been determined that perceived quality has a positive effect on customer satisfaction. Keywords: E-Commerce, Brand Loyalty, Perceived Quality, Brand Similarity, Customer Satisfaction