بررسی و تحلیل تاثیر کیفیت خدمات و اعتماد بر وفاداری مشتریان در تجارت الکترونیکی
محورهای موضوعی : مهندسی کامپیوتر و فناوری اطلاعاتعلی نقی رضائی 1 , سامان فروتنی 2 , محسن کاتبي جهرمي 3 , علیرضا کاتبی جهرمی 4
1 - گروه مدیریت و فناوری اطلاعات، واحد صفاشهر، دانشگاه آزاد اسلامی، صفاشهر، ایران
2 - دانشگاه آزاد اسلامی واحد صفاشهر
3 - دانشگاه آزاد اسلامی واحد صفاشهر
4 - دبیرستان استعدادهای درخشان دستغیب2 شیراز ایران
کلید واژه: کیفیت خدمات, اعتماد مشتری, وفاداری مشتری, تجارت الکترونیک, رضایت مشتری,
چکیده مقاله :
در دنیای رقابتی امروزی کسب وکارهای آنلاین به دنبال روشی مناسب جهت افزایش وفاداری مشتری هستند. اما، تاثیر همزمان سه متغیر کیفیت خدمات، اعتماد و رضایت مشتری بر وفاداری مشتری در محیط خرده‌فروشی آنلاین در تحقیقات، کمتر بررسی شده است. با توجه به پیشینه تحقیق، فرضیه‌های تحقیق مشخص شده و مدل مفهومی مناسب ایجاد شده است. از آنجایی که روش تحقیق کمی- پیمایشی است، پرسشنامه‌ای براساس فرضیه‌های تحقیق طراحی گردیده است. در نهایت، داده‌های به‌دست آمده با استفاده از معیارهای توصیفی و مدلسازی معادلات ساختاری مورد تجزیه و تحلیل قرار گرفته است. با توجه به نتایج فرضیه H1 یعنی کیفیت خدمات الکترونیکی تأثیر مثبت بر رضایت الکترونیکی دارد. نتایج فرضیه دوم نشان می‌دهد که H2 یعنی اعتماد الکترونیکی، تأثیر مثبتی بر رضایت الکترونیکی دارد. فرضیه H3 متغیر اعتماد الکترونیکی، تأثیر معناداری بر وفاداری الکترونیکی دارد و از نظر آماری H3 پذیرفته شده است. همچنین، با توجه به نتایج می‌توان نتیجه گرفت که متغیر رضایت الکترونیکی تاثیر مهمی بر وفاداری الکترونیکی دارد و از نظر آماری H4 پذیرفته شده است. کیفیت خدمات الکترونیکی از طریق رضایت الکترونیکی به عنوان متغیر میانجی بر وفاداری الکترونیکی تأثیر مثبت و معناداری دارد بنابراین از نظر آماری H5 پذیرفته شده است.
In today’s competitive world, online businesses are looking for a suitable way to increase customer loyalty. However, the simultaneous effect of three variables - service quality, trust and customer satisfaction - on customer loyalty in an online retail environment has been less investigated in the conducted researches. According to the literature and background of the research, research hypotheses have been determined and a suitable conceptual model has been created. Since the research method is quantitative-survey, a questionnaire was designed based on the research hypotheses. Finally, the obtained data have been analyzed using descriptive criteria and structural equation modeling. According to the results of hypothesis (H1), the quality of electronic services has a positive and significant effect on electronic satisfaction. The results of the second hypothesis (H2), display that e-trust has a positive effect on e-satisfaction. Hypothesis (H3), the e-trust variable has a significant effect on e-loyalty, statistically, H3 is accepted. According to the results it can be concluded that electronic satisfaction variable has a significant effect on electronic loyalty, statistically, H4 is accepted. Electronic service quality through electronic satisfaction as a mediating variable affects electronic loyalty. It is positive and significant, therefore statistically, H5 is accepted.
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