The effect of e-service quality in chain markets on customer satisfaction and loyalty

In the world, with the development of technology and the widespread use of the internet, access to information has become easier. Thanks to mobile technologies, access to the Internet from smartphones has become indispensable in daily life. For people who spend most of their time on the internet, shopping can be carried out in the mobile environment like many areas of life. One of the areas that have developed in recent years in mobile shopping, the use of which is becoming increasingly widespread, is mobile markets where fast moving consumer goods are offered for sale. The increase in demand for mobile markets has encouraged businesses to be in this area as well. Many businesses are trying to gain a competitive advantage by establishing the mobile market business model. The mobile grocery ordering sector has become the most preferred shopping due to the services it offers. The similarity between the features, prices and technologies of the services offered is important for companies. In this context, it is difficult to meet the changing expectations of customers and to create a loyal customer base. Mobile market ordering applications will understand this changing market and respond to various customer expectations, but depending on the quality of service they will provide, it will be the result of customer satisfaction. In this study, it was tried to examine the customer loyalty that will be created by the product satisfaction they will provide under the effect of the service quality they offer to their customers using the Mobile Market ordering application and the effects that this will create on their re-purchasing behavior. In the last 1 year, a survey was conducted with 357 users who made mobile grocery shopping in Gaziantep. The relationships between mobile market product quality, e-service quality, delivery quality, customer satisfaction and loyalty variables were analyzed by factor analysis, reliability analysis, correlation analysis, hypothesis testing (simple regression analysis), and intermediary analysis tests. As a result of the research; It was concluded that product quality has an effect on customer satisfaction, application/website quality has a positive effect on customer satisfaction, application/website quality has a positive effect on loyalty level, delivery quality has a positive effect on customer satisfaction, delivery quality has a positive effect on loyalty, and customer satisfaction has a positive effect on loyalty.